The music video for "Mama Do The Hump" by Rizzle Kicks uses a handheld camera to give an intimate feel. Close ups are used to distinguish characters and wide shots show their enjoyment of dancing to the catchy song. Simple editing with fast cuts keeps pace. The alternative hip hop genre involves dancing, so a choreographed routine was added at each chorus to appeal to young adults and get the dance stuck in viewers' minds. Rather than focus on the stars, attention is drawn to their real family members to fit the song's title. Comedian James Corden was also added to appeal to a wider audience as he joins in the popular dance. The simple narrative opposes conventions by just following the duo

1. Rizzle Kicks – Mama Do The Hump
MUSIC VIDEO ANALYSIS

2. http://www.youtube.com/watch?v=SxEINSBsbeo
MUSIC VIDEO

3. CAMERAWORK
The camerawork is very simple, The director has used a hand held camera to
record most of the action which gives a more intimate atmosphere to the
video; it is almost as if we are there in the room with them.
The most common camera angles used are close ups and wide shots. Close
ups are used throughout the video, helping us distinguish between the
characters. Wide shots are used when the stars are dancing, we are able to see
their enjoyment of the song and, along with the catchy chorus, we also have
a positive response.

4. Techniques used Errors
• Kept to a minimum, almost one long
take
• Continuity errors – James Corden’s
jacket
• Shot reverse shots used to distinguish
between characters
• Fats cuts used as transitions – adds pace
and keeps with the tempo of the song
EDITING

5. This song takes the genre of “Alternative Hip
Hop”, this genre revolves around varieties of rap
and hip hop styles. Usually, the video of this style
of music genre would involve dancing.
This video is no exception, and a popular dance
routine was choreographed specifically for this
song. By doing this, the director has appealed to
a target audience of young adults, and has added
the dance at every chorus, so that the dance stays
in the viewers’ minds. Furthermore, the dance is
not overly complex, almost anyone could join in
with the dance and in doing so the song appeals
to them, and they are more likely to purchase it.
GENRE

6. There are two main performers in Rizzle Kicks, however, the director has
chosen to draw the attention away from the two stars and instead puts focus
on their family members. This is due to the content of the lyrics. As the song
title is named, “Mama Do The Hump”, it fits that the focus of the attention
be on the duos real life family members.
The director has also chosen to add the popular actor and comedian, James
Corden into the video. By having a well-known celebrity, the director has
appealed to a wider target audience. Furthermore, Corden is seen joining in
with the popular dance number choreographed for this song.
STAR IMAGE/THE BRAND

7. The narrative of this video is very
simple. It follows the duo as they
enter a house of what appears to be
their family members.
This opposes the typical codes and
conventions of a music video because
there is usually a clear story that is
told in-between takes of an
artist/bands live singing. Instead, this
video is obviously low budget, but
proves that you do not need a lot of
money to produce a successful music
video.
NARRATIVE