The music video for "On My Mind" by Jorja Smith is a performance-based video that shows the artist singing and dancing in various locations including her flat. It has a casual style that fits the indie/pop genre of the song through the artist's unique clothing. The lighting is bright and the editing matches the upbeat tempo of the music through fast cuts that enhance the energy. While there are some connections between lyrics and visuals like when she touches her head saying "my mind", the main focus is on close ups of the emerging artist as demanded by her record label to promote recognition.

1. MUSICVIDEO
ANALYSIS 3.

2. Jorja Smith- “On My Mind”
■ Jorja Smith was born on the June 11, 1997 and is an
English singer from Walsall, West Midlands. She has
independently released numerous singles and one
extended play, Project 11 (2016), and is known for her
guest appearances on the songs "Jorja Interlude" and
"Get It Together" from Canadian rapper Drake's album
More Life (2017). The song “on my mind” by Jorja Smith
features another artist (Preditah).

3. Music videos demonstrate genre characteristics.
■ Performance
The music video “On My Mind” by Jorja Smith is a performance
based video as the artist sings and performance the song during
the video as well as dancing along to the song.The video shows
the artist in many different locations, yet one of the main locations
is flat where the artist performs the song into a micro phone also
suggesting that it is a performance based music video. This is a
typical video style for pop music which fits the genre of the song.
■ Styling
The style of the music video fits the indie/pop genre of the song.
The artist clothes also fit the indie genre of music as she is in
unique clothing.This is unconventional to the pop and R&B genre
of music as these artist normal wear designer or high street
clothes.The style of the video is very casual, due to the locations,
clothing and actors.This fits the style of the song and the artists
style.

4. Music videos demonstrate genre
characteristics.
■ Lighting
It is conventional for pop songs to have bright lighting to reflect
the energy and style of the music.The lighting throughout the
video is bright to allow the audience to see the artist and mise en
scene clearly.
■ Camera/editing
The camera work in this music video shows a range of shots from
close up shots to long shots. The editing of the video is fast
paced to also infer the energy and style of the song.The editing
becomes faster with the beats of the song to create a connection
between the music and visual.The music video uses continuity
editing in order for the video to flow and it is easy for the
audience to watch.

5. There is a relationship between music and
visuals.
■ The performance based music video is typical to the
indie/ pop genre of music therefore the style of the video
fits the style and genre of music.There is also typically a
link between the music and the visuals in music videos of
this genre.The editing of the video matches the music,
when the music becomes more up beat the editing gets
faster and enhances the energy of the video.The cuts in
the video are made to match the beats of the song while
enhancing them.This creates a smooth effect for the
audience when watching the video.

6. There is a relationship between lyrics and visuals. The
lyrics are represented with images.
■ As a performance based music video there is often some
links between the lyrics and visuals in the music video
however this particular music video doesn't have a lot of links
between the two.The locations and mise en scene are basic
meaning there isn’t a lot to link the lyrics to.The indie/ pop
genre of music often have unconventional settings which
don’t always match the song or lyrics. However there are
some links, For instance when the artist says “my mind”
through the song she often touches her head.When the
artist and the lyrics say “found the wrong in you” the artist
point at the camera. this creates a link between the visual
and lyrics, as well as between the artist and audience.

7. The demands of the record label will include the need
for lots of close ups of the artist and the artist may
develop motifs which recur across their work
■ The record label demands lots of close up shots of the
artist in the music video in order for the audience to
become familiar with the artist and her face.This music
video contains lots of close ups of the artist, Jorja Smith,
throughout the video as she is an upcoming artist and
needs to create a motif which will a cur across their work.
The is the main person featured in the video so it is clear to
the audience that she is the artist. It is also important to
use close up shots when the artist is lip syncing to allow the
audience to become familiar with the song and lyrics.

8. There is frequently reference to notion of looking and
particularly voyeuristic treatment of the female body
■ Although the music video doesn’t contain voyeuristic
treatment of the female body; the main person in the video is
the female artist Jorja Smith who conforms to the male gaze
theory my Laura Mulvey which states that media is targeted at
the male viewer and therefore women are used in media
products to gain views room the male audience.The video
doesn’t contain voyeuristic treatment of the female body as
the video is targeted at a large audience and would be
inappropriate for a young audience.There is references to the
notion of looking throughout the video as the artist is seen
making eye contact with the camera/audience. this is to create
a connection between the audience and the artist.As well this
the notion of looking is represented through the way the video
includes a mirror in the back of some of the shots in which the
artist can be seen in the mirror.