The music video for "Am I Wrong" by Nico & Vinz uses several techniques to effectively appeal to its target audience. It has a upbeat pop genre suited for teenagers and young adults. The lyrics discuss the artists venturing off the mainstream path and following their feelings to find their own way. The tempo and editing of the video match the pace of the upbeat song. Camera techniques like tripods and dolly shots make it seem like a documentary, showing the environment the singers are in through various long shots. There are no excessive digital effects, relying on the story and message of the lyrics.

1. Music VideoAnalysis
Commenton the followingaspectsinrelation to your music videochoice.
How will these techniquesappeal to the target audienceneeds?
Target Audience &
Needs
The music videoIam analysingisAmIWrong by Nico& Vinz(
https://www.youtube.com/watch?v=bg1sT4ILG0w ).The genre ispop
music,whichisa genre whichhas alwaysandwill alwaysbe popular.
The target audience isprobablyverylarge forthisgenre of music;but
the mainaudience will probablybe teenagerstoyoungadults.The
songis suitable foranyage thoughas there isno explicitlanguage
usedinthe song or video.Thissongcouldalsobe targetedforolder
people asitis a songwhichis easyto listentoandnot hard onthe
ears.
Lyrics (Meaning
Implied?)
Songlyricsalwayshave meaningsthatmaybe aren’tclearafterhearing
it once,butmajorityof themhave a message.A lotof lyricswhichare
includedinsongsare relatingtothe artists themselves.Theyoftentalk
aboutthingswhichhave happenedtothemorthoughtstheyhave had.
For example,NicoandVinzwere asmall African-Norwegiangroupwho
were unknownacrossthe worlduntil theirhitsingle ‘AmIWrong’.The
lyricsinthat single relatedtoboththe meninthe group.
The lyricsfor the mainchorus are “AmI wrong forthinkingoutthe box
fromwhere I stay?”Thisis talkingaboutthemmaybe notfollowingthe normandgoingtheirownwaysaway fromeverybodyelse.
Theysendthe message thatit isabout followingyourheartratherthanjustdoingwhat everybodyelse isdoing.“AmIwrongfor
sayingthat I chose anotherway?”thisismeaninghe isn’tsure if the road he has takenisthe correct one,buthe callsit home and
hopesitleadshimsomewheregood.He wantstoventure off fromthe mainstreampathsandfindhisownway andfindthe
meaningof life.He cannotsee where the road leads;he justwantsto followhisfeelings.
Tempo The tempomeansthe pace or speedatwhicha passage of musicisbeingplayed.The songwill be sungata differenttempo
dependingonthe topicthe songisabout.For example if the songisabouta dark subjector death/suicide,itwouldn’tbe upbeat
and happy.The songand musicvideoare quite upbeatbutnottoo quick.The movementinthe videoisquite fast,asthe menare
travellingaroundforthe majorityof it.The editingof the videomatchthe pace and tempoof the song itself.
Genre The genre of thissongis pop.Thisisa verypopulargenre andiswhat the musiccharts are floodedwithandbasedaround.The
mise enscene usedinthisvideooftenreflectsthe type of genre thatthe songis.There are no dark and dull colourshoweverthere
are no exoticbrightcolours,asthissongisn’tabouteverythingbeinggood. Thismaybe differentforothermusicvideos.The video
includeslotsof other‘extras’.Allof these extrapeople lookandactas thoughtheyare happyandbecome happywhenthe main

2. Music VideoAnalysis
characters interactwiththem.Thishelpscreate apositive vibeandshowthatthe maincharacters bringhappinesstoeveryone.
Theydon’tlookthe most privilegedpeople,buttheycanstill enjoylife. The lyricscorrespondwiththe musicitself.
CameraTechnique The majorityof the camerawork ison tripodsor dolly’s.Thismakesthe feelingthatyouare watchinga filmorstory withinthe
song.It almostlookslike adocumentaryforthe audience astheywatchthe 2 mengo aroundthe villagesplayingwiththe people.
There aren’tmanyprops used,justa little TV whichtheycarryaround,everythingelse issimple andplain. There are lotsof
differentcameraangles,majorityof thembeinglongshots.Thisistoshowthe surroundingand environmenttheyare in.
Editing The editingforthisvideoisn’ttooextreme;itismostlyjustcutsto the
differentscenes.There isnofancyeditingused,asitwouldruinthe
message fromthe song.There islotsof editinginthe sense thatthey are
justwalkingaroundthe countryand the camera followsthem,however
there aren’tmanyeffectsadded.The onlyeffectthatmaybe slightlyused
isfor the lighting.Theymayhave editedthistomatchthe moodof the
song. There wasn’tany CGI usedwithinthe videoasitwasmostlyfilmed
live.
Use of Digital Effects There aren’tmanydigital effectsaddedtothismusicvideo.Digital effectsare usuallyusedtoenhance the editingthatis
performedonthe videoandalsoto addto style or the audience’sexperience.There aren’tanyextrasounds addedtothe backing
track afterit was made. The videoismainlyrelyingonthe lyricsandnarrative totell the storyand the message of the song.There
isn’tmanyvibrantcolourswithinthe video,howeveritisn’tadark video.Towardsthe endof the videowhenthe 2singers meet
each other,the suncomesout powerfullytoaddeffect,andshowthe moodthroughthe brightness.