Bruno Mars' "24K Magic" music video has been the most successful of the three analyzed, with over 827 million YouTube views. It depicts Bruno Mars in Las Vegas living a lavish lifestyle, relating to the song's lyrics. Jax Jones' "You Don't Know Me" has been similarly successful, with its unofficial animated music video receiving over 154 million views by depicting a man dancing on a cereal box. The report concludes Bruno Mars presents the greatest threat to future productions due to how his music video directly relates to and illustrates the song's storyline. To make a new production stand out, the report proposes showing America in an authentic, non-exaggerated way through various camera shots during a road trip.

1. MUSIC VIDEO MARKET ANALYSIS
BY LEWIS PIKE

2. INTRODUCTION
 In this task I will be looking into the three most
successful funk music videos that have been made
within the last year. I will be looking at how successful
they have been in terms of distribution, sales, ratings
and critical acclaim. I will then be concluding in which
artist I believe has the highest threat on my production
and how I intend on making my production appealing
to my audience.

3. BRUNO MARS: 24K MAGIC
Link to Music Video: https://www.youtube.com/watch?v=UqyT8IEBkvY
24k magic single was released on the 7th October 2016 worldwide by Atlantic records, and was directed by Cameron Duddy, his album was released on November 18th 2016.
The single and the album has been a huge success and is Bruno Mars’s first album to enter the R&B and hip hop charts on Billboard and stayed atop for 21 weeks. The album
has sold 1,110,000 copies and has currently got 827, 820, 303 views on YouTube. 24K magic has been so successful because it’s a upbeat joyful party track. The genre is funk,
contemporary, R&B and Soul, and does feel like a throwback to a party from the 90’s. Atlantic records is a major record label and is able to afford to have their tracks
distributed via a variety of channels such as Download sites such as iTunes, Music TV channels like BBC Radio One, Retail Outlets such as HMV and Online sites including
Amazon.
The 24K Magic music video is shot in Las Vegas, this is a appropriate location as Vegas is known for gambling, fine dining, shopping, entertainment and nightlife and perfect
for hedonism. The music video starts with a private jet arriving at night to Las Vegas and as the song is called 24K, Bruno Mars is wearing lots of 24 karat gold chains which
also goes with the image of the song’s lyrics “a dangerous man with some money in my pocket”. Apart from seeing ladies in the video with bikinis on and shaking their
booties there is no violence, sexual scenes, and no drug use. For this reason I would give this music video a12 rating. However I believe that the language used in the song is
not appropriate for a 12 year old and would therefore have to rate it as a 15. The inappropriate language used are the words shit and bitches and lyrics “bad bitches and ya
ugly ass friends” the meanings of the lyrics are of a very sexual nature. BBC Radio one does play this song on air but the rude words are blurred out depending on time of
broadcast. The audience of BBC radio one is for those aged between 15-29 years old.
The song is a dance song so the audience in which it’s targeted towards is those who will go out dancing, so 16 to 30 years olds. Although the song is being enjoyed by many
other age groups. The video has certain signature dance moves, which people in clubs will also imitate, this is why the song has been so successful. The younger audience is
also the reason for success as they have more disposable income and live for the weekends, going out partying.
Linking 24K Magic to the Uses and Gratification theory, I believe that this follows the Diversion category of the theory . This is because I believe that many younger males
would envy the 24 karat lifestyle in the way in which the music video is executed, and is the life many young men envy. Even with females it is spoken about gangsters in the
video which many females are attracted to, the bad boy image. This video and, song does instantly divert you from everyday life and makes you want to start singing and
dancing and is a feel good song.

4. FLEUR EAST: SAX
Fleur East’s single, Sax was released on the 6th November 2015 worldwide by Simon’s Cowell’s record label, Syco. East scored a record deal with Syco after she came
second on the UK’s X Factor. The track is a funk, hip hop, R&B, soul, pop and dance track which reached number 3 in the UK and the music video was directed by Colin
Tilley. The track has currently got 56, 393, 951 views on YouTube and has sold 965,000 copies worldwide, 600,000 of them were sales in the United Kingdom. The
format of the track is a digital download which is a media product distributed on the internet, the track can be viewed on iTunes, spotify, etc. Winners of the X Factor’s
get a record deal with Syco Records so this was a achievement for East as she didn’t win the competition. Fleur East was not globally known and considering this was
her first single after entering the UK X factor, the single did okay.
The music video screens Fleur East walking in a colour squared tunnel and screens East singing and dancing along with dancers in a colour changing background. The
track is suppose to make you smile, and have a good time listening to. However the track has received critism by Radio 2 presenter Chris Evans who blasted the track
as ‘atrocious’. Tracks are not required to be age rated like DVD’s where every DVD has to be reviewed and given a age rating. After watching the music video and
listening to the lyrics I don’t believe that the track needs any rating. I believe that this track is more for a focused female audience, and watching the video it seems
very girly. I believe audience members as young as 12 would watch this because there is no bad language in the lyrics or in the video. In my opinion I don’t think that
the music video is as good as Bruno Mars and Jax Jones and wouldn’t make me continue watching however I do like the song. I would not continue watching the
video because it’s repeating the same scenes throughout. Although her music video got more viewings compared to Jax Jone’s Official Music video but not his
unofficial.
Linking Sax to the Uses and Gratification theory I believe that this best follows the Diversion category using the track as a emotional release and escaping from your
problems. This is a song that will cheer you up if your feeling down in your life and converts you into this amazing life.
Link to music video: https://www.youtube.com/watch?v=3JZ4pnNtyxQ

5. JAX JONES: YOU DON’T KNOW ME
Link to music video: https://www.youtube.com/watch?v=WH9C6oLEtOg
https://www.youtube.com/watch?v=PKB4cioGs98
You Don’t know me single was released on the 9th December 2016 in the United Kingdom by Polydor. The track is a dance pop, funk and house track and the single was
released as a digital download. The single sold 1,405,000 copies and 600,000 of which were sold in the United Kingdom. The track has two types of music videos, the first is a
narrative which is the official video which has currently 52,641, 835 views on YouTube and the second is an animation of a guy dancing on a cereal box, which has currently
scored 154,676 858 views on YouTube. The music video was directed by Remy Cayuela and is a successful upbeat dancing song. Polydor is part of a conglomerate, Universal,
which is considered one of three major record labels, and the track was distributed on Apple iTunes.
This song has been such a success because the song is very catchy and gets everyone up dancing. The video also I believe attracts a female audience, with a young girl in a
tutu dancing around a home. The young girl has a little attitude, but is also cute, which does make you laugh. The music video doesn’t contain violence, any sexual nature and
anything inappropriate, so any child of any age may enjoy watching the video. However in the lyrics of the song the word ‘fuck’ is used quite frequently, so the language is not
appropriate for children to be listening to under the age of 15. I believe that the lyrics would be rated for those at 15 because a 15 allows the frequent use of strong language
(for example, ‘fuck’).Broadcasters will play this song but the inappropriate language will get blurred depending on time of broadcast and is played on music video channels.
This is a dance song which is targeted mainly towards females aged between 15-30 years old. Although many other age groups are enjoying this song as well. I believe
targeting towards the young audience means your track will be more successful, the young are the future and are the ones who go out partying and dancing. Although the
official video got over 52 million views, the unofficial video reached over 154 million views on Youtube. The idea of the unofficial video is a very simple but clever concept, the
idea is to have a animated cereal box with an animated version of the artist dancing to the song. Throughout the music video the camera angles will change so it’s not a mid
shot throughout. I believe the reason why the unofficial version was more successful because we tend to see a lot of narratives and not enough of animations.
Linking You Don’t know me to the Uses and Gratification theory, I believe that this best follows the Personal Identity category. This is because many people can relate to at
some point in their lives as to having fake friends, “Don’t act like you know me, I am not your homie”. Many young females can relate to this song, specially those who are still
in some sort of education or who are within the start of their careers and may not be as wise as the older generation..

6. CONCLUSION
 To conclude I believe that Bruno Mars offers the greatest threat because the music video
he produced does link to the lyrics of the song, and does show a storyline. The other two
artists which I looked at don’t have a storyline to their music video although You Don’t
Know Me music video does have a young girl dancing around a home, which does relate
to the song but doesn’t have a storyline as this is all we see. A example of this in the lyrics
of Living In America the first line is: ‘Super highways coast to coast just easy to get
anywhere’ for this shot, I will be using the footage of driving over the highway of the
Florida Keys. Where Bruno Mars in his first line of his music video was ’ Tonight I just want
to take you higher’ which for this scene Bruno Mars steps out of private jet, which relates
to the words take you higher.
 I will be making sure that my production stands out from the crowd as I am showing
America’s true likeness and will not be exaggerating, images. Many things we see or hear
not just about places, but a example of this is in todays society with social media, like
instagram and facebook very often we see how amazing and exciting peoples lives are, but
these lives are fake and not really a true interpretation of someone’s life. Models are often
stereotypically thin and beautiful, but this is not true reality. I believe my music video will
be engaging because I’m using footage from another country and not in the town I live in,
and will be interesting for american’s to see how a english citizen perceives their country. I
will make my music video stand out from the crowd from a media point of view by having
a variety of camera shots, for example a point of view shot will be used when driving along
the highway, a low camera angle shot when looking down on America and pan shots
looking out on to the Miami Beach.
 Linking my production to the uses and gratification theory I believe my production will
meet the surveillance category, where audience members use the media to find out what is
around them. I believe that I’m offering something different because the three funk music
videos I’ve looked at are in the Personal Identity or Diversion category in the theory, not
many Brits have been to the USA, so they will be learning about America by seeing what’s
in my video. The surveillance idea is that people feel better having the feeling that they
know what going on around the world.