This document analyzes the music video for "Cat Daddy" by Rej3ctz. It notes that the fast-paced editing conveys the fast-paced lifestyle depicted. Shots show an urban, "gangster" environment in Los Angeles marked by graffiti and signs. Costumes also help set the fun, colorful tone. The video uses many shots of dancing to both genders to show anyone can do the dance. Aspects like establishing the location, promoting a sense of humor, and using colorful clothing will influence the video the author plans to create.

1. Textual Analysis – (Rej3ctz - Cat Daddy)
When the music video begins the fast pace of editing conveys the location in which the
director wants to be represented to the public. The editing is asynchronous with the pace
of the music as it stutters about 8 times and 8 different shots were shown. This may be an
illustration of the lifestyle that people have, very fast and they’re always on the move.
The shots show a very distinctive scene of America typically urban and ‘gangster’
environment. The mise en scene of the graffiti and the spray painted ‘Los Angeles’ sets
the scene of a rough terrain or even the very opposite of fun environment (which we later
see in the video). Los Angeles is further enhanced as the location by the 3rd singers T-
shirt which has the print of ‘I ♥ LA’ In addition to ‘Los Angeles’ the word ‘Venice’ is
shown on a shop board which gives a sense of the beach as palm trees and a very hot
climate; exactly what Venice is. This point of a very hot and fun environment is enhanced
to the public by the mise en scene of the costumes. People are wearing very colourful and
it is in correspondence to the set, women are in short jeans above the knees and the men
are in T- shirts. One of the T- shirt prints is in direct relevance to the song as ‘Sponge
Bob’ which is also heard by diegetic sound whilst watching the video. The lyrics are
‘Call me Sponge- Bob, stacking crabby patties, Bitch I go to work do my Cat Daddy’.
The T- shirts are very comical which can be evidence of a fun environment that may
occur in Los Angeles. Colours on them are eye catching and bring you to the attention of
the dance as the top half of the body and the bottom half may be in different directions to
illustrate different aspects of the dance which may be important. In addition the special
affects of the text shows the fun and the main relevance of the video which is the dance.
The shots that create the music video are very fast paced; however, there are mainly
panning and a lot of tracking shots to illustrate different areas of the body and many
people trying to dance respectively. Both genders are also represented in this video which
may be a signal to the target audience that men and women both can do the dance. Some
dances may be just one gender like ‘ballet’ which mostly women participate in.
Aspects of this music video are directly relevant to the music video that we shall create as
our video is mainly to promote a sense of humour. We shall dance in various formats of
the video but in a non routine way as our video shall be more on the natural dancing that
people may do. The main aspect of our video will be the sense that everyone is equal and
the dancing will show that everyone is the same despite how good. This will be
represented by many panning shots like the ones constructed in ‘Cat Daddy’. The
location will be verified at the beginning of our music video just like ‘Cat Daddy’ by
inter-textual references, maybe sign posts suggesting the various locations. The fun
atmosphere in our video will not mainly be the dancing but the fun that can be had on
scooters, so us riding around and having fun on urban and well lit streets. Finally the
colourful clothing that the artists in this video and the supporting cast is something that
we shall incorporate in our video. This is due to the dark atmosphere and natural top
lighting from the shops and the time of day night we can easily be seen whilst riding
around. Also it fits the urban environment that our video shall be set in.