This document analyzes and summarizes shots from Rita Ora's music video for "I Will Never Let You Down". It discusses how various shots follow conventions of pop music videos. The close up shots emphasize Rita Ora's importance and showcase her facial features and lip color. Wide shots show her dancing with backup dancers, establishing her as the focal point. Mid shots also position her as the dominant visual as she sings and dances. Dolly camera shots make her seem in control as she walks toward the camera. Throughout, the lighting, costumes, and choreography are meant to portray her as stylish, versatile, and the driving force behind the upbeat, entertaining song.

1. Music Video Textual Analysis: _Rita ora- I will never let you down
Close up shot
still camera
Analysis
This close up shot of the artist allows the
audience to focus just on her and it emphasises
her importance to the video. The fact that this
part of the music video is in black and white
creates a soft and effective atmosphere and is
also a convention of a pop music video.
The mise en scene creates a very natural mood
as she doesn’t wear harsh makeup and her hair
is naturally styled.
The lyrics match the mise en scene of the shot
as she sings about sunlight which the lighting is
made to look like in this shot.
The back background of the shot ensures that
she is the main attraction of this close up shot.
‘watch the sunlight coming through…’ Cuts in from a white flash transition
Wide, mid shot
camera slowly zooms in
Analysis
This shot of the artist and the two backing
dancers follows the conventions of a pop music
video as it shows there is a dance routine
involved. The composition of the shot has her
standing at the front of the two backing
dancers, implying that she is of higher
importance to the song.
The costumes used create a modern vibe and
imply that she is fashionable and stylish.
During this short series of shots, special effects
are used to create the impression that there is
flashing lights and this is a typical convention
of a pop music video.
‘I know exactly how you feel’ Cuts in and out

2. Extreme close up
Still camera
Analysis
Laura Mulvey’s theory of male gaze applies to
this shot as the close up shot of the artist’s lips
emphasises the facial feature which is usually
focused up on and seen as attractive and this is
the main reason why this shot has been used.
The red lipstick used connotates danger and
sexual attraction and the bright and bold colour
falls in the category of conventions for pop
music videos.
Close up shots are a convention of pop music
and these are used frequently throughout this
video.
‘when you’re feeling low on love, I’ll be
what you’re dreaming of’
Cuts in and out
Mid shot
Still camera
Analysis
This mid shot shows the artist on her own
dancing, which is a convention of pop music
videos. The composition allows the audience to
see her clothing which is bright, following
conventions for a pop music video.
The dance routine allows the audience to see
how versatile she is as a performer, making the
video more entertaining.
Mid shots are also another popular shot used in
pop music videos as they convey the artist in a
dominant way as they are always the main
visual in the shot.
‘Oh, I will never let you down’ Cuts in and out
Wide mid shot Analysis

3. Dolly camera
The shallow focus of this shot makes the artist
look like the dominant person in this shot as
she is clear and the two backing dancers are
slightly blurred out.
The fact that she has bright and bold clothes,
hair and makeup makes her stand out in the
video and imply that she is different and
modern. The dolly camera allows the artist to
move on the shot and walk towards the camera,
making her look dominant and a strong figure.
The bright lighting in the setting creates a fun
atmosphere and coveys that the song should be
fun and entertaining.
‘when you’re feeling low on love…’ Cuts in and out