RESEARCH - Function of a Music Video

Analysing Music videos

Rizzle kicks - Lost Generation:
-The video had much evidence of slow motion  which include dancing scenes, fighting with the children and when the two performers are riding the bicycles.
-Evidence of Obvious edits were clear to see through the Titles at the begining, Jump cuts, Glass smashing at the end of the video and the youtube frame.
-There is a lot of camera movement espeacially in time with the music and sound of the video.
-Artists and all participants and performers of the video in total make 25 eye contatcs with the camera espeacially when one female dancer looks into the camera and sings 'naughty boy'.
-There are many locations used to shoot the artists such as the bridge, living room, kitchen, car park, door, park, road and the sand.
-There were 3 main base tracks, the big brother chair, the living room as well as the Jeremy Kyle talkshow scene.
-The editing of the video in terms of being on time with the beat is accurate during the majority of the video

Adele - Someone Like You:

-There was not at all any evidence of jump cuts only smooth fading and transitions.
-In terms of obvious edits there was the factor that the whole music video was in black and white which goes with the theme of the song thus agreeing with the conventional ways of the genre.
-The camera movement was excellent and remained slow and steady just in perfect tune with the whole song, the first cut of the video came far into the song as we gradually got to base track two.
-The artisst had made eye contact with the camera only a mere 9 times compared to Lost generation, perhaps this is a genre convention difference.
-The artist was pictured in several locations such as the Riverside, bridge, road, bridge pathway and the public house.

Who is the audience for these videos?

Lost Generation by Rizzle Kicks is targetted at a young crowd hence the name Lost generation. Its fast paced video and stylish base tracks gives it the young and eager vibe to it. Someone like you by Adele is much more slow paced and could be seen as targetted towards young adults as well as people in their 30's as it touches upon a sunject they can relate to perhaps.

Do the videos appear generically conventional or are they playing with genre convention?

In Rizzle kicks the video and song seems to be generically conventional as the video is fast paced with the editing in tune with the beat of the song. In Someone like you by Adele, it is also generically conventional as it covers most genre conventions