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General Genre Study

Tarus Riley- She's Royal

This type of video is performance because the artist is shown performing the music and the dancers performing to the beat of the music. The video s performance which is conventional of the genre as they are usually represented through performance and or narrative videos. It is conventional of a reggae video to demonstrate their own version of the skank which goes with the rhythmic style the genre is characterized by. The lyric are simple and repetitive and are about light personal subjects which in this case its about love is typical of the reggae genre.

Cinematography- Mainly closeups and beauty shots on the female which is conventional of the genre because they are used mostly to focus on the artist but in this case it focus on the women because he is talking about her this amplifies the lyrics. Long shots and mid shots are used to portray the performance of the dancers and their different body parts showing the many dance movements. Low angle shots are occasionally used to make the female dominate which is conventionally as it is conventional to make the subject of what you are singing about dominate.

Editing- The scene where they uses black and white editing is unconventional of the genre as the reggae genre is usually vibrant and colourful. The use of slow pace editing which sync with the tempo of the music. The performance also sync's with the slow pace editing and music. The use of the white wash which is quite fast pace to transition between the clips is effective as it links with the fast beat of the song.

Mise en Scene

Costume- Most of the characters in the video mainly wearing simple clothing such as the dress with the different bright colours (Primary colours) which are natural colours red and green is goes with the vibrant theme of the genre. These colours are used on the female which makes them stand out. The artist is also shown in bright colours but only when he is on his own. When he is with the females he wears dull colours so that the focus is on the females not him as he is singing about the females. The females are shown without make up which amplifies his lyrics of them being natural beauty.

Location- The location is a natural and exotic environment which amplifies the lyrics of being natural beauty. Performance element of the artist which was done on the on a yacht which amplify the performance.

Lighting- Most of the video as natural lighting which goes with the natural theme he is emphasising. The lighting are fairly bright which seems to be conventional in most reggae genre.

Props- Tn this video they have used flags colour with red yellow and green which is often associated with the artist's persona of being a rasta in which they believe that they are natural and are in touch the the natural elements which also amplifies his lyrics of being natural. The use of the drums and other musical instrument such as the guitar is typical of the reggae genre.

Past Student Work

The genre of this video is Rock where this video doesn't portray any conventions of a rock video. The video seem to be a narrative video but the narrative is confusing and doesn't really tells a story. I think that the video contradicts the lyrics of the song as there is no relationship between the video and the song.

Editing- the editing techniques aren't good. They used slow pace editing which doesn't synchronise with the tempo of the music which is fairly fast pace. The tempo and tension of the songs builds as it continues where the editing pace remains the same.There is no relationship between the lyrics and the visuals. The scenes with the piano didn't make no sense at all so it was totally unnecessary and should have been edited out.

Cinematography isn't used effectively as in music video they are usually used to represent the artist or band. There is limited use of beauty shots on the artist (close ups), they mostly use long shots which makes there artist less dominating. There is no variety of shots which would suit the lyric and tempo of the song, there isn't much camera movement mainly still shots.

Mise en Scene- The location that is chosen was a good decision however it wasn't used effectively. From what I denote it shows they didn't use the location to the best of their ability. it seems that they have only filmed for a day or two as we can denote the same scene more than once. The use of the piano didn't work as i see no point as to why its there and it doesn't do with the instruments you hear in the song where as they tried to use it to build the tempo which didn't work. The performance scene was just dull and boring there seem to be no passion or emotion.

I would award this with a level 1

Creative video

This video shows creativity because one location is used (the bed) to show her going through a sequence of events. The video uses Istopmotion to use inanimated objects such the pillows, socks and sheet to show the journey she is going through. These different objects make it seem as if she is going from one place to the next for example the part where she seem to be jumping from clouds to clouds, then she is joined by a man which they seem to be on a dance floor and then they seem to be riding a bicycle. It shows originality as it shows that a lot of work was put into it, to do a combo of things at the same place with simple object making it interesting for the viewers.

Past Student Work

This video is a performance video as it shows the artist and the back up dancer performing to the beat of the music. It falls in the dance/ club genre. The video amplifies the lyrics of the song.

Editing-The fast pace editing synchronises with the tempo and pace of the music. When the tempo of the music went down so did the dancing of the dancers and then went back fast when the tempo went up again. They use a lot of different editing techniques such as the zoom. They amplify editing technique of Zoom and the reverse shots.

Cinematography a lot of beauty shots (close up ) shown from different angles to represent artist as dominating. There is many different shot angles and camera movement to represent the artist. The use of mid shots on girls which they use exhibitionism of the females body part in the video and we hardly see there face which is used to attract audience. The short takes and quick cuts are effective as it makes the performance look professional.

Mise en Scene- The location is good as well as it illustrates the lyrics as he is saying that

The costume is effective for there star persona which goes with the genre of the song.

The use of the wire which is used to connect the performance and the DJ and artist is really effective. The stereo also suits the theme of the song and the club scene they were creating. The lighting fits the scene which they wanted to create and it is dark but you have the spotlights flashing around which is used to represent the performance of the dancers and the artist which conforms to the representation of a club. The performance is good as well because

Marketing Campaign

Marketing campaign

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