Music Video Analysis: Wembley – Marvell
Artists: Marvell
Song Title: Wembley
Director: Vertex
Release Date: 8th April 2012
Genre: Rap, Grime
Label: Risky Roadz
The video would've been viewed on YouTube as the artists aren't well known. It would've also been available on sites like grimedaily.com, Channel
AKA and the groups fan page. It wouldn't have been shown on mainstream channels
like MTV and Kiss.
The music video is a hybrid of being concept and performance
based. It is about the group’s recent success in there endeavours to get this
far in the industry. The concept comes from the beginning of the video where it
is perceived to be just a dream however afterwards we see that they have made their
dreams into reality which is exemplified by the chorus “Look how long I waited”,
suggesting it took time but they have made it. In this sense it adheres from
typical Rap and Grime music. They have put a positive message into their lyrics
truly acknowledging their struggle to make it, which is a common message in
grime, rap music.
The camera and editing techniques consist of a varying amount
of shots including medium shots and close-ups; when they individually perform,
long shots a few establishing shots; to possibly represent unity of the group,
and medium long shots; again when they individual perform. The camera movement
is almost jaunty with lots of movement with the artist possibly to constantly
keep focus on the artist and make the video more visually appealing. There are
also a lot of cuts to different places with the artist performing like on a field
to a house to the group together.
The mise en scene of the artist clothing and presentation in
many ways subverts from the stereotypical look for the genre. They are dressed
smart in cardigans, shirts and jumpers. This is probably to illustrate the
lifestyle they now lead. In addition they shoot a lot of the video in what
seems to be a large open field. This could possibly allow the artist to be
represented positive further as they aren't surrounded by the busy lifestyle
and influence of the city. They are also in a plane yard with many private
jets. This immediately suggests the flashy “better” lifestyle so to speak and by
associating themselves with that they are definitely trying to subvert from the
stereotypical grime, rap genre.
The target audience for this music video would be listeners
of the group as it is not niche however, not yet mainstream, meaning it uses a
big target audience not as big as a mainstream group or artist. The target audience
also includes anyone generally enjoys the grime, rap genre making this quite a
successful music video. The Uses and Gratification Theory offers some reasons
for why audiences would watch these videos such as; to relax, escaping from
problems, filling time, finding a basis for conversation and social
interaction, satisfying curiosity and general interest, getting intrinsic,
cultural or aesthetic enjoyment, to connect with society and emotional release.
No comments:
Post a Comment