Post on 19-Jul-2015
Rizzle Kicks – Mama Do The Hump
MUSIC VIDEO ANALYSIS
http://www.youtube.com/watch?v=SxEINSBsbeo
MUSIC VIDEO
CAMERAWORK
The camerawork is very simple, The director has used a hand held camera to
record most of the action which gives a more intimate atmosphere to the
video; it is almost as if we are there in the room with them.
The most common camera angles used are close ups and wide shots. Close
ups are used throughout the video, helping us distinguish between the
characters. Wide shots are used when the stars are dancing, we are able to see
their enjoyment of the song and, along with the catchy chorus, we also have
a positive response.
Techniques used Errors
• Kept to a minimum, almost one long
take
• Continuity errors – James Corden’s
jacket
• Shot reverse shots used to distinguish
between characters
• Fats cuts used as transitions – adds pace
and keeps with the tempo of the song
EDITING
This song takes the genre of “Alternative Hip
Hop”, this genre revolves around varieties of rap
and hip hop styles. Usually, the video of this style
of music genre would involve dancing.
This video is no exception, and a popular dance
routine was choreographed specifically for this
song. By doing this, the director has appealed to
a target audience of young adults, and has added
the dance at every chorus, so that the dance stays
in the viewers’ minds. Furthermore, the dance is
not overly complex, almost anyone could join in
with the dance and in doing so the song appeals
to them, and they are more likely to purchase it.
GENRE
There are two main performers in Rizzle Kicks, however, the director has
chosen to draw the attention away from the two stars and instead puts focus
on their family members. This is due to the content of the lyrics. As the song
title is named, “Mama Do The Hump”, it fits that the focus of the attention
be on the duos real life family members.
The director has also chosen to add the popular actor and comedian, James
Corden into the video. By having a well-known celebrity, the director has
appealed to a wider target audience. Furthermore, Corden is seen joining in
with the popular dance number choreographed for this song.
STAR IMAGE/THE BRAND
The narrative of this video is very simple. It follows the duo as they
enter a house of what appears to be their family members.
This opposes the typical codes and conventions of a music video because
there is usually a clear story that is told in-between takes of an
artist/bands live singing. Instead, this video is obviously low budget, but
proves that you do not need a lot of money to produce a successful music
video.
NARRATIVE