Not Giving In - Rudimental ft. John Newman and Alex Clare
1. Music videos demonstrate genre characteristics.
(e.g. stage performances in metal videos, dance routine for boy/girl bands, aspiration for hip-hop)
This music video by Rudimental, John Newman and Alex Clare would come under the genre of Dance music. The general associations of this genre would be to see lots of dance routines through out the video that match the music. Also, there is generally a storyline to go with the lyrics. Both of these things are included in the music video, where the two boys leave together and one of the brothers takes up dancing, where he originally fails but doesn't give in, following the lyrics. The dances that he performs are also matched well to the music being played.
2. There is a relationship between lyrics and visuals. The lyrics are represented with images.
(Either illustrative, amplifying and contradicting)
The music video is set in a slum in a rather rough looking area. It starts originally in a family home, where the two brothers have to watch their father bet their mother. The two boys leave the home together with their arms round each other, and they go around the streets causing mischief together, demonstrating the message of not giving in.
Further from this, the two boys go their separate ways, one boys go to a drug gang that is pretty much rock bottom for anybody. This almost seems like he has given in. The second brother has come across a street dancer that he likes the look of, and tries his dancing. At first he fails, but soon gets the hang of it after not giving in.
Toward the end, the brothers are both seen to be falling, the dancer falls but soon jumps straight back up, while the other stays on the floor. This shows the message of not giving in for the dancing brother, however, the other one has indeed given in.
3. There is a relationship between music and visuals. The tone and atmosphere of the visuals reflects that of the music.
(Either illustrative, amplifying or contradicting).
The relationship between the music and the visuals is very strong. The acting within the video changes depending on the speed and tone of the music. At the beginning, the brothers are seen to be having a tough time at home and have to leave. The music in dry slow, deep and quite morbid. As they get further on and start having fun at other people's expense, the speed and tone of the music picks up and becomes uplifting. The editing also becomes faster as the tempo of the music picks up.
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).
The artist themselves are not actually promoted in the video as they don't have any screen time. This could disadvantage them as the audience won't know the artist if they were to see them in other videos. However, the music video is one that can be seen as inspirational, and if people enjoy this music video, they may look to find more videos of similar style.
5. There is a frequent reference to the notion of looking.
(E.g. screens within screens, mirrors, stages etc. and voyeuristic treatment of the female body).
In this video, there is no reference to the notion of looking.
6. There are often intertextual references
(to films, tv programmes, other music videos etc.).
In this video, there are not intertextual references to any of the things stated above.
