1. What is the genre of the music video you have been allocated?
The genre of music in the music video I have chosen is dance. However, it could also fall into the genre of drum and bass and soul.
What are the associations of this genre of music generally?
The associations of dance music often include actually having dancers in the music video performing a choreographed routine.
Does this music video reinforce the expectations of this genre?
The music video for 'Not Giving In' defies the expectations of a typical dance song. However, you could argue that it reinforces the drum and bass genre as it is set in an exotic location, which many drum and bass videos are.
2. Describe the content of the music video. What happens?
The music video has an intro which portrays a family in a home. The father is abusive towards his family. He is seen smoking, presumably drugs and the mise-en-scene connotes that the family is poor or living in poverty. After an altercation, the young boy looks out of his window. The young boy and his brother then resort to stealing from local marts or pick pocketing strangers. One of the boys takes an interest in dance and subsequently becomes very skilled at it. On the other hand, his brother becomes involved with a gang who encourage him to smoke and deal drugs. Ultimately, the brother who dances continues to dance whereas his brother is shot.
What is the relationship between the lyrics and visuals? Is this a music video which illustrates, amplifies or contradicts the lyrics?
The lyrics details a person not giving in and conforming, despite the circumstances or their environment which does support the themes and the story of the visuals in the music video. 'Not Giving In' is a music video which amplifies the lyrics, as it does not directly illustrate them. These are excerpts of lyrics from 'Not Giving In':
Well, it's time to start the show,
Lost my heart and lost my soul.
Now it's the time that you won't know,
Lost my mind and lost my goal.
This time, I'm gonna be stronger I'm not giving in,
This time, I'm gonna be stronger, no, I'm not giving in.
3. What is the relationship between the music and the visuals? Does the pace of the editing reflect the pace of the music? What kind of atmosphere is created through the visuals and is this in keeping with the tone of the music?
The pace of the editing does reflect the pace of the music. At the beginning of the song, the pace is quite slow and hence the editing is slow. In addition, slow motion is also used to reflect the slow start to the song. However, as the song builds up momentum and reaches the chorus, the action becomes a lot faster, as does the editing. The atmosphere in the music video is quite meagre and impoverish. However, in some ways it can be considered quite uplifting as one of the brothers refuses to conform to his circumstances and becomes enthralled with dance.
Is there any lip synching used? How much? For which sections of the lyrics? Why?
There is no lip synching involved in the video. Perhaps this creative choice was made in order to make the video feel more natural and realistic.
4. How is the artist promoted through the use of the camera in the video?
The artist is promoted in this video as the video does not conform to conventions - the artist, Rudimental, do not appear in the video. In addition, their music videos are renowned for being unique which can give them a reputation, which can therefore promote them and give them an image an audience can identify with.
How much screen time does the artist have?
The artist, nor featured artists, have no screen time in the video. Therefore, there are no certain types of shots utilised specifically for the artist to serve a purpose as the artist does not appear on screen.
5. Is there any evidence of 'looking'? What purpose do you think this serves?
I don't think there is any evidence of 'looking' in the music video for 'Not Giving In'. For example, there are no screens within screens, mirrors or stages. The video was shot on location.
6. Are there any references, either direct or indirect, made to other media texts?
As far as I am aware, there are no references to other media texts in 'Not Giving In'. One element of the video that is perhaps similar to other artists is the fact that Rudimental don't appear in the music video for their own song. Many other artists, particularly DJs, don't appear in their own music videos either. For example, Fatboy Slim's song 'Weapon of Choice' does not feature the artist himself, but instead features the actor Christopher Walken dancing along to it.
