target audience

Target Audience Research

To find the target audience for our music video we decided to use secondary data from Youtube. By looking at a few songs on Youtube of similar genres we can make an informed estimation on what the general demographic of similar videos would be, and thus derive what the target audience for our video would be.

After researching the genre of the song we are using; Wildfire, by SBTRKT, we found that the genre is a mixture of post-dubstep, future garage, and electronic. After splitting these genres into a few categories; dubstep, electronic, garage, future garage, and post-dubstep we had a wider range of genres to research. This varied range would give us a clear outline of what our target audience is.

The videos that we have studied are;

1.       Crypt – Aspire [future garage] 
2.         Stinkahbell - Moose Knuckle [post dubstep] 
3.         Groove Armada - Superstylin’ [electro / garage] 

This is a mixture of music that covers the genre of our chosen song, the music is from varied eras and the people that listen to them are not all exactly the same. After looking at the demographics of the videos we were able to get a good idea of the demographic of our video, and thus find out the target audience for our music video. 

1. Stinkahbell - Moose Knuckle [post dubstep] 

2)Crypt – Aspire [future garage]

1. Groove Armada - Superstylin’ [electro / garage]

After looking at the statistics of these videos we have come to the conclusion that the gender split for this song’s genre heavily favours men over women, but as the song we  have chosen is quite a commercial track, this would  have some effect on the gender split between men and women. After looking at these songs and considering ours we came to the conclusion that the gender divide for our video would be around 60-40 men to women. 

The next statistic to consider would be the age range, the songs we researched prior to our video had an average age range of 18-30 years. Our song would have a similar age range but would be slightly younger because SBTRKT are a relatively new band featuring largely on music channels, youtube, and appearing at festivals. These are all areas that would attract young people; TV, new media (youtube.com), and of course music festivals. The music festivals initially made us choose SBTRKT for our video as they appeared at Reading Festival that we both attended this summer. The song appeals to this age audience because it has elements of both new, popular music styles that are enjoyed by a younger audience, and older styles like garage that many people our age have grown up listening to.

Finally the psychographics of this video I believe are explorers and aspirers, and adventurers. This is because the music is a hybrid between certain different genres and creates quite an alternative sound. Alternative sounds appeal to these psychographics. 

Magazine cover final draft

Our final draft of our magazine cover came out much better, after re doing everything we think this image is a much more realistic and effective magazine cover. During taking the photo of the fish the second time round I struggled to get the fish in exactly the right place so I had to cut out the fish in another image and over layer it onto the background of the fish tank. I was concerned that the fish would look out of place which is what usually happens when you paste one image onto another so I darkened the highlights, increased the levels and contrast of individual images then merged the two together and increased the levels again to make it all seem it was one image in the fist place.

Magazine Cover 1st draft

This is our first draft of our magazine cover, at first we screen grabbed the image of the fish from our video but it came out very pixelated when enlarging the image on the screen. So to improve it we used original photography and took a different image of the fish to make the fous point (the fish) fully in focus.

Front Cover

This is our final draft for our SBTRKT CD Digi-pack front cover, I captured this

Inside Cover Left

This is another picture taken after we shot the video of the finger walking. To keep it consistent and simple I kept it black and white keeping the same fingers and using one of the same back drops as our music video. I also coloured a little bit of red in similar to the other covers.

Inside Cover Right

For our inside right cover we decided to have an extremely simple design, to match the front and back covers with the graffiti like splatters, making the the cd very similar keeping the same red colour and simple design. Usually you don't see much detail on the cd disc  it just has the band's name, record label's name and copy right writing. I kept this style because one of the main aspects of these different covers is that they are consistent.

Back Cover

This is our final draft of our CD digi-pack back cover. We wanted to keep the background images completely relevant to our music video but still make it look realistic so we took more images of the finger character walking after shooting the video. The genre of the song was quite quirky so we edited the covers to have a very simple but different effect. I wanted to put most of the emphasis on the song list which was very difficult to do because all the writing is in black and white as well as the background so I blurred the background while keeping the clock and fingers in as much focus as possible.

costume props and casting

For our video the Mise en scene was key to make the visuals on screen match the lyrics of the song, and to make our video look professional.
The props we used in our video were important and difficult to chose; they had to be something that we could have

Digi-pack research 2

The CD Digi-pack is a modern, stylist alternative to the normal CD case. Digi-packs are a custom printed card packaging that can hold one or more CD’s which are held in place with plastic trays which are glued into the pack. They are especially popular in the music industry for CD albums as well as multiple CD disc sets.

I have chosen to look at this Schoolboy Q’s ‘Habits and Contradictions’ Digi-pack , by looking at front cover we know exactly what he looks like which takes up a large percentage of the front cover. We know just by looking at the front cover exactly what genre or type of music he makes because of his appearance, his tattoos and the extra woman licking his face wearing a balaclava and a chunky ring. We can also see his name at the top clearly written in white. By having Schoolboy Q written clearly on the front cover and a portrait of the rapper himself it is very effective for a number of reasons. A few being...

1.   We as an audience are able to clearly see who he is and what he looks like.

2.   We can gather a specific genre of music from this.

3.   The colors used have created a particular mood for the audience, may be the album has a meaning for example Schoolboy Q may have written the album on his past personal life.

4.   The audience may be able to relate a portrait to a song they have heard before.

All of these aspects stand out which is important, especially as this is one of the few albums he has released.

Second album cover idea

We were given a task to create our own album cover with a random artist name and image, the aim of the task was to experiment with our skills on Photoshop and see what we can create using the name and picture. For my album cover I decided to use the 'opacity' tool making the portrait of the artist fading into the background.

Looking at the background (image I got given) it defiantly looks like it from a festival so to keep the whole image relevant and for it to match picked a portrait of a young artist so it relates to the audience. I also used an Island record label at the bottom right corner to make the album cover look realistic.      

problems with reshooting

After we re-shot the video, we had some issues with putting the clips onto final cut pro. We had to use the program iMovie to edit the music video. 

The camera we used to shoot this was tricky as it went in and out of focus quite a lot, this would cause us to loose marks. 

However this shoot did help us to finally be able to see where we wanted the video to go. A final reshoot of some of the clips was necessary to make our video really tight and professional. 

magazine advert research

I chose to analyse this magazine advert, I think that it does well to advertise the artist through its layout and simplicity. The colour scheme of this advert is a classic red, white and black. The white background makes the black font really stand out and shows the viewer the name of the artist (JAY-Z) and the name of the album that it is advertising (THE BLUEPRINT 3). The artist name and album name are featured at the very top middle of the advert in a serif font for the artist name, and a sans-serif font for the album name. The positioning of this text and the font chosen for it shows the viewer its importance. The artist name in the larger, serif font making it really stand out, followed by the album name in the smaller font, this may be because as JAY-Z is an extremely famous artist people would be drawn in by his name before the album name. Also the fact that it is positioned at the top and is the first thing seen by the viewer really highlights its importance.
Below this text is the main focus of the album, a collection of instruments and musical items coloured completely white with three red stripes over it. This surreal image also conveys the albums logo to the viewer, and the inclusion of instruments also shows the viewer that although the genre is rap music - a genre generally considered to be less technical - a great deal of musical effort has been put into the production of the album. Also the positioning of this - in the centre of the advert emphasises its importance.
The logo, coloured red featured in the middle of the advert is the only element of the advert coloured red, making it stand out hugely on the advert. This would make it stick in the mind of the viewer and when seen again may would be easily remembered and is a clever advertising technique as it is such a simple yet effective logo.

Below the logo and collection of instruments there is a list of hit singles that the album includes this shows the viewer that the album includes the singles released earlier in the year and reminds them of this making the viewer more inclined to purchase the album. Also it shows the album release dates, below this there is the recording company logo and the artist's official website.


Overall this magazine advertisement shows that although very simplistic it can achieve success through its use of colour and the positioning of the elements of the magazine advert. I would consider using techniques featured on this poster in our magazine advert for instance using font size and type to signify importance, and a simple yet memorable colour scheme to stick in the mind of the viewer.

digipak analysis 1

This is the first digipak that we chose to analyse. It is the digipak for the band "GREEN DAY" and the album titled "greatest hits. A digipak is a form of CD packaging typically used when there is bonus content included or when the release is a limited edition. It normally contains one or two discs, and shows album art on the front, back and inside covers.  

This digipak contains a few key elements; 

• The front cover containing, including a parental advisory label, and recording company information, the album art, the band name and album name. 
• the inside covers containing the discs and behind, showing some extra artwork featuring pictures of the band members, the song lists and other information about the content. 

This digipak does well to sell an image of the band, this is achieved through a simple yet effective colour scheme of black, white and green. The green clearly chosen because of the band's name but also when combined with the black gives the digipak a grimy, underground feel, which is mirrored by the rock or metal music that they play. This shows their target audience that although this is a greatest hits album and that is something that would possibly be a, the band are still playing the same music and have the same image as they did when they first set out.
The font used on this digipak also adds to the underground feel of the band, it looks like graffiti stencils or something similar and has parts of the letters chipped off to make it look as though it has been worn away. The band's name is written in white, which makes it stand out clearly against the green background and the black writing and black picture on the cover. The black writing also adds to the underground feel of the band, showing the target audience that they are still making the same kind of music that they always have. Also the picture of the New York skyline would make this digipak appeal to people from the USA and also people who fall under the psycho-graphic of aspirers and explorers as the city skyline represents somewhere new to explore and somewhere that this group of people would love to be.
The positioning of the lettering on the front cover of the digipak is important in advertising the band, the band's name is positioned in the top left corner in larger font than the rest of the digipak to clearly show the customer what band it is from. The album name, positioned in the top right corner, in a smaller font, this may be because when the band's name is advertised the album name becomes less important. Also there is the parental advisory label in the bottom left hand corner. We will need to use labelling similar to this and the recording company information to make our digipak look realistic and authentic. We should also adopt a similar technique for displaying the band and album name, using different sized fonts to emphasise the importance of each. 

The inside cover of the digipak continues to conform to the green, white and black colour scheme, it has a green background with a black Green Day band logo featured in the middle, over the top of this logo is a list of the songs featured on both discs that this digipak includes. There is also a list of all the albums that the band has ever released. Next to this on the right there is more recording information. The words on this panel are all picked out in white font, although small this colour makes it very easy to read for the customer.
The discs on the inside of the digipak are made to look like real vinyl records, the covers also has the name of the band and the album name on the top, copyright and recording information at the bottom and the band logo in the middle. This attempt to make the CD's look like vinyl records may have been done to show the customer that the band are still serious artists.
Behind the CD's there are two pictures of the band, again keeping to the colour scheme, and showing the artists playing instruments, this shows the customer that they are still a real band and are still making their own music which may not be the case for other artists releasing greatest hits albums.  

Location and filming ideas

After getting about halfway through the editing of our video, we came to the conclusion that the locations and the general mise en scene that we had used did not do a good job of representing SBTRKT. With some help and discussion we decided that we needed to change our locations first and foremost.
This was because we didn't have much in the way of costume in our video as the main character is just a hand, we decided however to use a hand that had no rings or bracelets, keeping it simple and making the viewer focus more on what the hand was doing and where it was doing these actions, rather than become distracted by rings and bracelets.

The locations are a huge part of the video idea, as the hand only takes up the foreground of each frame we had a lot of space to consider when choosing the new locations. We wanted to choose locations that were more in keeping with the genre of music we had chosen but still making each individual backgrounds different and weird. We decided to film the whole video in Simon's house, where we can control the lighting and change/move from each background easily and quickly, also we discovered that some of the lyrics in particular "rushing in the night like a shark babe" match some of the backdrops we initially had in mind to use such as the finger character walking past a fish tank.

We chose to re-shoot the video taking more care over what we showed in the background. We undertook a few changes in the way we filmed also.

We changed;

• the camera we filmed with - we changed camera to one with a higher resolution so that our video was filmed in higher quality and look much more professional. 
• we changed the location of filming - we chose to film purely in Simon's house taking great care of what was shown in the background of the shots. This would add consistency to our video and make it seem less random. 
• the way the fingers moved through the shot - we chose to keep the movement of the subject consistent throughout, having the fingers walking from left to right through the frame. 
• The backgrounds of the shots are generally chosen to match the lyrics, but during our first edit we came to the conclusion that if we took more time over each clip it would make more sense to the viewer. This left us with some space in between clips that needed to be filled. So we decided to show the fingers walking past some random backgrounds that you would expect to find in the home, some quite quirky but we think that it really gives the video a down-to-earth feel and would help the audience to identify with the music.  

Script

clips of hand walking along surfaces, fade to black, more clips. inter-cut with black background and white, sans serif text of artists name, song name and charlie lavender and simon wykes. 

i could bet all the riches that i ever had - hand plays with fruit machine, coins fall, wallet goes into pocket.

rushing the night like a shark babe - close up of fish in fish tank, fish swims close to camera 

would it be bad - fish flicks its tail and shoots away from the camera

if i had to set the alarm - hand walks past ringing alarm clock

cus those thrills that run up my back - hand and fingers running up Cameron's back 

you are my star nothing else could leave me off track - view of moon in the sky followed by fingers running along a banister/walking past pages of sheet music

hey - queue to fade from black to shot of hand holding lighter

you're like a wildfire - hand flicks lighter

you got me rising high - hand rises up through the frame

your innocence whose the brave - hand goes from palm open to raised, clenched fist

drowning in - hand on side of sink, slips in sink

would you save me - another hand grabs and pulls out of the sink - covered in bubbles

it's a crime - 

if you don't - 

you're the spy - shot of bottom half of Simon's face and neck

by the throat - hand enters frame and grabs Simon's throat.

second half of video features real footage inter-cut with footage of the band playing live to add a performance element, there will also be some continued footage from the first half of the song

i could bet all the riches that i ever had - 

rushing the night like a shark babe - 

would it be bad - 

if i had to set the alarm - 

cus those thrills that run up my back - 

you are my star - 

nothing else can leave me off track - 

hey - 

you're like a wildfire - 

you got me rising high - 

your innocence - 

whose the brave - 

drowning in - 

would you save me - 

its a crime - 

if you dont - 

you're the spy - 

by the throat - 

Permission from artist

I decided to tweet SBTRKT asking for their permission to use the song Wildfire for our A2 media video.

Calendar

This calendar shows how we have effectively managed our time in the creation of our video.

Textual Analysis

ASAP Rocky - Peso

In this essay I will be analysing the hip-hop song ‘Peso’ by the rapper ASAP Rocky. The music video is conceptual with a sort of performance element to it but not entirely; ASAP Rocky does rap and sings in the music video however there are not visuals of him performing in a live gig for example. The video is about where ASAP Rocky and the whole of ‘ASAP mob’ grew up (Harlem) and he tells the audience that he as well as his mob are ‘going to make it in a second’. This was one of ASAP Rocky’s first videos uploaded onto YouTube on August 10th, 2011 and now has 14,183,277 views. Almost the concept of the lyrics, letting the audience know that they haven’t made it yet however just in a short time they are huge in the hip hop genre. The mob show exactly where they go out in Harlem for example as it looks like a fast food restaurant and the street corner where they play betting. This music video is directed to any type of audience that is familiar with hip-hop/grime or R&B.  

The video has very fast cuts, short shot duration cutting with the beat creating a very upbeat but slow hip hop music video. This fast editing style seems to have appealed to the audience; this is because by having fast cuts, it doesn’t allow any repeated tedious shot of the mob performing or socializing.

There are parts of the video where there is a relationship between the lyrics and the visuals such as when he says ‘blowing blunts, rolling doobies up smoking sections’ the visuals are of him smoking blunts and joints. Another example would be when he talks about his clothes ‘Raf Simons, Rick Owens is usually what I’m dressed in’ the visuals show Rocky wearing these particular brands. There is also a relationship with the music and the visuals as I breifly mentioned before thw visuals cut in time with the beat.

In the performance parts of the video they are primarily medium and long shots of the ASAP mob which promotes them as a group rather than just ASAP Rocky on his own, showing the audience who they are, their faces, fashion styles and what they generally do as a mob. Most of the elements in the video are typical of the genre, for example the mis en scene used is typical for hip hop videos for example, the location. In most American hip hop videos you will see the rapper on the streets (where he grew up) very often. However the clothes is and isn’t to typical of the genre, At the beginning of the video you see him wearing a gold chain, however about a third into the song he says ‘swagger so impressive, but I don’t need this necklace’ and hides it which kind of contradicts the stereotypical hip hop genre. You do see other rappers wearing gold chains and snapback hats like Rocky but his overall appearance is slightly different, he says he is dressing  weirder and weirder’ as he describes himself in a different music video when he finally makes it. Rocky is almost known for wearing circle John Lennon such glasses, a Supreme leopard print towel hanging down underneath his hat, sort of slim but baggy blue jeans and Adidas high top trainers with bones across the laces. The other rappers in the ASAP mob behind Rocky are wearing similar clothing. However it sort of does and doesn't challenge the conventions of hip hop videos, it does because in most hip hop videos you will generally see the same thing over and over, in Rocky’s videos which he directs himself, there are certain small differences for example the variety of locations used in Peso and the difference in appearances of the artists in the video. The lighting is very bright as the majority of it was shot in the day, even the night scenes the mob is brightly lit, contradicting the typical hip hop genre again.

This music video ‘Peso’ would appeal to target audience of teenagers and young adults, the majority being male however slightly older teenage girls from 17-24 would have also been included because it has involve everything that the stereotypical hip hop fan likes doing.

In the conclusion it is clear that the relationship between the visuals and lyrics are evident which is the main aspect of the video, trying to let people know around the world what ASAP mob is about by conveying this through the lyrics and visuals. The different camera shots of long shots medium shot, close up’s of Rocky allowing the audience to stay in contact with the video without losing interest, this music video evidently shows the genre of the music and promotes ASAP mob with a sort of but not directly performance based video.

SBTRKT live

These are some of the clips of SBTRKT performing live at Reading festival 2012. We decided to use short parts of the live footage in our music video near the end which we think is clever to have the real Dj's performing in our video. The clips were filmed on my touch screen phone so the quality isn't as good as we wanted it to be but you can get a good idea of what SBTRKT's live sets are like.

Shot list

Shot no.	Shot/ Framing etc.	Action	Info (costumes, props, locations, personnel etc)
1	High angle Close up	Hand on fruit machine spinning	Fruit machine, Pub
2	Extreme close up	Coins falling	Coins
3	Extreme close up	Hand putting wallet into pocket	Wallet
4	Extreme close up	Hands in fish tank	Fish (tank)
5	Extreme close up	Hand setting alarm	Alarm clock
6	Close up	Hand running along a person’s back	Person’s back
7	Establishing shot Tilt	Camera showing night sky	Night sky with stars, moon etc
8	Tilt Close up	Hands running along a running track	Running track, TVAC
9	Close up	Hand lighting a lighter	Lighter
10	Close up	Hand in lasso	lasso
11	Close up	Lasso rises taking hand	lasso
12	Close up	Hand going into a fist	-
13	Close up	Hands walking into sink	Bathroom sink
14	Extreme close up	Hands being cuffed	Handcuffs
15	Close up	Hand grabbing neck	Person’s neck
16	Tracking shot	Hands reaching for phone	Mobile phone
17	Camera moves into phone screen	Live footage of SBTRKT performing	-
18	Close up Tracking shot	Hand smoking	Cigarette
19	Close up Tracking shot	Hand sipping a pint	Pint
20	Close up Tracking shot	Person taking an ecstasy pill	Tablet

Textual Analysis

The Vaccines - Wetsuit Instagram video

The Vaccines are an English Indie Rock band, formed in West London in 2010. Their debut album ‘What did you expect from The Vaccines?’ was released through Columbia records on 14 March 2011 and reached Number 4 in the UK Album Chart. The Band have been compared to the likes of The Strokes and Ramones however the band say they have such influences from 50’s rock ‘n’ roll to 80’s American hardcore and good pop music. The Band were awarded Best New Band at the NME Awards 2012 and won New Music Award at XFM also in 2012. The band has supported the likes of Arctic Monkeys, The Clash and the Maccabees. The director of the video Wetsuit Instagram Video Poppy de Villeneuve who is fairly small unknown director as there is no recognition of any previous work, the song falls under Indie genre, this genre is aimed at a fairly wide audience mainly in North/West London although it doesn’t fall under mainstream, there are not many conventions to Indie Rock video however there are a few within the video. For example the majority of the video is of pictures of people at festivals throughout a whole summer, Indie/ Rock bands are usually playing or at festivals. All the pictures are close ups of good times at a festival, allowing the viewer to see what people are like at festivals, the clothing they wear for example denim shorts big t-shirts, wellington boots, sunglasses, all with a very bright colour palette, allot of summer colours like oranges, yellows for example giving the message the summer vibe, theme of the festivals. The style of the video if to see what actions are being taken place at festivals, the style of video is to show how much people enjoy themselves at festivals. There is a small part of the video where you see the lead singer lip singing to the song, walking through Reading Festival. 

Some of the lyrics within the song are illustrated by the visuals on the screen, some of the lyrics are contradictory as he sings about putting a wetsuit on and the visuals show people wearing festival clothing, not wetsuits. However some of the lyrics are amplified. The lyrics ‘With a cool cool breeze and dirty knees the visuals show a girl sitting down at her camp site with muddy knees. Also the lyrics ‘I rest on childhood memories’ almost reminiscing over the good times he’s had at festivals, visuals showing good times at a festival. 

There is a relationship between the visuals and the video itself, when the song beat becomes faster the pictures of people on the screen cut faster, there is a small part of the video towards the end where the video shows The Vaccines play at a festival, It is mainly Long shots from backstage at the festival which is allowing the audience to see the crowd, what the band is wearing and the Instruments being played. Usually Indie Rock bands will do this to send the message to the audience that they are musicians if they are playing Instruments in the video.   

Textual Analysis

What is the function and purpose of music video for Hold On by SBTRKT in representing the artist? 

Hold On is a song by the musician called “SBTRKT” who’s real name is Aaron Jerome, following the hit single “wildfire” from the album; this song was released on 12th February 2012 in the United Kingdom and features SBTRKT’s main collaborator Sampha on vocals in the song. Hold On was described by some critics as “the highlight of the album”.

The song falls under the category of electronic house, this synthetic musical style is mirrored in the abstract and imaginative video for the song. As SBTRKT have only produced the track, and hired another artist to sing over it. Even though the artist doesn’t feature visually in the video, the images used strongly promote the image of the artist, as the video adds another dimension to the music behind it. As the genre is electronic house, a musical style which is more focused on the music rather than the lyrics, you can expect there to be an amplifying or illustrative relationship between the music and the visuals, and for the same to be seen between the lyrics and the visuals, which is the case in this music video.

This video is a narrative video, telling the story of a guy driving to a house to see a girl who is at home packing to leave, and how they narrowly miss each other. The theme of the video is a kind of love story; this is the first element of the film that appears to make it appeal towards the senses and feelings of the audience. 

The video starts with a high angle shot of the moon at night, the light from the moon shining through some clouds in the sky creating a gentle and sensual feeling for the viewer. This feeling is then further accentuated by the sound of the track, the soft notes that the song begins with do well to strengthen this sensual feeling in the viewer. The music and visuals on screen strongly combine to make the viewer feel particular emotions. In this way SBTRKT are promoting their image as real musicians, more as an entity than a public image, through the quality of music they produce and the effect this has on the viewer, not by how the editing and camera presents the artist as a character in the video.

The video begins to reach out and engage with the viewer’s senses initially through the mise en scene and camera work. The first 45 seconds of the video features an intercutting sequence of some shots of a house, the street outside and the interior of a car driving towards the house. The mise en scene of this section of the video is a soft, yellow, low-key lighting used in association with the house (the man’s destination).  This lighting gives the impression of the house being warm and inviting. In contrast, the shots of the car are filmed using a brighter light, and make the car, and the area outside the house seem cold. The mise en scene in terms of these two settings also appeals to the viewers senses. The viewer compares the cold looking car, versus the warm, appealing house and makes a decision on which they would prefer. The viewer then understand that the artist is telling a story about normal people experiencing normal emotions, making the artist seem more down-to-earth and in touch with the audience - the artist is showing that they understand emotion, maybe saying that the artists themselves have experienced similar emotions.  The camera work used of the shots of the girl in the house is important; filmed in slow motion this footage contrasts with that of the man, which seems to be slightly sped up through jump cuts. This may have been done because the narrative of the video seems to be that the male character gets home too late to catch the girl before she leaves. The slow motion makes it seem like there is time to catch her before she goes but it doesn’t matter how fast the man moves he still doesn’t get there in time. 

The video adheres to Goodwin’s theories throughout, the first few shots are edited in such a way that the shots cut in time with the beat,   this shows the close  and direct and illustrative relationship between the music and the visuals. Also the first lyrics of the song; “what do you mean, what do you mean you’re not coming back?”. While this is being sung, the woman has picked up her suitcase and appears to be leaving the house, this shows an illustrative relationship between the lyrics and the visuals on screen. Both these relationships prove Andrew Goodwin’s theories are being used and as they are illustrative relationships, this shows the artist’s intention of doing something that the viewer can relate to easily, furthering my idea that the artist’s intention was to make a video that appeals to the viewers senses and promotes the artist as someone who has gone through the same things that the viewer may have gone through, making the artist very accessible and in touch with their emotions. 

In conclusion, this textual analysis has made it evident that Hold On, by SBTRKT has used camera work, editing and the narrative style of music video to promote the image of the artist as someone who is in touch with their emotions and someone that can create a video that reaches out to the viewer’s emotions through colour palate, lighting, editing speed and camera work. This video also proves Goodwin’s theories with regards to the visuals on screen matching the lyrics and music of the song itself. 

http://www.youtube.com/watch?v=_x6DmYxnBaI