Case Study 1.

SNE ft. Careless - Tell Me (Like Us).  Genre: Grime
This Music Video is about a group of boys that are friends, which is known as a team in this video. It shows how they all get along and talks about activities which may be involved in their friendship group due to their young age and generation.

       I would say that this video contains some conceptual elements as the video contains some use of special effects at certain points of the video. Also the way some parts of the video has been edited creates an abstract look in certain shots when out together which doesn't match the lyrics to the song.       This video also contains a performance element throughout the video. This is demonstrated through the way the artist and his friends use their hands to show the lyrics being said. Also the fact that the artist is mostly located in the middle with his team dancing behind him also emphasizes the performance element as it connotes enjoyment.

      The general theme in this video is friendship and enjoyment which is represented by people dancing, red cups which connotes partying (this is essentially the motifs of this video) and alcohol.           The Representation of the artist could connote that he is the leader of his 'team' and is the main one due to the fact that he is mostly located at the front or in the middle of people located around/behind him. He is also doing most of the lip syncing even though there are some shots were other people and Careless are lip syncing lyrics.

      There was a use of special effects in the video. The main effect used through this video was slow motion use to emphasis certain shots and the start of the video. The start if the video had jump shots which was in sync with the instrumental beat of the song. There was also a range of establishing shots to show the Mise-en-scene of the apartment and alcohol located on the table. There was also elements of close ups and extreme close ups on the artist himself, the red cups and the alcohol which relates to the theme. There was also some elements of panning, tracking and I think hand held shots.

      The Target Audience would primarily be young/middle aged boys aged around 15-25 years due to the fact that the lyrics is talking about a 'team' which is mostly associated with boys. However, there could be a secondary audience of females aged around the same as the boys as the video contains enjoyment/party elements, because of the beat of the song or the concept/performance side of the video.

     Ideas I could take from this video to use in my own music video would be the use of the special effects (slow motion), the range of edits, camera angles and the performance side of the video.