As individuals, we were asked to analyse costume, setting (later changed to props) and location in a music video of our choice. Considering the genre I want to do for my advanced portfolio, I thought I'd look at UK hip-hop artist Sway. I chose to study his video 'Level Up' in-depth as well as look for inspiration of my own music video. Furthermore, I thought this video was interesting at it follows a narrative rather than the artist's image, also conveying Andrew Goodwin's illustration (The video represents the track's lyrics). This video connotes what large sums of money can do to ones morale and happiness. Tubes, football correspondent from Saturday morning breakfast show Soccer AM was the lead actor in this video. I chose to mark down his costume & location changing
Working-class clothed men
The lads wearing their best suits, a step-up from the
beginning of the video
Clothing - Tubes starts off with very basic casual wear consisting of a sweatshirt and jeans. As soon as he wins the lottery, he then wears his best suit. Shortly after Tubes wins the lottery, he is seen wearing smart casual wear, the difference being that he's wearing chinos and designer shirts. Further more, he is videoed at a party with Sway very a very expensive looking suit. This video goes to say that money can not only improve your wardrobe but your overall attitude and desire to feel good (Look good - feel good).
The £2 coin used to buy the lottery ticket
Small investment - big return
Props - I only noticed three significant props: A £2 coin (used to buy the lottery ticket; signifying hope - which we all have), a lottery ticket (Displaying chance - something a lot of use fail to take) and a big cheque (depicting a big pay off - something we rarely get). Creating a semantic field for money, each has their own meaning, something which Sway, though sticking to the generic conventions of hip-hop (ultimately money and women), has smartly kept secretly.
Working class council flat
Luxury studio the men aren't afraid to take women back to
Location - There was two six locations used in the video - both Tube's working class life and new-found wealth contained three each. This was used as a comparison in standard, for example, the external location was a street for working-class Tubes, wheres wealth Tubes was on the red-carpet. And looking at the internal locations, both a council house and a luxury studio was used; you can guess which one belonged to who.
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