Video Analysis

The subtitles are often used before the music starts in a music video either to set the scene or the situation or to say something linked with the genre of the song to emphasise the mood. For example in this video it sets the scene and shows the mood of the following music, this helps the audience expect what they are about to watch.The information for the song appear after some of the video has passed, this also follows the conventions of the previous lyrics, as it does portray any of excitement. It slowly blurs in and out of shot, with a plain background. The positioning of the text shows the most important information first and the different colours of text helps the audience see all three pieces of information with ease.

This is an example of an illustration. The lyrics are talking about the sun, and there is an image of the sun on the screen. The visual representation here is very clear, the bright sun is being covered by a dark moon. These two colours are often seen as being opposite, it is often seen as black being bad and white being good.

The slow music is also represented by slow movement of the camera, along with slow movement on the screen. The pigeons are filmed taking off in slow motion. This could have been used to represent freedom, and the artists want for it. This theme is also followed up later in the video.

The sense of freedom is also shown in this shot of the artist. Throughout the video he is seen to be on the top of a building, and in various shots when the music picks up he is spreading his arms as much as possible. This could be a link between the shot previously and the sense of freedom the artist is trying to portray in the video. The directors name is not conventional in any type of music video. However, because of the previous narrative before the music started, the video becomes more like a story. This is why showing the directors name doesn’t shock the viewer.

When the singing begins there is an image of the artist and the sun, this shows the theme and main focus of the song. The view also represents freedom, like the birds and the rooftops do as well.

This is a typical convention of hip hop music videos, the camera is position at a low angle in comparison to the artist. This makes the artist looks bigger and emphasises Shore’s theory of Power. Tinie Tempah’s glasses are in the style of ones he uses in other music videos of his. In this way he can sell his image a lot more.

The artist is shown in the same position geographically and physically for the majority of the video. He usually has his arms out stretched wide, this image of freedom has also been portrayed a lot before in the video. Also, he is always position on top of the same roof. This emphasises the chorus of the song, as the lyrics are always the same, he sings them in the same position. Whereas Tinie Tempah, his lyrics are all different so he is constantly moving around the city.