FUSE ODG

My group and I have chosen to focus on the hip-hop/rap genre as we all have a stronginterest in genre and therefor have an understanding of the common codes andconventions of this genre and know what music videos are successful and whataren't.. We chose to focus on the Hip Hop/ Rap artist Fuse ODG as his songs are verycatchy and his videos include strong unique dance moves that we can replicate andinterpret to make our own music video engaging. I am going to analyse his two mostsuccessful songs ‘Azonto’ and ‘Antenna’ and then analyse a live performance to lookfor common motifs, themes and conventions throughout all the performances that wepotentially could include in our own music video to represent Fuse ODG.

Fuse ODG – Azonto

http://www.youtube.com/watch?v=VetNdbu-ZNc

I chose to analyse this music video as the video is veryengaging and easily repeatable. The video is set in avariety of different places with people doing the same/similar dance moves in each shot through out the video.The video includes a variety of different locations like anunused basement, a city street, outside an art gallery, a carpark, a bedroom etc. all of these locations are easilytransferable into our college project as the city Yorkpossesses all of these locations and many others that wecan use. I also like the shots used in this video as they usea variety of close up shots, wide shots to fit everyonein, and full length shots so you can see the dace movesclearly, also as the song tempo increases so does thecutting rate which is really effective.

A common feature of most music videos is also included inthis video as the main singer Azonto is features throughout the video signing the lyrics and imitating the dancemoves using a variety of different shots, however mainlyclose up shots of his face. The reason this techniques usedin music videos, especially less well known ones is topromote the artist and to allow the fans to have an easilyrecognisable face to look up to.

The song is very catchy and the video is very light heartedas all the dancers and actors featured look like therehaving a good time and due to the lack of narrative thevideo is humorous and has a fun light hearted feel to it.

Fuse ODG - Antenna

I chose to analyse this music video as the video is veryengaging and easily repeatable. It has a large amount ofcuts so the video is very fast paced which I feel makes itmore engaging, although having to take lots of shotswouldn’t be very practical for my own music video itwould look very effective and would show the linkbetween my music video and FUSE’s.

After analysing a few of FUSE ODG’s videos a fast cuttingrate and lots of shots with lots of people dancing is a verycommon theme, which my group and I plan on replicating.The song is very upbeat and therefor would be popularwith our target audience (young adults) as it is easy todance to and is light hearted.

The locations used in Antenna are all in an urban settingse.g. on a street, at a bus stop, common every daylocations. Which allows the viewer to relate to the videoand Fuse as these are common locations that everyoneutilises, also all of these locations are easily transferable toour own music video as they wont be costly and will beeasy to find.

There are a large variety of female dancers in the Antennavideo, which complies with the common convention of hiphop music videos where attractive provocative femaledancers are filmed predominantly and are pictured as themales love interest.

Fuse ODG – Live Performance

http://www.youtube.com/watch?v=R9DeON-1RAM

I found this video on YouTube of a live performancethat Fuse ODG took part in at the Radio 1Xtra Live2013 where he performs Azonto (our chosen song).The video starts off with Fuse choosing two membersof the audience to come on stage with him and danceto the song with him, this shows that he likes toengage with the audience and his fans. Both of thegirls chosen to come on stage with him know all theAzonto dance moves which shows how popular andwell known he is, it also shows he's created a knownbrand image for those dance moves which fans canlearn and associate with Fuse. Also radio 1Xtra is wellknown for the dance tracks they play, which showsFuse has successfully established his music in thedance music genre which shows he has a large fanbase and is known for the dance moves within hismusic videos.

The stage is very darkly lit which is the opposite of thebright multi coloured setting of the Azonto musicvideo, however the feel is still very light hearted. AlsoFuse’s outfit is all black which contradicts the brightafro Caribbean outfits featured in his music video,however Fuse is wearing his well known baseball capwhich appears in all of his music videos.