Firstly I'd like to say that the thing that strikes me about this video is that it doesn't look like it is student made under a squeezed budget and rushed time period. The end product comes across as almost professional, with every aspect such as mise en scene & costume well thought out.
---> Watch Video Here <---
Intended audience
The genre of this song by Delilah is 'Grime' and I believe that the main target audience for the audio of the song would be young females (due to lyrics and artist). HOWEVER, through the use of video the student group has managed to create a wider target audience and make it appealing to males.
As 'Never Be Another' is composed by a female artist the group have cleverly portrayed visuals contributing to the male gaze, the students successfully achieved this through both costume and shot types/angles.
- The female performer wears a small black dress, which is relatively provocative and skin-showing which will indeed capture stereotypical male viewer's attention and attract them to the artist, therefore promoting both them and the songs.
- Close up shots of the artist's face are consistently added throughout the video via a base track against the brick wall. I believe this shot is used in order to highlight beauty and the sexual appeal is further added to through slow motion edits on the close ups.
Structure
The visuals of this student video neither add meaning to the song lyrics nor represent them directly, the structure that this music video would be categorized in would be disjuncture.
- On screen events do not correlate with the lyrics, but the video is made to simply entertain and create visual pleasure which it does through dancing/singing performance along with constant camera movement, enhancing lighting, and fast paced edits to the beat. All of these elements create entertainment as the students aim to keep the audience engaged.
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