- Steve Aoki & Afrojack – No beef (directed by Punit Dhesi)
- Lots of clear slow motion shots
- Stop motion animation
- Use of green screen
- Cutting rate increases, flicking from one scene to another with pace of music until “drop”.
- No story or narrative, just advertisement and promotion of themselves, their lifestyles and branding as well as cameos of famous people.
- The Pharcyde – Drop (directed by Spike Jonze)
- Complete video done in reversal
- Very long takes, artists must learn the words backwards (lip sync in reverse)
- Completely performance based, focussed entirely on the group and their image.
- Dub Phizix and Skeptical – Marka (Directed by Tom Doran)
- Pro filmic effects such as the fire and the coloured contact lenses to enhance the mood and authenticity of the video.
- Grainy filter/effect to make the video more creepy and effective.
- Light levels/contrast altered to make the light more yellow, complementing the fire and making the video more “spooky”.
- Jay Z – 99 Problems (directed by Mark Romanek)
- Shot entirely in black and white, uses a lot of slow motion shots too
- Relatively fast cutting rate used to display the area/town (Brooklyn NYC) as well as the type of people who live there, what activities they do etc. Perhaps a promotion/way of exposing the lifestyle and culture within the neighbourhood or “ghetto”.
- Large reference/prevalence on religion and also criminality.
- Wiley – Numbers in action (Directed by the “we’re us” team)
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· Location/set is very simplistic and is purely for practical purposes, there is no promotion of anyone or anything other than the artist who is the only character in the video. There is no reference to any brand or objects.
· The video may be seen as a concept video whereby the artist and director are experimenting with their ideas and at the same time making something unique.
6. Sean Paul – Temperature (directed by )
- Very clear and well framed visuals.
- Narrative of the song is related to the video entirely in that it shows different temperatures, as well as items related to those temperatures i.e. in cold weather wearing thick clothes and blue backing, hot weather wearing less clothes and an orange background. It is an illustrative video.
- Concentration mainly focussed on artist and girls dancing.
7. Kreayshawn – Gucci Gucci (Directed by Joeseph Zentil)
- Shots include tracking and lots of handicam, as well as close ups and mid shots mainly used to display the artist and her style.
- Locations of
8. Major Lazer – Keep it goin’ (Directed by )
- Use of animation over real life people, very unique look
- Shots of dancing and “clubbing” to promote having a good time
- Slightly dark filter to add a dark tinge and make the video more atmospheric, also reinforces the views of space and the galaxy which can be seen in the background of the video.
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