Music Video

Aloha, and salutations! It's me again, aha.

Today, I will be posting about a particular music video which me and my fellow partners had to analyse and present to my class mates. The music video that we chose was 'Duke Demont feat A*M*E - Need U 100%' directed by Ian Robertson. In terms of the content of the music video it's completely different from anything I have seen. It beats the conventions of your stereotypical video, firstly because neither the artist or producer is in the song; showing that their main focus is too promote the song and the feel that the audience my receive from it. Which is also shown throughout the video. My main reason for why it beats main conventions is because for some it's quite an explicit video in terms of the main focus... The video revolves around a young male who has a tape player inside him which constantly plays this one song (Need U 100%) repeatedly. The whole aim of the video is to show that he has had enough of it, because all it ever does is draw attention to himself; he is unable to do every day things without someone dancing near him or being intrigued as to where the song is coming from. This is shown by the camera shots; within the video the main shot used is a wide shot/ establishing shot mainly so that the viewers can see the reaction to the song and in the hopes that they also feel the same when they hear this song. There are a few close ups, but that is mainly to show the frustration felt by the main character.

My personal opinion on this video is that, it's unique and ever so smart. It's refreshing to see a video, based on the song and the responses of it. Also the way in which they promoted the video did indeed put a smile of my face; as it completely revolved around the way in which the song should make you feel. Music in general should make you feel something ANYTHING. I thoroughly enjoy both the song and video. In retrospect I think that Ian's idea was very inspired, and the artist's choice of director interesting yet respectable. Ian is mostly known for his grime video 'lyrical spread' which again I found to be amazing just because of the idea and how he even managed to film it.

The Music Video

- Lareb
Peace, food & laughter~

☮ ✌