Rachel's Detailed Analysis

 

This music video for Rita Ora’s song ‘How we do’ has all the typical conventions of a pop genre video. It opens with a very muffled sound over the track, showing medium shots of people dancing in vibrant clothing, low key lighting is used to black out the background and concentrate on the foreground. I believe that this has been created to make the audience feel like they are walking into a party, the muffled sound effect creates how your ears adjust to the volume of music when you walk into a party to portray to the audience that they should feel like they are doing this when watching this music video. Pop music is all about popularity this music successfully portrays a pop genre as its narrative is based upon the ultimate party which are usually, especially in American terms hosted by a popular individual of group of people that hold a high amount of status. Bright colour, upbeat sound track and a catchy chorus lines are typical conventions that have been applied to make this music video as successful as it has been with in the pop genre.

The narrative to this video is all based upon what could be classed as the ultimate party through representation, the narrative is juxtaposed as it shows us the ‘party’ but the lyrics explain it from a morning after point of view explaining to the audience what has happened the night before creating a disjointed narrative. The video switches from the use of subtle shots, used for the verses of the song to more energetic shots used especially in the chorus to create energy and thought beats from ‘when the sun sets baby...’ and the performers jump in time of the music to create a party scenario, jump cuts are used throughout the video this implies how when you’re at a party you cannot be a part for all aspects that are involved within one party so the jump cuts give you a sense of what your either missing out on by showing it from more than one angel or point of view, This can also relate to the lines of the song that say ‘party and bull sh*t’ as I would relate this phrase to rumours, comments and remarks that are not always correct and can be accumulated at parties when others get carried away, it normally occurs when you are not a part of the convocation or the people surrounding you. So therefore the jump cuts from different aspects of the video play a large part on the narrative as it shows how in reality you can not be in more then one place at a part but through the disjunction of this video Rita Ora can. Also a party scene is a very stereotypical narrative and theme to a pop genre music video.

Pop genre is portrayed by representation through costumes of the performers, the use of bright vibrant clothing as well as short revealing outfits is what represents the pop genre as it is based upon popularity, popularity is not likely to be received if you don’t show off what you have and the enjoyment you get from things a social situations which is strongly represented from this genre and implied within this music video. Also representation of the disjointed narrative shows the pop music genre as it creates a more interpreted feeling towards the artist from the audience as it shows that they are challenging the genre more as David Buckingham theorised changing it over time, making it more of an abstract context then a literal. Pop genre represented through the use of camera shots as well variety of cuts and jumps are used to disjoint the sequence from been a solid of film to edit. Hand held cameras are used to create the essence that the audience is surrounded by the impact of the situation making it feel like a very realistic situation. This is also supported from high and low angles to represent the highs and lows of a party for instants in this video the highs is the part and the lows is the feeling from the morning after that is portrayed to the audience through the lyrics.