• The first appearance of the main artist (Cheryl Cole) is a close
up of the artists face, making the situation quite serious and so
that the audience can identify the artist from the very beginning,
a build of suspension at this point as there was no music
playing.
• First appearance of the featuring artist (Tinie Temper) is a mid
shot, walking past women dancing. The shots alternate between
mid to long shots whilst this artist in on screen. These types of
shots could be used so that the attention isn’t taken off the main
artist. This is promotional because most of the attention is on
the main artist so that’s what the audience is watching it for, so
is their main focus. There are no close ups of the ft. artist.
• In this music video they were not only promoting the two artist but was
promoting the Dr. Dre Pill due to the unusually long paced shot on the
piece of equipment. This might also be to promote the club vibe with loud
music to interlink with the scheme of the music video.
• This music video was shot in an urban neon environment. This could be a
club/ rave like space fit for dancing and drinking. This could be to
resemble the title of the song. The title is Crazy stupid love, which is
shown through the crazy outgoing behaviour shown in a club whilst
dancing and drinking; clubs can also make people do stupid things also
usually under the influence of alcohol which could have been in the plastic
cups shown in the beginning of the video; love shown by the passion of the
movement being performed and the loving atmosphere the music video is
shown in with a surrounding of people.
• To follow this idea of a club/ raving environment the clothes worn by the
artist were appropriate with minimum clothing: belly top showing abs and
thin metallic trousers suitable for a club.
• Fast pace editing was used. This really emphasised the
conventions in a pop music video. This also ensured that the
audience is also being pulled in, and that they aren’t bored.
• The first sound played, of the music video broke the build up of
tension and suspension gathered in the first 20 seconds of the
video.
• The words is promotional to the relevant audience, which would
be teenagers/ adolescence: “roller coaster” “love” “crazy” holding
your hand” and “sink my heart to my feet” are words that would
be a description of what love and the thing that people do when
they are in love in the eyes of these young adults.
The main artists behaviour is quite young from the energy given.
This is shown when she’s dancing. This is promotional because she
(the artist) is blending in with the energy teenagers have to appeal
to them.
From her performance it also shows she’s acting provocatively due
to the main lyrics “crazy” and “love” which could explain the
behaviour which could be linked with the idea of doing crazy things
whilst being in love.
When the main artist wasn’t singing her performance was more
calm so that she could support the featuring artist whilst he was
singing.
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