Rae Morris - Grow

Language

• The lyrics of the song are very powerful and may speak to different people in different ways, depending on their own experiences. (Stuart Hall, Uses and Gratification Theory). Rae’s fan base is mainly teenagers and young people, so although they are young, they will have experienced many things in life that will help them relate to the lyrics of the song. The lyrics suggest defeat and growth from the situation.

• The use of many close-up and extreme close up shots in the video emphasises the emotional strength of the song.

Institution

• Rae is signed to Atlantic Records but first found success through the BBC Introducing scheme.

• Since those early days, she’s worked in collaboration with a whole host of acts; including Fryars (on her single ‘Cold), Bombay Bicycle Club and Clean Bandit.

• Her songs are often played on BBC Radio 1, and she has played at many festivals such as Glastonbury and Reading and Leeds.

Ideology

• This video enables the audience to identify with the artist. She is portrayed in a way that makes her look vulnerable and in relation to the song this may say to the audience that it is ok to be sad and let your guard down when you are heart broken.

Audience

• Rae’s main audience is young people. This song could be relatable to them because it is about a past relationship and she describes how she gave up on it in relation to how she is still childlike. Some of her fans will be teenagers, therefore still classed as children and may be in a similar situation or may have experienced it before.

• Through playing at the big music festivals she has been able to widen her audience. The audience at these festivals have become younger. Therefore the people that discovered her music through the festivals has meant that her fans base is also young people.

Representation

• The video is fully performance, this represents the artist as serious about her music and it allows her to be presented in a way that shows her musical talents, rather than acting in a narrative. The video is in black and white, this may reflect the theme of the song. She is singing about giving up and not fighting, so therefore the video being in black and white may suggest there has been little effort put in, just like she hasn’t fought back with effort.

Cinematography

High-Angle Shot

Mid-Shot

Close Up Shot

Long Shot

Mid - Shot

Extreme Close-Up

Mise-En-ScenePerformance shot, shows she is a dedicated artist.

Song is about childhood and she is surrounded by

toys.

Shot of her shadow, may be a reference to Peter Pan.

Tangled up in strings, this may be a representation of her thoughts that she can’t

un-ravel.

A chandelier suggests expensiveness and glamour

but the room is empty.

In a huge room she is confined to a small space.