Emalkay ‘Fabrication’ is a narrative music video, it tells a story through visual narration. The lyrics are in sync with the images and illustrations played throughout the music video, it begins with a man walking into a building, presumingly his house, with the use of a long shot to establish the setting of the video. Dark colours are heavily used to ensure focus on the character, also strobe lights highlight the features within the video which contribute to the narrative.Joe Gow identified six central genres of music video all of which are defined in terms of their relationship to the display of the performance. He quotes ‘the anti-performance piece-videos which do not contain performance of the song’, this applies to ‘Emalkay-fabrication’ due to its narrative.

Youtube provides video responses which enables viewers to have their own say on every music video. Anyone can comment on the video, however some comments are not objective ; some are subjective due to the lack of reference to the music artist or track. Video responses can be seen as a positive and negative feature of youtube; it is an open forum to personal feelings about the video, however viewers can criticise the music video as much as they want.

Comments such as ‘this is dirtier than a nun doing power squats in a field of cucumbers’ and ‘filthy’ suggests viewers are of a younger audience. It also suggests that by describing the video metaphorically, viewers have reacted positively. Due to the narrative and connotations of Emalkay ‘Fabrication’ drug use is mentioned which reflects the representation of Emalkay and its music, also the type of target audience who listen to this genre of music.

Overall, the video responses to this music video have been positive. It is evident, that from the type of vocabulary used, a young audience who enjoy listening to genres such as dubstep and drum and bass have watched this video. Additionally there is a high rate of responses due to the amount of comments made about the video, reflecting there is a clear relationship between the artist and the audience.

All of these music videos are of the same artist ‘Emalkay’ or similar music artists which viewers of youtube have chosen to view next.

‘Modestep’ is seen to be of a similar artist to ‘Emalkay’ within the dubstep genre of music.

This sidebar of each music video uploaded to youtube navigates viewers to other music videos of the same artist of similar genre. These

Suggestions increase the awareness and knowledge of other artists, all artists featured within the ‘other suggestions’ panel are signed to UKF music (dubstep and drum and bass genre record company). This also increases the awareness of the record label.

Each preview of music videos on the sidebar shows who the video has been uploaded by and how many viewers have viewed the video.

The narrative for Emalkay ‘Fabrication’ may appear complex to some viewers. However, the heavy use of medium close-up shots enables the audience to relate to the basic storyline. The use of lighting has been used effectively within this video as it compliments the dubstep/drum and bass genre, the use of camera shots have also been used effectively as it is clear to relate to the character’s emotions.