Rizzle Kicks – Mama Do The Hump

MUSIC VIDEO ANALYSIS

http://www.youtube.com/watch?v=SxEINSBsbeo

MUSIC VIDEO

CAMERAWORK

The camerawork is very simple, The director has used a hand held camera to

record most of the action which gives a more intimate atmosphere to the

video; it is almost as if we are there in the room with them.

The most common camera angles used are close ups and wide shots. Close

ups are used throughout the video, helping us distinguish between the

characters. Wide shots are used when the stars are dancing, we are able to see

their enjoyment of the song and, along with the catchy chorus, we also have

a positive response.

Techniques used Errors

• Kept to a minimum, almost one long

take

• Continuity errors – James Corden’s

jacket

• Shot reverse shots used to distinguish

between characters

• Fats cuts used as transitions – adds pace

and keeps with the tempo of the song

EDITING

This song takes the genre of “Alternative Hip

Hop”, this genre revolves around varieties of rap

and hip hop styles. Usually, the video of this style

of music genre would involve dancing.

This video is no exception, and a popular dance

routine was choreographed specifically for this

song. By doing this, the director has appealed to

a target audience of young adults, and has added

the dance at every chorus, so that the dance stays

in the viewers’ minds. Furthermore, the dance is

not overly complex, almost anyone could join in

with the dance and in doing so the song appeals

to them, and they are more likely to purchase it.

GENRE

There are two main performers in Rizzle Kicks, however, the director has

chosen to draw the attention away from the two stars and instead puts focus

on their family members. This is due to the content of the lyrics. As the song

title is named, “Mama Do The Hump”, it fits that the focus of the attention

be on the duos real life family members.

The director has also chosen to add the popular actor and comedian, James

Corden into the video. By having a well-known celebrity, the director has

appealed to a wider target audience. Furthermore, Corden is seen joining in

with the popular dance number choreographed for this song.

STAR IMAGE/THE BRAND

The narrative of this video is very simple. It follows the duo as they

enter a house of what appears to be their family members.

This opposes the typical codes and conventions of a music video because

there is usually a clear story that is told in-between takes of an

artist/bands live singing. Instead, this video is obviously low budget, but

proves that you do not need a lot of money to produce a successful music

video.

NARRATIVE