Fredo They ain’t 100.The song is called ‘they aint 100’ and the song is by Fredo. The genre of this song is

Trap/grime. The video was directed by Morgan Keyz. This video is Performance as it has Fredo singing and interacting with the audience by direct address as he looks into the camera.

The narrative of the video is non-linear. This is as the shots are randomised and the video doesn’t tell a story. The main character in the video is Fredo. The song is about the factors in his life such as his friends and what he does. He talks about his daily life and also of those he

is close to as he has his friends with him during the performance scenes and establishing shots.

The video is set in black and white. This is to give the impression that he lives a fantasy life. We get this from the visuals and also the lyrics. A lyric in his song ‘The shard is where I’m sleeping’. The shard is an British attraction which is very expensive. The fact that he says that’s he sleeps there shows that he is very wealthy that he can afford to sleep in such a

known and expensive place. The song outlines him as a person and talks about his achievements through life.

The video is set in south London with scenes on the road, outside shops, in cars to show the audience where he is from and to let people know where he feels comfortable. These have been presented by using shots such as high angle establishing shots and long shots. At the start of the song the visuals cut fast to the beat of the song although as the song builds up they start to cut slower. This is so that the audience can get a glimpse of his lifestyle.

He is driving around in a car and he is smoking weed. We also see his jewellery with diamonds on it which shows the audience the type of lifestyle that he leads emphasising that he has money and is wealthy. The fact that he is smoking whilst driving also shows us that he is fearless and doesn’t care for rules which makes him seem respectable. The over the shoulder shot makes it seem as if we are in the car with him.

There is product placement used in the video, the camera shows us bottles of Luc Belaire and the Christian Louboutin’s that he is wearing. Throughout the whole video, the visuals are shown in black and white although during the product placement scenes, the shots are shown in colour. This sis p that the audience can see them for what they look like so they can go and buy them. These products are only shown between shots and have fast cutting rates.

This scene is representative of youth culture, males in particular. There is a guy wearing a balaclava and is hooded up only revealing his eyes. There is a contrast as the male next to him isn’t wearing any of those and we can see his face. This is the contrast between what people think are good and bad. The guy who is covered up is represented as a violent person.