The bands genre is American hip hop which is targeted at teenagers who enjoy more urban music which is different and discusses issues that are perhaps delicate. The video is alike to other American hip hop videos in the fact that they are basing it on a very controversial issue and show the characters in the video as being vulnerable and perhaps angry about what is happening. The lyrics to the song are suggesting that America is facing a time of racial discrimination and divide between different races, and people are being hurt and even killed because of this fast expanding feud within the community. This helps relate to the audience in the fact that as they are of a young age they are more likely to experience some form of discrimination as they are growing up and the lyrics helps them to understand that this shouldn’t be happening and it needs to be stopped before other children or anyone else gets hurt.
The area in which the video is based is quite a run down looking city in the middle of America. All of the characters shown in the music video are from all types of ethnic backgrounds, this helps to attract the audience as it can appeal to every ethnic background and therefore they can feel as if the song is more personal to them.
All the artists in the videos are dressed in very urban style clothing. The males in the video are wearing either hoodies or sunglasses which represents a laid back style which doesn’t particularly stand out or include very elaborate colours or design. Fergie (the only female artist) is wearing a very plain outfit of a white strappy top and dark trousers, however she is wearing very obvious large jewellery which is noticeable to the audience. This shows that the costume of the video is not the main focus of the piece. However the prop of the question mark poster is made very apparent to the audience throughout the video and is shown as being a representation of how the video is asking the question ‘Where is the love?’. This image will make the artist and music popular due to the fact that it is a lot alike to what members of the target audience would choose to wear as it is clothing that is very common and can be worn in everyday life. Throughout the video the characters are constantly giving eye contact to the camera and focusing all of their speech to one place, this gains popularity from the audience in the fact that they feel as if they are actually being spoken to and the lyrics are directed at them, which will help them to remember all the lyrics and elements of the music video.
The video starts with a close up handheld image of a crumpled poster with a red question mark. There is then shots of various people sticking these posters in places, making the song seem like a protest. One slighting unusual editing technique used is a vintage style filter. This could be to do with the fact they are protesting about racial equality and talking about racist organizations such as the KKK, so is a link to history.
The band members often have close ups, and usually shot from a low angle, which shows their importance. Their is a significant camera angle of eye level, with close up on children's faces. It is especially significant due to the fact that the children are clearly all of different ethnicities, relating to the songs message of equality.
The music video has a positive image of people of different ethnic backgrounds. It shows them all to be equal, setting a good example to young people who could be watching the video. The moral of the video is to treat everyone equally, and not to discriminate.
I think the video has a very strong message, and provokes thought from the viewer about how they treat people. I like the importance of the idea they are sharing, and is good compared to a lot of music videos which are purely to show the singer/band.
The video starts with a close up handheld image of a crumpled poster with a red question mark. There is then shots of various people sticking these posters in places, making the song seem like a protest. One slighting unusual editing technique used is a vintage style filter. This could be to do with the fact they are protesting about racial equality and talking about racist organizations such as the KKK, so is a link to history.
The band members often have close ups, and usually shot from a low angle, which shows their importance. Their is a significant camera angle of eye level, with close up on children's faces. It is especially significant due to the fact that the children are clearly all of different ethnicities, relating to the songs message of equality.
The music video has a positive image of people of different ethnic backgrounds. It shows them all to be equal, setting a good example to young people who could be watching the video. The moral of the video is to treat everyone equally, and not to discriminate.
I think the video has a very strong message, and provokes thought from the viewer about how they treat people. I like the importance of the idea they are sharing, and is good compared to a lot of music videos which are purely to show the singer/band.
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