Prince Rapid - Whats Good / On Stuff - Analysis [Case Study 2]

Artist: Prince Rapid & Slix
Song: Whats Good / On Stuff
Released: 14th April 2016
Recorded: 2016
Genre: Grime
Producer(s): Prince Rapid



Synopsis
This is a performance based music video which has two songs in one which is good way to promote a mix-tape which he has out called 'Immortal'. By listening to this song i know straight away that it is a grime song. Grime is a genre of music which emerged in East London in early 2000's. It is primarily a development of UK garage and jungle.  In the song Rapid says "You might see me in E3, You might see me in Popular" which are towns / cities in East London. This song is about chasing his dreams and telling the world that he has achieved some of them already but has more to achieve. 
This is a performance based song as they are lip rapping in the song. The extreme close up on his lips demonstrates that he means what he is rapping about so therefore it is also narrative as there is a story behind the song. The reason why is because Grime is a genre which releases a hyped side of themselves in a song and the performance will also encourage the audience to feel the song. There was also a dancer in the video to entertain the video during the intro of the next song. He also dances throughout the song to keep the audience entertained.

When it comes to camera angles there are a few. It starts on a low angle towards Rapid which shows that he is the main artist in the song. Most angles in the video was a low angle shot, as there was also a low angle shot on Slix when he was rapping on the song 'On Stuff' It reveals that he also has power in the song. There was also panning in the video to show that he is with his friends and enjoying his life because he is chasing his dreams together with team called 'Ruff Squad' as there was also a close up on the clothing they are wearing which has Ruff Squad (RS) printed on it and know they wont fail if they continue together, as Rapid said in the dong "Its now or never". In the beginning there was an establishing shot of the blocks in the area 'E3' where the music video was set. 
There was good editing in the video. One was when there was a medium close up on Rapid and he said "Skills like Jay Jay Okocha" (The ex footballer), the camera then moved and changed to a scene where someone kicked a ball into a goal. Another one was when Rapid said "Things do change in a flash" and it then went from a close up of him clicking his fingers and he was changed into different clothes. The creativity of the editing entertains the viewers because of the originality that the video has. However the rhythm in the editing in this video was mostly a straight cut with a few jump cuts, the pace of the song was also a normal pace fitting in with the song. That editing technique was used a few times in the chorus however it went from Rapid to different people lip rapping the song.

The target audience of this video are from young teenagers to young adults in their twenties. The reason why is because it is mostly young people who tend to have dreams and follow them with the right people who will help them exceed but not fail. They are encouraged to buy the record because they can relate to what is being said in the song and also in the last bit of the song which is called 'on stuff' was just a snippet, so therefore with them buying the record they will be able to listen to everything.

The idea i would take from the video to subvert in my own music video is to bring something bits which was demonstrated in the editing that was used.
This was when there was a close up shot of Rapid and  he said "things can change in a flash" it then switched him into different clothes in the same setting, i found that very creative and original.