AH : Music video analysis- Rudimental not giving in

Rudimental- Not Giving in

• Use of establishing shots to show contextual information, such as the poverty that people suffer within the music video. This filming consists of a pullback technique, where it starts on a subject before zooming out to show their location.





For example- within this esablishing shot the use of props and location enforce poverty though small deprived homes, as well as old rags to cover up windows. Furthermore, it also includes some irony, due to the fact that in the background you can see a city. This helps to juxtapose the situation by reflecting the idea that some of us are lucky compared to others.



• The music video includes content in order to reflect its target audience




The use of  street/breakdancing is something that relates to youth culture, therefore it helps to reflect the fact that it focuses on a much younger, popular audience.

In terms of genre characteristics this music video consists of a narrative and it uses an illustrative approach by linking the visuals to the lyrics.

The music video has a good variety of shots included, framing its subject in several ways, as well as at different angles.

The use of camera movement is fairly frequent throughout the music video, especially during footage where someone is dancing.