Unorthodox Music Video

Wretch 32 is an English artist who has only recently become part of the main stream music society. This song is about how he has his own style of music and how he doesn't copy anyone else although this is controversial as he has used a sample from another band. This is a good promotional tool to use when trying to sell you music to the population because you are able to add extrafeatures to your CD such as the music video for a few songs which means that if the public like the song and the video you are more likely to sell your product. It also allows you to advertise in a range of different media such as the radio, billboards and shop windows as well as through the televison allowing you to tap into a much larger audience as television channels are international where as radio is not generally.
1. In this screen shot it shows a definition for the title of the song: "Unorthodox". At the start of the music video there are two definitions for unorthodox shown so it gives a clear indication to the audience what the song is about and the message the artist is trying to get across. As it is white text on a black background it stands out boldly from the background which is what Wretch had to do in order to become noticed by the record label.
2. In this shot we can see Wretch looking over the city with his headphones on. This is a very good shot as there is a sunset/sunrise in the background which brings in a lot of colour into the shot. The shot is also powerful because it suggests that he is scouting out a new target as if to say "You're mine." which is a good shot to open to. This helps avoid viewer fatigue as it is an interesting shot which sets the video up nicely and also the jacket which he is wearing is a typical 'jock' style that is worn by teams in America suggesting that there is more than one person who is 'unorthodox' around.
3. In this wide shot we see a young child wearing a suit whilst pushing a trolley with speaker in it past a block of flats. This is an interesting shot as it is unexpected by the viewer which helps to avoid viewer fatigue by keeping them engaged by using interesting shots and shot types.
4. This shot shows Example and Wretch 32 (both collaborated to produce this song) who are both wearing the aforementioned jacket showing that they are part of the unorthodox group and the low angle shot is used to show that they both have a high status within their group.
5. We see the little boy again in this shot at a skate park with his trolley and speaker but this time he is dancing. He is doing street dance which is engaging for the viewer as it is not common to have such a young child in a suit with a bow tie dancing in the street so this helps the video to reduce viewer fatigue.
6. In this shot we see Wretch 32 in a laundry shop where he is hanging out. This is not an interesting shot so I decided to show it as it is not the same as most of the other shots in the video. This shot is very bland as not a lot is happening and for the viewer, this can make the tired/bored of the video and stop watching.
7. There is a montage later in the video where people who are wearing the jackets are showing their different styles and how they are proud of it. They then cycle around the streets of the city just being free and not doing much. this stops viewer fatigue as we would all love to be able to have the time to just go around looking at the sites which we dont have time for within our busy schedules.
8. At the end of the video we see the group all walk past the camera doing their own thing and we can recognise some other faces such as Chipmonk who is another artist. This comes as a shock to viewer which helps to keep them engaged stopping viwer fatigue.