Performance music video analysis

"Down with the Trumpets" the first song that Rizzle Kicks released off their debut album "stereo typical'. As it was their first song to be released the music video does use many conventions in order to create a successful reaction from their target audience as well as to discover their main fan base.

Throughout this video the pair successfully lip sync to create the feel that they are singing directly to the audience. Imagery is used in this video but is not heavily relied on in comparison to other videos as there is actually a story being shown with the video. Simple movements such as pointing downwards when saying 'lets get down with the trumpets' is commonly used throughout. Props are used more to connote the imagery within the video with the continual use of trumpets.
The basis of the video does conform to the audiences expectations by seeing the artist singing, dancing and playing instruments. Dancing is more commonly done by the back up dancers. There is no set dance moves that are used which means its harder to replicate- This means its more set for the older market.
The bands performance is visually engaging through the use of slow motion effects and repeats for the dancing. Furthermore the video is also impactful through their use of trumpets to represent modern drug culture. It also explores the side affects of drugs and uses the video to show how it makes to feel. This is interesting as it allows the audience to see the impact of drugs and how the band react as well as creating an interesting storyline.
Rizzle kicks appear to come across as very 'everyday person' so the location and costumes are very relatable. The video is shot in their hometown of Brighton. It is shot in variety of locations yet all are very simple locations such as the beach front, a forest and their home. Their costumes are very simple and create no strong sense of artist identity. This maybe because this is their first video so have not have yet created an identity within the music field or because they wanted to be relatable to their fan base.
Controversially in this video there are not that many beauty/ money shots. This maybe because the video is focusing more on the storyline than them.
Opposites are used in this film repeatedly to show how the to react when on drugs. As the two fall to the ground they switch to an opposite location such as from beach to forest.
Discontinuous editing is not strong throughout as the video is mainly following a story line.
There are many references to popular culture which references to drugs. This also creates a polysemic natures offering different layers of meaning with trumpets used to represent the growing drug culture.