Music Video 2 (CHIP - I'M FINE) -Research-

• The music video above is performance, as we can see the artists, they are singing along to the lyrics and the video is not telling a story.
• We can see the three artists who are accompanied by a large group of young men dancing extremely aggressively in the urban scene.
• The men are showing off their materialistic items, for example their designer clothes  and expensive jewelry, this is referred to as 'flexing'. Many of the men found in the video are wearing 'CHIP's' brand 'CASH MOTTO'.
• The video is very fast past and is put together through montage editing, and is filmed by a hand held camera. This make the audience feel like they are more involved with the artists and have a better conection with them.
• As this video falls under performance, it includes close ups of the artist, as well as that the artists are seen in quite a regular day to day urban setting.
• The artists are often looking directly at the viewer, this is referred to as 'direct address' and therefore are interacting with the viewer, in this case all the artists are all male therefore they are following what is expected from them.
• The setting, lighting and overall visual style is what you would expect from a grime video as it looks natural/realistic, and not like a set from a movie. This gives the artists a grander sense of being an everyday person.