Textual Analysis

Rizzle Kicks - Down With The Trumpets

In this textual analysis i will be analysing 'Down With The Trumpets' by Rizzle Kicks. The genre of this is British Hip Hop, and the type of this video is concept based. The potential target audience for this video are teenagers, this is supported by the image of Rizzle Kicks.

The camera shots used in this video are all fairly similar, a wide range of shots are not used, but instead there are a repetition of shots which are numerously throughout. Medium close ups are used extremely often throughout the whole video, near the very start when the video is picked up, when it then switches to the artists on the grass and also when they are walking down the street. The shots which are used are mainly all long duration, you do not see a part in the video where there are cuts all close together and in time with the beat when the beat speeds up. There is a shot where the shot is slowed down and then sped up to give a certain effect when the man they are being chased by jumps over the wall.

The clothing that Rizzle Kicks wear supports the target audience they are trying to attract and aim their music at, teenagers and youth. Baggy jumpers, hats, jeans and bright trousers, all the kind of clothes that teenagers are associated with, this is a convention of the genre. The lighting in the video is all natural, this is because the majority of the video is shot outside, except for a few internal shots, where the lighting is still kept natural.

The genre can be recognised by a number of aspects in this video, things such as the clothing, which is stereotypical of genre. Also by what the videos underlying message is about, drugs such as cannabis. Drugs can often be associated with the hip-hop genre.

The relationship between the lyrics and visuals is a mixture of contradictory and illustrative. Sometimes what they are saying fits in with what is happening in the visuals for example when he says 'now i got grass stains on my brand new white trainers', it shows you white trainers in the shot. However, most of the time it is contradictory. 

The relationship between music and visuals is also contradictory. The cuts are not in time with the music at any point in the video. So the music is not parallel to the visuals.

Demands of the record label include medium close ups, this is because both of the artists in Rizzle Kicks have very unique and distinct faces. The artists are looking at the camera throughout the video except at certain points where the camera work is focusing on their performance.

In conducting this textual analysis it is obvious that the mise en scene elements such as clothing, played a major part in who the target audience is for the video. The clothing also emulates the stereotypical genre characteristics which is British Hip Hop.

Evaluation Prezi

Final Piece Music Video

Final Digi Pak

 This is our front album cover. I took pictures of this position and chose the best one. Then imported it into Photoshop and edited it. I used the dodge tool and lightened the floor and wall which Henry is leaning against. The pose Henry is doing shows emotion and thought about our song. This has meaning and gives the cover emotion. I used the burn tool to darken the back of the tunnel and create a shadow. I added the UKF logo to show what company our music video was used by. We also put on 'Parental Advisory' logo to show the realism of our cover



We took this photo and transfered it onto photoshop. We used lighting in the room by putting it on one side of his face to high light one side and keep the other side dark. This shows that the darkness of love is on his left and the good thoughts of love are on his right. Light and dark shades give different meanings. I used a tool on photoshop to high light one side under the eyes and on the eyelids. I also high lighted the hair to just emphasise the face more and also the corners and shadows on the hands to show he is thinking about his lyrics. We used a shirt and a hat as this is the typical clothing Alex Clare would wear.





This is our right inside cover, I took the picture while we were filming and put it on photoshop. I then used the burn tool and lightened the shoulder, hair and the pillows to emphasise the couple inside the image. I then added in the 'too close' lyrics and used writing that has an urban feel to it. This image really does portray how the couple are "too close" and end up moving away from each other.



This is the back of our album cover. We took pictures and finally chose this one in the end. We put on a bar code and our company logos using photoshop to make the cover look as realistic as we could. We edited the photo by lightening the graffiti wall making it stand out and looking more urban. We darkened Henry by using the burn tool and lightened the shirt and face using the dodge tool. This photo shows emotion by Henry staring at the floor showing he's thinking.

Final Edit 'EBI's For Final Video

EBI for the final video edit:

-More performance based footage of the artist should be included.
-Faster paced editing for the first drop of the song.
-Colour correction needs to be done to give it more of a music video touch.
-Tripod needed to be used for certain shots.
-The acting did not look believable for some of the scenes.
-Make the walking part of the video shorter.

This feedback was extremely useful and we have rectified all of the above points.

First draft of evaluation

 How effective is the combination of your main product ancillary texts?

The combination of our final music video and ancillary tasks are effective and have a strong consistent link especially in terms of our main CD front and back cover and also the magazine cover that we created in order to promote the artist. We decided that for our CD front cover we would choose the location of the tunnel by the skate park. We used the boys' trainers as the main image as this is where the chase scene began in the video. We all felt as a group this was the turning point in the video as the use of shots were varied and the pace began to quicken so we thought using the trainers was effective and decided to link the main product with the CD front cover. Our initial idea was to have a light and dark side to our CD cover. The light side being on the front and the dark side on the back. The urban location of the lit tunnel matches the conventions of our genre. The weather in our music video really did emphasise the dull and gloomy mood in the video, this is a pathetic fallacy. The continuous theme of clothing with the artist being the main vocal point. Our artist was wearing the same clothing in our main music video, CD digi pak and magazine advert. This is to show a certain continuity in all of our tasks. He was wearing a shirt, hat, trainers which was continuous mise en scene in the main video to show strong correlation between them all. In relation to the design aspects I think their is a strong colour scheme text and the overall of the design. In our magazine advert we decided to put our CD front cover in the bottom left corner to promote the digi pak and to make it more formal and visually pleasing. The magazine advert is very simple, it has all the information about the artist and album cover it is very formal. We thought by keeping the magazine advert sleek and straight forward will allow the message in to be clear.

How did you use media technologies in the construction and research, planning and evaluation stages?

For our music video we used the editing software final cut pro. We used this software as we had some past experience with this software. This made it easier for us as a group to make a better, high quality end product quicker as we did not have to learn to use the software. We used a lot of editing software for example the slow motion tool and colour correction tools to create a more professional, effective video to portray the message the our music video conveys. We used colour correction on every single clip in our video to create and emphasise a better, professional music video vibe instead of a video that looks like it has been filmed with a dull tone to it. We also used a simple fade effect at the end of the video to make the video flow better and end well instead of an abrupt stop which would not look professional at all. We also added text and pictures to our video to emphasise the artist and record label that we have used. We as a group have aimed to make our video look like a professional music video that viewers see on TV instead of a student made video.We practised using different technologies more as we progressed through our creation process.
As for the actual filming we used a Sony AVCHD handycam camera. This camera was very useful for our video as it is small and portable making it much easier to carry round and take everywhere without having to carry a huge amount of equipment. The camera is also a HD camera making it a high resolution and better quality outcome at the end. We had access to a tri-pod as well, this gave us the opportunity to have steady clear shots when we needed them instead of a possibility of shakey, blurry shots that we did not want.
We picked suitable lighting for each shot, we used different rooms and different areas to convey a different lighting to set a certain mood. We used a photography dark room to portray the artist in an emphasising light. We also set out to film at an early time of around 6am to get a suitable lighting and a quiet atmosphere that we needed for our video.

We are using Prezi to convey our presentation to our audience. We have never used Prezi before so it will be hard to use but in the end, the end product will look professional and easy to read at the same time. The benefits of using Prezi are that it is easy to read and easy to navigate round making it easier for the examiner and audience to view. Prezi can portray all the aspects of this question on one page, to make it easier to view and is all in one place. This will hopefully allow us to get higher marks as it looks more professional. We have included pictures of our ancillary tasks and a clip of our main video. We have portrayed our skills in these pictures of work on photoshop and final cut pro, which we as a team have all used before. This makes our ancillary tasks stand out as it looks more professional rather than a cover which looks like it has been rushed. We used many dark and light tools to emphasise the artist in the cover and we have also added text and logos also. We were able to do this on our own with very little help, this helped a lot as we were able to use all the time available effectively without wasting any time.

 What have you learned from your audience feedback?

What have you learned from your audience feedback?

The feedback we recieved from our rough cut and final edit:

- More performance based footage of the artist should be included.

- Faster paced editing for the first pace change of the song.

- Colour correction needs to be done to give it more of a glossy, music video touch.

- A tripod needs to be used for certain shots.

- The acting did look believable for some of the scenes.

- Make the walking part of the video shorter.

As a group we felt it was important to focus a lot on audience feedback as we thought this was the perfect platform to improve our video to get the best final outcome. We showed our video to three different groups of people; parents, teachers and other pupils in our school, in order to get the widest range of feedback as possible. Our group realised that the more people's opinions we had on the video, the more we could make it better. Every opportunity one of the group had, we showed someone the video, and recorded the feedback given, brought it back into school and displayed and talked about it amongst the group and how we could make the film better. For example, someone had commented on the editing not being fast enough over the shot of the stairs. After talking about this we decided to go back and reshoot the whole scene with a wider variety of different angles.  This meant consequently that we could make the editing much more fast paced and make the scene more powerful. After we did this, the audience told us that they liked the fast paced editing on the stairs, as it added drama and tension, this reassured us also that audience feedback can benefit us in a massive way.

After we started to film the video we also listened to feedback from our media teachers. An example of this was to film each scene from a greater variety of different camera angles, and that this would be especially vital for the chase scenes. This helped us use the best shots and a wider variety of shots to help us make the video more powerful, especially on the action packed scenes. This also helped us when we wanted to use fast paced editing especially for the chase scenes.

Also, the audience were extremely pleased when the cuts were in time with the music and the beat, we received lots of positive feedback from this, and when what happens in the shot matches the beat for example with the close up of the feet walk on the ground and this action cuts in time with the beat. This meant that we tried to carry this on thoroughly throughout the video. It was clear that the audience thought there was a good relationship between the music and the visuals, which meant we had accomplished what we had set out to do.

We also received feedback on the magazine cover from the students and teachers:

- Too much on the magazine cover, not easy on the eyes.
- Rearrange the layout of the magazine cover.
- Add more text.

After we received this feedback we looked at the magazine cover and looked at what we could do to the magazine cover to make it more powerful and stand out, and also how we could change the magazine cover to the feedback we were given.

After we changed these points we got plenty of positive feedback for the magazine cover and felt confident it would get a good mark.

In what way does your media product challenge forms and conventions of real media products?

Our music video is new to the area as we have used different shots compared to other videos. Ours has new shots composed in it compared to other shots on official videos for actual artists. Our new ways of editing have added a feature to our video by having modern views and shots. The genre for our track is commercial dubstep. This genre is not well known in the music industry as artists have not experimented with it. Commercial dubstep is becoming more and more known about as more songs are being realised with this genre being used. This genre is dubstep but with a mainstream twist to it. We filmed each scene with different shots and in the most important scenes we used our strongest shots to stand out what we could show about our video to explain it. We used colour correction on each shot we filmed, for the story shots of our video we used a blue tint to show a gloomy look. We used a yellow tint on the artist shots to show a warm feeling and to emphasise the artist.

The settings of our music video are all urban. They all have a dark setting to them and its a place where a mugging or a chase would occur at. We tried to create this urban look by choosing settings that have a typical urban background to it. The setting where the mugging occurs was a dark tunnel with graffiti on one side. The mugger walks from the side of the tunnel with the graffiti on just to show he is a typical young person thats likely to mug someone. The clothing used is street wise and something that would appeal to a youth audience. It is typical clothing a person this age would wear and something that someone would think a mugger to wear. Our video is a narrative as it has a story the whole way through and explains something that happens. It also has a performance part in it as the singer (Henry) performs in the video in parts throughout. For this video we used the genre characteristics but we also developed the genre characteristics by using more than we planned too. By using better settings, clothing and acting skills. Also using unique shots that haven't been used to see the story easier and we have a story people can relate to it so it is a bit more meaningful.

We used the most unusual shots to make are shots unique and different to other people. All of our cuts are to the beat of the song and when the tempo rises the shots become faster and quicker so they move with the beat. This makes the video more interesting and the beats match. After watching our music video teenagers can relate to the story as this is a life problem that can occur. This is one reason why we chose this idea so people who would watch it can relate. We have challenged other forms and conventions by using stereo typical points and non stereo typical. Our stereo typical point is by using a person from an ethnic background as our mugger, this make our video more realistic. This is the antagonist in our music video. Our non stereo typical point of a music video is the clothing. This is because we have tried to be different and haven't used the normal typical clothes. We have tried to create our music video are real as possible and this challenges forms and conventions of real media products as we have used modern and different techniques to other videos.

When looking into Goodwins analysis of music videos we can recognise some of his points in our video. For example, there is a relationship between the lyrics and the characters as in the video the story of the song is used for the base of our video.

Magazine Advert

This is the magazine cover that we created to portray our album. We have included many different things on the cover itself. We have included the record label logo in the bottom corner of the magazine to show that we have knowledge of a record labels conventions. We have also included the picture of the front cover of our album to convey the album to the readers of this magazine. This would show the object that we are trying to sell. We have also included some writing that would portray some information about the artist and his songs for example: Alex Clare's website. We have also included information that shows when the album is coming out and what format it will be available to purchase in. We included a review from two different magazines to show an unbiased opinion on our album which we are portraying. This would show the good reviews and make the album look better towards the public that are reading the magazine. 

The Beginning of Colour Correction & Creation of Digipak

After the completion of our music video, we received feedback from our teacher on the video. She told us that we need to use colour correction on each clip in the music video to make the video look more realistic.
We went to the underpass which is a scene included in our actual music video, we then took pictures of things that our most important to our video for example the artist and a pair of shoes. We then positioned our props from the music video in order to create our cd cover and magazine advert.

Props

We used minimal props in our music video, we used only two props, the cigarette box and cigarettes and the pregnancy test. The cigarettes can be seen at the start of the video, used by our boyfriend character. We can see clearly that the cigarettes used are of a JPS brand.
We also used a pregnancy test in the music video. This is the most important prop in our music video as it is the reason for the main story line. We needed this prop to emphasise the story itself.

Cast

Peter Eyre: Cameraman.

This is the picture of our cameraman. Peter contributed to most of the camera work and shots that are in our music video. Peter wasn't involved in the music video but still contributed hugely to our final piece.














Henry Kidman: Actor.

This is a picture of our artist. the artist that we featured in our video was Alex Clare, as he was the singer of the actual song portrayed. We dressed him up in clothes that we thought would be the same style as how the artist dresses. We put many different shots of the artist in, to emphasise the artist in the video to show that we have knowledge of the artist and his style of music and dress sense.

Calvin Morgan: Mugger.

This is the picture of our mugger character that is shown in our music video. We went for the stereotypical approach, because we decided to use the stereotypical ethnic background for this particular negative scene.

Reece Smith: Boyfriend.

This is a picture of our main character, the boyfriend. Reece is the main character and is basically in every shot. We have used Reece, as his girlfriend is also the girlfriend character so it would make sense to use Reece and not anyone else.

Elle Knock: Girlfriend.

This is a picture of our girlfriend character. Elle is also one of the main characters and in a lot of the build up and ending shots. She is the perfect girlfriend as she is our boyfriends actual girlfriend.  This means our girlfriend character will be comfortable to do most shots with Reece.

 

Rough Cut of our Final Piece

Rough Cut Class Feedback

After showing our music video rough cut to our class colleagues we received feedback with the positive aspects to our video and ways to improve. This was extremely helpful as it allowed us to see what works well with our video but different elements we can add into the video to make it even better.

WWW - What Went Well

Good fast paced editing that matches the beat of the song.
Good beginning with an engaging storyline.
Good intercuts between the three different scenes
Great use of performance and narrative
Fantastic range of shots
Urban area helps authenticity
Location works well with video

EBI - Even Better If

More hand held shot footage

We feel that our rough cut feedback was extremely positive and everybody liked and was fully engaged on our music video. It is very important to receive feedback from our peers because they are in exactly the same position as us, trying to create a success music video.

End Of Filming, Editing Process

With all of our filming finally completed. its time to edit! This is the part of our production stage which will bring our music video to life as most of our concept revolves around editing. We are all good at editing from past experience last year and we are quite confident that we can pull off what we want our music video to look like. It is narrative based with performance elements added. We will be using final cut pro editing software to edit our music video.

Calendar

Calendar

September 8th

Generating ideas for a music video and choosing our specific genre and song. We all knew our initial ideas would be so important in the making of our music video.

September 10th

Analysing other music videos within the same genre as our song. Looking at the conventions of our genre.

September 15th

Refining the ideas we have generated. Relating them to our target audience and thinking about ways to reach out to a specific age after research.

September 16th

Deciding on our final idea for our music video this had to be completely perfect.

September 21th

Analysing album covers and digipaks and creating our own practice album covers to think of ideas for our music video.

September 22nd

Creating a shot list and deciding characters and there roles.

September 27th

Location research, costume and props. Presentation planning and getting everything organised.

September 28th

Presenting our presentation of the music video to the class

October 2nd

Made a blog based on the feedback we received on our presentation from the teacher and class.

Then began to film our music video.

9 Shot Analysis: Sub Focus - Out of The Blue

This shot is an extreme close up and shows the emotion in his eyes and what he is looking at. The eyes are the point in the face where emotion can be shown the most, this is why they have shown this clip.

He now jumps into the pool of water and this shot is a medium shot as you can see most of his body. It is also a wide shot to show the whole background. It shows the detail in the splash when the character hits the water.

This is a shot under the water. It is a long shot as it shows the whole of the body. The lyrics say 'and it takes two' and suddenly a girl appears in the pool of water and the lyrics are all talking about love and how it happens. 

This is a close up of potion in the pool. The lyrics are 'love is a potion' 'mixed up by careless fools'. It talks about how love is a potion and its hard to make love happen. The lighting is shown well in this shot. One side of the potion is lit up and the other is darkened. 

This is a medium shot as he is swimming in the pool. Underneath him there is a green smoke. This shows the potion mixing into the water as the 'love' and the two characters swimming are mixing it up as lyrics say 'mixed up by careless fools'. It shows the male character is careless as he jumps into the pool without caring. This is why these lyrics are repeated time after time. 

This is a close up of the woman character swimming. Once again she is swimming in the pool of water with potion around her. She has loving and warm colours around her as the potion but the male character has mild colours. The close up is used as this shows the emotion in the woman's face towards the man.

This shot is the woman upside down in the water showing she is confident and in power. The potion is again in the pool of water showing 'love is a potion'. Shows that they are both mixing up the potion and the love in the pool.

This shot is a medium shot as it shows the torso and nothing else. He is in the water again and is coming out to come out of the water. This is near the end of the video.  The lighting is show from the top of him and it shines through the water to show the outline of his torso. 

This is the end of the video. The male character walks out of the pool and this is a close up and moves into an extreme close up. The lighting is behind him and it lights the left hand side of his face. You can see the emotion on his face. Everything is focused on him and the background is dark.

The meaning of this music video shows that love is hard and is always interfered with.

9 Shot Analysis Chase and Status ft Plan B End Credits

Shot 1 - Extreme close up on the artist Plan B's face to show the emotion and the pain the that he is feeling. The artist has just got beaten up by another man, so this shot portrays the facial expressions and emotion he feels as he hits the floor in pain.

Shot 2 - Close up on the artist and a girl character. Gripped against the wall showing emotion and thoughts. The man is showing love and affection for the girl. This is a two shot, fitting the two characters and setting in it. it portrays an urban vibe, this fits to the genre of the music and fits the atmosphere of the overall video.

Shot 3 - This is a long shot of three youths beating up another youth. They are wearing hoodies which is a stereotypical type of clothing for youths. This is a long shot showing the tragic event that is happening, this is adding to the vibe of the music video. This fits the emotion and tone of the actual track.

Shot 4 - Is a shot of the artist Plan B wearing a hoodie and in the background there is a picture of a man. This is set in a tunnel which is a fundamental place in the film which portrays a urban, stereotypical youthful place. This therefore also adds to the atmospherical feel of the video.

Shot 5 - This is a shot of a building on fire, fire flames are coming through smashed broken glass windows. This emphasises the excitement and the intensity of the music video.

Shot 6 - The shot is then followed by one of police officers getting ready with riot shields to see what is going on in the burning building. This much like the previous shot emphasises the excitement and intensity of the video. However this shot shows police advancing in numbers portraying a riot, which shows a rebel. This adds to the youthful stereotypical emphasis in the video.

Shot 7 - This is a longshot with a crowd of people that is relevant to the music video and is also an intertextual reference. There is a gang of youths wearing hoodies this shows the audience that there is going to be violence.

Shot 8 - The next shot is also an intertextual reference taking from the film, it shows the main character who has been shot. The weapon has been dropped by him, and there is a significant blood patch on his chest as a clear shocking indication he has been killed. I feel this particular shot represents the video perfectly.

Shot 9 - This shot portrays a close up of the artist performing. This close up shot shows emotion and emphasises the overall tone of the music video. It portrays the artist himself, this is a narrative and performance element.

This music video is intertextual reference used from the movie Harry Brown. I feel that both Narrative and Performance based videos have an equal ability to portray the story of the song across to the audience. Performance based videos allow the audience to see the artist performing the song, and the narrative based video provide a narrative of the story behind the song. Using both narrative and perfomance in this video end credits gave us ideas for our music video and we decided to use both narrative and performance.

Shooting Schedule

Scene	Date/Time	Location	People	Equipment	Props	Notes
Girl and Boy	Early Morning 1/10/12	Henry’s House	Elle, Reece	Pillow	Hoodie Trackies Trainers Pregnancy Test	Argument starts
Walk towards Skatepark as Boy leaves	Early Morning 1/10/12	Clarence Road/Vanistart Road	Reece		Hoodie  Trackies Trainers Mobile Cigarette	Aggressive walking
Girl Worried	Early Morning 14/10/12	Henry’s House	Elle	Pillow	T Shirt  Shorts	Crying into a pillow thinking whats happened
Boy meets mugger	Early Morning 1/10/12	Skatepark	Reece Calvin		Hoodie Trackies Trainers	Mugger grabs Boy
Chase Scene	Early Morning 1/10/12 5/10/12	Skatepark/Ward Royal	Reece Calvin		Hoodie Trackies Trainers	Boy gets away from the grab and chase scene starts
Boys gets away	Early Morning 5/10/12	Ward Royal	Reece Calvin		Hoodie Trackies Trainers	Looses Mugger
Boys meets Girl	Early Morning 5/10/12	Ward Royal	Calvin Elle		Hoodie Trackies Trainers	All works out

Risk Assessment

Location	Potential Risks/Hazards	Level of risk        (L/M/H)	Actions needed to minimize risk
Skatepark	Slippery floor	Low	Wear suitable shoes to run in.
Skatepark	Catching foot on railing when jumping it.	Medium	Try to be careful when jumping over it.
River	Slipping into the river.	High	Stay away from the edge of the river.
Applies everywhere	Camera equipment out of the way to avoid tripping.	Medium	Leave camera equipment away from where we are filming.
Applies everywhere	Wet floor/fences/gates automatically increases all risks.	Medium	Take caution when running/jumping.
Ward Royal	Tripping over on the stairs	Medium	Not much can be done to minimise the risk of this, except to be alert of this when running up the stairs.
Applies everywhere	Running into someone	Low	Make sure we are sure the space we are going to be running around is clear before we start.

There are plenty of risks that could occur in our video, this is because of part of our video involves a chase scene. The chase scene involves jumping over objects and running up flights of stairs. Reece and Calvin, the two characters involved in the chase scene were both aware of the risks before we started filming, this is to reduce the chance of the risks happening.

Types Of Music Video's.

There is three different types of music videos. They can be characterised by three broad typologies.

• Performance.
• Narrative.
• Conceptual.

Performance Video's:

• The most common type feature the star or group singing in concert to wildly enthusiastic fans. The goal is to convey a sense of the in-concert experience.
• The music video's defines itself chiefly by images of artists singing and playing songs.

Narrative video's:

• Narrative video's present a sequence of events. A video may tell any kind of story in linear, cause-effect sequencing. 
• Love stories, however, are the most common narrative mode in a music video.

Conceptual video's:

• Conceptual videos contain the possibility for multiple meanings as the metaphor is interpreted by the viewer.

Research into the artist and song "Too Close"

Research On Our Artist

Alexander George "Alex" Clare (born 14 September 1985) is a British singer-songwriter. His debut album, The Lateness of the Hour, was released in the UK on 11 July 2011 on Island Records and was produced by Mike Spencer and Major Lazer.

Clare adopted his current stage name, Alex Clare, in 2010, replacing Alexander G. Muertos, a pseudonym he first used whilst still at school.

Our final song  "Too Close" is a song by British singer-songwriter Alex Clare. The track was first released in the United Kingdom on 15 April 2011 as the second single from Clare's debut studio album, The Lateness of the Hour (2011) The track was written by Alex Clare and Jim Duguid and produced by Diplo & Switch and Mike Spencer. On July 9, 2012 it was certified gold by the RIAA.

Musically, 'Too Close' is song with dubstep and soul influences. Lyrically, the song describes the protagonist who is not ready for a committed relationship and he must end things with his love interest in good terms. In March 2012, "Too Close" was selected as the soundtrack to Microsoft's advertisement for Internet Explorer 9, released the following month. The feature saw the track achieve international success. By September 9, 2012, the song had reached number 8 on the U.S.  It had previously peaked at number four on the UK Singles Chart and at number 1 in Germany. In our target audience research we became aware that this song was a big hit Internationally and will fit our music video narrative perfectly. The link between the visuals and lyrics will create a distinct image for our audience which after research is 15 - 25 year olds.