Music Video Case Study

Tinie Tempah ft Ellie Goulding- THE WONDERMAN

Tinie Tempah • A British R&B Hip-Hop artist

• Born 7th November 1988 in Plumstead, England

• Real Name- Patrick Junior Chukwuemeka Okogwu

• Signed to Parlophone/DL Records Ltd

Visual Representation

He represents himself as a creative artist from the use of technology and special effects used in this music video. It shows he is a successful artist as he has these features in his videos which cost a considerable amount such as the scene where he hangs on to the legs of a helicopter, here they would have to pay for a stunt man, a helicopter, a person who can fly a helicopter and the location and props. We see Tinie Tempah being represented as a Superhuman with powers. This connotes that in real person he is a strong independent person and represents himself this way. Another image shown below with him flying through the sky, here this connotes he is different and unique as no one can fly. This could be to show that there is no artist like him and he is different and unique as a artist. Also this would be a high budget scene as it would cost for a stunt man to sky dive, A person who can fly a helicopter and a Camera man.

Extend Playability

The artist extends their playability through many methods such as posting the official video on YouTube, replaying the song on Music channels and other mainstream TV channels. The artist extends the playability of a song to make more money out of the video or song. As you can see below this is the artist views on YouTube. Here it shows the times its been viewed, how many people like/Dislike the video, how many ratings, where its most popular around the world etc. Artists make money from this as you can see from the first image, you can purchase the song on ITunes.

Below shows the statistics of how many times the song is played, how frequently it is played, what age group, which country it is popular in.

Synergy

Here in the video it promotes another singer who features in the video Ellie Goulding. She features in parts of the video acting as a doctor monitoring Tinie Tempah in the hospital. She appears in some parts of the video and sings the chorus of the song. This promotes her as fans of Tinie Tempah may be interested in her music as she has calibrated with him.

To be Art

In some parts of the music video, there are cinematic scenes but not meant to be artistic. In the image below it shows the protagonist setting of an explosion which is quite common in films and action movies (Also represents himself as a antagonist). I think in this scene it can be shown as artistic as the colours are bright and vibrant, when the explosion goes off it gives definition to the character. The second image shows an animated and information on Tinie Tempah, a 3D model on computer. I believe this is artistic as they show different models of the body and it looks very creative and is detailed.