Ill Manors broadcast: music video analysis

Media Forms
How is it typical of a music video? 
(Use this PowerPoint on the key conventions of music videos to help you)
This music video combines both conventional and unconventional aspects of music videos. However, I feel that this music video is predominantly typical. Firstly, we can see the video is three minute and fifty seconds, a conventional length most music videos take. Also, we can see the employment of fast paced editing and quick cuts, another convention of music videos. At certain points in the music video the editing is so quickly paced it could be argued to be montage style edit. This is simply combining many images/shots to create an overall impression and subsequently a meaning. In other terms, to create symbolism, another typical convention of music videos. Moreover, the use of intertexutality is utilised in that we can see several clips of news footage e.g rioters and political clips. This is a strong convention and we can further argue that the political theme throughout the music video is also another convention of this rap, grime genre. In other words, the thematic is conventional of this genre of music. It is rap music and we can see several shots that allude to this genre e.g "street" images.

To continue, the actual narrative presented in the music video is very clear. It is also conventional as it is an example of a conceptual music video; a music video that is based around a theme or story. Viewers can quickly identify the narrative links to the London riots that took place in 2011. This is perhaps most apparent through the footage directly taken from news or the lyrics that explicitly mention the word 'riot' and say that 'London's burning.' The thematic revolves around the political uprising of the youth at that time. This is made even more conventional through the use os reoccurring motifs in the video that symbolise uproar such as fire, weapons, destruction etc. Moreover, the singer/song writer acts as a starring character in the video. This is conventional in that the performance aspect of the music video includes the artist.

It is also conventional in that the visuals match the lyrics well. Here, we can apply Goodwins theory. He believed in 8 concepts, several we can apply to this music video. Firstly, links between visuals/music and lyrics which are evident in the music video. Next, genre characteristics. Again, this is apparent in the video e.g through the clothing as it represents the genre of music well. Also, the main artist is smoking, highlighting the side of this genre of music. Additionally, the video appears to be visually pleasing and has a specific aesthetic appearance, which is conventional of music videos.

However, we can argue that this video is unconventional in that it employs animation as a part of illustrating their political rage. Often, we are unlikely to see this specific kind of animation in music films. Although, again we can argue that utilising several digital effects is another convention, and ultimately this music video is still entirely conventional despite this cartoon effect they have made use of. Another aspect that we could argue to be unconventional is the narrative's lack of resolution. According to theorist Todorov, we begin with equilibrium which is interrupted and transcends into disequilibrium which eventually gets restored at descends into new equilibrium. However, this video entirely dismisses this and lacks any resolution.

Media Representations
How does it represent the London riots/rioters?

There are several representations within this video. Firstly, we can see Ben Drew reinforcing a negative and dominant representing of the rioters. There are shots demonstrating their reckless attitudes and indifference to fear they illicit in others. For instance, when he makes reference to 'shanking' and old woman. This is heightened by making use of real life footage as it emphasises the negative stereotypes of the violent rioters. Here, we can apply Dyer's theory of stereotyping. he believed that stereotypes are simply reducing a complex group to a few key characteristics which get applied to everyone n the group. This works well because once viewers watch this, they feel that everyone is council estates follows similar behaviour. He also sated that those who are less powerful are the ones who get stereotyped most which applies here perfectly. Another theory that can be applied is the hypodermic syringe model. The hypodermic syringe model is a theory of media effect on audience. The term is used to describe interaction between the media and the public. It states we are easily affected by the information we see through though media and it is 'injected' into us. This applies because after seeing this video, viewers may feel that the video has in a way affected their views. However, an alternate reading that younger viewers may take from their portrayal is that these rioters are heroic in a sense as they are giving them a voice and standing up against the political restrictions that oppress them. They could perceive their violence as their attempt at getting their voices heard instead of just causing harm to others. 

Another group this music video focuses on is the police. We are presented with a negative representation of them. The reading is alternate as often we see the police in a positive, heroic light rather than being inhumane. There are several instances of the police being unnecessarily violent e.g the police man striking an individual who is not doing anything. Also politicians are represented in this as corrupt, greedy and ultimately causing havoc but only for those with less power i.e those in council estates. Here, we can apply Perkins theory of stereotyping. She believed that in fact stereotypes are not always directed at those who are less powerful e.g politicians and police are negatively stereotyped yet they have power.Her theory also stated that stereotypes are not always negative which could be applied to the dominant reading of police shown in the music video. There are some scenes where they appear to be trying to protect others from the violence the youth are causing. 

Media Audiences
What audience pleasures does the music video offer?
To begin, this video does provide several forms of audiences pleasures. Most evidently, the music videos has an aesthetic feel to it. This fits into the use and gratifications theory as it suggests aesthetic enjoyment as a way of filling time. Moreover, there is strong use of violence within the music video. The Uses and Gratifications Model suggests the consumption of violent images can be helpful and instead we act out their violent impulses through the consumption of media violence and the audience’s inclination towards violence is therefore sublimated, and they are less likely to commit violent acts. This was also said by Kubrick who believed we vicariously release our pent up aggression through the consumption of violence in the media rather than in real life. Therefore, by viewing the music video and all the violent behaviour it contains, we are vicariously releasing up pent up emotions and avoiding expressing it physically. 

Another key pleasure that this music video offers is entertainment for the audience. With the use of the upbeat music combined with the aesthetic and graphic factors, the audience are entertained throughout the music video. According to Blumler & Katz's Uses and Gratifications theory, they stated that we often use media to find a form of escapism. This fits into the sub category they devised that was called 'diversion.' This music video enables viewers to seek this efficiently because it provides entertainment in the music and graphic and aesthetic features.

Media Institutions
How does the music video help to promote the film of the same name?
This music video helps promote the film in several ways. Most effectively, in my opinion was the use of synergy This is done by using the cast in the actual music video. This promotes the film because we are shown actors who are well known and have an established fan base e.g Riz Ahmed. This helps encourage fans of the individual actors to see the film. Also, the director of the film features in the film which ensures his fanbase are aware of his force in the production and direction of the film. The director, Ben Drew, also known as Plan B, is well known in the music industry and subsequently attracts many of his fans to watch his film.

Moreover, we could argue that the music video making use of social media links towards the end helps promote the film through social platforms such as Instagram, Twitter, Facebook etc. This helps the film get more exposure because it is reaching a larger group of people. 

Ill Manors soundtrack research task

The Ill manors soundtrack was recorded at The Sanctuary in London and Edge Recording Studio in Alderley Edge, Cheshire. It was released on the 23rd of July in 2012 via Atlantic Records. The record label for the soundtrack was Warner Bros. It was distributed by revolver entertainment. There were several producers including Al Shux, Eric Appapoulay, David McEwan, 16bit, Labrinth and Saul Milton. However, the album was predominantly produced by Ben Drew aka Plan B. The genre of this album was primarily Hip hop, grime and rape. In an interview, Drew stated, "You could call it bassline, soul, with a bit of hip hop." The album itself contained several tracks including ill manors, I am the narrator, Drug Dealing, Playing with Fire, Deepest Shame, Pity the Plight, Lost My Way, The Runaway, Great Day For Murder, Live Once and Falling Down. In terms of its reviews, ill manors received general acclaim from music critics, attaining an average score of 83 out of 100, based on reviews from professional critics on the review website Metacritic. The Guardian, The Observer, AllMusic and MusicOMH all rated the album 4/5 stars and the telegraph awarded it 5/5 stars. The album was also nominated for the 2012 Mercury Prize and  peaked at No. 6 on the UK Singles Chart in April 2012.