MVid EG2: Chase Atlantic - Swim

POSSIBLE POINTS OF INFLUENCE FOR MY MUSIC VIDEO:
1. The clothing and hairstyles of the trio. 
2. The club location with lots of flashing and colourful lights. 
3. The purple colour correction used on the outdoor footage on the cliff. 
4. The drone shots of the rocks in the ocean and the settings. 
5. The diegetic titles at the start for the artist name and the track name. 
6. The diegetic titles of some of the lyrics of the song.  
7. The editing style - cutting to the beat 
8. The flashing effect on the footage. 

Act: Chase Atlantic 
Track: Swim
Year: 2017
Genre: Hip Hop, Electronic
Main Primary Audience: Females and Males (15-24)
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Throughout this music video, you can see multiple costume changes from the artist. 

You can also see in this video, many locations used, for example, at the start of the video the artist trio stands on a cliff, then later you see shots of the lead singer of the trio in a club setting. 

This music video has a title at the start with the artist's name - 'Chase Atlantic'. There is also a title before that which warns the audience/viewer that this video has a lot of flashing image and can be harmful to people with epilepsy. This is become quite an important thing to do lately, informing the viewer about the video in case they have epilepsy. 


For this music video, Simon Ferth's 'Narrative, Performance, Concept' theory can be somewhat applied. However, in this video you can only mainly see solely performance from the artist. There is no narrative evident in this video. 




Andrew Goodwin's 6 conventions or features of music videos theory can be reflected in this music video example. There are multiple genre signifiers of hip hop such as the dancing footage of the artist, the style of dancing has a lot of hip hop connotations. The second convention he states is that there is a relationship between the visuals and the lyrics. As you can see in the image below, there is an animation of pills raining down - this appears on screen on the lyric line of the track "Pop a couple pills in the daytime". 

The main thing to note about this music video is the frequent use of special effects or SFX. As you can see on the right, there is an animation within the video of pills falling down like rain. Also in the image above on the left, there is use of layering over a shot of a human prototype and a medium shot of the lead singer of the trio, heavy purple colour correction, glitch effect and a human prototype animation. This combination creates quite a striking visual as you can see.  

There is also a very fast editing pace and striking editing style for the video. The visuals on screen cut to the beat of the song and there is a flashing effect used on the footage and the transitions between shot takes.