RG - Semiotics Analysis - Concept

Knytro - My Motive (Movement) - 2014

 

 

The music video is targeted at youths, probably anyone ranging from the age of 15 to 25. This is evident by the use of the post-production effect used on the video which appears to make everything look circular. From watching the video I am able to draw links to cartoons, and youthfulness, as it looks like a piece of fun.

 

 Considering mise-en-scene, we can see the following signifiers, the costume worn by the artist is modern, and fashionable for young people at the time of it's production, this connotes the artist to not only have wealth, but also be fashionable, and relatable with youths as what is being worn is common for the target audience to also wear.

It can be seen a SnapBack hat being worn, along with fashionable sunglasses and coat

Skate Park - Location

Night life in London - Location

The location that the artist features in throughout the music video varies, however, the majority of scenes are either in a park field, a skate park, or London. This has connotations of freedom and enjoying yourself, in the regards to young people. As the music video progresses it begins to show the nightlife within London, another relatable aspect of the music video for their target audience.
 

The body language of the artist 'Knytro' connotes emotion, and power as he is the only person on screen throughout the video. He is also the only aspect on screen to not be affected by the effect completed in post-production to create the circular feel. Whilst he is miming to the song, he raps with passion and emotion, which has connotations of "rising from the bottom." This corresponds with Dyer's star theory of artists coming against all odds to become famous. From my own knowledge, in this case, this is true to Knytro as he is an American rapper who came to Britain to pursue his musical career as he believed it was too easy in USA to become a successful artist and wanted more of a challenge. Therefore, it is apparent he is dedicated to his music, and he portrays this in this video through his body language.

 

The syntagm of these signs constructs a signifier. This is the meaning of the music video which is to try and teach the audience enjoy your life and yourself, and also aims to create a sense of difference between Knytro and the viewer as he is in this warped version of our world; similar to another dimension.

 

The music video assumes cultural knowledge in order to read it's meaning - for example, Bignell states that advertisements "endow products with social significance so that they can function in our real social world as indexical signs connoting the buyer’s good taste, fashion, trendiness or some other ideologically valued quality”.  This idea is evident in this music video - for example, the video assumes that the viewer will understand current trends of fashion, and what is enjoyable for youths to do.