Cadet - Letter To Krept

Producer: Cadet
Title: Letter To Krept
Date: August 30th 2016
Time: 5 minutes 10 seconds

Summary: The music video I chose was Cadet - Letter to Krept. This music video was sang by one man called Cadet who is and known for a grime artist, however, he did something different out of the usual. The music video is about how Cadet got into an argument with his cousin "Krept" know is another grime artist in the music industry. So due to this he decided to create a slow paced music video which explained how he felt instead of telling Krept in person as he felt like everyone needed to know the situation. Overall, this music video is very emotional and it says a lot about how a lot of families and friendship' get ruined all due to competition in the music industry.

Type of Video: This video is a performance based clip, however, he is telling a story about how he feels. The lyrics were based on a  letter he wrote to his cousin which explains everything that is going on. The theme portrayed is emotions. The reason why I would say this is because if you listen to the speed and the beat of the backing track, it is slow paced and it sounds rather calming and soothing. However, when he starts rapping it grabs our attention as we know Cadet to be a lively typical grime artist to rap to a fast paced backing track. In addition if you were to look at his body language, Cadet doesn't look at the camera as often as you should do in grime music video, so due to this it then could connote that he feels ashamed that its gone this far in the situation. The word "you know I love you, you're my cousin" links to the theme as it connotes that he cares from the bottom of his heart and he realised that he was in the wrong and that family should always come first no matter what.

Representation: I would say that Cadet is represented a someone who cares about themselves and their status. However, now due to this music video he represents himself to be more family orientated and knows how to deal with situations when they have gone too far. The first reason why I would say this is because Cadet made a 5 mins plus video explaining his feeling to his audience instead of him saying it personally to Krept. When it comes to his clothing attire, he is wearing neutral colours. Which again is different as grime artists normally choose to go for outfits which are not too over the top but are very expensive, but he is wearing a watch and him as has gold teeth grills which could represent him as being wealthy.

Lip Syncing: In this clip there was lip syncing used.

Target Audience: By looking at the clip I feel as if the main target audience is both females and males whose age is ranging from 16-24 years old. The reason why I would say this is because this is the age when you start to think about your actions, and when you realise that its family before music. So this would encourage people to buy the record as its completely different to what he originally does which is grime and it has a hidden message where people could relate to from different situations.

Technological Aspects: During the clip there was a lot cutaway visuals of clips of trees, ponds etc. which are shown using tilt camera movements. I feel as if it brings the whole concept together and it makes us take everything in as nature is known to be ever-changing and rejuvenating, making the audience melt in to what is being said. The use of the low and levelled angles gives the artist Cadet purpose and makes him the centre of attention. In addition there was a lot of special effects used, for example at "0:43" there was a use of reverse timing, which could have linked to his message in the clip where he was explaining how if only he went back to the past and made a better action, things would have been better. At "0:15" there was a use of dissolve editing, which then made the video flow seamlessly. There was also the use of colour grading within the music video which then made each shot blend in. The title of the song was also embedded into one of the shots taken. When it comes to the camera shots, there is a lot of close up shots which was shown using a panning movement in order to see the artist's facial expressions which looked quite serious. Mid shots were used to show us his body language using a handheld movement and wide shots were also used which showed the location used. By looking at the clip  the first few shots are in slow motion, however, when it starts rapping each clip varies from the rewind, slow motion or speed up effect This then makes the music video look more affective as it goes in time with the beat. There is a lot of clips of different scenery in the clip with is also edited with either, slow motion, reverse or speed up shown in a different texture. A lot of panning movement was used which showed the different angles of the artist. In addition hand held movement was also used throughout the music video. The cutting speed is also quiet fast. Lastly towards the end of the music video, there was a use of a mirror effect of te patterns on the screen.

Ideas: By looking at this music video, I feel as if I would take a lot of ideas. For example when it comes to filming my music video, I feel as if I would shoot in a similar location that has a lot of greenery. In addition I want to choose a song that is a narrative based clip. When it comes to the visuals, I want to keep it simple and not too dramatic. I also want to use as much camera shots as possible. Furthermore I also want to use the same cutting rate  and try and use as much effects as possible, for example the mirror effect. I also liked the storyline as it was more relatable. Furthermore i liked how they used the speed up, slow motion and reverse effect. Lastly I want to try and get as much special effects as I can when it comes to editing the final clip.