Similar Products - Mura Masa - What If I Go? (Music Video)

The 'What if I go?' music video shares many of the same aspects that we aim to have for our music video and we have partially shaped our music video concept from this.



The idea of youth culture in London is something that I feel is important and get's mis-interpreted a lot of time. This video breaks away from this and the viewers get an insight of what it's really like to be a part of the London youth culture. It also explores young love with the flirtatious couples in the video. The video has a very raw, gritty feel to it. It doesn't seem set up and has a genuine feel to it.

This combined with the way the video has been shot and the aesthetics each shot leaves the viewers with a very clear and accurate idea of what the London youth is about. It's clear that the outfits that the people are wearing are clothes they wear everyday and haven't been asked to wear something that they feel uncomfortable in. It's also very clear that they are comfortable in the environment that they are in.

Locations: 

The locations are all suburbs of London and not the famous parts that people would normally recognise like Oxford Street or Trafalgar Square. 

A lot of it is shot at various parties with a lot of people around. 

It's all shot fairly late in the evening/ in the night. 

Some of the shots are also in someones bedroom with only two people in there. 

Camera:

Obviously a big part of the camera techniques is the 3d camera wobble effect which really does carry the video in a lot of ways and is a big part in the video. 

The majority of the shots are hand held and it looks like it's in a documentary style someone just following them around. This leaves the viewer feeling more connected because this handheld technique makes it feel less clean and tidy and more raw. 

A lot of the shots used have been mid shots and low angle shots. 

Editing:

Most shots are cut on the beat to make it more seamless. 

The square format adds to the vintage theme of the video. 

Quick cuts between the 3d camera shots. 

Slow motion is used a lot. 

Costumes: 

All the people in the music video are wearing a lot of the trendy brands that prevail in the youth culture like North Face and Supreme. This makes it not only more relatable but also admirable for the viewers because they are things that the target audience would wear. 

Hoodies with the hood up are also very prominent in this video and help create the realness feel to the video because it's not particularly something you would really wear as your best item of clothing. 

What we are doing differently: 

In this music video there is no performance lip sync and there is only one strand. However in our music video we are going to have a lot more strands and we are shooting in the studio as well as on location to give more of a variety of sets so it doesn't get a bit boring towards the end because I feel that thats what happened in this music video. As well as that, we are going to have more creative, aesthetic effects to add to the dynamics of the music video.