Dale Luck Tom Cartwright

At Your Inconvenience by Professor Green

A2 Media Studies Coursework

Features Genre Characteristics

Observations Illustration The content matches the lyrics

Amplification The surreal imagery creative approach

Examples The video itself

The facial expressions of people other than Professor Green and (e.g. the photographer and the women)

Relationship and Visuals

Between

Lyrics The visuals are often just The conversation with the representations of the words bartender that he s singing The ostrich The record company room

Relationship Between Music The pacing of the music and Visuals matches the pacing of the shots throughout it, even the content matches the pacing (bar scene is very slow compared to the rest, because there is no beat to begin with) Artist close-ups and star image A large portion of the shots are motifs all focused on Professor Green, with him being fully lit as a star which actually matches the song and video, where he is the focus of interviews and photographs Reference to the notion of Weirdly enough, the shots are looking framed like Professor Green is the main focus of someone else s attention, rather than him focusing elsewhere Intertextual references Not any that we noticed.

The bar scene The photography scene The interview room w/ women

When he s getting photograph taken

his

When he s in the interview with the women surrounding him Bar scene (him, twice) Bar scene, photography scene, etc. ^ shots are all done head-on and he looks straight into the camera

Video category(/ies)

Illustration (25%) + Amplification (75%)

Dale Luck Tom Cartwright

At Your Inconvenience by Professor Green

A2 Media Studies Coursework

Why did you choose the text you are analysing? We chose to analyze this video as an example of illustration and amplification because it s fairly recent and has a good mixture of both a coherent story that links to the lyrics and surreal visuals.

In what context did you encounter it? We found it whilst looking through the list of music related videos on YouTube.

What influence do you think this context might have had on your interpretation of the text? We think that because we were looking at the time just for some music to listen to, it made just appreciate the video on more of a... fun, visual level as opposed to trying to find any meaning behind it. Which was actually a good thing, considering we d just looked at Lindisfarne and were in the mindset for a completely different type of video.

Which conventions of the genre do you recognize in the text? Amplification videos are known for their creative interpretation of lyrics and surreal/unusual ideas and approaches, and this video manages to do just that by changing the straightforward descriptive lyrics of the song into weird and interesting images.

To what extent does this text stretch the conventions of its genre? We d say it doesn t really stretch the conventions of an amplification video at all, as it fits quite nicely with the idea of surreal visuals and the like to keep the audience interested.

Where and why does the text depart from the conventions of the genre? The only way we d say that this departs from the conventions of amplification videos is that the it doesn t really change what the lyrics are saying (for example, it doesn t have a person dressed as an ostrich when he talks about the ostrich it literally just shows an ostrich when he speaks about one), it just presents it weirdly. In amplification videos you might expect something like reading the lyrics metaphorically as opposed to literally, but this does it the other way instead.

Dale Luck Tom Cartwright

At Your Inconvenience by Professor Green

A2 Media Studies Coursework

What sort of audience did you feel that the video was aimed at (and how typical was this of the genre/style of music)? We d say that the audience for this kind of video is probably based around people who are already fans of Professor Green. The song is based around the idea that, as the chorus says, he s back , and the song plays off the presumably already constructed idea that he s a star this being something that people who aren t fans might not fully understand.

What sort of person does it assume you are? It assumes your the kind of person who enjoys rap music, and is interested by visual entertainment more than analysis there isn t much to this video beyond what it shows you, and it works completely fine like that. The difference between this video and Lindisfarne is like the difference between Transformers and The Prestige, which are of course aimed at completely different audiences.

What assumptions seem to be made about your class, age, gender and ethnicity? It s probably safe to assume that the video is aimed completely at young working class adults, probably male, of any ethnicity. This kind of music is fairly recent enough to keep it from being completely appreciated by older audiences and the content isn t really aimed at people younger than that (e.g. the last thing he says in the video). A lot more guys tend to like this kind of music than women, and people of higher classes than working class tend to like music with more sophistication to it.

What interests does it assume you have? It assumes you re interested in rap music and Professor Green s previous work.

What relevance does the text actually have for you? What knowledge does it take for granted?

Dale Luck Tom Cartwright

At Your Inconvenience by Professor Green

A2 Media Studies Coursework

To what extent do you resemble the ideal reader that the video seeks to position you as? Neither of us really resembles the ideal audience member, as that kind of music isn t really the main kind that we listen to Dale tends to prefer older music, and Tom tends to enjoy rock music. Neither of those are rap.

Are there any notable shifts in the video s (and if so, what do they involve)? In the video, the styles of the bar scene and (apparently) the imagination of Professor Green are vastly different in the bar scene, Professor Green is the only one there (he even plays the bartender), whereas when he starts singing a lot more people are introduced, all with a surreal twist to the way they re presented. The bar scene is a lot more literal, in the sense that there really isn t anything weird about it other than the fact that the same actor plays two people.

What responses does the video seem to expect from you? The video mainly expects you to be entertained by it. It s sole purpose is to keep you entertained throughout, and we think it does a fantastic job of doing that it constantly brings new, weird images to you and keeps a level of humour throughout too (normally to do with Green s responses to the things he s seeing).

How open to negotiation is your response (are you invited, instructed or coerced to respond in particular ways)? There really isn t much else there other than it keeping you entertained, so the response you have to it isn t really up for negotiation.

Is there any penalty for not responding in the expected ways? You d probably come out fairly disappointed or bored if you aren t entertained. Just like the other music videos, this is a video with a very singular focus on what it s trying to get from you. It keeps things simple and fun.

Dale Luck Tom Cartwright

At Your Inconvenience by Professor Green

A2 Media Studies Coursework

To what extent do you find yourself reading against the grain of the text and the genre? It s kind of hard to read against the grain of this video again there s not much there other than keeping you entertained. Your opinions on Professor Green aren t taken into account, though it s possible you could come out thinking that he s an arrogant dick who doesn t appreciate how famous he s become but really it s common for rappers to make songs like this, so it s unlikely you d think like that unless you re not actually into this kind of music... which would make you wonder why you re watching it in the first place.

How typical do you think this video is of music videos? Music videos like this are actually fairly common most music videos nowadays are there for the sole purpose of keeping you entertained throughout, and that s exactly what this one does.