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Chip - Light Work

Produced by: D Dark
Release Date (On Youtube): 11 September 2015
Artist: Chipmunk

This video is a 'diss track' to another grime artist Bugzy Malone. A diss track is a form of fighting but with music rather than fists, and this song is a reply to another diss track that Bugzy Malone had done for Chip. The video itself is set in a sort of photo studio, except the entire video is done in one shot/one take. This artist is known to make songs with the video shot in one take, such as his song 'Run Out Riddim' which is also aimed at Bugzy Malone, but set in the streets of North London at night.

This video is performative, as it shows the artist as the main man/ the top dog. For the entire video we are engrossed in Chip strolling and rapping around the room, and every now and then he is throwing middle fingers to the camera and gun signs to flow with the song.

The whole video has a bright atmosphere, there is one light in the middle of the room, near and around the chair the artists performs with. The theme shows to have a clean look, very simple but contrasting very well with his dark clothing. It is as if the light background emphasises his importance in the video, and him wearing black clothes showing that he also has a dark side that is being brought out in this video.

The star himself as we said before is the main focus of the video. He is represented as a intelligent grime artist, and is also represented as one of the best artists, throwing cusses and punchlines to his enemy. His role is to show that he is not afraid of going against other artists, and that he doesn't need anyone to help him - hence why he does the video alone. The other people in the room are only seen at the end, but do not even speak.

In terms of camera, it is clear that either a dolly was used, or handheld as the camera is always moving, but with one shot. Even though the whole video was done in one take, there were still a range of camera angles used. There was a low angle at the start as they were entering the studio, and throughout the video the camera goes to close ups, medium shots and switching between low and high shots. The 2 main props throughout the whole video was the chair he was sitting on and the light next to him, these go hand in hand to the simple lay out of the room for the video.

The target audience for this would be 16-20. This is because this is the age range of people that listen to grime music, and who are more likely to follow up in wars between two artists in this industry. I also say this age range because Chip has performed at shows, singing his songs including this one, where most of the people who went were aged 16-20.

Things I could take from this video to help with mine, is look at how simple it is in terms of mise-en-scene. Instead of having as many props and settings i can find, it may be better to keep it simple, and not have the video too crowded or make it in a way so that people get distracted from the star/main focus point.