Music Video Analysis

The Streets - Fit But Don't You Know It

In this video we see the artist, Mike Skinner, walking down the street reminiscing about his recent holiday through music by flicking through the photos which relates to the target audience of the video and music. From research and listening to 'The Streets' music style, the genre is known as hip hop and UK Garage with the English accent playing whilst rapping throughout the song. However it can be also seen as alternative and indie in some songs.

Personally I think that this video, identified in the genre of Indie, is very different to other Indie artists' music videos. For instance, this video in comparison to other Indie music videos is more common and less original with the walking down the street talking about a wild holiday compared to (e.g) an artist like Ben Howard who involves nature and innocences in his music videos.

The narrative of the music video helps target the aimed audiences of 17-30 year olds as it involves the artist singing about a holiday and girls which happens to relate well with those target age's.
The name of the band, 'The Streets' also plays a big part in the video as the name emphasises the narrative as the singer is walking down the street whilst singing the song.

The representation of 'The Streets' is very casual with the jeans, coat, white trainers and hat wearing in the rain and dark weather which links to the genre of their music. The clothing is grey looking which shows a contrast against the holiday photographs shown.

Artist Image

• In terms of mise en scene, the location of the video plays an important role to the artist's image as it shows the London street background which relates to the sound of the music with the London/Northern accent. 
• With the location looking quite rough with the rain and gloomy weather, it portrays the artist's style and his personal history but also represents how he isn't bothered by what people think of him personally.
• Including props such as holiday photos and typical teenage things (alcohol, games), it brings the modern side into the video which will help attract the intended target age even more. 

Camera Angles and Editing

• The use of camera editing in this video are very well done and have a mixture. The use of long shots whilst panning helps to set the scene of the London streets. Whereas the use of medium shots establish the facial emotions that Skinner wants to portray. 
• Throughout the video, point of view shots are widely used to identify the photos from Skinner's eyes whilst he sings/raps about them. 
• Editing is mainly used on the photographs in his hands which are images that start moving and sing along to the song. 

Sound

• Diagetic sound is apparent through the cars driving past, handling money and the till opening. It is also shown through the voice over as the singing is acting but is aware of the music.