Fuse ODG – Umbilical Cord
After close analysis, I have concluded to deem this music video as performance/narrative. My reasoning for this is because the video bears conventions of both categories.
The performance conventions are the scenes of where the artist (Fuse) is on scene rapping the lyrics along with the music. He is filmed in a number of locations, but each location shares a cimilar, dark background. In the case of the screen shot to the left, there is nothing to focus on in the background, there fore the eyes of the audience are forced to be drawn to the act on scene
The narrative scenes are the ones of the actors playing the character roles of which Fuse is describing in his lyrics. As Fuse raps in the song, there are a number of scenes of which the actors imitate his lyrics as a physical act. The screen-shot to the left is of a distraught woman checking her pregnancy test as Fuse raps "Im in your womb mummy, please don't get rid of me"
However, there are also conventions of a concept music video. These are the scenes of the actors blowing the candles. I believe these scenes are strong as they reflect the mellow mood the music sets. The flame can be used to represent hope, and the actors blowing it can be symbols of how people are disrupting this hope with their talks of abortions.
Nevertheless I still deem this music video to be performance/narrative because there are more scenes of these than concept.
Unfortunately Goodwin theory has not been sufficiently applied. Equally, full m,marks can only be obtained if connections are made between production choices, the artist target audience and how the artist is being marketed and the appeal of the marketing.
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