Analysing Rudimental

‘Not Giving In ft. John Newman & Alex Clare’

‘Not Giving In ft. John Newman & Alex Clare’

O The music video depicts the stories of two young friends growing up in the shanty towns of Manila, Philippines. One discovers breakdancing and uses it as his way to avoid danger and the gang life, hoping it will lead him to something better. The other friend is grasped by the gangs and ends up drug dealing, killing and eventual being shot. The aim of the representation is to capture the audience over the emotions of the story. Showing the difficulties the kids have to go through.

‘Not Giving In ft. John Newman & Alex Clare’

‘Not Giving In ft. John Newman & Alex Clare’

O The video is not what you would expect to see from the drum and bass pop genre. It depicts a story as opposed to a bunch of people jumping around in a club. There are no actual visuals of singing in the video. Instead it can almost be seen as a short film. The story told is based on a true story. The activity in the video is atypical of the genres usual pieces, as it contains no performance.

‘Not Giving In ft. John Newman & Alex Clare’

‘Not Giving In ft. John Newman & Alex Clare’

O The characters are present to tell an emotional story. The whole video revolves around a large period of their life. Without the characters the story would be lost and the video would not have the same touching affect. Rudimental want the video to touch people in emotional ways. As artists of the drum and bass pop genre they have taken a completely different approach in their videos. They want the audience to feel like they are their with the characters and are experiencing what they experience as it takes place. The video has a real life aspect and is very believable.

‘Not Giving In ft. John Newman & Alex Clare’

‘Not Giving In ft. John Newman & Alex Clare’

O The video takes place in the shanty towns of Manila, Philippines. The characters and the lives they live are framed as being very difficult and poverty is shown as real problem. The representation of their area is very natural as it really exists and the story is true. This is often not the case in other videos of the same genre, which represent an idealised version of reality through fake sets, stories and characters. The foreground of the video tells the story of the two boys however throughout the video the background shows the lives of many others. Whilst we do not learn about these other characters we are shown snippets of what they live through and deal with in their everyday lives.