Analysis of Music Video

IYAZ- SOLO

Iyaz is a new upcoming artist, all his music videos are similar due to the climate and the props used.

The video is set in a warm, bright place- in British Virgin Islands I think, as Iyaz was brought up there. Iyaz relates to this place by wearing bright coloured clothing, he wears an addidas jacket with African colours. The addidas clothing helps reach out to his target audience; that will wear similar brands to addidas.

The song is called 'Solo', it links to the video, as it is about him losing his girlfriend. Through-out the video there is shots with Iyaz and his girlfriend; she then dissapears this reinstates the title of the song, as he is now solo/on his own.

R&B music is usually African-American music, with jazz elements along with a drumming background, this song has the generic conventions of R&B. Especially as Iyaz is an African-American artist.

Iyaz's aimed genre is R&B, his video features many things such as sunglasses, and flashy jelwery along with bright clothing, set within glamorous sceneary. These props used are similar to other R&B videos.

 The images above show the similarities between Iyaz's video and other R&B artist Sean Kingston.

Iyaz creates the impression that he wants his audience to feel sympathetic towards him, as the lyrics tell us that he cannot live without his girlfriend. In the frame below, Iyaz is playing basketball with his girlfriend, in the same frame his girlfriend is edited out, this editing technique creates the sympathetic feeling towards him; as he is now on his own.

Through out most of the video Iyaz is dancing, the dancing aspect also relates to similar to R&B videos, by dancing Iyaz will hope to gain support and a fan base, it implies he is a fun character and also down to earth, however the video also features scenes from rougher looking areas, this may help tell people about his background. The camera tracks Iyaz in a scene, he has his head down, this once again implies people should sympathise towards him.

 I enjoyed analysing the video, purely becasue there is many things happening and there is bright and pleasant scenary. The video is a sterotypical example of an R&B video, it is similar to other videos from this genre. I think Iyaz could have differed some parts of the video to the generic conventions of R&B, this would have challenged the genre.