Avicii and Rudimental analysis

This avicii song has a great focus on freedom in a summery setting. We see it takes place across America, though in very idilic beautiful places. This follows with the camera work, which is done to accentuate the setting and make it seem like a perfect life. Also, a lot if shot on a Go-pro which is a onboard camera showing all the things the actor is doing in first person -  almost showing the viewer how it could be them and making them feel there. There are several slow motion shots which are common for dance videos and again work too make the setting and shot look more beautiful.

In terms of gender, the man is the focus of the video, though he really is represented as a very 'manly' figure due to his physical appearance as well as the fact he is taking part in several high adrenaline, dangerous activities. All this is very conventional of the dance genre as it is very high speed activities being filmed to the high BPM music.

Much like Rudimentals video it acts as a story of this mans life and his journey which helps the viewer connect greatly to him on an emotional level. The key idea is that his dad who passed told him to 'live a life you will remember' and it is him fulfilling what he said to him.





Now, looking at Rudimentals we see audibly that it is a very conventional dance song with a long build up too a repetitive fast BPM beat drop. Visually though, the video is very different from a traditional dance video. The video follows a story of a man in hospital going through recovery from a bicycle accident. It looks like a documentary style and so does not fit naturally too the dance genre. Thinking about it though, many dance videos work as a story usually of people going through their life doing activities, though what we see here is it is the story of his life in hospital. Even though it follows this format of a documentary, it does adopt some traditional dance conventions in it. For example, in the build up of the music there are slower more relaxed scenes, though we see when the beat drops the shots shown are them being at a party and more high speed shots of the men on bikes. From this then, we see even though the shots are clearly not choreographed to the music, they have been placed accordingly to suit the speed of it.

Another point is the location of the video is rather unconventional for a dance genre, because it is set in very normal lighting that isn't overtly bright and vibrant, yet quite bland and normal. This could be referring too the video and narrative itself as that is very real and a literal documentary as opposed too something that is purely made foe the video - allowing the viewer to connect to the story and get into it. Something else that adds to the realism is the editing used in the sense that it has this tinge and effect to it which makes it seem like a homemade video. Again done to show his story and as if they are filming his journey.