Anaylsing music videos - Wizkid - Pakurumo

Below is my first music video I will be analysing. The artist who is the owner of the video and song is Ayodeji Ibrahim Balogun but also known as 'Wizkid' to his fans. He is involved currently in the 'Afrobeat Pop' genre. The title of the song is called 'pakurumo' which initially has no formal meaning, however it can be used to represent, celebration, dancing, and just in general having a good time.. Clearance and Banky W took the basis of the hit ('Pakurumo roughly translates as move closer and dance well; it is a slang term popularised by Fuji musicians), noted the fact that its cross-generational appeal is unusual for Wizkid he is massively popular, but mostly with young fans) and hit on the idea of 'introducing' wizkid to this older, more 'traditional' audience a group that probably hadn't heard of wizkid until pakurumo cut across the generations.'Pakurumo' is featured in the album 'Superstar' which was released in early 2011, it was directed by the entire E.M.E production team crew. (lyrics: ' Its EME music we're taking over the world'. 'Pakurumo' is a popular song in West Africa Nigeria and has widely spread throughout the world, the entire song is about jubilation, dancing and just having a great time however the lyrics suggest a the way men try and attract women, 'girl you blow my mind'.however the women aren't very fund of their ways

            

Analysing the Music Video
In the music video there is a plot...
It seems like there is a performer at a wedding 'Wizkid' and only the younger ones are familiar with his music and his behaviour, however the elders (mostly the men) do not seem to be impressed with his music or his behaviour. However the elder woman familiarise themselves with him and his music however the men are still in protest. There are subtitles in this video, to show a direct relation to the video and lyrics. I believe that the editor has placed it there to assist the audience understand the story line/ plot in further detail, and draw the audience’s attention to follow the fragment willingly, moreover it helps the audience understand the relation of the lyrics and the moving images (actors).
I am guessing that the target audience of this music video are Afro-Caribbean/traditional teenagers and young adults, this is because i believe that the video tries to contact with its target audience with the use of...
Costumes: The actors/esses are in traditional attire, which is also known as Aso Oke/Ankara. This is normally worn during a Yoruba Celebration. This attracts a traditional audience as they can relate to the collectivist culture in the music video and the traditional lyrics.
Actors: There are male and female actors. This generally suggests that the video is trying to attract both males and females. The actor’s body movement/ languages and gestures connote that they’re in high spirits, and joy. This instantly directly allows the audience to feel cheerful, due to them witnessing an enjoyable moment in the video. The video also adds to the mood of the audience as it is also fast and upbeat, therefore both the music and the video work together to create a happy mood.

The Mise en scene reveals very vibrant colours which involve the costumes, setting (bright orange drapes) this suggests boldness; the boldness may represent their lifestyle and the African culture. Repetitively I do believe that the video is targeted more at a more traditional audience.

Looking at the camera, editing, Mise en scene ...
The video launches with a 'Dolly shot' to capture the mood of the song, it forces to audience to gradually focus on the moving object (wizkid), this instantly reveals to the audience who the artist of the song is. This is continued with several close up shots of Wizkid holding onto a microphone, whilst singing the lyrics of the song, this also reveals to the audience that he is the artist of the song. There are intertextual references which introduce 'Wizkid'. We as the audience are introduced to Wizkid and the title of the song 'Pakurumo', with a bright orange caption placed at the bottom and the top of the video, the colour orange connotes a sense of importance and domination, so therefore this forces its audience to be aware of the Artist and the title of the music. It fades out fairly quickly however this doesn't determine is as less important, but it only allows the audience to more conscious to read the script in the animated cloud call out which reveals to the audience the plot of the music video.
The director very recently uses a Low angle shot
The director has used several cross cutting techniques throughout to  show to the audience the vibe of the 'wedding' which puts the audience in a jolly mood,and also to introduce the audience to the actor/eses. 

The video uses Fine film grain editing techniques to produce a sense of a gritty look, this may have been used to purely satisfy the traditional audience so that they can familiarise and relate more to the music video.

The video frequently uses close ups of Wizkid as he lip sings to the lyrics, Andrew Goodwin's music video theory stated that this technique acts as a branding and promotes the artist to the viewers. 

Although there is a narrative based focus in the music video, the video can also be seen as a performance based video. According to Firth 1988, the goal of a performance based video is to convey a sense of the in-concert experience. Gow suggests that 'the performance of performance as a formal system in the popular clips indicates that the music video defines itself chiefly by communicating images of artists singing and playing songs.' This reminds the viewers that the soundtrack 'pakurumo' is still as important as the artists, moreover Gow suggests that 'The recording of the music is the most significant element' so therefore Wizkid has considered Gow's theory and has made his music the most significant element.

http://www.slideshare.net/graveneymedia/music-video-analysis-2076557