Toddla T ‘Take It Back’
The music video I am analysing is a video made by an artist called Toddla T the track is called “take it back”. Toddla T was born in 1985 in Sheffield and started out DJing at the young age of 14 and since has produced two top albums; “Skanky Skanky” and “Watch me Dance”. The genre of Toddla T’s music is mainly Hip Hop, Dance and House Grime. The track “take it back” is a dance/hip hop mix. The video shows some broad characteristics towards the genre of the music. “Take It Back” is filmed in an estate in London. The video involves all young characters wearing hoodies, caps and tracksuits; this type of costume is a big give away to the viewer that, the genre of the music is hip/hop and the mix has a dance vibe to it.
The lyrics in the video have a positive relationship towards the visuals and also helps back up the genre of the music. The Video is based in an estate and due to the loud music playing from the estate house it brings more people and creates a party scene which is ironic due to the genre of the music. Furthermore, this is also shown between the relationship of the music and the visuals. Throughout the whole track, only one lyric is used to change the pace of the music to the way the visuals move around the room. The lyric “Take It Back” creates a slow motion scene between the characters and in a way creates a narrative throughout. However, once again the scenes of people dancing again supports the genre characteristics of dance and Hip Hop. In my opinion the music video is mainly performance based due to the amount of dancing and creativity being used throughout the track. Furthermore, I believe that the track also has a very small aspect of concept, because it has a DJ/Club scene and I think they are trying to create that concept towards their viewer.
Due to the small clips of the main characters of the video, I think that the produces are trying to sell the track to the youth and the young 20’s generation. The image of the music artists also creates an image of who they are trying to sell the track to. However, compared to other videos made by the artist this video, is slightly different. Toddla T seems to create un realistic images in his other music videos and he also like to use animation especially when creating a dance mix such as “Watch me dance” and “Fill up mi portion”, however, his choice of genre and the way he shows his music does still help support his genre especially in dance.
Throughout, Toddla T creates only one moment of notion looking in his video. Only one type of sexual references is used in the video and this is used through costume of some of the women in the video this is used because of the dancing involved in the video and in modern times, is seen as appropriate to the video and music. Furthermore, a young boy is used to guard the door in the flat estate and is very stereotypical of the genre as he image creates crime and hoodies for example. The one notion of looking is used when the young boy looks through the peep hole in the door to a man asking them to turn the music down. This stereotype defines young people in the way they act and represent themselves into young and having a good time and is another way the producers have used the music video as a selling point and defines the age range. This music video would also relate to a number of other music videos in this century. Toddla T’s video would relate to a number of David Guetta’s videos and a band named Chase and Status. These videos all have the same age range and are used in the same way in which they are performed.
Overall, there are some key points to sum up the whole music video. The relationship between the visuals and the lyrics was a main point because it emphasised the vibe towards young people and did back up the characteristics of the genre and the same concept goes with the relationship between the music and the visuals. The close ups which were used rarely and quickly but also emphasised the genre of the track. Furthermore, the representation of the video was the main selling point into how the image came across to young people. Furthermore, the video also had a different scene to how Toddla T usually creates his videos and this may have also created a positive effect on his track. Toddla T sold over 1 million tracks from the album watch me dance which included the track “Take It Back”.
Harry Butler
http://www.youtube.com/watch?v=tAqENlABNQk
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