2. concept
Our song ‘Not giving in’ by Rudimental revolves around the phrase ‘not giving in’. We
felt this brought a feeling of frustration, stress and violence to the video, and wanted
to make our video about this. We thought about the stressful situations that could
happen and that would relate to ‘not giving in’. We also wanted to represent society as
a whole, not an individual. This wold involve Andrew Goodwin's theory of illustration,
in which the artist does not take on the role of a character but simply performs. Also,
his theory into the amplification of lyrics would apply also, as we are showing the
emotion surrounding the lyrics than rather the literal meaning behind them. We
decided on surrounding our music video on four key locations/situations to convey
this frustration, as the song is constantly reinforcing the feeling of ‘not giving in’
through the lyrics.
3. Locations
Carol Venallis, suggested in her theory ‘the kindest cut’, that the order of the shots should be
unconventional. Also, that the shots shift more freely and are no typical order. By using many different
locations it allows the video to appear more professional and avoid the audience becoming bored and
uninterested. Because of this we decided on various locations that will keep the audience entertained, as
this is a convention in our music video. It also helps keep the upbeat atmosphere within the video.
• Gym.
The gym would convey the releasing of frustration and violence. Violence can be seen as a way of not
backing down from a situation, however not the most appropriate way. This is why we set it in a gym to
control the ‘anger and ‘violence aspect.
• Interrogation Room.
Another situation which involves ‘not giving in’ to demands from police or not confessing. We want to focus
on the waiting and the stressful impact that has on a person. We would stylize this scene through using a
spotlight, emphasising the stress and frustration this person is feeling; almost isolated and confined.
• Business Office.
In this scene, a person would be pacing and hitting the desk, showing his growing frustrations of work and
maybe not wanting to do something his been ordered to do. The character would wear a unkempt, messy
suit showing visually his unease.
• Open field.
This location is a juxtaposition to all the other locations as this goes against the concept, showing the
opposite; freedom, relaxation. We felt this location could be based in Box hill; open fields with the sun
shinning bright. This scene would have the artists singing in it, as it differentiates the artists from the other
shots, as he comes across relaxed and content compared to the other characters.
