2. You’re A Jerk
New boyz came out with their first song and video in 2009 called ‘You’re A Jerk’
featured in their first album called ‘Skinny Jeans and a Mic’.
The purpose of this video was to bring back a subculture from the 80’s/90’s including
a new style of dance called ‘Jerkin’ which was familiar in America/California at this
time. A new type of retro look was included taking small parts of the Retro culture
from the 80’s, which consisted of brightly coloured clothing. This look then expanded
in different parts of California with the help of this video. Within a couple of months
time, the ‘Jerkin’ industry had become famous in many parts of America and parts of
Europe.
New boyz portrayed their target audience through their video, with the help of young
teenagers aged 13 – 19 who were doing the new style of dancing called ‘Jerkin’ within
the video, to help promote and expand this new subculture. This is why New Boyz and
‘Jerkin’ became so popular within young teenagers as they are able to see people of
their same age group featured in the video as this was a new style that they could
then follow.
3. Screenshots
Here are some screenshots that show
the use of editing, the different types
of camera shots such as close ups
and mid shots. Also the use of
clothing, skinny jeans, vans, gold
chains hats and shades
4. You’re A Jerk - Continued
With the first look of skinny jeans a brightly coloured jumpers this is the look that
New Boyz wanted to start and promote around California. Soon this look became
more and more popular around America making the New Boyz more well known for
this look. The New Boyz image was now popular and people all over America had the
look of skinny jeans, vans and the retro styled jumper or checkered shirt. Having a
unique style is a key element for the New Boyz because this will make them
successful through the style of clothes they wear and they will be recognized for it.
There are lots of close ups used in the video this is self promotion because from this
is so that they are more recognized from fans because they will know they’re face
more. Furthermore there are more also close ups of the performers in the video
doing the jerk, this is so that fans are able to see what the dance is all about and
what it looks like. Although there is lots of close ups, there are lots of close ups there
are also split screens because the artists are a duo so they split the screen in half
when one is singing and the other dances this is so that the fans know both artists.
Editing used in the video has a number of different types of edits this is because
there are a duo artist because the song is narrative based as well as performance
based they use a spilt screen of the two artists. Furthermore there wipe cuts this so
that they can cut to the next scene this is so that they can go from scene to scene
about the artists
5. Screenshots
Here are some screenshots which have been
taken from the video, such as close up to show
the artists this is so that they are more
recognized. Furthermore their is long shot and
split screens of the performers dancing this is so
that the audience can get a look of what the
dance Jerkin is all about this helps to promote
the style of dance and the look of what the style
of clothing is worn as well
6. You’re A Jerk
The messages that are conveyed about artist are that they are bringing
something new the music industry with the new style of jerkin’ also the
artists are seen as cocky to the audience because the lyrics state “ you’re a
jerk, I know” clearly stating that they know they are jerks to the girls , the
audience will like this as this shows that the artist have confidence in
themselves. Also there is a scene where one of the artist mentions about
lifting his top off and showing his six pack, this shows to the females fans
that they work out and have a well toned body. Although this is their first
mainstream song they have confidence in themselves to show that they are
slightly cocky to the audience but as the audience we like it
8. Found My Swag
After New Boyz released the first American hit You’re A Jerk, they were now
being recognized by record labels and by other music artists, in this song
they have teamed up with the group duo The Bangz
In this video the image the New Boyz are going is skinny jeans, printed
jumper, snapbacks and shades, this is because it is conventional to type of
music and the way they want to be recognized by the audience. Furthermore
this was the genre characteristics of the look they had to go for because it
fits into the music they were being known for which was the dance /
alternative hip hop because it was the opposite image to hip hop, this was
also to portray their album title ‘skinny jeans and mic’
The song is all about clothing, the New Boyz are singing about the clothes
they have bought and the clothes they wear, from the lyrics “I've found my
swag and I've put it in the bag”. This tells the audience that they are talking
about clothes and how new the clothes are, the audience would expect this
from a artist because they’re telling you that they have money to spend on
clothes and they can buy the most expensive branding taken from the song
the lyric says “I can see you right behind my Gucci fabrics”
10. Found My Swag
Mid shots, close ups and long shots are used throughout the video clip, this so that you are
able to see what clothes they are wearing, able to see dance moves the performers do and
because New Boyz have a wider audience they do not need to use as much close ups
because they need to reinvent themselves every time they create a new video so that they
keep gaining fans and they have something new to bring to the music industry and to their
audience
Although there are no props used in the video, they have a lot of dancers in the background
doing Jerkin’ so that even though the New Boyz are not singing about it they are still able
to incorporate it in the video so that the fans do not lose interest in the movement of
Jerkin’ it also keeps them interested in the dance as well as to see what new moves people
have come up in the music video. Furthermore although New Boyz feature on the song
they are the main attraction of the video because they are more well know the artist’s song
so by using the New Boyz it has shown that from the first video “You’re A Jerk” they had
people featuring in theirs and now that they are more famous they can feature in someone
else’s video help boost the promotion of the song because they are in it
The technology that has been added in makes the video look more glamorous because it
adds effect to the video which makes it stick out more. As well as this being a step up for
the new Boyz as well because they have gone from filming on a street to filming in a studio,
this shows that they have changed through the style of their film making
12. Found my swag
The target audience of this video is from young teenagers (13) to older
teenagers (19) because this because they have famous performers in the
background doing Jerkin’ so this help promote the movement and this new
sub-culture.
13. New Boyz Ft Chris Brown – Better with
the lights off
14. Better with the lights off
New Boyz for the second time teamed up after Chris Brown, after their first
song with him, called Call Me Dougie was successful they decided to make a
more main stream song which could apply to everyone to have a wider
target audience. The image the New Boyz decided to go with was something
different they wanted to make a up beat catchy song with a main stream
artist to help boost their recognition and promote themselves to a wide
audience.
The target audience for this video in young teenagers to late 20’s this is
because their music is now pop so with their new songs they are able to
wider their target audience through their songs because people will be able
to connect to them and relate to them
In this video they are wearing vest tops, hats, denim shorts, denim jackets
and white trainers this is because the New Boyz wanted a new look after
their first album which was all about skinny jeans and Jerkin’. In their new
album they followed the genre characteristics of hip hop and pop image so
that they could wider their variety in music and also they would draw in
more fans by making mainstream songs
15. Screenshots
In their new album they have swayed
away from the retro 80’s looks with
skinny jeans and brightly coloured
jumpers, now they wear clothes which
relate to hip hop / pop such as Adidas
originals tracksuits, hats, vest tops and
shorts
16. Better with the lights off
The use of technology such as editing was used throughout the video such as
straight cuts and fade ins as well as fade outs this so that it can go from scene to
scene, so that the audience get to see different artists, because they are both in
different scenes. This is because when the tempo picks up the fade in and fade outs
fasten to match the beat of the song this is so that they are in sync with each other
and that it matches the video
The cinematography used in video consisted of close ups, medium shots, tracking
shots, panning and the kulshov effect, this is so that the artists have demands from
the record label and with lots of close ups it is for promotional use, also with the
other camera shots this is because this is there second album and because they
have a large fan base they can use other camera shots to make the video different
and come with a different approach to music and this so that they can reinvent
themselves and sell themselves to the audience to widen their fan base
17. Screenshots
In their new video they have sexy women
dancing around them in hardly any
clothes, you would expect to see this in
Hip Hop video because they usually
associate with sexy women in the video
around them, to show that the artist has
sexual magnetism
18. Better with the lights off
Props were used in the video to help make the video seem conventional and that
they follow their genre characteristics which are pop and hip hop. The audience
will be expecting to see this in the video because this is what catches their target
audience, whereas in their first album they were trying to promote a dance, in their
new album they want to be more mainstream. This is why with the use of props
they are able to catch the audiences eye as they have done something new as it is
not the same as their first album
The purpose of this video was to reach to a wider target audience as they have
come back with a new album and also reinvented themselves to a wider target
audience. The help of this was by using a mainstream artist who is already has a
massive impact in the music industry who is Chris Brown, this with make their fan
base grow
