Miami 2 Ibiza - Video Analysis

Miami to Ibiza is a single aimed at a young target audience; this song would be played at a club or a party and therefore has a strong beat. Mise-en-scene, sound, editing and camerawork are used very clearly throughout the video to create an interesting video that would appeal to the correct target audience.

Sound is used a great deal in this video to make it relevant to its audience. In the opening scene, ambient sounds such as the sounds of aeroplanes, suitcases being pulled along and people talking are used to create the atmosphere of an airport. This relates to the youngsters of today as they go away on breaks with friends and have a good time. The non-diegetic music throughout the song has a strong beat, and in sections becomes very ‘clubby’ this is the type of music youngsters would dance to in clubs on their holidays, linking to the first set of noises with the airport. In the video you also hear a lot of diegetic sounds, such as someone jumping in the sea, people laughing and screaming and generally having a good time, which is what the target audience will be interested in. The suggested audience is teenagers/young adults, because of the use of shortened words; this is also my target market. Another example which secures this suggestion is ‘black BM' and 'white TT’ again for the same reasons.

Mise-en-scene closely relates to the target audience. Different props and costumes are used to set the different locations and settings. An example of this is the use of glasses, bottles, shot glasses, and skimpy outfits in the clubs. When young people are out when on holiday, it is stereotypical that when in clubs, they wear small outfits, have a drink and have a good time. This is the point where the girls are wearing the most make-up to show their femininity. In the clubs the lighting is low key, with a few strobe lights. A different location is at the beginning of the video, at the airport. The young girl is wearing a longer dress; the props of a hat, sunglasses and a suitcase are used to show that she has just arrived at her holiday destination. This also links to the youth of today as when youngsters are travelling they would be wearing something that would be more suitable and they would have their luggage with them. A final location is on the beach, as expected the girl is wearing a bikini, this shows she is young as youngsters wear bikinis whereas older ladies would wear a swimsuit as they would possibly feel more self conscious of their bodies. In this scene little make-up is worn, to show the day time relaxation, and her hair is messier than it was when she arrived at her holiday destination.

A lot of different paces of editing are used, not only to set the scene but also to fit in with the storyline of the video and with the beat and sounds in the music. When the ‘clubby’ music sections are playing, the editing is a lot faster paced with different clips cutting between each other, however slower paced editing is used for sections such as when the girl dives into the sea. These two types of editing are close together in one section of the video and they contradict each other but also complement each other. These different types of editing will attract to the target audience as youths have the well known feature of becoming bored easily, this means that the audience will stay engaged and relate to the video better. Another type of editing includes a superimposed image. This is shown when the girl dives into the sea, Tinie Tempah starts singing again and as this is happening the image of him and the girl are one on top of the other. This is an interesting feature that youngsters will find appealing. During the video we see a lot of shot reverse shot clips, this enables the target audience to be viewing both Tinie Tempah and the female at once, in effect.

 Finally, different types of shots and camerawork are used. Sections of the video are filmed through CCTV, this relates to the modern day youths as the media portrays them as being up to no good, and these actions are all caught by CCTV cameras, as well as being filmed through CCTV cameras, then sounds are heard for them. There is an establishing shot to show the scene, in this shot the road sign for Miami is shown, this shows that they are in a different country, which lots of youngsters will experience. Other shots include close ups on Tinie Tempah’s mouth whilst he is singing the lyrics previously mentioned (black bm and white tt). Furthermore, at the beginning of the video at the airport, and long shot is shown, showing the young girl walking towards the camera arriving at her holiday destination.

This video relates to the target market I intend to aim at because the lyrics used relate to the modern day young generation. The locations relate to where youngsters would want to go on holiday, for either a relaxing time or for a clubbing holiday. The costumes relate to both the location and the trends of today.