Synergy essay

One convention that is seen in this music video that is typical of other music videos seen in the past is the use of a storyline through both the words as well as footage. This is apparent when the artist (known as Plan B) focuses the majority of this song on the London riots in 2011. In addition, the music video also shows youngsters dressed as criminals doing violent action in society which is a clear indication to the London riots. This is because the majority of 'typical' music videos often portray a certain storyline. These story lines can be either contrapuntal (clips do not match the song) to the music or parallel (make sense with the music. This song made by Plan B delivers a clear message in his music videos which acts as the story-line/narrative of the music video. For example, Plan B says the following, " ...council kids scum..." suggests that the narrative behind this video is societies perception of the youth and ow they effect peoples lives, including the government. There is a key binary opposition seen in this music video, which is 'the government vs the youth'. This binary opposition plays a key part in the narrative of this music video and delivers a powerful message to the consumer to keep them engaged,

Another key convention that is seen in this music video is having Plan B in the actual music video. Although, the majority of today's music videos contain the artist, it is still a convention seen in 'typical music videos'. Plan B is the main person to be seen in the music video a lot where he sings the words to the song as well. By having the artist play in the music video does act as a way to attract the audience even more as they are eager to know how they are singing (compared to their last music video) and how they look etc. In today's society, music video's are gradually beginning to have less screen time of the artist and have the majority of the music video focus on actors who are telling the story through the words that the artist are saying. This form of change in the music videos hasn't happened a lot, but is seen to be widely accepted by the audience and therefore, can likely be a significant change to music videos as a whole.

Finally, another key convention seen in this music video is the build up of a symbolic event. This is apparent through out the music video when Plan B develops his narrative as well as the footage developing the symbolic meaning. Both of these help to build a symbolic meaning which is the power of the youth. The youth is seen tearing up the streets of London showing their power and dominance over the government. It is this symbol and meaning that the music video is developing; to try and get a message across to as many people as possible. In addition, there is synergy in this music video. Plan B has recently made a film (at the time of filming this music video) which is called "Ill Manors". Synergy is cross promotion between two (or more) media forms for example in this music video, it is promoting the film Ill Manors. The music video contains 'cameos (people who do not effect the narrative but are famous people that are in a clip for a small amount of time e.g. Stan Lee in Marvel movies)'. This music video has cameos of the actors from the film Ill Manors and this acts as a way for Plan B to promote his upcoming film by introducing some of the actors gin his music video.

2) Media Representations

One way in which this music video represents London Rioters is in a cruel and unfair way. This is apparent in the music video, where children are dressed up as hoodlings and cover their face with a bandanna to cover their identity. These connotations and props used within the music video all point at a negative view point of the London Rioters. Furthermore, the portrayal of the youth in this clip accentuates the fact that youngsters are lay breakers and are out of control as they are seen destroying public properties as well as vehicles. Medhurts theory come into this, the ideology of the police force and youth. The police are represented as dominant and that they are going to resolve the situation, whereas the youngsters are represented as the dangerous and disobedient ones that need to be stopped. In addition, Richard Dyers stereotyping and power is also represented in this music video. Constantly seen in this music videos, references to actual news papers. This supports Dyers theory as it is seen that those in 'power' are stereotyping those who have less power. In this case it is the government who are portraying the youth in such a way, and it is the youth being portrayed like that due to them having less power.

In addition, another way in which this music video represents London Rioters is in a heroic way. This is apparent in the video, where there a a hoodling helping out an old lady cross the road. This is because the video is trying to show society what the youth are 'actually' like and that the media's perception on them is incorrect (as well as the governments). Furthermore, the proffered reading of this music video is that the London Rioters are causing nothing but harm to people's lives and society. However, an alternative perception is (from a youngsters perspective) that the rioters are giving them a voice. The rioters are trying to get all of England's youth to be heard and are acting in such a way to benefit all of them. In a way, the rioters are presented as the heroes (in the alternative way) and the police are presented as the villains who do not want their voice to be heard.

3) Media Audiences

One way audience pleasure that the music video offers is the use of education and informative data. This is apparent, where the music videos shows establishing shots of London and the poor areas of it and what the people nearby do in those areas. This is because this video is posted on YouTube and shared around many social media sites and therefore, it is likely that this video will be in the hands of many viewers around the world. As a result, information about the streets of London during the time can be of use to many people. These events that take place within the music video can have an effect of viewers as they can learn a lot from the life of youngsters in the streets of London as well as the perception of the government. The use of the two-step flow model is shown in this music video as the actual singer (Plan B) is trying to convey his perception of the London Riots in his music video in order to change the mind set of his fans.

Another way audience pleasure that the music video offers is the use of hypocrisy. It is evident in this music video, where there is a contrapuntal tone within this entire music video. On one hand Plan B is talking about the politicians being the cruel ones, however the music video clips themselves is going against that as everyone is seen to be doing bad things. This level of hypocrisy may not be the intention but is still giving out this meaning of the youth being out of control rather than the 'good' people. Furthermore, this can generate societies mind to keep thinking that the youth are to blame for societies current issues as this music video shows how they are rebellious to everyone and that they can cause harm. The hypodermic needle can also be implied with this music video. This is because society have been forced to consume this type of representation on the youth and believe that it is correct rather than countering this argument.

Finally, one way audience pleasure that the music video offers is the use of poverty tourism. This is apparent in this music video, where there is a large group of young kids on the streets and stealing expensive things. These actions all reveal that there is a sense of poverty in this music video in the streets of London. This can attract a large amount of people who are interested in those who are in poverty and this music video acts as a way to promote this. People can gain an interpretation of London and how people are being treated in less known streets such as the one in this music video. Perkins theory can be supported, as we see youngsters stealing things (such as a TV) it is evident that although they are in poverty they are youngsters who dress in a way that threatens people and so it can be a true stereotype to them. 

4) Media Institutions

One way in which the music video helped promote the film Ill Manors was the use of having cameos. Cameos are famous actors who make an appearance in a film or footage for a small amount of time and acts as a surprising moment to the audience. This is evident in this music video as we see many times, actors from the actual film seen within this music video. This acts a cross promotion also known as synergy between both the movie and the music video. The music video tries to promote the movie by having its main stars present during this music video which will act as a way to encourage fans to watch the film Ill Manors. An example of a cameo is Stan Lee, who  appears in many Marvel films (that are linked to the MCU). Furthermore, both the film and music video both share a similar sense of tone. The tone seen in Ill Manors as well as this music video is very much similar which acts as a form of promotion as well as it gives the audience a better understanding and feel of the film if they would want to go and watch it.

Another way in which the music video helped promote the film is the setting and theme that the music video was based on. The music video is set during the London Riots (before the Olympics) and the film (Ill Manors) is set in the same time period as the song. This is apparent in the music video, where we (the audience) can clearly see the rioters destroying the streets of London with flame bottles and using weaponry for defence. Similarly, in the Ill Manors movie trailer, we see many shots of the setting of where the majority of this film will be taking place and it seemed to be near the Olympic stadium. This acts as a form of promotion for the film as it allows the fans of the music video to get a better insight into what the theme of the movie is going to be like (before even watching it). Theme is one of the most important factors to an audience and if it is done right, it can make the promotion very successful similarly, to this cross promotion.

Finally, one other way in which the music video helped promote the film Ill Manors was having their music exclusive to the movie. This is apparent in the Ill Manors trailer, where (towards the end) the new soundtrack from Plan B is played until the title sequence appears. This is another way in which the music video acts acts a promotion for the movie as Plan B has exclusive soundtracks along with this film which is obviously used to attract his fans in to watching the movie (not just for the new soundtrack). Furthermore, the trailer seems to promoting the music video as well  as fans who are familiar with Plan B and come across this trailer will suddenly realise that he has launched a new song without even hearing it in the first place.