Stephen Paul Manderson, better known by his stage name Professor Green, is an English rapper and singer-songwriter. He was signed to The Beats, a record label run by Mike Skinner and Ted Mayhem, until 12 February 2008, when the label terminated.This music video consists of the two artists performing together in an open room surrounded by women models.           

 

The location of this video is a large open room, it could be perceived as a open runway, due to the characters used. The backup dancers/performers are all women models, these are being used to mirror the message throughout, that the artist doesn’t need beautiful models, just someone that will be good to him. This is a common issue for the target audience to have in there life which is why love is the most popular theme in all songs, as the veiwers can relate (uses and gratifcations theory-personal identity). They could also be used to show the glamorous side of the hip-hop/ rapper industry that comes with the money, attention more commonly seen in american hip hop videos making the audience view the artists as superior. The outfits used on the two artists are smart and non-revealing, compared to the models who are in minimal clothing, this could be used to show that the artists have respect, unlike the women that are going after green, that have little clothing on, therefore presenting a lack of self-respect. The lighting used is very bright against a black and white environment, this is used again to portray an aspect of glamour by highlighting the women, making there sleek physique something to marvel at. For much of the video the rule of thirds is used with the artists, drawing the eye to them rather than the models, portraying pro greens idea that he just needs someone to be good to him.           

 

There are lots of different ways camera work is used in this video to portray greens message. Firstly long shots are used to present the women, showing their full bodies so you can see the obvious comparison being shown between lilly allen and the models. Secondly establishing shots are used to show the artist surrounded by all the women, showing the audience the perks of his fame and all of the female attention he is receiving. There are also close ups on the models to emphasise their assets and the glamour.           

 

There is a lot of post-production and editing used throughout, one of which being special effects and transitions. The producer has used a blur and a kaleidoscope affect to make many images of lilly allen and then a double fade, switching the clones into models, perhaps to show the comparison between the two. There is also a special effect used where lilly pushes the models over and they fold up like a piece of paper, this is used to show how she does not want to be like them and also the paper effect connotes that they are fake. The idea that genres other than hip-hop are slightly fake and modified is apparent in many videos, just presented by the artists being very real.           

Lastly sound, the track is played throughout and there is a lot of lip-syncing so as the audience can recognise the artist. The models also walk to the beat of the track, making the video flow as a whole and essy to watch for the veiwers.