There are many themes surrounding the idea of Diamond Day, one of the key ones is the idea of criminal behavior, mainly aimed at this idea reflected in a gangsta's lifestyle. The MOB life, the dangers that can occur when you mess with dangerous people in the business. This can be linked to themes within the filmSnatch. (2000) a Russian gangsta and two incompetent amateur robbers, the theme of defying someone with great power over society. Showing the situations that can occur when you involve yourself with people in this type of lifestyle. A theme of dark humor can be portrayed through the events that happen, it can be based on actual events that happen in day to day life.
Another theme that we would like to include is the theme of friendship, in Diamond Day there are two men who seem to get themselves in a pickle, accidentally stealing from a Big Boss and not realizing what they have done, until they come face to face with the effects of their actions. They are in it together and have a clear bond when they made the same mistake, they need each other in order to achieve the task set by the boss to repay their debt. Similarly to the friendship between the main two protagonists in the film Bad Boys 2 (2003) They are placed in a difficult situation and they need each other. We would like to portray this theme and add some comical element to it because it keeps the characters down to earth and the audience can relate to a friendship they may have with a friend, even if they are not criminals.
Diamond day takes inspiration from many different gangster films, for example Snatch (2000, Guy Richie), London Boulevard (2010, William Monahan) and Kiss Kiss Bang Bang (2005, Shane Black).
First of all the short will most likely resemble Snatch and other Guy Richie films with it being British gangster comedy. Much of the humour will emulate that of Guy Richie films with it being dark and satirical. Below is the trailer for snatch.
Another Guy Richie film that I took inspiration from is RocknRolla (2008, Guy Richie). Again the film appeals to a similar demographic and also focusing on a small group of criminals trying to make it big. Like many of Guy Richie's films there is comedy through out in the form of us the audience laughing at the predicaments the protagonists get into. Such an example can be seen here from RocknRolla (2008, Guy Richie).
We also see in this clip the idea of a criminal duo, friends who work together committing crimes to make money. This was an idea I wanted to use in Diamond day, and so the idea of Graham and Paddy developed.
Another film I took inspiration from is London Boulevard (2010, William Monahan) This also tells the story of a criminal protagonist under the thumb of a criminal king pin, this was also an idea I wanted to explore, an omnipotent criminal that control our protagonists.
Here is a clip below.
Lastly Kiss Kiss Bang Bang (2005, Shane Black) which explores the idea of an amateur criminal getting entangled in the criminal underworld and more importantly with a criminal boss. This film is American and is perhaps more of a noir, however still implements the elements of humour I wanted to in Diamond Day.
Looking into the media it is evident that organised crime by mob gangs still lingers in the media. Even though this is not about crime that they have committed, the media almost sounds surprised that the mob haven't committed this. Most of it is under wraps and the conspiracy is that some police may be handed a salary by the mob to keep quite. We still see current workings of the mob existence when it is in the media of arrests of members for crimes that were committed years before. The idea of diamond day would work well because these are current events that are shaping day to day lives, and people what to see how these organised crime groups work and what life it like for those involved.
There is even now a TV series dedicated to the lives of the wives of these Mob gangs, telling their story of events they have witnessed. As we can see this series took off and became a success with a record 6 seasons airing, this tells us that programmes/ films that give information about the gangs, the mafia, the mob, audiences want to know about it. These are the inspirations that help us structure and think more about the screenplay Diamond Day which we are creating.
Locations
When considering the location of the film I knew I needed to feature an area that was secluded, somewhere that the audience would believe a criminal deal would take place. The place I immediately thought of Fritton woods. Having been there many times I am familiar with the area and believe it would offer some great shots for the short. Here are some examples of locations that could possibly be used in the short. Specifically the opening seen when see the two protagonists entering the forest, and the opening in which the deal takes place.
After reading the script it was evident that we needed the correct location in order to make it look cinematic and create the desired atmosphere. The location is very important for us as we need to find a place to make it look believable and also somewhere where we will be allowed to film with guns. Due to the majority of the film being shot within the woods as well we need to make sure that it is close by so we can access it easily and that will also mean that we can go backwards and forwards to allow us to have a lot of time there.
As you can see above forests look really nice due to the warm colours and shadows that are created. We will be filming this in April as well so the leaves will be nice colours and the shadows will look great on the protagonists to create that eerie, mysterious look.
As well as a forest we need a room where some of the characters will meet and have a conversation that will lead to the action that takes place later on in the film. This room needs to have a look that is once again believable and that will fit into the style of the film we are trying to create. We want to try and avoid using the college as it's an environment that is seen every day and not very aesthetically pleasing. We need a location that will fit 4 people in and where we will have time to shoot some lengthy conversations and still make it look nice. This could be done in a house with some lighting - that's our best option.
Above there is a helpful video of how we can film this dialogue and shows what we need in order to make it look good. By filming in a spacious house we are more than able to do this and will be possible.
The song that we have picked is Ocean Drive by Duke Dumont. We looked at a few different songs and we were struggling to see how we would visually represent the song and were finding it very tough to connect with the lyrics. We wanted a song that we were able to hear and just know how we wanted the music video to look, this was the case with Ocean Drive. It has a real summer feel to it and for me represents a summer day along the coast. Luckily we are blessed with a beautiful coastline and also a hustling seafront which makes our location perfect for our song. Due to the feel good factor that the song connotes as well it would be perfect to get all of our friends together and just have a good time and shoot it well. It seems that this is the method that Duke Dumont use and it works really well, this is the case for Ocean Drive that's for sure.
Duke Dumont is an English DJ and deep house producer who's real name is Adam Dymnt. He has achieved UK number one success with a few of his songs. He also owns the record label Blase Boys Club which he uses as an alias to produce his own music too. Duke Dumont started his career in 2007 where he was creating remixes to current songs and gained some attention from them. After this success he was then mentored by Switch who are big time producers that have worked for the likes of Beyonce. 2008 was a big year for Duke Dumont as he released his first EP and also DJ's in top London clubs. 2010 was another big year for Duke Dumont as he relased two EP's and had a lot of radio play including on Fearne Cotton's show on Radio One which allowed him to reach a larger audience and one that wouldn't have heard his work before. It seemed that the city life was too much for Duke Dumont as well meaning he moved from London to the Hertfordshire countryside in order to clear his head and allow him to concentrate on original tracks. 2012 onwards has been the most successful period yet for Duke Dumont thanks to his songs reaching global success, them songs include 'Ocean Drive' 'Need U' and 'Won't Look Back'
Costume: The costumes have a contrasting look from start to finish to suit that song. The song starts fairly slow paced and the costumes are dull and grey. Then once the first drop happens and the song becomes more upbeat the costume and location changes to something that suits the song more.
As you can see in the first shot all you can see is the grey jumper before he places the virtual reality headset on and is taken to a different world full of hot girls in bikinis and beautiful beaches. Here we don't get to see the main character himself but the costumes that are around him become brighter and more summery to reflect the song and also the location. Then when he comes back into the 'real world' we can see the full outfit and it does get slightly brighter with his trousers and trainers. It's not to the level of the virtual reality world but by being able to see the whole outfit rather than just his grey jumper as he clutches a mug for warmth it makes us feel that the main character is more upbeat, and that is what Duke Dumont wants the listeners to feel, that the song they have just listened to have made them happier.
Make up: In this particular video it is clear that the main aim is to try and achieve the visual aesthetics through the scenic views of the coast rather than people. Despite that, the video does include mainly female talent which are not made up too heavily. The video is a very natural one and the need for make-up isn't that necessary. Also, the majority of the people are submerged in water so it would be hard to capture the effect that make-up has in there anyway. Make up doesn't really play a part in the creation of this music video.
Genre: I would say that the genre of this music video is 'narrative' as there is a loose storyline within the video. It's very hard to place this music video into a genre though due to the nature of it being very much something that is supposed to be aesthetically pleasing rather than creating emotion with a plot. Due to the fact that Duke Dumont is a deep house producer there are rarely lyrics in his video, simply a few words that are repeated throughout. This means that it would be very tough to create an interpretative genre as there are no lyrics to interpret into the way the video looks. The only way this can be done is the way the song makes you feel and to some extent this is what Duke Dumont does. By having the girls, sun and amazing beaches it interprets the fast paced track and feel good factor that the song is trying to give off. The narrative would be the main character going from feeling glum and bored to having the time of his life in the sun surrounded by girls. It's a basic narrative but a narrative nonetheless.
Locations in videos: One of the top liked comments below the video is 'This is what I see as a perfect life'. When Duke Dumont and his team gathered to plan this video I think the brief was simple. Find somewhere that has the largest contrast to a winters day in UK. As previously mentioned when the song becomes more upbeat the location changes to a sunny, happy place. The location is a beach surrounded in beautiful cliffs and stunning houses. The location at the start and end of the video is a urban area of the UK on a dull day. The contrast makes the beach setting look even more beautiful and this is a place that people dream of being.
Lyric content/tone: As mentioned earlier the lyrical content in Duke Dumont's videos are very limited as he is a Deep House producer. One of the recurring lyrics in this song is 'tell me what I did with my life, I spent it with you' this connotes that the couple involved are in love and creating memories together. You could say that this is the dream for most couples, they want to be in a nice place with no worries and creating good memories. Duke Dumont is trying to tell people that if they listen to his stuff that they are more likely to gain happiness in their life, the one common theme that every single person wants, hence opening up his music to a broader audience.
In concert and 'as live' footage In concert or as live footage does what is says on the tin and is where you can see the band or artist performing live to an audience or the public.
For this example I have used Vampire Weekend's song, Cousins. Here you can see them performing the song in a street and the members of the public are clearly visible walking past. It's also clear that the members of the public are curious to see what is going on as there is a lot of turning heads which proves this has been recorded while the rest of the world carries on their normal life. This is more 'as live' than in a concert but the outdoor nature makes this one stand out from the rest.
Narrative and interpretive
Narrative and interpretive is the way the video captures the audience by telling a story, that may be in line with the lyrics or completely off on a tangent. Sometimes these narratives help extend the understanding of the lyrics and gives the viewer more information on what the lyrics could be about. It's also not rare for the narrative to be completely different to the song.
The video I have used is from one of Biggie Smalls' most famous songs, Juicy. In this music video we see Biggie's journey from the bottom to the top. We know this because of the shots from within a prison cell and the contrasting shots where he is sipping on champagne in a large house dressed in nice clothes. Biggie has used the narrative style as he wanted his audience to have a visual representation of what his journey was like as well as the audio that the song portrays.
Surrealist/absurdist
Surreal or absurd music videos are surprising and unconventional creating an effect of curiosity as to how the artist thought about making that kind of video.
Usually surrealist videos have no relation to the lyrics whatsoever but occasionally they do. I have chosen Rihanna's song Disturbia as a good example of a surreal video. In this video you see Rihanna with no pupils in her eyes and it looks like she is almost having some kind of fit. The sharp body movements and harsh camera movements creates a really uneasy watch and a video that is almost uncomfortable to consume. Rihanna has always been an artist to push the boundaries and her music videos have always created controversy - Distrubia more than any. Despite being edgy and surreal the connection that felt by the viewer to continue watching because you just don't know what is around the corner is very powerful.
Impressionist
Impressionist music videos stem from the 19th century art movement of impressionism. They concentrate more on the emotional tone of the music rather than the literal meaning of the lyrics. This usually means that the videos have a more artistic look as it concentrates on feelings and emotions. A common theme of impressionist videos are soft lighting and soft edges.
An example I have found of an impressionist video is Adele's song Rolling In The Deep. The song itself is a passionate one oozing with pure emotion and the video reflects the feelings in this video. The soft colours and soft edges create the impressionist look that I was talking about earlier. The soft focus on all of the subjects create a flowing movement. There is no harsh lighting in the video either which helps and doesn't create the clinical look or anything too happy and cheery that is sometimes seen in music videos. Intertextual: Synergy, Allusion, Pastiche, Parody and Homage
Music videos are sometimes made with references to other media sources within them. For example they may sometimes use actual footage from films within them which would be an example of synergy. A pastiche would be a light hearted imitation of another artists video but wouldn't take the mick, instead paying respect to that particular artist. A parody is a joke video that pokes fun at the original subject matter and is there to make people laugh and finally a homage is where respect is paid through the use of a music video, almost a thank you.
An example of a homage is Dance by Nas. This song was released in 2002 but the music video is very basic. The song concentrates on the struggle he has faced since his mum lost her battle with cancer and paying respect to her. This video includes pictures of his mum and also very old video. Due to the old pictures of hos mum the video is very basic and grainy but that adds to the emotional, respectful nature of the song.
A good example of a synergistic music video that is also a homage is Wiz Khalifa's see you again which was the soundtrack to Fast And Furious 7 which pays respect to Paul Walker. There are clips used from the films on this music video which proves the synergy and the homage to Walker is also visable.
The Midnight Beast were very popular back in the last 2000's and this was one of their biggest tunes. It's a rip off of Kesha's song Tik Tok but they passed it off as their own song and became a huge success. The lyrics are their own and this kicked off their own career from which they produced more songs.
Man Like Me's - You'll always find me in the kitchen is a good example of a pastiche as it is a light hearted imitation of how people used to act and dress in the 1980's. This is done in a subtle way and it suits the song really well but the light hearted jokes are evident within the video.
Animation
This does what it says on the tin, it's animation within a music video. This could mean that part of the video is animated or the whole video. It can either be stop motion or digital animation as well.
Avenged Sevenfold's, Little Piece Of Heaven uses digital animation throughout the whole music video. Animation is a good way to achieve visual effects that wouldn't usually be able to be achieved in real life, for example having people flying and skeleton's playing the violin is simply not achievable in other methods bt has been shown via animation in this music video. Cutting To Beat
One of the techniques used in creating a visually pleasing music video is cutting the shots you take and matching them to the rhythm of the song.This will, in turn, establish a rhythm to your edits as well. The pace of a song can appear to be increased by using lots of cuts to increase the pace of the video.
As you can see in the above video the cutting to beat editing technique is clearly visable. The song is a fairly mellow one and slow paces and the use of the cutting to beat allows the song to move on in a gradual way and the visuals supports this so well. It's a sad song about death as well and the use of the fades in between the cuts to beat also makes it a more gradual and calming transition which suits the style of the song.
Lip Synch
If the music video includes elements of live performance, the artist would need to mime the lyrics and music to the track so that when the audio was overlaid, they would sync.
The example above is created entirely through having various celebrities, talent and members of the public lip-syncing/miming the lyrics of the song from various, unrelated locations. This works really well as the endorsements from the celebrities is very powerful and by having them lip syncing the song it shows that they care about it and have spent time and effort to learn the words.
Post-production effects
As with any video, visual effects can be a good way of attracting the audience. Aesthetically pleasing effects will please the audience and technically impressive effects may also attract another audience who may be interested in the complexity of what you have done. The effects used should be appropriate to the genre of the song.
This song falls into the Death Metal sub-genre which justifies the videos use of dark, torturous effects to make certain subjects appear evil or possessed such as the lead singers glowing red eyes. These effects add to the video and give the song more meaning and without these post production editing effects it wouldn't be possible, hence this is where the value lies for these effects - when it can't be created in shot but the end goal will add value. Split Screen
Split screen is a term that all of us are aware of but it's very rarely used in music videos. However some music videos include this technique to create a really nice effect that engages the viewer. In this video from Michael Jackson the split screen method is used really well to capture the dancing scenes and also the most important parts of the video where the shot needs to be in the viewers mind for more than a frame. In these sections they can freeze what is happening and use the split screen method.
Chroma Key
Chroma key is when the footage you are using is shot in front of a greenscreen. This means that the block colour behind can be removed and replaced with a second image behind the subject. This can be used to accomplish an effect that would have been otherwise impossible such as flying in the sky.
It may also be due to budgetary constraints that make going to some locations too expensive; instead, chroma key can be used in the situation.
An example of chroma key use is: Green Day – Boulevard of Broken Dreams – The technique is used here to place the band members amongst a chaotic background. The decision to use chroma key could have been a health and safety concern or due to any aforementioned budgetary concerns. Camera Movements
The way that the camera moves has a great impact on the aesthetics and effectiveness of a music video. They can be used to create excitement and add to the tone of the video.
An example of where the camera is moved to good effect is: Survivor – Eye of the Tiger – This follows the band on their walk through the streets from face on. They walk with a powerful stride which the camera matches, keeping them level and creating pace for the music video accentuated by the cutting to beat editing used with the strong bass line and clearly structured versing. Camera Angles And Shot Types The way a camera is placed will have a huge impact on the meaning and tone of a music video. By having a variety of different shot lengths and angles, you can create a music video that is more visually interesting and focuses on different elements of the action to communicate different messages to the audience.
In Depeche Mode's Blasphemous Rumours video sometimes the camera is placed so as to partially or totally conceal certain on-screen subjects. They are also used to give the impression of separation as well as low angles and lighting being manipulated to defy some of these on-screen subjects. Not only does the different camera angles creating meaning and gives the audience some insight into the song but it also makes the video a lot more entertaining and engaging. Mise-en-scene
Mise en-scene is evident in all music videos, it's the way a music video is constructed and how everything looks on screen. Sometimes though this is more evident in certain videos. With the lighting, objects and settings it can all come together to create the mood of the video and reinforce some specific emotions.
The first video I have selected is Jeremy Loops - Down South. This is a song all about following a journey and that taking a risk and stepping out of a comfort zone is often the best thing to do. This video is here to inspire and also has a fast beat - it's an upbeat song. This is reflected in the mise-en-scene. The lighting is bright but also soft to create a happy feeling and the setting is also green, has blue skies and filled with happy people to reinforce this emotion.
The second video I have chosen is the recent song from Zayn Malik. I have picked this one out of the millions of music videos because of the dramatic use of mise-en-scene to reinforce the emotions that are sung about. This is all about passion and love and the vivid colours and contrasting lighting used creates this effect and connects the audio and the visuals so well.
Music videos haven't always been the norm in the music industry. Nowadays when a track is released there is always an accompanying music video with it to give a visual source of content for the music. Music videos started to emerge in 1940 when jukeboxes played small video clips alongside the music itself. 15 years later and Hollywood had caught on to the value that visual content adds to music. They started to make a lot of rock 'n' roll films including the likes of Rock Around The Clock which integrated musical performances into them. Over the next 60 years these gradual processes of evolution has meant that music videos are now the norm and can be just as important as the music itself.
Music videos can provide another reason for an artists fame to be escalated due to the popularity of them. If a music video is successful then a music track can become successful from that and gain a lot more radio play and sales then what it would have done if it didn't. A good example in the modern day of a song that has spiraled is Miley Cyrus' wrecking ball which due to the edgy video that nobody had seen anything like before meant the song became hugely popular. Miley Cyrus was of course well known before her 2013 release of Wrecking Ball but it sent her popularity to a level she had never seen before and also changed her image. Miley Cyrus' video wasn't particularly well shot or artistic but it was risky, that's why it was watched so much and talked about so much.
On the other hand some music videos provide a platform for artists to work from because they are so artistic and changed the game. A-ha's video of Take On Me gave them instant stardom mainly due to the continuous replays of the video which contains a mix of real life and rotoscoping animation. This had never been seen before and fitted with the song so well creating a wonderful mix of visual and audio which gave an all round viewing experience. This is proof that there isn't a textbook method of how to create a good music video as all are so different. Miley Cyrus' and A-ha's were both completely different but successful in their own right creating promotion for the artist.
How and why are artists marketed differently?
If all artists were marketed the same the music industry would be the same and it would be hard to distinguish people from each other. It's vital that there is a choice for everyone and producers are clever when marketing their artists in order to reach certain demographics and sell copies of their music. Taylor Swift is marketed in a very different way to Nicki Minaj for example. Not only are their genres different which will obviously attract different people anyway, but the way they dress, the way they act, the way they dance, the shows they perform in and interviews they do are all planned so that they are perceived in a different way to meet their marketing plan.
As you can see above Nicki Minaj is marketed with a slutty persona and dances in a provocative way. This isn't her natural way, it's a plan to sell music to certain people and get certain people to like her. Due to her music being of a certain nature her image needs to coincide with that - hence the way she acts in public.
The video above is one of her first music videos which was recorded nearly 10 years ago, as you can see in this she looks a lot more authentic and less mainstream than she does now. She has a ghetto mentality about her and appeals to a smaller demographic than what she does now. By making her music more mainstream and more slutty is attracts a bigger audience and will sell more - this is a marketing strategy.
Compare this to Taylor Swift who is perceived as a loving, caring and classy singer who's career is closely monitored and made sure that she is kept in line. Back in 2006 she was a 'country star' who wore cowboy boots and played the guitar, she found huge success from this but not enough to make it really big. 10 years on and now Taylor Swift is one of the biggest stars on the planet and produces songs for a huge market. If she would have carried on with her country style that she was portraying back in 2006 she would have had relative success but not to the extent she has found in 2016.
This is all due to a marketing strategy. It's similar to Nicki Minaj's style change but almost the opposite. Swift now produces songs for the masses rather than the minority and has a solid brand image that so many people love.
Swift now has an edgy but classy way about her and collaborating with well known artists who only create more buzz around her. She's well spoken and dresses well - once again all a plan that is carried out to perfection to make sure her career goes well. Extending artists and record labels income
When you think about music artists you think that all of their money will come through radio play but in actual fact only a small percentage comes through that. Music videos have allowed artists to earn more money and through different ways as well. Music videos on YouTube often reach millions of people and because music is different to other videos because you can replay it over and over again meaning views are easier to achieve on these types of videos. YouTube has a monetisation system which allows content creators to earn money by having ads placed on their videos and they are then paid for that. It also makes it easier for artists to gain product placement deals as advertisers respect that music videos are influential forms of media that are viewed by many people. A good example of product placement is by Dr Dre headphones, these are seen in many music videos and it's on of their preferred forms of advertising.
As you can see from the table below some of last years most successful music videos contained some form of product placement and this can be a great source of revenue for music artists as it is an extension from their normal pay
Other methods of income include the likes of merchandising and licensing their songs to TV shows and movies. It's was well reported that Green Day made hundreds of thousands of pounds from licensing out their song 99 revolutions for the Will Ferrel movie, The Campaign.
The aforementioned merchandising can be huge as well and it's been reported that One Direction were making nearly £250,000 per show just from t-shirt sales on their latest tour. Merchandise can be worn in photo shoots and music videos to allow their fans to be able to identify what is fashionable and cool and can boost sales.
The extension of media outlets
The way music is listened to has changed considerably since the emergence of music videos back in the 1940's. The online revolution has contributed to this with Spotify, YouTube and other music streaming websites coming to light. Back in the early 2000's magazines were a great way for music artists to gain exposure but they have started to die out since then and other methods are now preferred to gain exposure. CD sales have dropped considerably since the emergence of online downloads but as with everything industries move on and get stronger. Music videos are now one of the most important methods to promote with due to the popularity of them in this day and age and the view retention that they have. For example these videos can be posted across social media as videos and links to other products can be made from here.
For example if we look at Adele's most recent smash hit 'Hello' the video has gained over 1 billion views, an absolutely huge amount. YouTube is free to watch and she will only be earning money from the ads that are placed on her video by 3rd party companies but the description of the video is powerful. As you can see she has placed links to all of the places where you can buy the song instead of stream it - this is more financially rewarding for her. Even if 1% of the people who watch the video purchase the song that is still over £10,000,000 in revenue. As well as this she will be gaining followers on her other social media platforms from this YouTube video which proves that music videos have huge power.
Synergistic Marketing
Synergy translates to 'working together' and is one of the best avenues of income and growth out of all the different methods. Many artists have seen the power that synergy has with both brand deals and also collaboration with other artists. In a horizontal synergistic connection two artists could collaborate on a song to make the song better than it would have been without two people and also to promote one of the artists to the others audience. This is simple collaboration but is one of the most valuable forms of organic growth.
Above is one of Iggy Azalea's biggest songs and it features Charli XCX who at the time was a small time alternative singer who nobody really knew about. After this successful song with Iggy Azalea her radio play has gone up exponentially and she is known by millions of people. This is due to Iggy Azalea's current fans hearing the song and then going to listen to Charli XCX.
Another method of synergistic marketing would be through the use of product placement and brands coming together to work on reaching the largest possible audience and making the most amount of money whilst also making sure that long terms growth is possible by creating a connection with the consumer and brand.
A good example of synergy that has worked is Sam Smith's song - writing's on the wall that was the main song in the latest James Bond movie - Spectre. This was the first ever Bond song to go to number one in the charts and this was due to Sam Smith already having a huge fan base and also having synergy with such a long running and successful film franchise. This song racked up 70,000 sales in the first week to fight off Juston Bieber's latest song and take him to the top of the charts - proof that well thought out Synergy with two quality products combining works well.
Evaluation
I believe that music videos are so popular and powerful because it's combining two of the favourite forms of media in the world. By having supporting visuals with audio is creates an engaging and exciting product. As well as this music videos are usually posted across social media meaning that it's free to access and you can keep on watching it. Brands have also caught on to this trend and realise it's a valuable form of advertising, the Beats by Dre example that I used higher up in the essay is a good example of this. This means that there is more money to produce these videos and mean that the quality and hence growth will be sustainable.
