Group: Costume, Setting and Location

In this lesson we watched Rita Ora's new music video- I Will Never Let You Down. As a group we analysed costume, props, location and setting and how it linked to the genre of the music video; Pop.

Rita changed her costume numerous of times throughout the video and we noticed that as the tempo and beat slowed down towards the chorus she was wearing a revealing and sexy black lingerie. This effectively fitted with Laura Mulvey's theory of women being presented in the glare of the male gaze.

The locations and setting also vary in the music video . The corridor and street location is repeatedly shown throughout; through the use of jump cuts. This is very effective as it links with the pop genre which typically shows the dance choreography of the video.

Rita uses a glass mirror as as prop towards the bridge of the song. The use of the glass mirror presents Rita in a seductive way as she kisses it- leaving a mark and smudging her lipstick.