ED-Analysis of a promo package

Mura masa is a typical artistic electronic/trip hop musician he has a very subtle meta-narrative which does not hold the artist at the face of the star image however there are some very strong intertextual meanings conveyed within texts and video's to help represent the star image of Mura masa.

• The music video 'what if i go?' is Mura masa's only music video however we are able to see from this one video the way in which the artist is represented. The characters in the video are all similar ages of late teens which represents the target audience and there is cultural diversity represented aswell as different races and sexuality. 

visual styling

• The visual styling used in this is very retro yet modern this is because the footage looks as if it is older and there are still frames which look like shots from a poloriod camera. The costumes of the characters however are reletively modern and so shows the audience that this is not an old production however the retro look is for style and this is to show us that Mura masa is a stylish artist which begins to suggest his star image. 
• The footage appears to look as if it is home footage and this is what gives the video a personal effect, we are also able to see from the locations of high rise flats that this area seems to be poverty suggesting that this is the backround and home of Mura masa. By showing this in the video the audience feel as if they can realate to the aritist because they may be from a working class backround. 
• The colours are very dull which helps to represent a cold atmosphere and this is contradicting to the  music and the actions within the video which is what makes it an interesting production. This is also part of Goodwins theory. It also helps to make it stand out and seem more artistic which connotes how Mura masa is an  artistic musciain and intreging. 

• The freeze frame shots which have slight movements help to show the audience what has been captured in a scene very powerfully, for example we are able to see a boy smoking which are key star constructs in Richard dyers star theory, this portrays Mura Masa as a rebellious star.
• The freeze frames are also a notion of looking as they look as if they have been taken on a polaroid camera and we are able to see shots for a much longer time by doing this which makes them stand out and be more inflencial to the music. 

• There is a use of red lighting used it moments of intimacy this is very conventional to use in music video's as red helps to highlight a important itimate moment in the video. However the video is not conventional as a whole and so therefore having some conventional themes in the video makes the audeince feel as if they can follow what is happening and what they are supposted to be feeling at this moment in time. 

Themes

• The male gaze does not occur hugely through this video as it is not a conventional video however we are shown the female characters heavily throughout and during sexual scenes there is a glimpse of the male gaze shown. mulveys male gaze identifies 3 perspectives in the film which sexually objectify women and the important one in this video is how the male charcter ons screen perceives the female character. In this we are able to see that the male character does not objectify his girlfriend and respectful and caring this helps to contrstruct the star image that Mura Masa is a feminist and therefore progressive as he does not objectify women.
• By using more same sex couples than heterosexual the text is very progressive and unconventional which helps to represent the artist and shows that they are a forward thinking artist. This portrays to us that the star image of Mura Masa is very accepting and diverse because they do not have issues with same sex couples and will establish that as part of his music video. 
• The use of a multi cultural same sex couple connotes that the artist is very culturaly accepting. He also is being very experimental as usually we do not see a minority and same sex couples in the same shot which represents him as risky and diverse artist. We can see in the image below that there is a black homosexual couple who are kissing and this is being accepted and celebrated in the video. By doing this in the video the audience feel as if they know more about the aritst and understand his veiws without and this creates para-social itimacy 

• The incoherent star image is manufactured as we are unable to see any of the artist and the message of the video is unclear at first as it rejects many of the conventions which are usually present in music video's. This is part of dyers theory and is very important as it leaves the audience wanting to find out more and try to understand the video.
• The video amplifies the music this is because the song is a happy song and the visuals are happy couples being with each other also the video is showing different types of couples (gay, lesbian and heterosexual) all comfortably living their lives in London. However we do see contradicting images of a girl who is on her own looking upset which is differnt to the music. This is Goowins analysis being used. 
• Goodwins theory also can be used to see a amplyfying relationship between the lyrics and the visuals this is simiar to the music and visuals links however it is clear as we can hear the lyrics saying 'where ever you go, I'm going with you babe' and there is footage and images of couples spending time together in everyday life. 

Narrative 

• The nattrative being told in this video is that there are 3 happy couples living their lives and the video is showing how they all live differntly by all have the same thing in common which is that they love their partner. However there is one girl who is on her own and it seems that she is watching the couples and she is lonely as she doesnt have anyone with her therefore she looks sad some of the time. This girl opens and is the secound to last scene in the music video which connotes if she is showing us the narrative and helps to portray dyers theory of the artist being present/absent. Mura masa is absent at the same time as being present because he is not just represented as this girl telling the story. This helps to show the star image of Mura Masa being constructed. 

• We are shown a range of couples and who all seem to be very normal people however there is a sense that they are extrordinary by being differnt such as the same sex couples and they are all very well dressed but differnt in their own ways. This connotes that Mura Masa is ordinary/extraordinary a paradox which is part of Dyers theory. This contructs part of the star image that Mura Masa has and makes him seem a interesting character. 

• The video helps to show the audience that Mura Masa is being represented by all of the characters because they all break the 4th wall and this manages to create a fimiliarity of the characters to the audience which connotes that these charcters reflect different sides of Mura Masa and this is why he doesnt need to be present in the video and there is no use of meat shots to contruct the star image. 

Mura Masa- what if i go? dig pack analysis 

Link in the promo package-

• There are strong links between the digipack and the music video these links are that the artist in btoh is absent but manages to represent the star image and show what Mura Masa is like as a artist.
• We are able to see that both the video and the digipack at first glance seem to be very abstract and do not show a strong representation however by looking further into the message we are able to see a very artistic musician which likes to express individuality and diversity
• There is a message shown in both which is a hope that society will be accepted the hope is displayed in the digipack with the crossed fingers and watching the music video we are able to see what Mura Masa wants society to be like and how we should be accepting.