The video itself is a narrative based music video. It shows the performer- in this case Rita- to be the storyteller to the audience. This follows Goodwin’s theory in particular about the artists mode of address. In the video, Rita is introduced to the glamour and glitz of showbiz by a smarmy-looking photographer who takes an interest in her. The 24-year-old beauty develops a taste for the lifestyle of the rich and famous, taking part in numerous photo-shoots with her snapper friend, who becomes her constant companion on the party circuit. Following a glamorous Hollywood makeover, Rita enjoys a brief yet steamy dalliance with a handsome male model with a man-bun.I could have beer for breakfast My sanity for lunch Trying to get over how bad I want you so much Innocence for dinner Pour something in my cup Anything and everything just to fill me up But nothing ever gets me high like this I pick my poison and it's you

The lyrics of the song- in particular the first verse and beginning of the chorus- talk about the artists need to fill the void of her recent broken relationship. This links to the visuals of the video as she is discovering the glitz and glamour of the showbiz industry.

The music used as the basis for the video to be created from is interesting to analyse in relation to the visuals of the video. Throughout the song the music is fairly upbeat and this is therefore reflected through the visuals that tend to show upbeat shots of Rita and the actors around her as she follows her journey into the ‘lime light’. One particular moment where the pace of the music slows down the overall movement within the shots and changes the tone of the visuals is the bridge of the song. In Particular the lines ‘This bittersweet ecstasy that you got me in, falling deep I can't sleep tonight, and you make me feel like I'm out of my mind, but it's alright, it's alright, it's alright’. The shots at this moment slow down and as the music becomes softer the shots cut between medium shots of Rita alone and long shots where she is with other people to show her conflicting emotions.

This is a pop song and therefore the song itself follows quite closely to the conventions that are featured in many pop songs. As a genre, pop music is extremely eclectic, often borrowing elements from other styles including urban, dance, rock, Latin and country; nonetheless, there are core elements which define pop. Such elements include generally short to medium-length songs, written in a basic format (often the verse-chorus structure), as well as the common repeated choruses, melodic tunes, and hooks. This song follows this musical structure.

In terms of visuals, the song follows the generic conventions of pop music by using bright lighting throughout to highlight the artist. However, towards the end of the song darker lighting is used when the video switches to a performance style and Rita is dressed more like she would be suited to feature in a rock music video rather than pop

ShotsThe opening shot to the video is long shot of Rita and her friends. The location chosen for this particular shot gives the impression the group are on an inner-city street and this street vibe is further emphasised through their ‘rocky’ costumes which contrast nicely to the style of music. The use of the close up shot here has been used for specific product placement. The camera focuses soley on the red headphones around the actresses neck. This could be used as an marketing campaign or to show the groups cultural background.There are two shots/group shots used consistently throughout the video. In this case they show the relationship between the protagonist and the people around her. This type of shot links well into the lyrics of the song, in particular the line ‘I pick my poison and its you’ as when this is sung she tends to be around the blond actor who the viewer then associates with trouble.The wide range of shots throughout the video is something I would like to incorporate into my own work. But the main focus links back to the ideas of the ‘star image’ and ensuring that the shots portray rita as the victim in the video.

Mise en scene There is a wide range of mise en scene used within this music video. Costume is a particular aspect that has been experimented with to explore different fashion trends and eras. The clothes consisted of vintage pieces like a David Bowie T-shirt, a very ‘60s-feeling pink-striped Giles suit, Acne boots and an Ashi Studio jumpsuit and cape, as well as back-and-white latex. This combined with the makeup made it clear that the video had a clear fashion statement motif running throughout- with Rita changing costumes 5 times.

Many of the props used in the first half of the video are iconographic of a photography studio. For example long shots of lighting equipment and close ups of cameras remind the viewer that they are watching the performer develop into a successful model and these props help to demonstrate the development and the story.

The editing used in this video creates tension and atmosphere. The pace of the editing is important as it changes frequently throughout the video.

At the start, the use of fades into blackout has been used to slow down the pace of the shots. This breaks up the shots and allows the viewer to focus in more detail at each one. Over the top of these shots there is a voice over which is also playing at a slowed pace. The combination of the slower, individual shots and the slow voice over creates a mysterious atmosphere and immediately draws the attention of the viewer into Rita and her friends.

Futher into the video however the pace is sped up. There is an increased use of straight cuts used to highlight the climax of the action and demonstrates the protagonists panic and breakdown. The cuts hit in time to the beat of the song and flash between Rita singing and the action. This is effective and gives the illusion of a heartbeat increasing. I would like to recreate this if I did a faster paced music video

I’m really inspired by some of the editing in this music video. For example, there are a lot of quick cuts used between shots. This really speeds up the pace of the video and creates a sense of confusion for the audience about the protagonists emotions. I feel this connects the narrative of the video to the audience and forces them to be more engaged with the action and I want this same feeling to be portrayed in my music video.

I also like that this video is narrative rather than performance based. Although the artist is featured throughout the video and she is lip syncing, the video follows a clear storyline and I think that I would rather go down this style of music video, compared to a performance based one.

The filter used on the footage in this video is also very nice. It gives the shots an angelic look and I will also be wanting to use an effect similar to this on my shots.