Rat Boy: 'Sign On'
The genre of 'Sign On' is Indie as it is guitar based. It is fast-paced with a series of short takes and cutaways. This is representing youth and the fun that the music video is supposed to evoke. The Burberry car has connotations with 'chav's' and the lower classes which links to the lyrics of the song about signing up for benefits. The artists are dressed in simple, casual clothing which is relatable to the audience as well as representing themselves as young carefree teenagers.
There is also an intertextual referencing within the music video to Supergrass and their song, 'Alright'. Rat Boy drives around in a car with the rest of the artists and the Supergrass artists drive around on a bad. This is a clear link suggesting the fun and youth. This indicates that Rat Boy took their inspiration from the 'Alright' video.
This same intertextuality is also present later as the riding of the Chopper bike appears in both videos. This represents the fun and energy the youth has.
Olly Murs ft. Demi Lovato: 'Up'
'Up' is part of the pop genre and so has some of these characteristics. Both the lyrics and the music video are emotional and it is about love and relationships as is a convention of the pop genre. The lighting is dark to represent the dark mood of the song and the breaking apart of relationships. The wall is a barrier between the two artist and this is broken apart with a guitar. This indicates that music has the ability to break down barriers. The artists are wearing casual clothing that allows the audience to connect with them, the music and the lyrics.
The music video was filmed in the same place with the camera moving around them on a circular track. This gives the impression of them being together and yet being in different places at the same time.
Demi Lovato: 'Neon Lights'
The editing at the beginning of Neon Lights is fairly slow as it matches to the beat of the song. As the song picks up speed and pace so does the editing. It comprises of many short takes and fast cuts. Cutaways are also a prominent part of the music video. The lighting remains fairly dark throughout with only neon lights being the sources of light. This matches with the title of the song and the lyrics.
'Neon Lights' has an intertextual reference with Kylie Minogue's 'Spinning Around'. Both Lovato and Minogue are using the same body language but this is more developed in 'Neon Lights' with the editing making there be two people.
The intertextuality is also present within the proxemics. Both artists dance with other people. This represents the fun and youth of dancing.
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