Case Study Summer Assignment

Dappy - Hip Hip Hooray

The music video of “Hip Hip Hooray” is not a narrative or performance based video. Overall the message of this video is about the guy who is known as “Dappy” who is in love with the business man’s girlfriend. It is shown by multiple factors such as the actions of him as well as the environment surrounding him. Essentially, it’s a video of Dappy enjoying himself due to his wealth in Dubai.

Theme and motifs

There are multiple themes that are presented through Dappy’s music video, they are introduced through objects and other items which we can see throughout the video, and the ones which stood to me clearly were the following;

Wealth - this was shown with the Rolls Royce as soon as the video started, moreover midway more cars were shown such as the Lamborghini.

Joy - The artist’s (Dappy) actions as he smiles, dances and brings a whole new joy to the video.

Money – the involvement of stacks of cash, expensive shoes and cars

Camera and Special Effects –

First couple minutes of the video a montage was used showing all the outstanding attractions in Dubai following the Rolls Royce which Dappy is sitting on.

Birds Eye View – showing all the major buildings in Dubai which were shown in the montage in the intro. This was done by using a drone which I find very interesting and might use this idea in my own music video.

Eye level – was used when the girls were applying their make up this can make the audience feel as though they can experience the same things on what the visuals are trying to show.

Low angle – was used when Dappy and the girl was running this may have used to show their fear of getting caught by the other men’s.

Mise en scene

Costume/clothing – the star wears a thobe which is a religious Muslim attire and it’s most common on Arabic men in Dubai.

Setting – the audience is seen in many different settings which consist of the desert, in the city and in hotel apartments.

Lighting – both high key and low key lighting was used throughout the video in multiple areas.

Editing techniques – 

match on action

Fade in/out

Cutaway shot

Who are the target audience – I think the target audience for this production of the video is for people in the age range from 15-25. The lyrics do not specify to a specific demographic and the video does not illustrate any ideas which are not specific to that age range.

In my music video, I plan to use a drone which will be very interesting and make my music video look more attractive and professional like. And also use some of the editing techniques such as the fade in and out and also the cutaway shot.