Zico - Artist Music Video Analysis

• The establishing shot is interesting because it is a pull out of a TV screen - the audience is immediately disorientated and thus sets the mood for the music video. It will be fun and artistic, perhaps psychedelic.
  
• When the audience realises that Zico was actually watching himself, a parallel or inception is created where the audience is able to misjudge what is real and what isn't. This also helps the artist to interact with the audience as he looks directly to the screen when turning the TV off. 
  
• The following location of a forest is randomly placed to further strengthen the idea of individuality and creativity. This artist clearly has the creative freedom to perform and sing how he likes throughout his music video suggesting that he has been nurtured by his company using Negus's theory of organic ideology of creativity.
  
• The previous point is confirmed by the support he gives to other artists/ songs/ dancers - School children who are practising the performing arts are used instead of professional dancers; Fanxy Child is mentioned; street performers also dance with Zico. The entire music video embodies the sense that artists live as one community and help each other become fruitful.
  
• Rooftop is full of clones to suggest some sort of irony within the music video; that so many artists try to clone themselves or copy others that there are too many who are producing the same style/ genre of art.
  
• The monkeys which are dressed up could suggest wealth; the keeping of exotic animals is reserved strictly to the rich.
  
• The audience is soon thrown into the bustling streets of South Korea which supports the notion of community.
  
• The colours used are extremely bright and stand out.
• Zico's costume is to suit this colour scheme to make him unconventional. The song is about the expression of creativity and he does this through his clothing.
• Zico continues to interact with the audience in a playful manner. He maintains eye contact with the camera to help achieve this.
• Costume continues to change throughout the music video.
  
• A mixture of close ups and long shots disorientate the audience.
  
• Zico's head is made bigger and out of proportion to his body which produces a comical effect.
  
• Transitions are used to continue the relationship he has with the audience.
  
• High angle shots are used to help create feelings of a party atmosphere.
  
• Singing scenes are coupled with dance scenes to ensure that there is a variety of shots.
• Extreme long shots are used to display grand locations.
  
• Lights are used effectively to create funky and fun effects.
  
• Diversity of the dancers reflects the fact that anyone and everyone can be involved with the creation of art.
  
• The video ends where it started; the TV being turned off, therefore, the audience is satisfied with the relationship that they had with this artist.