Def Jam Industry - Analysis of their 2 MV

Before Def Jam label was producing punk rock music but now today they produce music for more mainstream artists.

Def Jam Recordings is an American Record label focused on Hip-Hop, pop, and urban music. It is owned by Universal Music Group. In the UK, the label takes the name of Def Jam UK which is operated through Virgin EMI Records. The label collaborates with popular artists including Kanye West, Justin Bieber, Logic, Big Sean, and more.

Def Jam was co-founded by Rick Rubin in his dormitory in Weinstein Hall at New York City and its first release was by his punk-rock group called Hose

The label was launched to release rave and dance music. During the 90s, the releases ranged from base, drum, breakbeat hardcore and techno.

Justin Bieber - Intentions

• The use of a pan down and establishing shot, in the beginning, creates a setting and atmosphere for the audience which allows them to be introduced to the characters in the MV.
• The beginning of the narrative offers a contextual background on Alexandria's life, This is to inform the audience about the video to help them know what it is about.
• There is immediately upbeat music at the beginning of the music video enabling the audience to feel energetic
• The establishing shot inside and outside Alexandria's home captures her whole family crowded creating a sense of unity. This together with individual medium shot and smiles connote a sense of positivity in the surrounding. 
• The people's dress costumes have a variety of different colours suggesting a combination of positivity and happiness.
• The music video has also subtly weaved in context about the Intentions Fund, using its money of £200,000 to support women and the dreams of families. This creates a positive reflection on the MV not only being an entertainment video but also presents a  loving community.
• The use of high production value reflects what Industry the MV is from, this is shown through the mise-en-scene and its high budget through the use of iconography (Justin B and Quavo), graphics and iconography.
• The fact that there are household names included in the MV like Justin Bieber and Quavo tells us that this is a mainstream production video and not independent.
• In the video, there have been different age groups presented in the MV this shows that it is targeting all the age groups suggesting that it's universal and meant for everyone.
• The use of the dress codes and costume presented in the music video are all modern which shows that this music video is contemporary.

Logic Ft Alessia Cara, Khalid

• The use of the medium 2 shot captures the two boys in one frame creating a sense of intimacy, the fact that they've shown in a bed makes the audience question their gender sexuality.
• The music video purposely allowed the audience to see the inappropriate object that was found in the boy's locker. This is the music video trying to represent the pupil's silly behaviour in this contemporary time but also reflecting the pupil's strong opposed attitude towards gay gender types.
• The use of close up shot allows the audience to focus on the character's emotions and feelings.
• This together with the use of the gun in his hand as prop connotes violence. However, the fact that he is pointing the gun in his head shows that it is a suicidal attempt. 
Also, the use of audio codes and lyrics behind the music video allows the audience to deeply connect with the character. " I don't wanna die today" "I don't want to live". This tells the audience what the person is feeling and the heartbreaking confusion of choosing life or death.
• The audience is positioned with the character, the use of close up shot as he cries allows the audience to empathize with him.
• The artist has made this music video to emphasize the moral consequences of judging people based on their gender. 
• The use of the high production value reflects the Industry that the music video is conforming to. This is evident through the use of mise-en-scene used in the MV such as the costumes graphics.