AP - Moodboard

I believe that this music video is building upon the bands star persona of being different, as shown in the visuals of the men riding horses in this urban environment, adopting an ideologically destabilizing denotation. This disrupting ideology is created through the act of rebellion and youth culture which is demonstrated throughout the video. I also believe that this music video visualizes the way in which a community can be brought together through an action, in this case horse riding. In addition it illustrates the happiness that the music should bring to the audience, shown through the facial expressions of the characters and the non-verbal language (dancing). This has been created to allow Rudimental to continue their star persona of creating upbeat happy music. Rudimental do not appear in any of their music videos meaning there is no performance involved, how ever this means there is a lot of narrative based parts. Postmodernism is a feature of this music video yet not a huge feature in comparison to some conceptual music videos, due to the fact it borrows certain conventions used in the music video due to its narrative structure. This narrative structure to music videos is shown throughout Rudimental songs, creating some sort of meta-narrative.