Research and Planning: MAGIC! - Rude

'Magic!' is a Canadian reggae fusion band, composed of songwriter and record producer Nasri on lead vocals and Mark Pellizzer, Alex Tanas and Ben Spivak. In 2013, they released their debut single, "Rude", from their debut album Don't Kill the Magic. The band is signed to Sony Music Entertainment and is also partnered with Latium Entertainment in addition to RCA Records in the USA.

RCA Records (Radio Corporation of America) Records is an American flagship recording label. RCA Records is the second-oldest recording company in US history.

Sony Music Entertainment is an American music corporation owned and operated by Sony Corporation of America.











The music video is both performance and narrative based, as there are parts where the band is performing and other parts showing the narrative of the video. The lead singer of 'Magic!' Nasri, had been in an unhealthy relationship with a previous girlfriend. One day after an argument erupted and she became harsh, Nasri began singing the lines "why you gotta be so rude/don't you know I'm human too" in what he describes as a "dark vibe". However, the concept did not work with the band well, so it was revised and eventually made into a man talking to a disapproving father of his lover.

Performance based and the narrative of the song is shown constantly back and forth throughout the music video.
Performance based:

                                         

  

All the scenes which show the band performing, they are shown performing in a garage which creates a very American theme as most American bands would practise in their garage. 

Narrative based:

The majority of the narrative scenes are filmed as mid-shots and occasionally some close-ups to tell the narrative clearly. 

Mise en scène:

• Setting and location

The music video was filmed mainly in the house showing the narrative and the garage showing the band perform, creating the typical American setting. The setting and location relate to the song as the lyrics of the song tell a story, and the setting/location helps tell the story. 

• Costume and make-up 

The band wears one costume for the majority of the video:

Three of the band members are wearing jackets, skinny jeans and a coloured top with one band member wearing a coloured shirt and skinny jeans, the clothes which they all wear are typically what a band would wear, this therefore conforms to the stereotype of boy bands wearing skinny jeans and jackets. However, one of the band members (member wearing a red jacket) wears a rasta beanie which gives off the reggae vibe which relates to the style of the band's songs which is reggae.

They then wear a second costume towards the end of the music video as they have to in order to tell the story as it is the wedding scene, which consists of suits, shirts and smart tops:

• Camera work

The majority of the camera movements are fairly fast when filming the scenes for the narrative However, whilst filming the band performing in the garage, the same shot is used, the camera is at a low angle shot which therefore looks up to the band, whilst the band can look down. This could suggest that it relates to the lyrics "why you gotta be so rude? Don't you know I'm human too?" so Nasri (lead vocalist) is standing up to the father who is not allowing him to marry his lover:

• Lighting and colour

The lighting in the video mainly consists of natural lighting, when filming the garage scenes, the colours are quite dull. Towards the end of the music video, it goes into the evening, and therefore it is darker lighting and lights are used in the garage to brighten it up, it also gives a warmer and happier feel which connects to the narrative as he eventually gets married to his love: