Ndubz

Ndubz are a lodnon based RnB group consisting of 2 male members and a female memeber.

They are known for coming from a disadvantaged background to making it big in the music industry. Theyre fusion of rap and strong voal performances opens up their denmographic audience to a wider group of people. Im going to first look at Ndubz as a group and then at the individual members as they have developed their own image and audience. Looking at the previous image of their first album cover for "uncle B" firstly the typography of the text immedietely shows the genre of music. The graffiti style writing emulates "the hood" and the london surburbs where they all were raised. Purple however is seen as a very luxurious color and this could then represent the wealth that they now have and their succes.

Both Fazer and Dappy have been exploited in the media after they both have been charged on separate occasions for assault. Tulisa also has a reputation as having a very strong opinion and a short temper. This displays the "bad boy" image that most Rap and urban artists like to embody. They also embody the urban image in terms of their choice of clothing. Both male members are mostly seen in hoodies and tracksuits or baggy low rise jeans and trainers. Dappy's trademark wooley hat gives him an identity as an individual and gives the fans something to replicate. Tulisa has a different style often seen wearing body con dresses and heals; however she is seen portrayed as quite "chavvy" because of her large hoop earrings and peroxide blonde hair.



In the opening of the video, the tone of the video is immediately set, with the footage of the helicopter, car and motorbike. This emphasizes the fact that they have reached the dream life coming from nothing. However their clothes still show their urban identity with Tulisa wearing a sports bomber jacket and Dappy wearing his trademark wooley hat. The excessive amount of jewellery that each of them are wearing show both wealth and link the band back to urban and rap lifestyle. The club location and the booth look luxurious and expensive and the fact that all the women are attractive makes the band look more desirable. Young fans especially girls, aspire to be the women in the video and the boys want to be the men surrounded by beautiful women and nice cars. It follows the conventional commercial music video; cutting between performance shots and a stroyline. The shot of the mobile phone and the reference to facebook immediately show their target audience and helps the band to connect with them. At 1.18 we see Tulisa in a black dress and red lipstick making her seem desirable and sexy (she was recently voting FHM sexiest women 2012) but it also makes her seem less chavvy and more expensive. There are frequent references to the name of the band on the side of the helicopter so that the video has an identity. Fazer being seen in sunglasses inside the club adheres to the RnB image but also hiding his eyes creates a sense of mystery.