Adam Powell

(Adam Christopher Thurai Powell)

I decided to research Adam Powell because I

really liked his use of strong brand identity
reflected through the controlled use of colour in
his music videos, these style choices can be the
base for most artists styles, such as the 1975.

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Some music videos that

Adam Powell directed are:
UGH, The 1975
Doing It, Charli XCX ft. Rita Ora
Girls, the 1975
Better Man than He, SIVU
Ill Get Along, Michael Kiwanuka
You & I forever, Jessie Ware
One More Day (Stay With Me), Example
Too Good To Loose, Rebecca Ferguson
People Help The People, Birdy

UGH by The 1975

One of my favourite music videos, UGH by The 1975, was directed by Adam Powell.
It conforms with many of Andrew Goodwins key codes and conventions that are often
seen in music videos. The use of Live lipsync signifies typical rock performances,
mixed in with the pink lighting connotative
of the pop genre, creates The 1975s
signature pop punk look.

These key codes and conventions help the audience understand the genre and solidify the
artists music though visuals, this is shown through the popularity of the 1975s video that
has 11,500,000+ views to date on YouTube.

I have found that Adam Powell visual style, especially in his music videos such as Ugh by
the 1975 and Doing it by Charlie xcx, is highly influenced by 80s neon. With artificial bold
lighting choices mixed with live performances. Typical of chart shows like Top of the Pops
witch aired throughout the 80s.
Doing it by Charlie xcx ft. Rita Ora

His editing techniques are one of the main reasons I like his music videos, tending to have a
relationship between the music and the visuals, that with the strong matches on action,
keep up the pace of his up-beat videos.