Pop Culture Blog Post

Not Giving In

http://www.youtube.com/watch?v=J9-Lwpgfd1E

“Not Giving In” is a song from Rudimental presented in a way that empower particular social group being in hard time or bad environment which might involve drug, crime or thief.  The song’s lyrics presenting the stress of people after having conflicts are supported by the use music video that portrays two boys which could make choices to be successful in either good or bad way after having family problem. However, the ideology of people living in this particular social group is that they cannot be successful and have to follow the old way which is thief or crime. Hence, the song “Not Giving In” is trying to empower people in a way that they can be successful with the use of effort and talent even though they have fallen or passed through many hard times.

The music video has significantly effect on lyrics because lyrics themselves only have a lot of repetition of the words “Not giving in” rather mention particular problem. The opening scene that the boys’ father uses violence on their mother can be seen as their hard time and heartbroken situation because kids could rarely bear these kinds of feeling. Apparently they start to rob people until one boy finds his interest and chooses his own way which is a good way happening and carrying performance in bad environment. In this case, the use of dancing can be seen as positive alternative to be shown the success in. Watching the music video backward will be able to empower and see that everyone can be successful even though how stress you have and deep you have fallen in. The use of a boy, working and training hard in order to be good at dancing, emphasizes the lyrics of the song, “I’m gonna be stronger I’m not giving in”. The boy fails many times, and gets stronger every times he fails. He finally reaches his goal even though he is in bad environment.

In contrast, another boy chooses bad alternative which leads to end as in people ideology, crime and thief. Watching through the music video shows that working in black market is not a hard job but dangerous only. The end of this boy is apparently bad. The use of showing the progress of two boys empowers people and the fact that you can choose your successful way. The ideology is nothing comparing with your notion and goal.

Looking into the lyrics shows that it does not have anything relate to particular situation, but the music video’. It is just the empowering and strong meaning words that inspire people: “lost my mind and lost my goal” shows that you’re in hard time, “Mm, not giving in” empowers and inspires people not to give up, “this time, I’m gonna be stronger I’m not giving in, emphasizes that you will be stronger every times you fall if you do not give up, and “waste my time which makes things worse” urges people to start doing and working hard. This song and its lyrics is an inspiration to people who are in hard time or in bad environment, as in music video. It shows that every life can choose what they want, and can be successful what they intend as in the end of music video one boy dies and one successes. It is just the way you choose.

Hence, the song “Not Giving In” is a successfully empowerment of people who are in hard time which the music video has significantly effect on feeling and people’s notion.