This was a few notes I took when we were analysing this video in lesson.
My first reaction to the video is that it was very interesting,
the colours, patterns and the missing concept made me want to keep watching but
I am put off by the scarcely dressed dancing women, it is very typical for a
song of this genre but all the other features of the video are attention
grabbing and are entertaining.
The music and the video combine throughout, the colours and
shots change with beat at certain points in the video, because of the pace of
the song it makes the video very chaotic. At 0:13 seconds the artist is
clicking his fingers and the lights are changing with it, this represents the
power he has over the atmosphere that he is in. Also parts of the lyrics link
with the video, at one point he mentions Nike trainers, this is product
placement, he would get more money for advertising because HIS target the an audience
of teens/young adults aspire for his life style and would want Nike trainers
because successful artists like Tinie Tempah wear them.
The music and the video reflect the genre, many R&B artist
have women, money, alcohol and drugs features throughout and so does this
video. By showing all the women the video is trying to show that women admire
him and that he controls them, the video is aimed at the target audience who
aspire for his lifestyle. Another feature that reflects the genre is that the
main focus of the video is on the artist, he is selling himself and he is
showing that he has money and women. At one point he is shown sitting up on a
horse, putting him above everyone else shows his authority. Also the artist 2 Chainz
is in the video, he is seen with his hood up and wearing a lot of expensive jewellery,
he is also selling himself and this also reflects the urban background of the
music and who it is aimed at.
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