Focus on the three main questions:
- How is the Artist being represented?
- What evidence is there of input from the record label?
- Who is the target audience and how are they being addressed?
Genre:
The genre of this song is rap hip/hop. The genre denotates baggy clothing, 'bling', objectifying women, weapons, criminals and graffiti. The video adheres to these conventions as it is set in an urban setting with images of graffiti on building walls. There is an image of women with enhanced bodily features which objectifies them. Jay Z wears baggy clothing and 'bling', he also makes a reference to a gun with a hand gesture. Jay Z gets shot at the end of the video connoting criminality. Race representations (the police officer and the lawyer are white and Jay Z is black) negatively show black people as criminals which also adheres to the conventions.
Lyrics and Visuals:
The lyrics and visuals have a synchronous relationship - they help to tell a story. An example of this is when the police officer pulls over the car Jay Z is in and this is said:
Police: Son, do you know why I pulled you over?
JayZ: Because I'm young and black and have my hat pulled low.
As JayZ says he has his hat pulled low, he pulls the hat further down his face.
Music and Visuals:
The pace of the cuts are synchronous with
the beat of the song, which makes it aggressive and fast paced, which is
typical of songs within the rap and hip hop genre.
Record Label Influence:
The use of close ups on Jay Z’s face shows
that they are trying to sell Jay Z as a brand. He acts aggressively, which
adheres to the conventions of the genre.
The pace of the cuts are synchronous with
the beat of the song, which makes it aggressive and fast paced, which is
typical of songs within the rap and hip hop genre.
The use of close ups on Jay Z’s face shows that they are trying to sell Jay Z as a brand. He acts aggressively, which adheres to the conventions of the genre.
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