Textual Analysis of UK Hip Hop artist

In this video with the artist Sway has potratyed himself to conforms to the stereotype of a young black urban guy that dresses in dark colours such as dark blue nike trainers and a black coat. He will be classed in a Hip Hop/ grime genre. He would apply to young audiences as hes shown in his locations within the video that he comes from a large urbanised area and the use of cars suggest his wealth. compared to American hip hop artist he subverts the stereo type of Hip Hop but in the Uk conform to it. such as similar artist to his music such as chipmunk or kano have basically dressed very casual and even very presentable in some of there recent videos with no big chain and fancy cars that suggest to there audicne that they just love making music and they can relate to them as they trying to potray that they are jus a normal average guy trying to promote themselves. This video is very amplified as the video showed both narrative and performance based video that relate to the lyrics. In the Uk hip hop this is quite common to have this.

In this video he is in a interantional location such as jamaica. The use of costume suggest hes in the UK hip hop music industry as his clothes are very causal and allow the audience to think that he is wearing clothes that they can afford. this means he is promoting himself to a audience which have the same social class as him and that lived in the similair area. This video conforms to the hip hop genre as it is about a girl in his life and in some lyric he has objectified her and this in a common streotype for this type of video.

Treatment

Content- what is your video about? What is the Relationship between lyrics and visuals?

My idea for this video I will be Reece and Marcel down different streets as I can have Marcel walking down the street that subverts the stereotype of this UK Hip Hop and have Reece walking down the street that conform the stereotype of this music genre. This location will be down Bricklane as its one of Britain famous roads which have graffiti which conforms to the stereotype of the genre of music. This video will be a Narrative and Performance based this means in the first shot I will have a mid shot of Reece performing in front of a microphone in a studio this will then cut to Reece being in a different location looking back in his past with a tracking shot being used when he is walking. Then having Marcel in the location of the south bank which shows that hes out of place both in his mind and in his lyrics in the song this shot I would have to use the dolly showing that he is walking and syncing with the lyrics. Then he sits down on a bench which then cuts back to Marcel now performing in the studio by himself and then has a transition to having a image in his mind of how he was innocent as he was a young child which this would be him in the location of the south bank of him seeing a child that reminds him of his child hood. At the end we could have Reece and Marcel bump into each other and end up having a big last performance of both of them in the studio and having a close set to the narrative that they have both found there ways in life and innocents with this song they have created.

This music video is being created to accentuate the star persona and to promote the artist. My video would be a Hip Hop genre video with the chosen song "Innocent" By the artist Fudge and Marz. This will be a amplified video with most of the video having relations to the lyric within in the song. My text will look like a UK Hip Hop video with some conventions being challenged such as the use of location as if i put Reece in a suite and had him in Bricklane in the background of a graffiti wall. This is challenging the convention as hes out of his comfort zone as he would normally would be dressed in Urbanised clothes such as baggy jeans and a causal V neck jumper. My video my be influenced from similar genre videos such as Kano P's & Q's I took the concept of Kano walking down a street synchronising with his lyric was taken and placed in my video.My target audience for my video will be young males that live in large urbanised areas aged between 14-21 years old that mostly consume music from downloading illegally or consuming it on websites such as myspace YouTube etc. Normally have a urbanise/ Hip Hop dress code. ethnicity mostly black young males and people that can relate to the lyrics that may have been in crime when they were younger but now have changed there ways. Or people that are in the same social class as Reece and Marcel and may be musician in the same position as my artist.I will be representing the genre by using forms and conventions such as putting a performance in a video and the use of props such as microphones in the studio and the use of the artist marz will be dressed in costume which conform the stereotypes of UK Hip Hop artist such as the use of jewellery to show his success and wealth. And the use of lighting as the mood of the song is very dull and the colours of costume should conform to the genre such as Black, Dark blue, and Red.

Textual analysis of star image and star persona with intertextual references

This is a perfomanced based video as it has Eminem in many different roles and some scene and clips wih the video being amplified as some relevent clips to his lyrics. The video has a lot of intertextual references such as the being of the video were he uses intertextual references from Micheal Jacksons video which creates a sense of humour for the audience. Also with the textual reference to the film '8 Mile' which shows off Eminems star persona as the film was about his past life and how he got to fame having these references makes it interesting to the audience and very rememberable which means a lot of his fans would end up watch the video more than once which improves and shows his star persona and promotion. Camera shots used in the video such as the low angle shot of eminem suggest that he is dominant in the video and the close up shots used to emphasis his star persona and to promote himself as a very good funny relax artist when he wants to be.
The representation used in this video to show the audience that eminem relates to the Hip Hop genre. The costume that he was wearing in the video such as the baggy jeans with the black top and a big silver chain round his neck conforms the conventions used to emphasis that he is a male that is dominant in the music industry. However he does challege the convention of a typical hip hop artist as they would normally expect to be african american.

Textual Analysis of Dr.Dre Digipak

A Digipak is a new form of CD packaging that is used made from card. The diigapk i will be analysing is from a artist called Dr. Dre and the album is called The 2001 Chronics. This is a Hip Pop/ Rap genre. Within this digipak it has a track list, dedications, listing of lyrics and and websites there fans and audiences can go and check up on my artist.



This digipak folders out 5 times and has all info about the artist. The front cover of the digipak is black with a image of the Weed sign. The colour black conforms with the genre of this music as rap artist normally wear dark colours such as black to reflect some of there hard up bringing and fashion of hip pop urban style. The weed sign is used to as it is very stereotypical to Hip pop Rap artist smoke Weed as it might give them influencing there lyrics. The colour gives the sense of the artist being very hard and gangster like.





On the inside of the digipak it had small photos which had the artist with different artist throughout his career or the making of his album. This had some mid shot in the 100 of mini photos to show off his star persona and to show to his audience that he has spent a lot of time and seems like it gives a incite to his life and the audience will appreciate this.

This digipak is normally to show off Dr. Dre star persona and image to the audience. Dr. Dre has represented himself as a respectable artist which is that he is a Hip Pop artist that hasn't put his picture of him album that suggest to his audience that his is very restricted guy and has confidence that he doesn't need to help promote himself as hes so good at what he does.

Inside the digipak is a booklet and in the content held in there would be the track list. This will include lyrics which gives his audience to sing along to his songs. Also dedications to people that had died such as Biggie Smalls, 2pac etc and to the people who help him develop and create his album. Information about the individual song such as who produced it and which companies involved in the creation of the track and copyright information.

The font used on the front cover of the digipak contrast with the colour of the album. The type of font used was very formal which subverts the stereotype of a this type of artist as would expect the font to be a graffiti as that conforms to the genre.
Digipaks is good for the artists as they can promote themselves and thank there audiences for buying the album etc.

Beyonce Single ladies Music Video

http://www.youtube.com/watch?v=vLhEvu4QDVQ

This is a performance based video aimed at male audiences aged between 20- 30 from the use of Mise en Scene on costume with Beyonce and the other two female dancers were wearing minimal clothing to sexually appeal to the male audiences. The use of make up in the video makes beyonce very seductive as makes her conform the stereotypes of hoe women are portrayed in the industry such as the long hair with high hill shoes which emphases her sexy appealing legs to her audience. Exhibitionism and empowerment are used in this video as although Beyonce is still sexualising herself, she is still portrayed as being a very powerful and independent artist because of this she also degrade men in this video which subvert the conventions of how women are portrayed in music videos.

The camera work and shots and movements used in the video such as close ups to show beyonce star persona and to make it dominate that she is the main person in the video.

The rotating shots show excessiveness of Beyonce's body and it being filmed in a studio as no outside light as they can have concentrated lighting which contrasts with the artist this causes Beyonce to stand out.

Analysis and Evaluating past students work

Monster

Use locations, props mise en scene with careful attention to detail that are relevant to the genre:

From the use of the locations and props didnt suit the genre of music as just being in the street mise en scene showed attention to to detail with the use of props in the the bedroom that potrays the rock star life style.

Use and/or subvert established forms and conventions to make meaning:

Level 3- From props the fake hair and eletric gutair which protrays the genre of rock.

A clear sense in the product itself that it has targeted a aprticular:

Level 3- introments used to show a strong rock genre



Ice cream

Uses locations,props mise-en-scene with careful attention to detail that are relevant to the genre:
Level 4- As it showed great uae of props which was relevant to the genre

Uses and/or subvert established forms and conventions to make meaning:
Level 3- Conforms the stereotype of group of girls on a night out listening to pop and conforms to the genre.

A clear sense in the product itself that it has targeted a particular audience:
Level 4- it had targeted there particular audience with the use of props and make up.

Shows some creativity and originality in its narrative/ performance:
Level 3- the creativity used was very good with the use of the animation relating to the lyrics of the song.

Textual analysis of music video Beyonce feat Sean Paul

The this was a amplified and performance based video as we had low angle of Beyonce when she was dancing shows off the male gaze to her audiences also close ups were used on her body to emphasis sex appeal. In contrast to Sean Paul that has low angle shots used on him when he's singing to display he's dominant and powerful to the audience and also has a long shots used when there was all women around him which just conform the stereotype that male recording artist are more dominate in this sort of genre as with the mise en scene in the use of props Sean Paul is sitting on a thrown with his long chain and bracelet showing off his wealth and the black sunglasses which suggest he's protected by his money and power. However Beyonce subverts this stereotype with exhibitionism and empowerment as in the video she has about 30-40 shots of her body displayed in this video with different costumes which suggest she is highly important in the video and shows she's dominant compared with Sean Paul that only has 0 shots that display his body and only has one costume outfit this then shows that all the star persona is focused on Beyonce.