analysis of a music video
- 1. Jay Rock – hood gone love it(ft. Kenrick lamar)
- 2. Forms and conventions The video was released onto youtube on the 29th of june 2011 It is hard to find out who directed the music video but it was produced by J.U.S.T.I.C.E league which stands for ‘just undeniably some of the illest composers ever’ (illest meaning coolest) The sub genre this song can be identified as rap/hiphop This is a performance music video
- 3. Forms and conventions This music video consists of the main rapper rapping into the camera with a lot of his friends behind him with a few included extra shots of lyric related things. These techniques adhere to the typical connotations of rap music as hardly any work or money has gone into making this video.
- 4. Representation The artist is represented as ‘the king of the hood’ in this music video as his lyrics and video suggests, I say this because he acts like he is the most feared person in the area he lives in, also he has a lot of people in the background of his video ‘his crew’ The camerawork and editing is very fast passed which could represent the artists lifestyle now that he is rich and famous, this is juxtaposed by the fact that the video is in the hood. This could show that unlike a lot of artists he has not forgotten his roots (where he came from) by creating a video that is set in the hood.
- 5. Institutions: · Which music labels/subsidiaries are the artist/group signed to? · How much did the video cost to make? What does this tell us about the artist/group label? · How was the video distributed/consumed? · Which music channels played the video? What were the reasons for this? Audiences · Who are the target audience for the video? · Why would audiences watch the video? Think about the Uses and Gratifications theory (diversion, personal relationships, personal identity, and surveillance). · Can any other audience theories (feminism, post-feminism, the male gaze) be applied to audience consumption of the video? · Are there any other pleasure audiences might receive from watching the video?
- 6. Institutions The artist is signed to several record labels: Top Dawg Entertainment, Warner Bros. Entertainment, Interscope Records, Strange Music, Warner Bros. Records. There is very little information on the video itself but I can see that it is a low budget video as it is mainly the artist rapping in front of a camera with a lot of people behind him