Analysis of music video

Erick Sermon Feat Redman: ‘React’ : This is a Hip Hop video that’s main theme is comedy  ,I chose to analysis this video as it was made in the same time era as the video we’re re-adapting  also this video explores Asian themes just like ours. 

Genre: Hip Hop
 

Camera Angles - The first close up shots I noticed were mostly of the women’s curves in the video, which was reinforcing a recurring trait of Hip hops videos at the time, with their typical us of ‘Hip Hop hunnys’. Also close ups on rims on the rappers car were used to connote how much money they both had , in Hip Hop videos it is often a matter that every musician in that industry must convey to the audience how much money they have. Aside from close up long shots are also used to uphold  conventions from of the Hip hop genre for example these long shots showed people in a club dancing which was a popular location of these types of videos usually shown. Low angle shots were also used of the rappers to show them as figures of superiority, it allows their statue to appear bigger making them look more threatening and ‘tougher’ which is what rappers usually aim to do. The long shot as well as the close-up viewed women in an voyeuristic object-like way , these shots convey the countless amount of women in the club de-individualising them all and making them seem as all objects that can be used by possessed by anyone.
Editing  - Fast cuts are mainly used in this video to match the upbeat tempo of the song alongside several different scenes in the clubs to show the on-going party, the video is trying to suggest the party never stops. Shot sizes in the video play a role in making the rappers have bigger statues in the frame and the women all behind them appearing smaller to make the rappers look like leaders/”players” surrounded by a pool of all these women.  
Lighting -Majority of the video is shoot in high key lighting because the video is set out to be a light hearted comedic video so the need for too much dark lighting is not needed because there’s no attempt to create a sad or sinister mood. Although this is the case, we cannot dismiss the use of dark lighting used in this video. However it is not used to promote either of those two moods earlier mentioned. This lighting is once used alongside a low angle shot of the rappers to make them look ‘scary’ and ‘powerful’ which is a general stereotyped characteristic of what rappers are.  The second time it uses a combination of light and dark lighting but this is to add to the more humorous side of the video. In this scene the background is pitch black but high key lighting is used on 'Redman' and a much larger female (in weight) that is sitting on him.  The joke is supposed to emphasis on the size difference between the couple, the high key lighting used with a dark background allows us to appreciate it more
 

This is a hip hop video that’s main theme is comedy  ,I chose to analysis this video as it was made in the same time era as the video we’re re-adapting  also this video explores an Asian themes just like ours.

Blu Cantrell: ‘Hit em up’ : The song hit’em up is about a women’s revenge on her boyfriend who she has caught cheating on her. It’s a hybrid video mixed with narrative and performative elements to it. Most scenes include Blu Cantrell shopping, in her house and in her car.

Genre: R’N’B

Camera Angles - In this video there are many camera angles and shots that attempt to send subliminal themes of the video to the viewer. One of the scenes of Blu Cantrell in the shopping centre uses a panning shot. This shot allows us to see more of the shop she’s buying from , we can see that this is a very big and expensive shop through this shot which shows us she hasn’t let her man ‘off lightly’ . Long shots are also used in this video to portray the same message for example a long shot is shown of her throwing his clothes out on the street to a crowd of people. Again reinforcing the recurring theme of revenge in this video.  Close up’s of the singer show her in a vulnerable and powerful state.  An extreme close up on her face is used to show the distress and emotion she’s feeling from what her man has done to her , however normal close ups in some scenes show the opposite. One normal close-up shot of her sends a message of dominance and power this is done by making her stand out from the crowd while there are many faceless small bodies moving behind her looking insignificant in comparison to her.

Mis en scene -The outfit of Blu Cantrell seems to change in scenes where her moods change. For example scenes of her singing the more emotional side of the lyrics show her wearing white connoting the innocence of her character. Her ex-partner in the video has a black car as one of his props connoting he’s an bad character in the video as black often connotes evil. The main location of this video is in shopping center and the couple’s house. The house itself shows us the wealth of her boyfriend due to the size of it and big swimming pool in the background which again reminds us of how much money she’s managed to rip off from him

Lighting  -High key lighting is often used in scenes of her ‘getting her revenge’ which creates the feeling of excitement and thrill she’s receiving from spending his money. Dark key lighting is used also, but this is to show that time has moved from day to night time conveying how long she’s been out spending her ex’s money.

Editing  - This video mostly uses medium cuts in order to match the medium paced beat of the song . However slow motion effects were sometimes used of her throwing out his stuff , this was done to stress to the audience the action of her throwing out his belongings. Also a dynamic camera movement was used from different angles showing the different times of day (e.g. day and night) again connoting how long she was out for.

Keyshia Cole: ‘I changed my mind’ : This song is about a girl who is being mistreated by her boyfriend and later on in the video finds the strength to leave him and move on. The theme in it is of heartbreak and empowerment the main elements in this video are of an performative and narrative nature.  

Genre: R’n’B

Camera Angles  - One of the first shots of the Keyisha Cole is a long shot that allows us to see her whole figure.  Through her tight belly top and mini shorts she wears we are able to see her curves in the video promoting a voyeuristic approach to the singer also encouraging the male gaze. A close up of Keyisha Cole's bum in her hot pants in the beginning of the video also convey the same message as the long shot one did.  Close ups of her face are shown to portray the emotion and hurt she is feeling due to the mistreatment she receives from her boyfriend reinforcing the heartbroken theme of the song. Different shots seem to be used in the video after Keyisha Cole dumps/confronts her boyfriend. For example a low angle shot is used of her that was not used in any previous scenes connoting the new empowerment feeling she has gained after leaving her boyfriend.

Mis en scene  - Her surroundings seem to change after the confrontation with her boyfriend for example there are often scenes with her a group of boys all blacked out that she leads , this suggests she has become a dominant and powerful figure since she’s left him. In this video she has an up-coming rapper in the video (Kayne West), he’s mostly probably there to promote her as a musician and not just solely in this video. By her having a rapper in the video fits in the general convention of an R’N’B video, him being there would also would have encouraged his audience to listen to her music. She often wears the colour pink and this is to reinforce her femininity and play the role of a girly girl in the song, also a prop of a teddy bear is used of her clenching onto to. This again helps show the vulnerability and hurt she’s feeling over partner.

Editing  -Shot reverse shot is used between scenes of her arguing with her boyfriend and people watching the confrontation. This is done to make the audience feel embarrassed for her boyfriend as this is not a private ‘dump’ this is a public one which emphasises on the humiliation her boyfriend is feeling due to the public breakup. Fast cut shots are also shown of her changing into different outfits, all these outfits are revealing which again reinforce the voyeuristic approach this video has of women.  Shot reverse shot is again used between Keyisha Cole with and group that she leads and her arguing with her boyfriend. This again is showing off the new dominance she has after walking away from her boyfriend

Lighting -High key lighting is used when she’s ‘loved up’ with her boyfriend connoting the happy mood she’s in. When scenes of her partner are shown of him cheating the lighting becomes grey representing the negative atmosphere the cheaters give off.  Scenes onwards from the confrontation often appear darker with Keyshia Cole again showing her new found power she’s gained from dumping her boyfriend.