Analysis Of Other Videos

After doing some research into Andrew Goodwins theory, I decided to do some research into music videos to see how it applys.

A music video i chose to analyse was 50 Cent - I ain't gonna lie.

1. Genre characteristics 

There are many aspects of genre characteristics throughout this music video. One is the female protagonist being portrayed in the male gaze as a sex icon. We see this with her gold bikini on which also represents wealth and fame which is another characteristic of the hip-hop genre. Furthermore the images of the artist with a gold chain on represents 'rags-to-riches', however the fact that he has his hood up represents that he is still street smart. These are all obvious genre characteristics.

2. Relationship between lyrics and visuals

This characteristic is very clear in this video, it is very obvious from the outset what the plot is and what the message the song is aiming to give out. An example of this is when the artist is singing about buying the female protagonists expensive shoes, we then see a shot straight away of the shoes which give a clear direct link/message.

3. Relationship between music and visuals

This is used effectively in a way that we see the beat to the music being in time with the editing cut shots. Also the fast editing cuts around the money helps to set the mood of the song and links a direct message to the genre.

4. Brand image and demands of the record label

The brand image is emphasized a lot with the strong links to wealth and power. Also most of the shots are of the artist, and there is a mix of close ups which demonstrate emotion, whilst there are medium shots and low angle shots which reinstates power. This will give the record label a chance to brand their image whilst also giving the artist the chance to develop his image too.

5. References to voyeuristic treatment of women.
This point is very evident in this video as is it evident throughout the genre of hip-hop. We see in this video the female protagonist wearing a bikini in the pool and images of her in underwear. This indicates voyeurism. Furthermore the clothing she wears is very provocative, the colour red she is wearing connotes sexual references. 

6. Intertextual references
There wasn't really many intertextual references in this music video.