Monday 26 September 2011
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Thursday 8 September 2011
Video Analysis (Goodwin) for Jay-Z-On to the next one
On to the Next One is a single by American hip hop rapper Jay-Z, released as the fourth single from his studio album The Blueprint 3 on his Roc Nation label, also released as the fourth single in the United Kingdom after "Young Forever". It features guest vocals from producer and rapper Swizz Beatz.
Using Goodwin's conventions of a music video, we can see that throughout the whole of the video there are clear links between the lyrics, the music and the visuals.
We can see in this image a demonstration of genre characteristics, as expensive cars are widely associated with the genre of hip hop as it shows that the artist has ‘made it’ but with this particular video it shows that Jay-Z has gone beyond making at as such an expensive car is barely a feature in his video whereas most other hip hop artists have a very heavy focus on cars.
This screengrab is of Jay-Z saying “Hopped out the lexus” as he motions driving, this shows a relationship between the lyrics and visuals and yet again in reinforcing the fact that Jay-Z doesn’t even need to feature the car unlike most other artists of this genre.
This is a very clever idea used by Jay-Z in the music video, as the drop of the beat starts these cables move up and down to amplify the music through visuals. It looks to be based on amplitude graph which is to do with sound, as the motion of the cables and the line of the graph are very similar.
Record labels tend to demand clear visuals on the artist, which is why we see multiple close ups of Jay-Z throughout the video.
This image shows voyeuristic treatment of the female body, which is another main convention of a hip hop video. Although, Jay-Z has gone against the stereotype and has only shown a silhouette of the woman rather than showing her in full light in a skimpy outfit as most other hip hop artists would.
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