Intro- A music video is a short video to accompany a song, in order to give the audience an inquiry as to what the song represents. I'm going to be analyzing 3 different music videos, focusing on their conventions, camera angles and shots, colour scheme and props and costume. The music videos im going to be analyzing are Joyner Lucas’s Ross Cappichioni, Kanye West’s Power, and Icon by Jaden Smith.
Ross Cappichioni-
Background knowledge- The music video and song, Ross Capicchioni, by rapper Joyner Lucas, is based on true events that occurred in 2007, in which a 17 year old student in Detroit, was lured into a bad neighbourhood in Detroit’s notorious east side, by a classmate he considered a friend. The classmate in fact had bad intentions, and in order to join a gang, he was ordered to kill someone and inform the gang he had done it, so he decided to target Ross Capicchioni, who he shot and left for dead, fortunately he survived, however rapper Joyner Lucas found Ross’s story so inspirational, and decided to dedicate this rap and music video to him and the events he went through. The artist is playing the role of the shooter, with the character of Ross staying anonymous, as the audience gets a characters view of what is happening
Opening scene- In the opening scene, the director uses a point of view shot, which allows the audience to view things the way the actor/character would. This type of shot is used frequently throughout the music video. In this scene, you can see the character is covered in blood, and falls down as he tries to get up, ending up lying on the floor. This conveys defeat and weakness. Furthermore, this shot is actually a view of what happens at the end, which the director has decided to put at the beginning. This is used often in movies and even books, and is called foreshadowing, in which the audience is given an inquiry as to what events will occur, before they happen. The director edited this scene to have higher contrast and lower exposure than other scenes, also adding a vignette effect, conveying the characters hazy eyesight
Point of view shots- Director uses this edit throughout the video, illustrating the character blinking, to establish a more realistic point of view shot. Walking with head down, implies he is nervous, shy, submissive in this shot. Shuts off alarm clock. Start of the day. Use of shadow and colour. This scene is mostly dark blue tones on alarm clock. May foreshadow that something bad will happen. Handshake from a pov shot. Illustrates trust and friendship. Use of costume. Connotes thug/gangster. Chain. Conveys power and superiority.
Costume- In this scene, you can see the director has chosen for the bullies (villain) to be dressed in dark clothing. This illustrates the use of semiotics, as dark colours such as gray and black, could connote danger and death. Shortly after, the director brings in the other characters (heroes) dressed in white and light colours, who take down the bullies (villians). The colour white could signify light, hope and safety, which is why the director chose the ‘heroes’ to be dressed like this.
3:50- 3 minutes and 50 seconds into the music video, the character of Ross Capicchioni had been shot, and the director stops using point of view shot, as the point of view of Ross that we previously have been seeing, is no longer able to be seen as he has been harmed. Instead, the director uses a drone shot, in order to allow the viewer to see the full surroundings. In this scene, the director uses slow motion editing as the stolen car drives away from the crime scene, and nondiegetic sound of police sirens, to inform the audience that a significant event has occurred. The slow motion edit is also used to merge the next scene, which is the same aspects of the first half of the music video, but from the shooters point of view.
Power- Kanye West
Conventions- The song. POWER, is a song meant to portray the power and authority of black men, specifically Kanye West in this aspect, as he is infamous for his narcissistic and self absorbed personality, in which he sees himself as better than others. This is well portrayed in the animation and lyrics of the video, as shown where he says “We rolling with some light skin girls” hinting at the fact that he has gained power as a black man in America, with the history of slavery in mind, as he now has the authority over white women, which he shows in the video as all the women shown are white. It is further shown where he states “ do it better than anybody has ever seen” whilst he is shown in the video by himself, looking directly at the camera, which suggests he is referring to himself.
Camera shots and angles- Throughout the simplistic music video, the artist, Kanye West, is constantly shown in the middle of the screen, with direct eye contact with the audience. The video starts with a close up shot, with Kanye looking intimidatingly at the camera. This shows authority and power, which links to the title of the song. The video starts with just him in the shot, which illustrates his importance and authority, which is further portrayed even when other characters are brought into the shot, as most of them are barely covered women who aren't in direct eye contact with the camera. This makes Kanye look in control, as if the women worship him. Furthermore, Kanye’s positioning is at the highest point, with other people below him, which portrays the hierarchy in which Kanye sees himself at the top.
Props and costume- As seen in the video, various props and costumes are used to portray the “power” Kanye is so adamant on illustrating himself as being. This is shown initially in the first 20 seconds of the video, where Kanye’s face is being zoomed out of, to reveal his abnormally large gold chain. This conveys power and authority, and many rappers are seen wearing jewelry like this, specifically black males, in order to show their wealth and authority and to gain respect. In addition, costume is used to portray power as well. This is shown with what the women are wearing. The women are shown to be wearing minimal clothing, and all in gold colours. This may be to illustrate Kanye’s power over them, and they are wearing gold as Kanye seems to be “worshiped” by them and “own” them, therefore gold is used as it is in association with wealth and riches.
Synergy- The song and concept from the ‘POWER’ was used in a paco rabanne advert for their “Invictus” cologne. As shown here, the male is shown to be dominant and powerful, with the women dressed very minimally shown in a submissive role; just as the original music video illustrates. This use of synergy helps Kanye as an artist gain more recognition and fame, as his song would be played with the advert in many countries, specifically in airports due to the huge market of cosmetics and fragrance there; which would help Kanye in terms of recognition.
Icon- Jaden Smith
Connotation and meaning- Jaden Smith's’ “Icon” is based on the perception of himself being an icon, in his words, due to his ability to handle criticism for how he acts and behaves. Examples of this are due to him wearing feminine clothing and skirts in a Louis Vuitton ad, and crying in music videos, as he states “those are things no one does and its seen as a weird thing to do”. Another reason is due to his personality change, from the sweet innocent boy he was perceived to be in “The Karate Kid”, to the rebellious and expressive young adult he is now. He has since won a fashion icon award at London fashion week, which was part of the inspiration for this song and music video. His lyrics relate to these criticisms, as he says “Young Jaden dying on the floor” and “I guess we all gotta grow up” suggesting to the audience his innocent childhood is behind him, and he is now an adult and free to do what he expresses.
Colour scheme- The colour scheme used in this music video is purple blue and indigo sunset colours, which could connote nostalgia. These colours are used frequently in Jaden Smith music videos, specifically music videos for his SYRE album, which is an album based on lost youth and sadness. The color purple is often associated with power, and ambition. Purple also represents meanings of wealth, extravagance, creativity and wisdom. This is evidently illustrated in the music video, with Jaden's extravagant and creative outfit choice and his expressive dance moves. Furthermore, purple sunsets are rare, and one of the most beautiful. Jaden may have used this to show his uniqueness and how he stands out from other people; mirrored in his lyrics “I am just an icon living”, and “I'm about to do it way different, that's godly”
Camera shots and angles- In terms of camera angles, shots and editing, Jaden keeps it very simple yet effective. Various close up shots are used, to deliver his emotion and establish a connection with the audience, whilst he also flaunts his gold teeth; and he also uses long shots, in which the whole body is shown. Jaden uses this to show off his outfit, and it gives room for him to be able to dance. Long shots are also used to establish a sense of isolation, which could illustrate that Jaden is unique and “one and only”, who is easily separated from a crowd. Neutral angles are used when Jaden raps the pre chorus, in order for the audience to pay attention to the words he's saying, before he starts the chorus.
2:50- At 2 minutes and 50 seconds, when the song is about to end, Jaden is seen with his back towards the camera and his face in his hands. This shows that the lyrics he used were a sense of relief, and now that he has finished the song, it acted as a weight being taken off his back. His body language illustrates irritation, and as he looks back at the camera, he returns to the phone call he was on during the first part of the music video. This shows that he has given the audience his response to the criticism he has gotten, and now he wants to return back to his life and what he was doing, without being bothered by critics and haters.
Self promo (fashion, dance, film)- Throughout the music video and the lyrics, Jaden promotes himself and his other aspects of work, such as his dancing, movies and fashion. His movie “Skate Kitchen” was mentioned through his lyrics “ bout to make a movie independent” which illustrates he is now an adult and can do his own things, also promoting his film to his audience. Furthermore his use of costume is used in an act of self promotion, as he is seen wearing extravagant and expressive clothing items, which he is widely known for, and is what got him the opportunity to win the fashion icon award in London. This may be used as a response to people who critiqued his fashion choice with Louis vuitton, as he states “ I am just an icon” as he flaunts his outfit, which is actually a part from his own “SYRE” clothing line; therefore could be seen as him promoting his clothing line to his audience. Jaden is also seen dancing in his music video, which many artists do, as a music video is a chance for the artist to show off talents their audience may not be aware of, and Jaden didn't miss his chance on this.
Ross Cappichioni-
Background knowledge- The music video and song, Ross Capicchioni, by rapper Joyner Lucas, is based on true events that occurred in 2007, in which a 17 year old student in Detroit, was lured into a bad neighbourhood in Detroit’s notorious east side, by a classmate he considered a friend. The classmate in fact had bad intentions, and in order to join a gang, he was ordered to kill someone and inform the gang he had done it, so he decided to target Ross Capicchioni, who he shot and left for dead, fortunately he survived, however rapper Joyner Lucas found Ross’s story so inspirational, and decided to dedicate this rap and music video to him and the events he went through. The artist is playing the role of the shooter, with the character of Ross staying anonymous, as the audience gets a characters view of what is happening
Opening scene- In the opening scene, the director uses a point of view shot, which allows the audience to view things the way the actor/character would. This type of shot is used frequently throughout the music video. In this scene, you can see the character is covered in blood, and falls down as he tries to get up, ending up lying on the floor. This conveys defeat and weakness. Furthermore, this shot is actually a view of what happens at the end, which the director has decided to put at the beginning. This is used often in movies and even books, and is called foreshadowing, in which the audience is given an inquiry as to what events will occur, before they happen. The director edited this scene to have higher contrast and lower exposure than other scenes, also adding a vignette effect, conveying the characters hazy eyesight
Point of view shots- Director uses this edit throughout the video, illustrating the character blinking, to establish a more realistic point of view shot. Walking with head down, implies he is nervous, shy, submissive in this shot. Shuts off alarm clock. Start of the day. Use of shadow and colour. This scene is mostly dark blue tones on alarm clock. May foreshadow that something bad will happen. Handshake from a pov shot. Illustrates trust and friendship. Use of costume. Connotes thug/gangster. Chain. Conveys power and superiority.
Costume- In this scene, you can see the director has chosen for the bullies (villain) to be dressed in dark clothing. This illustrates the use of semiotics, as dark colours such as gray and black, could connote danger and death. Shortly after, the director brings in the other characters (heroes) dressed in white and light colours, who take down the bullies (villians). The colour white could signify light, hope and safety, which is why the director chose the ‘heroes’ to be dressed like this.
3:50- 3 minutes and 50 seconds into the music video, the character of Ross Capicchioni had been shot, and the director stops using point of view shot, as the point of view of Ross that we previously have been seeing, is no longer able to be seen as he has been harmed. Instead, the director uses a drone shot, in order to allow the viewer to see the full surroundings. In this scene, the director uses slow motion editing as the stolen car drives away from the crime scene, and nondiegetic sound of police sirens, to inform the audience that a significant event has occurred. The slow motion edit is also used to merge the next scene, which is the same aspects of the first half of the music video, but from the shooters point of view.
Power- Kanye West
Conventions- The song. POWER, is a song meant to portray the power and authority of black men, specifically Kanye West in this aspect, as he is infamous for his narcissistic and self absorbed personality, in which he sees himself as better than others. This is well portrayed in the animation and lyrics of the video, as shown where he says “We rolling with some light skin girls” hinting at the fact that he has gained power as a black man in America, with the history of slavery in mind, as he now has the authority over white women, which he shows in the video as all the women shown are white. It is further shown where he states “ do it better than anybody has ever seen” whilst he is shown in the video by himself, looking directly at the camera, which suggests he is referring to himself.
Camera shots and angles- Throughout the simplistic music video, the artist, Kanye West, is constantly shown in the middle of the screen, with direct eye contact with the audience. The video starts with a close up shot, with Kanye looking intimidatingly at the camera. This shows authority and power, which links to the title of the song. The video starts with just him in the shot, which illustrates his importance and authority, which is further portrayed even when other characters are brought into the shot, as most of them are barely covered women who aren't in direct eye contact with the camera. This makes Kanye look in control, as if the women worship him. Furthermore, Kanye’s positioning is at the highest point, with other people below him, which portrays the hierarchy in which Kanye sees himself at the top.
Props and costume- As seen in the video, various props and costumes are used to portray the “power” Kanye is so adamant on illustrating himself as being. This is shown initially in the first 20 seconds of the video, where Kanye’s face is being zoomed out of, to reveal his abnormally large gold chain. This conveys power and authority, and many rappers are seen wearing jewelry like this, specifically black males, in order to show their wealth and authority and to gain respect. In addition, costume is used to portray power as well. This is shown with what the women are wearing. The women are shown to be wearing minimal clothing, and all in gold colours. This may be to illustrate Kanye’s power over them, and they are wearing gold as Kanye seems to be “worshiped” by them and “own” them, therefore gold is used as it is in association with wealth and riches.
Synergy- The song and concept from the ‘POWER’ was used in a paco rabanne advert for their “Invictus” cologne. As shown here, the male is shown to be dominant and powerful, with the women dressed very minimally shown in a submissive role; just as the original music video illustrates. This use of synergy helps Kanye as an artist gain more recognition and fame, as his song would be played with the advert in many countries, specifically in airports due to the huge market of cosmetics and fragrance there; which would help Kanye in terms of recognition.
Icon- Jaden Smith
Connotation and meaning- Jaden Smith's’ “Icon” is based on the perception of himself being an icon, in his words, due to his ability to handle criticism for how he acts and behaves. Examples of this are due to him wearing feminine clothing and skirts in a Louis Vuitton ad, and crying in music videos, as he states “those are things no one does and its seen as a weird thing to do”. Another reason is due to his personality change, from the sweet innocent boy he was perceived to be in “The Karate Kid”, to the rebellious and expressive young adult he is now. He has since won a fashion icon award at London fashion week, which was part of the inspiration for this song and music video. His lyrics relate to these criticisms, as he says “Young Jaden dying on the floor” and “I guess we all gotta grow up” suggesting to the audience his innocent childhood is behind him, and he is now an adult and free to do what he expresses.
Colour scheme- The colour scheme used in this music video is purple blue and indigo sunset colours, which could connote nostalgia. These colours are used frequently in Jaden Smith music videos, specifically music videos for his SYRE album, which is an album based on lost youth and sadness. The color purple is often associated with power, and ambition. Purple also represents meanings of wealth, extravagance, creativity and wisdom. This is evidently illustrated in the music video, with Jaden's extravagant and creative outfit choice and his expressive dance moves. Furthermore, purple sunsets are rare, and one of the most beautiful. Jaden may have used this to show his uniqueness and how he stands out from other people; mirrored in his lyrics “I am just an icon living”, and “I'm about to do it way different, that's godly”
Camera shots and angles- In terms of camera angles, shots and editing, Jaden keeps it very simple yet effective. Various close up shots are used, to deliver his emotion and establish a connection with the audience, whilst he also flaunts his gold teeth; and he also uses long shots, in which the whole body is shown. Jaden uses this to show off his outfit, and it gives room for him to be able to dance. Long shots are also used to establish a sense of isolation, which could illustrate that Jaden is unique and “one and only”, who is easily separated from a crowd. Neutral angles are used when Jaden raps the pre chorus, in order for the audience to pay attention to the words he's saying, before he starts the chorus.
2:50- At 2 minutes and 50 seconds, when the song is about to end, Jaden is seen with his back towards the camera and his face in his hands. This shows that the lyrics he used were a sense of relief, and now that he has finished the song, it acted as a weight being taken off his back. His body language illustrates irritation, and as he looks back at the camera, he returns to the phone call he was on during the first part of the music video. This shows that he has given the audience his response to the criticism he has gotten, and now he wants to return back to his life and what he was doing, without being bothered by critics and haters.
Self promo (fashion, dance, film)- Throughout the music video and the lyrics, Jaden promotes himself and his other aspects of work, such as his dancing, movies and fashion. His movie “Skate Kitchen” was mentioned through his lyrics “ bout to make a movie independent” which illustrates he is now an adult and can do his own things, also promoting his film to his audience. Furthermore his use of costume is used in an act of self promotion, as he is seen wearing extravagant and expressive clothing items, which he is widely known for, and is what got him the opportunity to win the fashion icon award in London. This may be used as a response to people who critiqued his fashion choice with Louis vuitton, as he states “ I am just an icon” as he flaunts his outfit, which is actually a part from his own “SYRE” clothing line; therefore could be seen as him promoting his clothing line to his audience. Jaden is also seen dancing in his music video, which many artists do, as a music video is a chance for the artist to show off talents their audience may not be aware of, and Jaden didn't miss his chance on this.