Music Video Analysis 4

The song can be identified as a rap song, also he was one of the biggest rap stars at the time of release of the video which was in 2005, this music video is performance based, with 50 cent just rapping along through various different rooms and scenes throughout the house. 50 cent is signed to aftermath records which is run by Dr Dre, aftermath records is a subsidiary label of the universal music group, the music video has been a mainstream success with 45million views on youtube and plays throughout major music channels such as MTV and Base, these channels were probably chosen as they play the most popular music and also play huge content of rap music and also r n b. The video starts off with him coming out the red sports car, with a close of his trainers which say ‘G Unit’ which was the ‘group/crew’ which he was associated with, this is a stereotypical feature of a rapper to be a ‘gangster’ and having their own ‘gang’. We see a variety of camera shots used, mid shots, close ups of the artist facial expressions, low angles to show the superiority, high status and wealth of the artist, the use of CGI with the sports car. In all the camera shots the artist is placed in the centre of the screen to show dominance and that he is the most important person.

The representation of 50 cent adheres most conventions of a rap artist, his clothing is baggy, the use of a baseball cap, bling all symbolise his wealth. This music video adheres all stereotypical views upon the rap genre, the video starts off with  a red sports car with engine noise that typically have interest for men so we can automatically start to think of this video as mainly aimed to a male audience. As 50 cent is a rap artist he follows along with conventionally features we expect to see from a rap artist in this day and age that he is covered with tattoos which has now become the norm, along with the use of ‘bling’ the chains and big watches which connote wealth and a high status furthermore 50 cent is shown as tough and powerful. Therefore it can be said  50 cent is being represented as the more powerful and dominant gender, he is represented as “player” with him surrounded and being with many women.

The music video is based around sexually provocative women which is focused upon them which  is used to attract the male audience which is the typical iconography or style which is stereotypical of the genre in their music videos, also the use of lots of women to attract male audiences is known as the male gaze, But negatively this is objectifying women as sexual objects, the women are wearing next to nothing which visually pleases males, but also 50 cent with a built up figure and shirtless is appealing to the female audience giving them gratification also.

The video is a performance based video which is stereotypical of the genre of the artist rapping in line of the song with the lyrics matching the video which was one of Goodwin’s theory that artist use intertextual reference with their music videos.  The target audience for this music video is definitely more male orientated due to the use of highly provocative women which pleases the male viewing experience.