Analysing Music Videos

The first video I have chosen is the video for Skepta's 'Mike Lowery'.

I chose this video because I find the concept intelligent and intriguing. It is in many ways a hybrid. Although it contains some lip syncing, the video has no relation to the content of the song or the lyrics, but instead plays on a current issue in the media. The issue is something that is common on websites such as youtube; people commenting on videos and rather than giving any constructive criticism, just using the comment section as a way to launch abuse at artists and other people commenting. These people are often referred to as 'keyboard warriors' or 'internet gangsters'. Skepta's video plays on this issue, showing people commenting abuse such as "F*ck Skepta", thinking that it is harmless fun, before they are actually tracked down and tortured by Skepta himself. The video was taken seriously initially by some people, but Skepta claimed the video is just an ironic joke directed at 'internet gangsters' which he thought would be a fun concept. He used this concept as fans requested a video for the song, and he had nothing else to match the content of the lyrics. The song has its own genre (rap/urban) and sub-genre (UK grime) but the video could also be said to have a genre, as the theme and camera shots similar to those which could be seen in thrillers, as well as the mise-en-scene such as the shots of the dark basement, shots of Skepta wearing all black, and the shot below. The iconography in this video is shown with the close-up of the bloody tools and the Boy Better Know chain.

Another video which I found interesting is Snoop Dogg's 'Who Am I?'.

I chose this video because I found the narrative amusing. The first humorous part is Snoop Dogg saying the brilliant quote "You don't love me, you just love my doggystyle". The storyline involves a girl's father being unhappy about her seeing Snoop, and then the video turns comedy/fantasy when Snoop Dogg literally turns into a dog and mauls the girl's father. The rest of the video involves Snoop lip syncing and a loose storyline about some dog catchers chasing a pack of loose dogs causing havoc in the neighbourhood. The video plays on the metaphor of Snoop and his friends wreaking havoc like a pack of wild dogs, this has added irony due to the artists name being Snoop Dogg. The video does not particularly hold relation to the song or the lyrics, but is more intended to be an exciting video to go with the rapper's debut single, so he can enter the scene strongly. The video is also good because Dr Dre features who at the time was more well known than Snoop, and this would gather interest in the video to see a famous face supporting Snoop. The genre is clear from the mise-en-scene because Snoop and all his co-stars are dressed in what was typical West coast fashion, with clothes such as plaid shirts and khaki trousers visible in the below slow-motion mid-shot.

The main iconography in this video is the dogs. The below shot is an example of a wordplay joke surrounding the dog metaphor, taken from the hilarious scene where the dogs mess up the picnic.

The final video I analysed was 'In Da Club' by 50 Cent.

I chose this video because it is very iconic and has gone down as one of the best rap videos of all time. The video was built up as it was for 50 Cent's debut single, and he was a much hyped artist, being pushed by big names such as Dr Dre, and a big label too. The video initially plays on the concept that the label have been developing this artist for some time, making him a complete specimen before unleashing him. The physical training and progress checks from Dr Dre and Eminem are a metaphor for his development as an artist since being signed, and Dr Dre and Eminem's real life check ups on his work to decide if he was ready to drop his first single.

 
The rest of the video consists of 50 Cent lip syncing, and an urban club scene, which matches the content of the lyrics and the name of the song. The mise-en-scene is typical of an urban club scene as everyone is dancing dressed in urban clothing such as hoodies, and the appearance of iconic urban objects such as bottles of alcohol also aids the mise-en-scene. Below is an establishing shot where 50 Cent and his crew enter the club.

This style of video became extremely popular since being used here. Again, the appearance of more established names helped to get the video a wider range of viewers who may have been skeptical about the newcomer's work before seeing faces of such artists as Eminem, Dr Dre, Exzibit, DJ Whoo Kid and Lloyd Banks, in the video. Below is a shot of Dr Dre and Eminem towards the start of the video, as they are seen examining 50 Cent's progress. The white coats aid the metaphor that they are like physicians checking on 50 Cent's physical development.

One of the most iconic moments in rap history can be seen below, as 50 Cent makes his introduction in the mainstream by hanging upside down from the ceiling and rapping to the camera.