2. The Video
• The video itself is both performance and narrative based. There is elements in the video where
the artist is performing which is the performance based area. Also there are aspects in which
make the video a narrative based video, the story being the artist is relaxing and showing off
in the day then goes to a party at night and gets the girl he wants. This is a popular theme
in this genre of music.
3. Characters and Artist
• The characters in the video are very appropriate as the meet the connotations of a hip hop/rap
music video. There are many attractive females in provocative poses and clothing. The artist
(Flo Rida) is shown in the stereotypical hip-hop, powerful, dominant male. He is shown
surrounded by the females and having expensive items of clothing and jewellery, this signifies
his power and wealth he has.
4. Location
• The location is another element which supports the connotations of this genre. The production
is filmed in a very glamorous and desirable location (Acapulco and Acapulco beach.) This
again signifies the power, wealth and popularity of the artist, a connotation of this genre.
5. Camera
• In the production, a variety of camera shots are used and many help portray the image of the
artist and his life style. The composition of the opening shot is very carefully worked out.
The title is centred in the screen, letting the viewer know instantly who the artist is and what
the song name is. There is an establishing shot in the background of where they are giving the
viewer recognition on where it is set. The extreme close up of the woman's face, poised in a
whistling expression which resembles the song title. The red lipstick is clearly visible which is
a connotation of love, lust, sex and danger, signifying what the artist is associated with.
6. Lighting
• The lighting techniques use in the video to emphasise certain elements. It may appear as
natural lighting because of the bright sunshine but in fact there is artificial lighting used, this
makes it more high key and makes the image crisper and more defined.
7. Editing
• There is one specific point where I found editing has been used in conjunction to the song
lyrics. When the artist (Flo Rida) sings the lyrics “…and we start real slow” the video
then turns into slow motion often on the females. Once again putting more emphasis on the
women signifying the artists wealth and power.
Slow motion
sequence
8. Editing Continued
• There are times within the video that the shot is divided into two or three sections, this is
showing a couple of things. One being that he is that popular and busy he can’t physically fit
everything into one shot. Another is one particular divide where he is directly in the middle of
one of the females. This connotes that he is surrounded by these girls. This emphasises his
power, and a connotation of this genre.
9. Props
• There are certain props used in the video where props are used its often a close up shot. A
prop used in this video is a new expensive phone, which again shows his wealth and power.
Making him more appealing because of this factor a connotation of this music genre.
