2. Editing
The editing in this video is very conventional to a hip hop music video. The reason being that
it is cut to the beat, we see this throughout the whole music video, especially when there is a
triple beat the editing is used to cut quickly between shots. This is effective as this creates an
upbeat style, this will make the video work well with the dancing style of music. Furthermore,
fast paced editing has also been implemented to aid the upbeat vibe which is demonstrated
throughout the video. The effect in which this has on the audience is that it makes the
audience want feel happy as both the songs beat and the editing pace is high. Lastly, another
form of editing which is effective is the text at the beginning of the video. This is effective in
providing the audience with the details of the Artists name and also the record label. This
enables the audience to be able to recognize the artist and also the label which he/she works
for.
3. Mise en Scene
The mise en scene which has been considered in this video works well with the theme
and persona of the artist. Firstly, the colours which have been used consist of bright
vibrant happy colours, for example pink has been used not only in the artist (Rich
Chigga) costume but also as the background for the titles. As a result of rich chigga
using the colour pink he illustrates to the audience that he is not like the ordinary
rapper. This is effective as this characteristic differentiates Rich Chigga his competitors
(OTHER RAPPERS). Although Rich Chigga has attempted to differentiate himself with
the use of colour he also uses the rapper stereotype in he's costume. This is evident
from his golf watch, the reason behind this is that majority of rapper like showing off
there wealth by purchasing expensive watches which ordinary people only dream of
having. Therefore, Rich Chigga is following along with the traditional rapper
stereotype. This is effective, as it conveys the genre of music in which Rich Chigga
produces. Another use of mise en scene which is effective in the genre which Rich
Chigga is in is the location. In majority of the shots of Rich Chigga lip syncing he is
location In a big mansion, this set is effective as it also illustrates to the audience that
he is wealthy from his career and also it is an object which demonstrates his
dedication and hard work to the industry. Additionally, a prop which has been used in
the music video is a gun, this prop is used to illustrate the power and how Rich Chigga
came from a bad background. This is also effective in the hip-hop genre as guns are a
huge symbol of power. Therefore, this demonstrates to the audience that Rich Chigga
has a lot of wealth.
4. Cinematography
In Rich Chigga's music video for Dat $tick the cinematography which has been used
is effective in illustrating Rich's feeling and emotions towards the lyrics. This is
evident from the use of close up which have been carefully implemented to get the
audiences attention on the lyrics of the song, for example at 0.53 second of the
music video a close up is used to gain the audiences attention on the lyrics ' People
be starving and people be killing for food'. Furthermore, another use of effective
camerawork techniques is at 0.58 seconds of the music video, to which a fast pan
is implemented. The effectiveness of this is that the pan moves fast enough so that
the background is disorientated, however the main artist (Rich Chigga) is still
focused on. As a result of this use of cinematography the audience are shown who
is the main artist. This results in Rich Chigga increasing his image. In addition to
that to further illustrate my previous point, tracking shots have also been used to
help aid Rich Chiggas image as the main artist. The reason being that in the music
video numerous tracking shot have been used in which follow the steps of Rich.
The reason for this being effective is that the viewers are clearly shown that Rich
Chigga at the top of the hierachy, also when hearing Rich Chiggas other songs the
audience will be able to relate it back to his face and persona to which he has
created.
