2. Genre characteristics
• The genre characteristic of rap music videos are that there
is a lot of boasting of jewelry and cars and expensive goods
which help create and sustain their image (motif) of power.
There are also many women in the music video that
surround the artist to convey the image of being
desired/wanted by the other sex which may make young
men watching the music video desire to be like the artist.
However, there is also an element of trying to familarise
with there target audience which for the rap genre is more
young ethnic males which are mostly from a deprived back
ground and many rap videos that that into account and
base the video in a location or a have a narrative that the
target audience can identify with
3. Relationship between lyrics and visuals
• Goodwin’s theory states that there
is a relationship between the lyrics
and the visuals, and they either
illustrate, amplify, contradict.
• In this music video the relationship
with the lyrics and the visuals are
strong. The lyrics that are used in
the song are incorporated in the
video for example the chorus
includes the lyrics “A1” and as it is
said by the woman in the song
(Dev) it is also appears on screen to
amplify the lyrics of the song this
happens all the way though the
song at various part through out
the song
4. Relationship between lyrics and visuals
• Also when the artist mentions
something in his his lyrics is
usually appears on screen to
illustrate what he is saying for
example when money and riches
are being in the lyric they appear
(top picture) or when he is talking
about his friends they are shown
on screen as well (bottom
picture)
5. Relationship between the Music and
the Visuals
• Goodwin’s theory states that
there is a relationship
between the music and the
visuals either illustrating.
amplifying or contradicting
• In this music video there is a
very strong relationship
between the music and that
visuals as the mostly the shots
seem to change to match the
beat amplifying the the music
(each shot on the right is
included all in a space of 2
seconds to match the beat in
those to 2 seconds)
6. Meeting The Demands of The Record
Label
• Goodwin’s Theory states that the
demands of the record label will
include the need for many close
ups of the artist and the artist
may develop a motif across to the
audience
• In the music video they do meet
the demands of the record label
as there are many close ups of
the main artist face while he
performs to the camera ( bottom
pictures )and there is also at the
start of the music video an
introductory period where they
establish whose music video it is
and who the artist is (top picture)
7. Voyeuristic treatment of the female
body
• Goodwin states that there is
voyeuristic treatment of the female
body included in music video
• The female artist in the song is
wearing a very revealing costume and
most of the time that she is on the
screen she is seen in a medium long
shot so that her cleavage is always on
show which may be used to capture
the male audience and she also
makes seductive gestures that may
also lure the male audience in as well
• There are also sections of the female
body that appear on screen e.g. the
lips, eyes and breasts which is typical
of a rap video as women a objectified
8. Voyeuristic treatment of the male
body
• The voyeurism included in
modern music videos also
focuses on the male body
as well as the female
body however, they are
not objectified in the
same way that the female
body is. The male body in
the video is cut up and
seen in different shots
with jewelry on his body
in each shot
