Analysis of music videos

Jay-z and Kanye West - OTIS

This video is by an artist called "Jay-z and Kanye West" the song is called "OTIS".

Kanye West was born June 8, 1977. He is an American hip hop musician, songwriter, record producer, film director and fashion designer. West gained prominence as a producer for Roc-A-Fella Records; he achieved recognition for his work on rapper Jay-Z's The Blueprint album in 2001.

Shawn Carter, known by his stage name Jay-Z was born on December 4th, 1969 is an American rapper, record producer, and entrepreneur. He is one of the most finically sucessful hip-hop artists and entrepreneurs in America.

In this video there is a narrative to a certain extent, the narrative itself is the artist driving around in an expensive car with lots of bling and good looking girls in the back, this could also adjust and bring out his star image, of a wealthy and blinged out gangster who drives specially made cars and gets lots of girls. Both the artist, Kanye and Jay-z are involved in the narrative, as well as driving round in the Maybach there are some parts where the camera is just focused on Jay-z and Kanye, they're in the middle of the screen and singing the lyrics with certain hand gestures which could also portray some sort of 'rich' or 'snobby' but that is all a part of their star image which is clearly built and progressed around this video.

At one point Kanye does his well known hand gesture the 'illuminati' sign. This is again all part of his star image as he is well known for this hand gesture. Jay-z is in the background and looks as though he is almost shadowing him and backing him up with the lyrics he's singing.

At part (1:44) Kanye says "I made jesus walk so i'm never going to hell" as he puts his hands together and head to the sky as though he is thanking jesus. But on the other hand he could also be looking up to the sky because he is praying for him to not go to hell.

Point (0:44) "I invented swag, popping bottles putting supermodels in the Cad". He is looking deep into the camera; an extreme close up, which is done so that he is the main focus. He grabs the camera which gives you the impression that he is in charge and that he can do what he wants. He says "I invented swag" this is another element to build up his star image as he believes he is the definition of swag and that his life consists of popping bottles and getting supermodels in his Cadillac.

When Kanye West does this gesture like wings with his arm he says "We getting money from up under you" This is possibly why he is doing the 'wing' gesture.. Its as though he is telling everyone that he is getting money from up under them, and his arms represent himself and everyone else are under him.

Jay-z also says here "Photo shoot fresh, lookin' like wealth i'm about to call the paparazzi on myself"

This could explain why he is doing a camera sign with his hand. He thinks that he is photo shoot fresh which means he feels he is ready to be harassed by the paparazzi, furthermore explaining why he also says he is going to call the paparazzi on himself. He could also be saying this just because he wants more media attention. "Photo shoot fresh, lookin' like wealth" is a clear sign of what he thinks of himself, and this is also shown and proved by the clothes that he is wearing, the watch he has on and the fly personalised car that he is driving around in.

From what I have seen throughout this video the light source is all natural. There is most probably a number of lights that have been placed around Kanye and Jay-z but these aren't visible on screen, therefore making them off screen lighting. This lighting seems to be making them look stronger and more powerful, this is probably because of the high key lighting that is being used to make it brighter.

Another element that has made Kanye and Jay-Z look superior is that the camera angle that has been used in most of the shots where they are on screen is a low angle shot; this is very effective in making the on screen character look big, superior and powerful as it gives you the feeling that you are looking up on them and they are looking down on you.

And finally the genre conventions of this video would be things such as the expensive car that is being driven around, the jewellery that they are wearing which shows they are wealthy and blinged out. Things such as the girls that are driving round in the swag car are examples of voyeurism, because they are all wearing clothing that shows off their body's and and good looking women who are clearly there because they are attracted to Kanye and Jay-z and they look like they're having fun; smiling and laughing, which also builds up the persona of their star image. As well as this Jay-z and Kanye are just chilling at a industrial area with a giant american flag behind them, showing they are proud to be american and that they have nothing to worry about. Being in a place where you can do what you want suggests riches and wealth.