I have annotated two of Giggs music video. I have identified the codes and conventions of the videos. This will furter help myself and my group to decide how to produce our music video

1. This presentation consists of 2 music video analysis / annotations. The music
videos we chose to analyse are:
• Look what the cat dragged in
• Don’t go there

2. Party
Freestyle Dancing &
choreographed dance
Expensive jewellery &
empty car park
LookWhattheCatDraggedin
•The party consists of a mixture of male and females.
During this video when he is sitting down we see him
surrounded mostly by girls while the guys are behind the
girls. The party scene for this video compared to a hip
hop or r&b video is different because of the way the
females are portrayed. They are often portrayed as sex
objects. This is by wearing underwear and at times they
may wear nothing. But in this music video, Giggs shows
us girls clothed moderately.
•Secondly the party scene makes use of the
actors/actresses drinking what the audience assumes to
be alcohol.
This is common through most music videos of most
genres. In this video guys dance individually. This shows
they individual dancing skills such as brake dancing. On
the other hand girls dance as a group. This is often what
guys like to see.
The choreographed dance consists of both genders in
uniformed dance cloths.
Giggs and his target audience like big jewellery like the
one on his neck as they believe it symbolises some level
of wealth.
Video No.1

3. Dark Lighting
Low Angle shots
Cars + Costume
LookWhattheCatDraggedin
This is associated with wealth. Even
though the audience do not see the
brand name of the car, they can
conclude this through the interior design
of the car.
The driver has been cloths specifically
in big fur coat. The aim of this is to
make him look like a pimp. This is also
added by placing girls in all the
passenger seats. This reminds me of
an American artists - Fat Joe. In his
video’s he is often seen wearing big fur
coats surrounded by numbers of
females.
This makes the artist seem tall and
superior. Therefore it singles the artists
out from the rest of the cast in the video.
http://www.youtube.com/watch?v=oIUL10q
OeR8

4. Their Home Towns
With Friends
Don’tGoThere
The video shows the home town where the artists comes from. So that the
viewers can identify where it is, the name of the local car wash is shown
In most of his music video, Giggs is
usually seen with a group of boys. They
all dress similarly wearing branded
trainers, tracksuit, hoodies (hooded up
to hide their image from behind), hands
in pocket. All of these are codes and
conventions of people living in the
ghetto
Video No.2

5. Black & White
Don’tGoThere
A quote from this website that I think is important is “...A simple way to
make a music video look cooler than it is, is to have it in black and white...”
The use of black and white effect
makes the video look more grimy. It
seems as if black and white effect is
currently very popular in the music
industry. Examples of artists that have
created music video’s with black and
white include Jay X, Beyonce, Alicia
Keys. This link shows some examples
http://thefatbrat.com/music/black-and-white-music-videos-colored-music-videos/

6. Handheld camera
Cars
Close Ups
Don’tGoThere
http://www.youtube.com/watch?v=-EuI2_pjDlM
Like in the previous video, a
flashy car is used
Close up captions are used to
show the accuracy of the
rapping. It is also used to
show facial expression.
Hand-held camera is used so that the
viewers can feel like they are in the
same perspective to the person being
show.