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  1. 1. Music video analysis of….Lil Wayne – 6 Foot 7 Foot (featuring Cory Gunz) Application of Goodwin’s theory
  2. 2. • Genre Characteristics One main convention of hip hop video’s is the performance element. It is very rare to find a hip hop video without some element of performance and it has been this way throughout the history of hip hop. Arguably this convention has remained constant throughout hip hops history however there have been changes, especially in the spoken content of hip hop. The early conventions of hip hops spoken content often involved observations of the society the rappers lived and the problems they face on a day to day basis demonstrated by lyrics from “The Message”- ‘Got no money to move out, guess I got no choice’ ‘Junkies in the alley with a baseball bat’• These lyrics express the problems suffered by the artist involving poverty and violence within his community. This identifies the target audience as people who are also suffering from these problems which would tend to be ethnic minorities as the majority target audience, mostly young black males. The song sends a message of wanting to break out of the his current position, although he is not sure how. Now the target audience of hip hop has not changed, it is still aimed Clip from Grandmaster flash’s “The Message” (1982) at majorly at young black males however the message being sent demonstrating performance element. has changed, the change in conventions has been mainly applied to commercial hip hop for example as it has been argued that it is these conventions that sell hip hop (According to Dustin Seibert). It is argued to now glorify money and almost promises status through money. It is also argued glorify violence and the objectifying of women. This shown by the lyrics and visuals in ‘6 Foot 7 Foot’- “Married to money” These new conventions although very different still apply to the same target markets as it is still mostly people young black males Bibliography: from similar backgrounds to the target audience that do the rapping however they are seen not only to have escaped poverty but to have reached a level of rich that they are up there with the super 1*The Message elite. This appeals to the target audience as it gives something for lyrics them to aspire to. However it would be unfair to blanket all modern Clip from Lil Waynes “6 Foot 7 Foot” showing the hip hop as holding these conventions, these conventions are typical objectification of women. 2*6 Foot 7 Foot of mainstream rap and don’t necessarily apply to artists who hold Lyrics more underground positions. 3*Researcher/write r for changes in hip hop
  3. 3. Visuals and lyrics• According to Goodwin there is a relationship between the lyrics and the visuals, which is either amplifying, contradicting or illustrative• There is a very strong illustrative relationship between the lyrics and visuals in this video. For example at 1.18 in the video the rapper says “I think you stand under me, if you don’t understand me”. This shown on screen by an extremely low angle shot of the rapper to represent the people standing under him.• This video proves Goodwins theory correct. The strong relationship allows for the audience to become engrossed in the song and encourages them to watch and listen intently to draw connections between the lyrics and visuals.• The visuals at points are also used to amplify the effect of the lyrics• He says “I do it like a king do” and this is shown on screen with the rapper in a thrown and woman placing a crown on his head. This is an example of the visuals on screen amplifying the lyrics. The effect of this that it that it adds a whole new layer of meaning to the song.
  4. 4. Music and visuals• There is a relatively strong relationship between music There are also shots of Lil Wayne performing with and visuals. For example at the beginning of the video Cory Gunz in the background. This affirms Lil Wayne there is a close up of the the Lil Wayne to establish him as as the main artist, however it also affirms Cory Gunz the main artist. as a contributing act, and highlights his secondary role in the song by the fact he is standing behind Lil Wayne. It could also be argued that the editing is motivated by the beat of the drum. Which creates a video that flows very well and is exciting to watch. I would describe the relationship as illustrative as the role of the visuals matches the upfront and upbeat pace of the music.
  5. 5. Demands of the record label• Goodwins theory states that the record label will demand lots of close up in order to familiarize the audience with the artists. This is present right from the beginning of the video as it starts with a close up of the artist. The theory also states that the record label demand the artist create there own image or motif. Within this video it could be argued that Lil Wayne undertakes the image of a leader. He is often wearing clothes that set him apart from those on screen or clothes that portray him in a position of superiority. This appeals to the target audience as he is shown as a figure for them to aspire to be like.
  6. 6. Voyeuristic Treatment• This video does have signs of explicit sexual content. This conforms to Freud’s theory of voyeuristic treatment of the female body in order for the audience to gain sexual pleasure. Women are mostly blacked out with only there silhouettes on display. This is sexual as it outlines their body as though there totally naked. In recent years there has also been an increase in, in my opinion, of the voyeuristic treatment of the male body. As shown by this shot of ‘Trey Songz’, this may represent shifting attitudes of women enjoying sexually explicit content within videos, and the move by record labels was done to widen there target audience. Trey Songz – “Can’t Be Friends”
  7. 7. Intertextual References• There are intertextual references right from the start of Although not all of the audience will not necessarily the video, the opening scene mirrors a scene from the spot the reference this need not massively detract from famous film ‘The Matrix’. We know this because of there pleasure , but it is often argued that greater costume, setting and dialogue. The suit is a piece of pleasure is drawn by those members of the audience clothing frequently worn in the matrix which allows the who spot the reference. audience to draw a connection to a film, the setting of the video starts in a quite dank and dirty room which is traditional of ‘The Matrix’, the dialogue mirrors that of the matrix by asking him to wake up which mirrors a particular scene from ‘The Matrix’