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1. Music video analysis
J Hus – Common Sense

2. One of the first shots that establishes the setting for the music video
is a low lit room featuring the artist, one of his friends, and a car. The
car is an AMG G wagon, worth just under £200’000. this shows from
the start that J hus is intent on showing his wealth.

3. This video is composed in a way where the action
switches back and forth from the car scene to a
scene where J Hus and friends are sat around a
sofa. This creates an interesting effects and keeps
the video entertaining as the action is always
changing. Here we can see that J Hus and friends
are wearing fashionable clothing. This conforms to
the lyrics, which are fashion related.

4. • Throughout the video, the camera is seen to do
unusual but entertaining movements, as we can see
here the camera is rotating but not actually moving.
This creates the effect that the floor is turning upside
down and is entertaining to watch. It is notable that
the cuts are in sync with the beat of the song and this
therefore conforms to goodwin’s idea of the music and
visuals matching.

5. • Another common trait of this music video is the
use of close ups. Goodwin suggested that it is one
of the demands of the record label for the music
video to contain close ups throughout the video.
However, sometimes within the British rap genre,
artists will not be signed to a record label, so this
may not always apply to this genre of music.

6. • In this part of the music video, J Hus conforms to a
convention of a rap video, and one of Goodwin's laws
at the same time. In the line “Fendi belt saying F you”
one can see the artist wearing a Fendi belt in the video.
Therefore he is matching the visuals to the lyrics. With
this, Fendi is a very upmarket brand, and the model of
belt that he is wearing would cost £375 to buy new,
therefore the artist is flaunting his money. This is a core
convention of British rap.

7. • Here, another one of Goodwin’s laws can be
seen in action. These females are seen in a
particularly voyeuristic fashion, and are
objectified with the use of money, perhaps
comparing them to money, or making them as
important as money.

8. • Towards the end of the video, the artists head and face
has been replaced with with bank notes, which could
perhaps be J Hus showing how much money he has, or
linking the idea that he has money on his mind. This is
an interesting interesting effect to include in his music
video as it is not only entertaining to watch, but it is
also the same picture as his album cover – shown on
the following slide