SchoolBoyQ- Collard greens

1. SEMIOTIC ANALYSIS
OF AN INDIE LABEL
MUSIC VIDEO
COLLARD GREENS BY SCHOOLBOYQ
(independent label- TDE)

3. MISE EN SCENE
Warped and distorted images along with bright overlays
of colour reflect hallucinations caused by drugs and
alcohol. This conforms to the typical conventions showed
in rap/hip-hop videos. The use of a kaleidoscope effect
attracts audience attention. As the video goes on, the
warped visuals become more intense as we see the party
scene develop- suggesting the peak of drug/alcohol
experience.
The voyeuristic representation of women also highlight a
repeated feature of this genres music videos. The
revealing and barely there clothing objectify women in
order to encourage the male gaze.
Dress code also established the genre through the artist
wearing gold chains and in highly fashionable clothing.
This also places the rapper in a position of power and
status.
The credits at the beginning of the video show a simple
white text and black screen, the minimalistic credits
contrast with the chaotic and warped footage that it
disrupts.

4. CINEMATOGRAPHY
Throughout the video we see a repeated floating head of the
artist- most likely achieved with a green screen. We are
positioned at eye level with the artist almost diminishing the
status and power created through mise en scene through his
gestures and dress code. Normally, eye level shots create a
sense of realism however this is cut as we can’t see his upper
body, only left with his face. The sense of realism is also
undercut by the warped images and effects added in post.
In some scenes showing the voyeuristic women, the scenes are
shot at high angles. Along with the sexualised representation,
the inferior and undermining positioning of women reinforce
their objectification and inferiority.
Through the party scenes, the camera movement isn’t as
smooth- inferring that the cameraman is using hand held
camera- this places the audience in the middle of the action
and evokes a sense of realism.
Canted framing enhances the mimic of the drug induced point
of view as the camera will start straight and slowly turns.

5. EDITING
Short cuts increase the pace of the music video and match
the uptempo beat. The visual effects such as mirroring,
green screens, face distortion and kaleidoscope effects-
creates interest and captivates audience attention.
The use of discontinuity editing breaks apart the flow and
creates a disorientated narrative- this matches the intended
drug induced point of view that the audience is positioned
in, this also alters the passage of time.