2. Generic codes, Conventions & Form of music video
• Genre = Hip Hop Director = Bryan Barber Video released = September 2003
• The video is not typically reflective of the genre, it’s based on the Beatles’ performance on
the Ed Sullivan show which completely contrast the typical hip hop video especially as The
Beatles are a well renowned band that played rock/pop music.
• This makes the video a performance video, perhaps a comment and comparison on Outkast’s
and The Beatles’ fame/dominance within their respective fields/genres
• The video contains a band of all different alter egos/version of one member of Outkast
(Andre 3000) playing different instruments or singing, this isn’t a common feature in music
videos in general never mind within hip hop genre.
The Band of alternate versions
of Andre 3000 (Same person)
A special effect and editing
technique
Performance on a show in the
video
3. Cinematography, Effects & Editing
The video begins with a medium
shot of the man but close up
of tv, in a black and
white/sepia style, resembling a
1960s television show (a play
on The Beatles)
Medium shot of lead singer, on stage
with a microphone which then cuts to
a medium shot of audience member
screaming reinforcing the fictional
bands fame as well as Outkast
themselves.
In this extreme close up we
see it’s another camera
recording the performance
which was a common trait to
see during the 1960s top of
the pops performances and
The Ed Sullivan show. Notice
the recording on the camera
is also in black & white like
the tv
We then see the
camera recording the
actual video pan to the
actual performance
4. Mise-en-scene
• Location = A stage on television set stage
• All the band members (played by Andre 3000) are wearing at least one
green piece of clothing, with the lighting and hearts in background also
green, symbolising a togetherness within the band. It’s also conventional
for bands to have matching/similar outfits during live performances
5. Relationship between sound and images + Audience
• The link between sound and images isn’t really direct, the
song ‘Hey Ya’ was probably designed to be a feel good
anthem, that is highly popular potentially why the directed
opted to structure the video in this live performance
fashion.
• The constant cuts to the audience (screaming girls)
highlights the point that the band are very popular linking it
to The Beatle’s (a very popular band in the 1960s) and their
performance on the Ed Sullivan show
• The target audience I believe would predominantly be
aimed at females reinforced by the fact that the audience
was made up of most if not all females, however because
of the songs catchy melody and lyrics the audience can be
wider in terms of age and even gender.
6. Institutions & Representations
• Outkast are signed to LaFace records, which is
under the Sony Music Entertainment umbrella
• They are very successful and have had
commercial success with 6 previous under the
Outkast name.
• Girls in this video are represented as over excited
fanatics with over the top actions such as fainting
in some instances and screaming
• The band members, all male (all Andre 3000) are
seen as cool and very popular among the ladies
