2. • The video begins with
someone spraying a
‘tag’ onto a wall, as if it
is graffiti, this defacing
of property is a crime
and this instantly adds
the criminal element of
rap video’s.
• Next we instantly
see extravagant
jewellery, as Snoop
Dogg swings a
flashy necklace,
drenched in jewels
and diamonds -
showing off wealth
and money.
3. • This cuts to different scenes of
Snoop Dogg dancing with two
girls in skimpy clothing, this
makes him look in charge and
the leader of the dancer. The
small gestural movements are
also typical of a rap/hip hop
video. In contrast to the two
girls, he wears a baggy t-shirt
and baggy jeans as well as a
black snap back which is also
typical of a rap artist.
• Pharell wears similar
baggy jeans as well as
camouflage underwear
and a flashy bejewelled
belt, reading ‘NERD’ the
name of his band.
Pharell also wears a big
stone on a ring and is
covered in tattoos.
4. • A convention of rap videos
is the showing off of
money and wealth. This is
clearly and obviously used
as we see a number of
times $100 bills around on
tables and close up shots
of them through out the
video.
• As well as the flashing of
money there is also a fancy
and expensive car used
through out the video. From
this particular angle the car is
made particularly important
and prominent. We see a
woman dancing suggestively
next to it and there is even a
light glare off of it showing its
gleam and cleanliness.
5. • Smoking and drug use are
also made glamorous in the
video, as we see here a
black figure exhaling smoke.
He is made to seem
important and successful as
he wears expensive looking
clothes and sits on a
particularly fancy chair.
• The women in this video are
also particularly sexualised
through their dancing and
clothing. In this part of the
video a woman seductively
drops her robe revealing her
naked body. This is typical of
this genre of music, as they
sexualise women through their
lyrics followed by a music video
which reinforces this.
6. • Women are used through
out the video in a similar
way. They are also used to
make Snoop Dogg seem
superior and be popular
with the ladies. This makes
an audience watching him
either idolise him or want or
be one of the girls he
spends his time with.
• The idea of ‘showing off’ and
portraying wealth and power
is a massive element and
convention of this genre,
reinforced the whole way. In
this shot we see a mid shot
of Snoop Dogg holding up
his two wrists, clearly
showing the audience they
are decorated with
expensive watches.
