The document analyzes the media language used in a drill music video. It discusses the visual codes showing luxury clothing and cars to emphasize the lavish lifestyle earned from dealing drugs. The audio reinforces this through lyrics about luxury. Technical codes like close-ups on clothing and shots of cars create the impression that the risky life is worthwhile. The genre of drill is defined and the narrative is assessed as circular rather than having a beginning, middle, and end. The representation of young black people as gangsters and criminals who are feared is discussed, as is the target youth audience for this type of video.

2. MEDIA
LANGUAGE:
 VISUAL CODES - All characters in the video wearing
branded and expensive clothes such as Louis Vuitton
,Louboutin shoes, Gucci – this is to emphasise these
rappers lavish lifestyle all earned from the hard work
from trapping and this may perhaps connote that
despite the risk of trapping, it pays of with a believed to
be luxurious lifestyle – this is an application of Barthes’
semiotic code. ALSO this is reinforced through the
constant use of flashing images of top class cars
connoting that life is good when prospering and leaving
the hood life
 AUDIO CODES – “I’m living luxury” is a lyric used in the
hook connotes a rich and ideal lifestyle
 TECHINICAL CODES - Extreme close ups to highlight
the branded clothing, wide shots to identify the luxurious
cars all which create an enigma meaning that Barthes’
Hermeneutic code can be applied that there are more
benefits than losses when living a risky life such as the
artist Fredo is

3. MEDIA LANGUAGE:
 GENRE – the genre of this chosen track is drill, this is a genre recently derived from the
trap / drill genre of music from Chicago America – it is a growing genre in the UK becoming
more and more popular so using Steve Neale’s theory of genre, there are common aspects
and technical codes used across this genre to identify it as drill
 NARRATIVE – The narrative of this music video is circular and this is because the “story” of
this video ends how it began which is with the protagonist living lavish flashing his luxurious
accessories and this contradicts Todorov’s theory of narrative as he suggests that every
story has a fixed order with a beginning, middle and end where it all starts off in a state of
equilibrium and there comes along a problem causing disruption, ending with the solution

4. REPRESENTATION +
AUDIENCE:
 GANGSTERS – Not only this video but most drill
videos represent the young black youth as being
involved in gang violence, drug smuggling and
criminal activity – this then enforces the stereotypical
view on young black members , people to be feared
and are up to no good
 YOUTH – The typical audience targeted both from
this video and drill tends to be young teenage males
ranging from ages 16 – 25