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1. Key Concepts in Music Videos
and Film Trailers
Analysis – GENRES
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A2 Media Studies

2. Andrew Goodwin Theory
1) A relationship between the lyrics and the
visuals. The visuals will amplify or contradict the
lyrics. Here we see Travis Scott Trapped to a wall
this reflects the lyrics “ I might , fuck round’ lose my
mind , got to break’. This could be perhaps visual
personification of What Travis Scott
has in his mind or what he views his
mind as.
2) A relationship between the music and the visuals.
The music will amplify or contradict the music.
Here we see Travis Scott , in a darker background
To what was displayed before and after this is due
To the fact this a transition between the two songs
In the music video while he is picture here we here
Static sound , and once it stops we see the names
Of the artists presented along with a horse to give
Us indication that the main song has started

3. 3) Genre- related style and iconography present.
Here we see the three artists Travis Scott,
Young Thug and the one in front Rich Homie
Quan who performs the hook in this song , who
Is wearing Jordan’s which are a significant part
Of Hip Hop and is also pictured In chains. This use of the females in the background
which are viewed as a sexual object is very stereotypical
of the hip hop genre and also Hip Hop is viewed
as a very afro-american genre of music which
the men in the video clearly are.

4. 4) Star image, multiple close-up shots of the main artist or vocalist.
The close up is a vital convention of music video. It ensures that audiences can
relate to their favourite artist/band. It is also a convention that the record labels
insist on being included in a music video.
Travi$ Scott doesn’t show his face much in this
music video and this is common in many of his
videos . This is common theme which gives
us a sense of mystery which in itself promotes
the artist. The reason he maybe able to do this
due to the fact he is not signed to major label as
he is signed with T.I.'s Grand Hustle imprint.
and Kanye West's GOOD Music.

5. 5) Voyeurism often plays a major part.Voyeurism means to “spy” on
people, watching them without them knowing. In music video this again is an
essential component. Shots are framed in a particular way that encourages
audiences to feel as though they are secretly watching them. This is used when
T.I and others are seen playing dice which stereotypically what young black
males do in America, this makes it more relatable and establishes the target
audience . It is also used when Travis looks away from the camera which may
link with the line “lose my mind , I want to break out”.

6. 6) Intertextual references to other media texts may be
present.An intertextual reference is where the music video refers to another media
text or something that exists in popular culture. This is used here as we see
advertisement and a co-sign from Beats By Dre , which is used in multiple music videos .
We also See T.I who is platinum selling recording artist and also Travis Scott’s record
label owner , this maybe a co-sign so if fans of this artist see the fact he’s involved .

7. Kid Cudi- Erase Me featuring Kanye West - Rick
Altman
Rick Altman states that there is no such thing as a pure genre anymore and that all media products borrow from one another in
order to make content engaging for audiences.The erase me music video is an example of a genre hybrid as it contains
elements from both the indie-rock and hip-hop genres.
The Mise En scene used is usually that of a rock video due to the instruments . The way Kid Cudi is dressed is that similar to a
Rock Artist , as he has the the flare trousers were also very popular in the 70’S as this maybe a nod to that area of the rock genre
.However When Kanye West appears on the screen he is scene is a suit with multiple chains and he starts rapping the sunglasses
and suit add to rapper swag that’s used in Hip Hop , also stereotypically those of African - American decent are usually the ones
who rap .
In the pictures below we can see the contrast from the two main artists we Have Kid Cudi who is pictured with long hair and a
headband around his forehead with opened button shirt definitely a more old fashioned style which reflects the part he has within
the song which is the indie singing part . However Kanye West who is the rapper of the video is picture with a thorn crown made of
gold this may be to illustrate he’s God like keeping up the expectations of hip hop artists with a lot of Gold and Expensive Shades ,
so this song borrows from the 70’s Pop/rock era and the modern day hip hop genre to create this fantastic video which is engaging
for the audience

8. Steve Neale - The Matrimony by Wale featuring Usher
According to Steve Neale in order for films to be successful they need to contain elements that audiences are familiar
with along elements that are different. This practice of ‘repetition’ and ‘difference’ serves to rejuvenate the genre with
audiences gaining pleasure from the subversion of common conventions along with aspects of the genre that have
stayed the same.
The Music Video for Matrimony featuring Usher By Wale , takes elements of Hip Hop and Gospel as you see Wale
rapping in church and Hip-hop music isn’t usually set in Church , Usher is a well established R’n’B Singer .
The video starts with a church and we hear a choir singing in the background , this is key in Gospel Music.We then see
Usher at the piano singing a R’n’b type chorus
we then assume that this has hints of R’n’b due to the chorus and
suit Usher is wearing. During the verse there is a narrative playing
of woman preparing for her wedding which we relate we Gospel music
, however in the performance aspect we see Wale and Usher in leather
jackets which gives us a more laid back hip-hop vibe and helps us establish who is who in the song .
Finally in the narrative as the couple is about to be married the woman leave the man at the altar which puts a twist on
the gospel vibe being set up and makes it more relatable to the R’n’b and Hip Hop audience .
This Song has changed the expectations of a hip hop video , such as no jewelry or expensive objects and crossed this
over with R’N’b and Gospel which also has some changed aspects the fact the video never ended happily.