Objectification of women – women in club (sit on his lap) & Lady Ga Ga - (slightly)</li></li></ul><li>Lyrics & Visuals<br />‘Look at the cars that I got’ – shows him driving an expensive car.<br />‘Looking at me’ – close-up on Lady Ga Ga and she waves.<br />
Music & Visuals<br />Edited to the beat of the music.<br /><ul><li>Lady Ga Ga moves to and is duplicated to the beat.
When he says ‘Wale’ three times the footage plays and jumps back to the beat (which reinforces who he is making him memorable, meeting the demands of the record label).</li></li></ul><li>Intertextuality<br />Hollywood film opening credits and title.<br />The opening tune ‘hey hey hey’ is used in other media types.<br />When he says ‘MIA’ the same music is used in paper planes by MIA. <br />
Demands of the Record Label<br />Close-ups of artists.<br />Direct gaze.<br />Performance and narrative based video concept.<br />Shows the artists names in opening credits.<br />
Representation of the Artist<br />Lots of clothes – walk in wordrobe shot (suggest wealthy).<br />Drives expensives cars (wealth).<br />Surrounded by groups of people (assumed friends – suggests popularity).<br />Reference to Martin Luther King ‘I have a dream’ banner (implies artist is great, powerful and a leader).<br />
Notions of Looking<br />Other ‘friends’ in the video with the artist.<br />The artist is filmed in his wardrobe so it’s as if you’re watching him in his house.<br />He is filmed in his car through the car window.<br />