By Marvin, Emily & Bianca

1. Rihanna & Jay z – Run This Town http://www.youtube.com/watch?v=yVA-xTBeHyM

2. Notions of looking Direct Gaze – There are various profiling pictures of people at the end and throughout there is a lot of staring to the camera from the artists Voyeurism-The video makes you feel part of the crowd by watching them watch Jay z

3. Demands of the record label The record label would want to convey the power and supposed authority jay z has. Also a rebirth as this is a song from his new album His personality is shown to be leading and yet one of the gang. A lot of the time he is in the front of the shot. The record label is trying to change rihanna’s image to the public as bad to appeal to a wider audience.

4. Genre Characteristics The video follows a few of the characteristics of the genre with flashy jewellery but doesn’t in other aspects. Such as there isn’t any objectification of women and the setting is more dark to appeal to a more hardcore audience. Also the only real lighting is the fire which features throughout. Most of the lighting is quite natural also

5. Lyrics and visuals Is who gon’ run this town tonightIs who gon’ run this town tonight We gon’ run this town This represents questioning of leadership. During the video Jay-Z is portrayed to be the leader