1. Joseph Odupitan
50 cent- window shopper
Curtis James Jackson formally known as 50 cent‟ is an American rapper from
New York. His first album which rose him to fame was called “Get Rich or Die
Trying” this was an album title which revealed life growing up in the streets
and the hustle inwhich hewent through.
The song „‟Window shopper is addressing those that act as they have wealth
but are pretending. This mocking style is seen in many Hop Hip song are a
form musical expression. Generally most Hip Hop music is quite boastful- that
coupled with the song basis- there are of flashy things in the videos. It shows
the sight to survive- the survival of the fittest. The term Window Shopper has
a paradoxical meaning because it indirectly poses a hypothetical question
which screws in a clear conclusion to those so called “wannabee‟s Gangster”
that see, but can‟t touch.
Prior to that statement, feel that the video is showing us a clear distinction
between those that are rich and the wealthy ( possessing things in
abundance) we can identify this by the way he cruses through the street and
purchases over wealthy people‟s jewelry & cigars. Throughout the course of
the video we are deliberately shown the price tag of every product which is
bought by 50 cent/ crew and is continuously used as a method to show us
hisaccomplishment in reaching pinnacle point of his career/ or as of a
mockery to hater‟s (enemies) which can be seen as a general to what the
video is portraying.

2. Joseph Odupitan
The song „‟Window shopper is addressing those that act as they have wealth
but are pretending. This mocking style is seen in many Hop Hip songs which
are a form musical expression. Hip Hop and the mood of the video are quite
boastful- that coupled with the song basis- there are of flashy things in the
video which immediately alert viewers but might alarm his rivals. It shows the
sight to survive- the survival of the fittest.
Even though 50 cents first album was released, it was one that had a
powerful influence to the viewers because it built a series of cast video each
showing segments of his past experiences. In the process of making
thealbum, he highlights specific events which had a crucial impact to his
struggle onthe roads of New York, which ultimately lead him to propel from
being a drug dealer (early ages of twelve) and in becoming successful
rapper, entrepreneur, actor and investor.He is one that is very much visible
and would appeal to a specific audience.The overall mood of the video
appears to exciting, cool and collective, and with that I feel that it shows the
artists personalgenuine character amongst his family, friends and fans.
Hip Hop was created by and was predominatelyblack people- in particular
African Americans regions. Hip Hop in the modern day transcends race and
age, with one of the most successful rappers being „Eminem‟- a white rapper
from Detroit (working class).Though it started with African Americans, Hip
Hop‟s main consumers were middle class white kids. Viewers might reflect on
this video by attaching themselves with the various establishment shots of the
location in which the video was casted.
The video engages the audience with the power of money and the attributes
that follow it e.g. the “fortune and fame”, luxury, women, expensive jewelry,
respect, illicit drug abuse&law braking etc. Its audience ranges between 15
upward because of the explicit sexual nature and profanity which is shown in
lyrics- most audiences depict this as sexual glimmers, while others find this as
an attitude of exploitation by male rap artists to woman and that women
unfavorably find themselves having to reveal parts, if not all their body to have
a form of appeal and status overwhelmingly in a male-dominate industry.
Male rappers in music videos, are seen as misogynist becausethey most
often mistreat woman so much that there has been a turn in the tide were we
have plethora of female bodies that represent the Hip Hop culture, some
people may say that women are like an adornment like jewelry in other words
a “walking Bling” and in comparison to the video the rapper tends to gullibly
lure women with material possessions such as money, private yachts,
luxurious hotels etc.
Also another interesting opinion towards the video would be the way the
producers cleverly draw us closer to the rappers business life, featuring his

3. Joseph Odupitan
own merchandise (T-shirts, sneakers, hats, jeans, wrist watches) and a
clothing line “Gorilla - Unit” being recognized not only his music, he also
shows potential traits in film rolesthis spelt his creativity as an artist who has
learnt the art of investment that his reached a larger audience.. These
endorsement deals have positioned him comfortable in U.S society.
Hip Hop was a way for people to express various forms of emotion.
Hip Hop generally chronicles the struggle of an individual- take 50 cent, for
example: who highlights himself “from the rise to top from“poverty to wealth.”
This video and the song topic fit in with these elements and in a way that
displays an interesting correlation to his demeanor.This form of expression
has developed far from petty street battles, and now is a tool by which artists
(rap, poetic, dancers, and various other cultures) this uniqueness made it a
universal language that people can connect with.
Women are generally seen in the videos of Hip Hop songs as purely objects
of pleasure, they are an added element to watch because they fit well with the
audio track,though many say that women are degraded in the videos and
merely seen as for male status.
The various other elements which are represented in the video (Window
Shopper) were the flashy cars and jewelry, these were typical features in the
video that are used as a platform in understanding the lifestyle in which they
(rappers) portray themselves to be- “abundantly wealthy” and “living life in the
fast lane”. In taking a detailed analysis to watching the video of the “window
shopper” I discovered straightaway how 50 cent‟s strategiclifestyle is setup.
Being around wealthy people like him and secret millionaires shows us the
position and class status which he is categorized into and surrounded by, e.g.
the constant attention of him being in the spotlight and tightly secured is an
element of power.
The other observational aspects in this music video are the continuous
camera establishing footages which focus on the environment setting-
(Monaco France) a rich minority industrial area. This would also grab the
attention of viewers in a way that creates believably and realness to his
lifestyle and background.