2. Forms and conventions
Directed by Sheldon Candis
September 18th 2013
Track can be identified as hiphop
Narrative video
The video uses slow motion when the family is greeting
each other to show the emotion at the time, which in
turn makes the ending a lot more emotional for the
audience.
This technique subverts the usual conventions of typical
rap/hiphop music videos as this video was dedicated to
a girl that was killed in a drug raid.
3. Representation
The artist plays a drug dealer/father in this music video.
The mise en scene suggests that the artist is dedicated to
the subject of cracking down on drugs as he made a
video about the effects of drug crime at its worst.
The start of the video shows the artist preparing for his
daughters birthday party, as he is doing this a
subheading on the video says „anywhere in America‟
which shows that drug related crime is common and
happens all over the country.
4. Institutions
J Cole is signed to roc nation, Sony music entertainment
and Columbia.
Information on the newly released video is scarce but
the artist „J Cole‟ has created a music video which he
has dedicated to a 7 year old girl that was killed in a
drug raid, the artist wanted to put out a message which
was short, simple but powerful “please reconsider your
war on drugs” this direct message is shown at the end of
the music video rather than at the start so he can show
the consequences of drug wars before people get an
idea on what the video is about and categorise it before
they have seen it.
5. Audiences
Although the target audience for rap artists would usually be young
black males, this video addresses all of America which makes the
target audience for this music video to be very broad which will also
make him as an artist a lot more popular as he will get audiences
that wouldn‟t normally listen to him but will watch his videos
because they have a message.
At first audiences would watch the video because they like the artist
and enjoy his music but the fact that the video is so emotional and
direct it will keep audiences watching the video repeatedly.
Some audiences will watch the music video because they can
relate to the artist as he portrays himself as a drug dealer or they
can relate to the fact that he has been effected by drug wars.
