Analysis of a music video

1. By Femi Onanuga
JESUS WALKS

2. ABOUT THE SONG
• "Jesus Walks" is a song by
American hip hop recording artist
Kanye West. It was released on
May 25, 2004 as the fourth single
from his debut album, The
College Dropout. The song is built
around a sample of "Walk with
Me" as performed by the ARC
Choir. "Jesus Walks" was
acclaimed by music critics, who
praised its compelling sonic
atmosphere and boldness in its
open embrace of faith. It was met
by widespread commercial
recognition, peaking at No. 11 on
the Billboard Hot 100 and
becoming West's fourth
consecutive top twenty hit in the
United States.

3. THE NARRATIVE
• There are three different storyline in
the music video there is one with
Black prisoners arguing with the
prison guards. The second one
features south American being
pursed by the police in the desert
they have drugs in their boot. But the
main storyline is that of a white man
who is cutting down a tree who then
turns to be making a cross to burn as
his is a member of the Ku Klux Klan
he is cutting down a tree ad makes a
cross and he lit it on fire .The cross
falls down the mountain but he is so
blinded by hate he does realise that
his robe is on fire. But then it rains it’s
like god is forgiving him and he puts
out the fire it could also represent a
baptism.

4. GOODWIN/MULVEY THEORY
• This video contradicts Goodwin’s Theory that Hip hop videos features Aspiration
this video doesn’t have the usually fast car jewellery or beautiful women shaking
their bums. This Video has more of a message. But this is more appropriate
because of the message of the songs it would makes sense to make a typical hip
hop video with bottles popping and girls dancing. Mulvey’s Theory is contrdicts in
this as she states that women are seen in two ways in music videos. She states
they are either represented as a virgin or a whore. In most Hip Hop videos women
are represent in the form as what Laura Mulvey would say a “Whore”. But in this
Kanye West video the woman is represent in a neutral kind of stand point.

5. GOODWIN THEORY
Kanye West has a close up which conforms to one
of Goodwin's Theory as There are close ups of
him singing. He is in a hallway full of hellish fire
and angelic light above his head. This is great
representation of his life he tries to be good (an
angel) but devil is out to get him (the hellish fire
chasing him. Through out the fire gets close to him
but then stops. But eventually gets him and the
whole hallway is engulfed in films and he is
incarnated

6. INTERTEXTUALITY/PRODUCT PLACEMENT
• In this video the status quo of a hip hop video is contradict as it wasn’t a normally hip hop
video it makes sense as most hip hop videos would contain product placement and this
sort of thing but in tis video as it I contradicted it would make seen for it to not have
product placement. The product placement would be that of the aspiration it would be
brands of alcohol and designer brands. But Kanye West’s videos contradicted this as his
videos there to teach a listen and try to give meaning, and the video vixens, flashing
jewellery and designer brands would get in the way of the message he is trying to convey.

7. MISE-EN-SCENE
• The main colours in this video are white and black the whole video seems to have a dark
tint to it which is fitting for the dark under tone. This suits the message of the video and
the overall song. The costumes in this video have a major thing in common they are all
white in colour. I believe this is represent the holiness or innocent of the character in the
video. The colour White is usually associated with purity like a bride on her wedding or a
baby at their christening. Locations in the video seem to be in in a rural part of American
maybe the deep south with the KKK Storyline as that part is highly associated with racism
this art of America is also knew for it’s religious values. The Drug Dealer storyline my
have taken place near the Mexican border as they seem to south American so it fitting.

8. CAMERA MOVEMENT, SHOT AND ANGLES
• There are a variety of shots and angles and movements.
There are mostly mid shots there are a couple close ups
when Kanye West is singing the camera is at a low angle.
This could represent him talking down on the audience.
Like he was talking down on us. But this link to the lyrics.
In the lyrics he seems to b trying to tech the audience a
lesson which would make sense for him to be talking
down on us like he is a teacher. These close ups link to
one of Andrew Goodwin’s Theory and one feature is that
the label suggests that the label will ask for the artist to
be seen close up so the audience can Identify with them.

9. SPECIAL EFFECTS AND TRANSITIONS
• There weren't much special effects and
transitions. But the Kayne West rapping
scene is riddled with heavy effects the hellish
fire is contrasted by the halo light above his
head. Also the scene with the Black inmates
there is a black and white filter. There is also
a cartoon of the Ku Klux Klansman with what
looks like a demon and angel. You can only
see this for a couple milliseconds.

10. DOMINANT IDEOLOGIES
• Male rap and hip-hop artists have
ideologies used to revolve more around power and masculinity, but this ideology
has changed over time. In the earlier days of hip-hop and rap, songs were often
based on living in the ghetto and the subculture of hip-hop including graffiti
and break dancers. These songs were about males living in hard neighbourhoods
and their lives that have come out of living in those situations. The lyrics
were about fighting police and fighting against the situations that they lived
in. These songs were about their hardships, and they were not revolved around
partying or alcohol. Since then however,
there has been a shift with males in hip hop and rap. Though this isn’t true
for all circumstances, it is easy to find music videos and song lyrics where
men are objectifying women and talking about sex, violence, drugs, alcohol and
partying. There is usually product placement in these music videos where
products are often placed and used in music videos so that viewers will buy
these products.

11. AUDIENCE RECEPTION
• The Audience reception would be good as there
wouldn’t be any oppositional reading as there are
different storylines to the video and there is also a
meaning to the video. So it would be accepted by
most viewers.