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50 Cent - P.I.M.P
 Andrew Goodwin is currently a professor in in
cultural studies, he is also the author of a
well-known book on Music Television and
cultural theory. Alongside this he has
published many articles on media and
cultural history.
 The first point that Goodwin made about music videos as a
whole is that they display genre characteristics, e.g. a dance
routine for band.
 The second point he made is that there is often a relationship
between the music visuals
 The third is that the requirements put forward by record labels
will include the need for plenty of close ups of the artist allow
the artist to develop a visual style.
 There is frequently reference to notion of looking, for example
screens within screens, particularly voyeuristic treatment of the
female body.
 And finally there is, more often than not, intertexual reference
e.g. from films, TV programme or even other music videos.
Using Goodwin‟s theory I will now apply to a music video of my
choice, this will help to see if his theory is accurate and identify
and flaws if any.
I am going to analyse 50 Cent‟s
P.I.M.P music video, although it is
not a music video within the same
music genre as I hope my music
video will fall into, I believe this is
a good example to use. As it
contains a lot of expected codes
conventions for the RnB/Hip Hop
genre, I therefore think it contains
good examples of elements within
Goodwin‟s theory that I will now
explain.
“I‟m a P.I.M.P”
“I‟ve got the magic
stick”
“You rolling with
me”
 When analysing music video I realised that that many of the
lyrics were being shown in the visuals throughout the short
film. I have print screened a few examples whereby the lyrics
sang by the artist were then illustrated in the visuals. A good
example of this would be when the artist says “I‟ve got the
magic stick”, with this we see a stylish walking stick which is
glowing, insinuating that it holds some sort of power or
„magic‟, followed by this, the rest of the cast in the room are
seen to be stunned by the object. A bright gold colour is
reflected off the stick, linking in well with the fact that the
artist is seen to be a P.I.M.P.
In this screen shot we can see what are created to be „Pimps‟, this is
shown quite clearly to the audience through the mise en scene, for
example the costume used are conventional clothing worn by those in this
category such as fur jackets, cowboy hats and brightly coloured suits.
Also, their plaque is made up of images of women, alcohol and the dollar
signs.
Throughout the music video there are
numerous close ups of 50 Cent, being
the artist, as this allows him to
constantly be centre of attention as he is
being promoted as well as the song
itself.
However, in this mid-shot although it is
not a close of 50 Cent, the focus is still
very much on him, except this shot
allows the audience to the setting and
his costume. As he is wearing a variety
of jewellery such as chains and watches
which is almost expected by viewers.

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Andrew Goodwin’s theory

  • 1. 50 Cent - P.I.M.P
  • 2.  Andrew Goodwin is currently a professor in in cultural studies, he is also the author of a well-known book on Music Television and cultural theory. Alongside this he has published many articles on media and cultural history.
  • 3.  The first point that Goodwin made about music videos as a whole is that they display genre characteristics, e.g. a dance routine for band.  The second point he made is that there is often a relationship between the music visuals  The third is that the requirements put forward by record labels will include the need for plenty of close ups of the artist allow the artist to develop a visual style.  There is frequently reference to notion of looking, for example screens within screens, particularly voyeuristic treatment of the female body.  And finally there is, more often than not, intertexual reference e.g. from films, TV programme or even other music videos. Using Goodwin‟s theory I will now apply to a music video of my choice, this will help to see if his theory is accurate and identify and flaws if any.
  • 4. I am going to analyse 50 Cent‟s P.I.M.P music video, although it is not a music video within the same music genre as I hope my music video will fall into, I believe this is a good example to use. As it contains a lot of expected codes conventions for the RnB/Hip Hop genre, I therefore think it contains good examples of elements within Goodwin‟s theory that I will now explain.
  • 5. “I‟m a P.I.M.P” “I‟ve got the magic stick” “You rolling with me”
  • 6.  When analysing music video I realised that that many of the lyrics were being shown in the visuals throughout the short film. I have print screened a few examples whereby the lyrics sang by the artist were then illustrated in the visuals. A good example of this would be when the artist says “I‟ve got the magic stick”, with this we see a stylish walking stick which is glowing, insinuating that it holds some sort of power or „magic‟, followed by this, the rest of the cast in the room are seen to be stunned by the object. A bright gold colour is reflected off the stick, linking in well with the fact that the artist is seen to be a P.I.M.P.
  • 7. In this screen shot we can see what are created to be „Pimps‟, this is shown quite clearly to the audience through the mise en scene, for example the costume used are conventional clothing worn by those in this category such as fur jackets, cowboy hats and brightly coloured suits. Also, their plaque is made up of images of women, alcohol and the dollar signs.
  • 8. Throughout the music video there are numerous close ups of 50 Cent, being the artist, as this allows him to constantly be centre of attention as he is being promoted as well as the song itself. However, in this mid-shot although it is not a close of 50 Cent, the focus is still very much on him, except this shot allows the audience to the setting and his costume. As he is wearing a variety of jewellery such as chains and watches which is almost expected by viewers.