2. Generic Codes, Conventions & Form of music video
Genre = Hip Hop Directed by = Marco Brambilla Video released = August 2010
The video often referred to as a ‘moving painting’ doesn’t typically reflect the
genre and more so reflects the song lyrics/concept as well as his status in the
music industry.
Expensive, sharp CGI is used throughout the video showcasing how far he can
stretch his muscle within the industry and the extravagant effects he can afford to
have.
The video can be seen as mainly conceptual, West uses religious imagery and
incorporates himself into the video portraying a king/god like figure, a possible
statement to the audience saying he is still an important person within the hip
hop genre and music industry despite his brief hiatus following the controversial
2009 VMA awards incident which had a negative backlash on the artist.
Through an un-naturalistic montage of religious/greek/Italian renaissance art
inspired images West and Brambilla have produced an alternate method of music
video.
3. Cinematography, Effects & Editing
• The video begins with a medium close up of
Kanye West’s head but slowly zooms out
continuously throughout the video
transitioning to a medium shot, long shot and
eventually a very long shot. This slowly
conveys the other people present in the video
(moving painting).
Medium close up
Medium shot
Long shot
Extreme
(Establishing) shot
As you can see by the time the camera has zoomed
out to an extreme long shot, West is surrounded by
women-like creatures (possibly angels) depicting
how much power he has, he portrays himself almost
as a god figure supported by what’s in this shot as
well as the song lyrics.
4. The video is also in slow
motion for the most part
which really allows the
audience to witness and
absorb the heavy load of CGI
used throughout displaying
the high production value.
In the final moments of the video the camera zooms
in to medium shots of different areas on the screen
and in the shot there are different women being
shown before it jumps cuts/quickly pans to another
area of the big ‘moving picture’ before zooming out
into a long shot again depicting the demise of Kanye
West in the video – right before a blackout happens
with the word ‘power’ left in the centre of the
screen.
End of video
5. Mise-en-scene
• There can be minimal doubt that location of this video is supposed to be an Italian renaissance art inspired
interpretation of the kingdom/gates of heaven (despite this video mainly being cgi). Kanye has perhaps made
himself the God figure in this video linking to concept of showing power through this video although it eventually
leads to corruption and downfall.
• The use of bright colours as well as clouds reinforces the common interpretation of what heaven looks like
• The angels/women around him are dressed in mostly white gowns, some have wings reinforcing the angel/heaven
point + religious imagery. Some from a feminist point of view may argue that women are just used as tools to add
more power to Kanye West as it is dominant ideology that women are weaker than men (which would be a
negative for feminist and women in general)
• There is also a halo and lighting shining down upon West’s head conveying his importance and also makes him
stand out more (the sword in the halo above his head perhaps symbolises death?)
Example of a religious inspired painting from the
Italian renaissance era.
Image of Kanye West’s video for ‘Power’ and his
interpretation of heaven
Examples
of similar
inspired
ideas on
the same
concept, H
eaven, po
wer and
God
6. Relationship & Target Audience
• Unlike some videos, the relationship between the video itself and the lyrics intertwine in a clever, original
form. The audience can clearly see West is the man with importance (power) in the video and at the end
we can clearly see he is about to die.
• The lyrics convey how power can lead to corruption and eventually downfall which is demonstrated in the
video by West’s power being shown vividly with the use of women around him as well as his position in
the frame but as we get towards the end of the video we see two people about to kill him (despite it
looking like they were fighting each other). Perhaps this was done to show that people closest to those in
power may turn on them once they’ve become corrupt.
Evidenced by the line “No one man should have all that power” a comment on power inevitably altering
somebody.
• The specific topics I’ve highlighted and song in general can perhaps epitomise Kanye West’s mindset shift
and main target audience shift compared to his previous albums. As well as his iconic logo being
abandoned on the album ‘Power’ is on, the lyrics have also changed. ‘Touch The Sky’ a song off Kanye
West’s second album has lyrics as follows “I just wanted to dance, I went to Jacob an hour/After I got my
advance, I just wanted to shine” + “I think I died/In that accident cause this must be heaven” depicting a
less troubled man with a lighter topic in mind whereas ‘Power’ off of Kanye’s fifth solo album contains
lyrics such as “goodnight cruel world I’ll see you in the morning” which is a much heavier pessimistic
thought.
• Whereas the first example is more light hearted and could be aimed for children/teenagers aspiring to
reach their dreams, the latter example seems like it’s aimed more at adults who are in the working
environment that may have bosses who may abuse power.
Kanye West’s
college bear
logo, used on
previous albums
7. Institutions & Representation
• Directed by Marco Brambilla
• Kanye West already had 4 previous successful albums before the release of his 5th (My Dark
Beautiful Twisted Fantasy which Power is placed on)
• Due to his successful releases under the Roc-A-Fella Records (a Def Jam subsidiary) he is now
at the point where he is one of the faces of the company.
• This album perhaps a symbol of how far he’s come and what he can do now due to his
position + power within the music industry – this perhaps links to the single ‘Power’ and why
it was chosen as the album’s lead/first promotional single/video.
• Kanye West at this point in time (2010) and even more so now represents an iconic figure
similarly to his status in the video. The video can almost be seen as a symbol/sign from Kanye
West as way to say - hey, worship and appreciate me.
• Women in the video are seen as mythical creatures but nonetheless are below him in
status, a subtle comment on how women are seen in the modern day world we live in today.
Perhaps the song ‘Power’ is a remark on how men believe they are above women in the
modern world whether it’s in the workplace or in general. West may be trying to say that we
as the male gender have gone to far and have become corrupt.
