This music video for Kyle's song "iSpy" features Kyle and Lil Yachty with their heads digitally placed on children's bodies. It has a fun, colorful style appropriate for a pop song. Though not literally relating to the lyrics, the video uses fast editing and dancers to link the visuals to the upbeat music. It focuses on the artists as demanded by music labels while also incorporating the male gaze through shots of scantily-clad women. Lil Yachty develops motifs like his bright red dreadlocks across multiple music videos.

1. Music Video
Analysis 2

2. KYLE - iSpy (feat. Lil Yachty)
Ispy is a single by American rapper Kyle. It was
released on December 2, 2016 by indie-pop and
Atlantic records. It features vocals from American
rapper Lil Yachty. The song was produced by Ayo and
Lege Kale, it was directed by Colin Tilley. The official
video features the heads of Kyle and Lil Yachty
animated onto two children's bodies for the duration of
the video. Kyle said that it was Tilley's idea and he
just agreed, he said the song is fun and wanted the
video to be twice as fun. The music video is a
disjunctive performance based video as the artist sing
the song yet the setting of the video doesn’t have a lot
to do with the song itself.

3. Music videos demonstrate genre characteristics 1.
Style
The style of the video is fun and child like to match the style of the song. This
is conventional for a pop song to have a casual and funny video. Kyle and Lil
Yachty heads are edited onto two children's bodies hence why the mise en
scene is creative and childish. The artists / children they are styled as adults
and how the artist would dress them self's normally. To add to the fun feel of
the video everyone is dressed in bright colours, the female actors are also
seen in bright coloured bikinis. The video has lots of mise en scene going on
all the way through, the setting of the video is a beach which has fake palm
trees, ice creams, crayons and a giant hot dog which then later changes to a
ship scene. All the props in the video are also bright such as a yellow piano,
red slide, blue chairs and pink lollypops.
Lighting
At the beginning of the video while they are on the beach the lighting is
bright to suggest a sunny beach day yet when the setting changes to the
ship the lighting becomes dark to infer they are at sea in a storm, the
colour of the light changes to blue to link to the sea. The lighting is bright
to reflect the energy of the video and so that that artist can be seen.

4. Music videos demonstrate genre
characteristics 2.
Performance
This video is a disjunctive performance based music video as the
video doesn’t have much of a link with the song lyrics. The actors
don’t perform a dance to the song, the artists just sing the lyrics
while the female drancers are in the background. Performance
based music videos are normally more common to girl/boy bands
and the pop genre of music.
Camera work and editing
The video uses continuity editing so that the video flows and
is easy for the audience to watch. The editing is fast pace to
make the video seem more fun and energetic which also
reflects the style of music and song, linking the visual to the
music. The video cuts in time with the beats to the music
which also links the visual video to the music.

5. There is a relationship between music
and visuals.
Although the video is a disjunctive permance music video which
means there isn’t much of a relationships between the music and the
visual of the music video, however they are still some links between
the two in this music video. The song has a fun comical feel and style
which is carried through to the music video due to the setting and
props. The editing of the video is in time with the music to create a link
and relationship between the music and visuals in the video. The cuts
in the video are made to match the beats in the music to make it look
smother as a jumpy effect can confuse an audience. As the setting of
the video is at a beach the music has the sound of the ocean and
waves in the background to fit the song with the video. Although it isn’t
a performance based video it still has performance aspects meaning
the dancers and artist in the video still dance to the song which
creates a relationship between the two elements. The artists are also
seen

6. It is conventional for there to be a link between the song lyrics and
the visual music video. Disjunctive music videos don’t normally
have links between there lyrics and visuals however this style of
video is unconventional for a music video. Even though the ispy
video is disjunctive performance based it still has some
connections between the lyrics and visuals.At the start of the song
Kyle states that he is upset due to “kids talking shit and making
him feel bad”, this links to the visual as both the artist are
represented a children with the artists head.Throughout the song
there is a lot of references to women and ”girlys” which is shown in
the visual by the women that are in the background of the video.
There is a relationship between lyrics and visuals.

7. The demands of the record label will include the need for lots of
close ups of the artist and the artist may develop motifs which
recur across their work.The demand of the record label means that most music videos will
include close up shots of the artist. Both the artist Kyle and lil
yatchy are fairly small and upcoming artist however they have
already developed a style across there work. As upcoming artist it
is important for the video to feature close ups of the artist face for
the audience to become familiar with the artist as well as there
work. For this video the artists head are photoshopped on to
children's body's meaning the artist face is empathized so that the
artist are recognised to start to built a motif across there work.
Throughout the video lots of close up shots of the artist are used.
In all of lil yatchy work there is close up shots of him to create and
develop a motif across their work. In this music video close up
shots of the females in the background are also used.

8. There is frequently reference to notion of looking and
particularly voyeuristic treatment of the female body.
Throughout the video there is a lot of references to the
female body. Other than the two male artist all the other
actors are female, who are mainly just dressed in just
bikinisThe song lyrics often refer to women and the
female body.This is due to the male gaze which is meant
to increase the sales of the single.There is also
references to the notion of looking in the music video as
the camera often focuses on close up shots of the
glasses people are wearing and shots which show the
women taking off there sunglasses.This notion of
looking I significant as the title of the song is “ispy”
which also has a reference to looking.

9. The artist may develop motifs or iconography that recur across
their work
LilYatchy who features in this music video has developed an iconic
style throughout his music, in all his music videos such as
“marmalade” he can be seen with bright red dreadlocks.This makes
him unique and recognisable to the audience which further promotes
this work.The artist being shown as a child is also a common motif to
feature across LilYatchy’s work as “marmalade” also like “iSpy” shows
a child performing the song.09

10. intertextual reference
This music video references another music video by the same
artist, LilYacty, where a child also plays the role of an adult and
performs the song, like in this music video.There is also another
reference in the song to aTV program called “Scooby doo” as it
refers to the “mystery mission” which is features in the program.