The document analyzes the music video for the song "Cool Nuh" by Giggs. It examines the genre, setting, costumes, props, body language, and performance to show they follow conventions of rap music videos. The genre is rap, seen through elements like the artist's black coat and hood, and settings at night in the street and in a car. Costumes like gold chains and sunglasses also align with rap stereotypes. While there are few props, they include a phone and bag that suggest illegal activities stereotypically associated with rap artists. The body language and movement of artists confidently walking and rapping fits expectations for the genre.

1. Music video analysis
By Aaron McGreevy

2. What I am going to do
I am going to analyze a music video looking at the genre
and things that are included in the video such as the
performance of the artist and costume and how all
these things relevant to the genre. The song that I am
going to analyze for the second is Giggs- Cool Nuh , the
reason that I chose to do this is because it is the
complete opposite of the artist I done for the other
video but is still the same genre.

3. Genre
The genre of this video is rap the reason that I know it is form the genre rap is
because there are several elements that tells that, one example of this is the
costume. As you can see from the screen shots below this is stereotypical
costume used by a rap artist such as a black coat and this coat also has a hood
which he has up this is seen regularly in rap videos and this particular one
follows these conventions . Also another point to show that this video follows
the generic conventions is the setting which is in the street and in a car, both
scenes are both set at night and as in many rap video seem to be at night this
Is because it creates a better atmosphere as if it was set in when it was a
sunny day which would not give the same affect.

4. Setting and decor
The main setting is in the street which see’s the artist Giggs rapping as
he is walking down the street. The other setting is in a car which see’s
the other rapper wretch 32 waiting for Giggs. There is also him in a car
park which is has got graffiti and is all the settings are bleak which fits
the conventions. There are also many other locations such as an
underpass and various other locations in the street. The fact that it is
set in more than one location keeps the audience watching and is
more interesting to watch. The setting may also suggest that the artist
is street wise and used to being on the streets therefore that is why
the video is set there.

5. Costume
The costumes in this video are they conventional for the genre and example
there is one particular artist who has a gold chain this is was seen in the other
music video from Eminem so this seems to be a common piece of clothing
that is used in many videos. The rapper Giggs is also seen to be wearing
trainers similar to those In the Eminem- Not Afraid video so this also seems to
be a common item of clothing and follows the conventions and adds to the
video for example if it was a rap video but they where not wearing the correct
costumes it would not be the same for the viewer. Also a gold chain may
represent wealth and this may be the message that the director was trying to
get across. Also another item of clothing is the sunglasses which he is wearing
even inside the car this is a stereotype in many rap videos so this particular
artist is following the conventions.

6. Props
There are not many props that can been seen in this video but one of them is
a phone the artist Giggs is seen to be rapping on the phone as if it is a
microphone this is not done conventionally in this particular genre so the
director was looking to do something that is not stereotypical. There is
another prop which is that bag that the artist Giggs has on his back there
video may suggest that there is drugs in it as they exchange the bag for
money. This is trying to suggest to the audience that the artist gets up to
illegal activities and this is represented in the video. AS this is shown in many
rap videos audiences many interpret this as all artist of this genre are involved
in crime and this is why this stereotype is formed.

7. Body language and movement
The body language in this particular video follows the generic
conventions what I mean by this is that the way he is acting is what is
usually seen in music videos such as he is not dancing or unusually for
this genre. Both the artists in the video are confident in there
movement and their body language backs this up. The other person
that is seen in the video that is not one the artists is also similar in all
ways such as costume and props but also in his movement so I will
need to take this into account when creating my own music video and
that all the people who are included must also fit the genre.

8. Performance
The performance of the artist was that they where the main focus of
the shots as shown in the picture below even when both of them are
in the shot they are still both the main focus for the viewer showing
them that they are the main importance. Both the artists fit the
stereotypical rapper unlike the other video I analysed so for this reason
they add to the performance.

9. Narrative
There is a narrative in this music video which is that the rapper Giggs is
giving the other rapper Wretch 32 a bag and the camera follows Giggs
as he goes through the streets. Then the rapper Wretch 32 sells what
is in the bag to someone then meets up with Giggs in a car where they
have ripped off the man as the bag seems to be empty. However the
lyrics do not really link to the narrative so the story that is shown is not
particularly relevant or linked to the song. However the narrative does
make it more entertaining to watch.

10. Comparison
Both these videos are both from the same genre but there are
many differences and similarities an example of this the
movement both are very different In the way they get their
message across such as in the Eminem video where towards
the end he is flying so the video is trying to represent that he
is not the same as everyone else as oppose to the Giggs song
where he is represented as be normal and is not doing
anything abnormal. Another example is the narratives the
Eminem song as the lyrics linked to the narrative and has a
strong story and the Giggs narrative is not relevant at all.