1. Childish Gambino - 3005
The video that I have chosen to analyse is 3005 by Childish Gambino. The
song was released as the lead single from Because The Internet. The song’s
music video was directed by Hiro Murai. The introspective tune appears to be
a love song where Gambino is assuring a girl that he’s going to be in her live
until 3005. However it has an existential meaning behind it, which talked about
the need to be with someone to have purpose.

2. Genre
 The genre of the product (visually) is Surreal. This is because of the
dream like, and conflicting nightmarish, visuals and colours. The
genre of the music that goes with the video is rap. The two genres
are not usually mixed, therefor creating an unusual and rare product.
The music video goes against rap music stereotypes because of the
conservative visuals. Usually in a rap video Men are expected to
display successfulness and control, however because the video is
The video is also very minimalistic because of the single fixed shot of
the rapper in the Ferris wheel.
 The music video 3005, presents the Goodwin’s music video theory
through the relationship between the lyrics and visuals. The video is
contradicting, this means that it is deliberately subverting the direct
meaning of the lyrics of the song. The visuals and music is
contradictory because the song sounds like a love song however
there is no love interest in the video and unlike a boyband video he is
not singing to the viewer. The video keeps its view on childish the
entire time this is because the song is about his own existential crisis
where he doesn't want to be on his own . Childish Gambino is often
challenging the audience to find the true meaning within his music
and video. The other bit of Goodwin's theory that could apply to the
music video is, the demand of the record label will include the need
for lost of close ups of the artist, this fits because of the single shot
used which focuses on the star. The iconography to distinguish the
genre is subverted, there is no stereotypical objectification of women
or any voyeurism used in the video.

3. Mise-en-scene Location
 The location of the Music video is at a Fun fair. This could be a comment about how alone Glover can feel in a
place which is populated by a lot of people.
 Lighting
 The lighting plays a huge role in the visuals for this music video. As the natural lighting contrasts with the
artificial lighting from the fair and Ferris wheel. The sky is pitch black and the lights are more effective in the
dark.
 The lighting is very bright at times then Donald Glover is at the top of the Ferris wheel, there are instances
when the lighting becomes darker within the video. I believe this to represent how the artist feels about him
self. When he is at the top people see him but when he is at his lowest point nobody sees him, this links to the
meaning behind the song as Childish Gambino (Donald Glover) does not want to be on his own.
 Costume
 The costume in the music video is simple outgoing clothing. This gives off of the feeling, with the artist’s Body
language, that Donald glover is on a date and is trying to make an effort. The teddy bear is also wearing a Hat.
 Props
 The key prop used in this music video is the teddy bear this is prop is used to personate a date with the actor
and musician.
 Actor/Body language - Presenters.
 The performance that childish Gambino is very contained and expressionless, this might be eluding to the
artist not being happy or just content with life so far.
 The only presenter in the music video is Childish Gambino, I think that he has a positive effect on people
viewing the video because he represents someone how is very talented person that puts thought into all his
work and art.
 Décor
 The décor in the visuals are quite abstract, and quite surreal with the dream like visuals, from the use of bright
colors backed with a dark night sky. There is also some conflicting colors like the light purple and the strong
shade of red.
LightingLighting

4. Cinematography
 In the video there is only one shot that is used prominently.
This is a continual fixed two shot of the actor and teddy bare
on the Ferris wheel. This continual shot makes the video very
minimalistic, this conveys the meaning within the song about
not wanting to be alone because of the single shot never
changing for the majority of the song. This can also represent
the need for Childish Gambino (Donald Glover) to have
someone with him and not wanting change.
 At the start of the song the camera is tilting down words
Gambino and the teddy bare the shot start out of focus and
then focuses when the two main subjects are in frame. This
can link in with Goodwin's theory about the focus on the artist
within music videos. Near three quarters of the way through of
the video the prominent two shot changes into a close up of
the artist while also panning to the left, this keeps on
happening until the artist is out of frame and the video
becomes quite abstract as the camera makes its way through
the scaffolding of the Ferris wheel. Same as before the
camera becomes out of focus, creating surreal abstract
visuals.

5. Editing
The editing on the video is very minimal because there are
no obvious cuts in the video, however by possibly using
hidden cuts that start on top of each other the video can still
retain the effect of being a single shot. This could be a
possibility because retaining a single shot for 3 minuets is
quite hard and it will give the editor more options. The pace
of the Music video at the start quite slow and it fits the
starting pace of the Ferris wheel. However it seems to
slightly pick up pace with the song, as Childish Gambino
speeds up his rap. There is a part in the video when the pace
feels to pick up when the camera moves away from childish
Gambino and the teddy bear, then the pace suddenly goes
back to the neutral pace that was at before. I think that in
post effects have been implemented to bring out color and to
distort some of the colour when the video goes abstract
another effect that could have been used in the video is a
blur effect because the fist and last shots are blurred out.

6. Meaning and Purpose
The meaning in the music video is about the artists feelings of being on his own
and the feeling of being needed, in a interview Donald Glover says that the song
is usually misunderstood as a love song. The song is actually about how the
artist does not want to be left alone. The music and video does a good job of
subverting the true emotions that are behind the music, this is done by tricking
the audience by making them thing that the teddy bear is a metaphor for a date.
The music is also made as childish talking to a person, however it meant to be
said in a manipulative way, as childish Gambino says that the real meaning of
the hook could be interpreted however the listener wants; it’s more of an
“existentialist” type of song and could refer to a girl, money, God, or anything
else. These videos are not like what we traditionally get from rappers, and they
have brought viewers deeper into the world as Gambino sees it. The music
video does not use any of the stereotypical codes and conventions of a pop/ rap
music video. The video does not objectify women, glamorise gang violence and
any other stereotypical traits seen in a pop or rap music video. The lingering
confusion for viewers reflects Childish Gambino’s own doubts. It’s the same
confusion that black men experience living in our society on a daily basis, and
Glover wants us to know and talk about it. In many of the chapters, we see the
artist participating in activities that aren't typically associated with black males.
None of the conventions seen with the rap genre are present, the iconography
within the music video is associated with a old school style date we can see this
because of the location of a fair and the trope of taking dates on a Ferris wheal.
I think that the purpose of this song and music video is to help the artist take out
his existential dread.

7. Target audience
The target audience for the video is male, aged 18-25 this is
because unlike rap videos that appeal to more adolescent teens
this video is more for the young adults who are going to uni and
would be looking into the hidden meaning of the media that they
consume. In the socio-economic groupings the segmentation
would be in group D because the students could be working
part time however the target audience can also be in the E
group because they can be in education and not want to work
therefor they have no income. I think in Rubicams 4Cs the
audience would be the aspire people who want to get to the top
and would want to look deeply into everything they consume. I
think that his product is appealing to this audience because it is
respected by music listeners who enjoy rap but it is not
stereotypical of the rap genre. The second target audience is
the reformer a group, that does not want to be in the main
stream but prefer the independent scenes of society, I think this
because this audience might prefer the visual style of the music
videos as it is not the basic rap music video which the
mainstream prefers.