This video analysis discusses Sean Paul's music video for "So Fine" directed by Ray Kay. [1] The relationship between the lyrics and visuals is clear, with the video focusing on Sean Paul dancing without a storyline to promote his new single. [2] Ray Kay is known for vibrant, fast-paced videos using many camera cuts and digital effects to keep the audience engaged. [3] Sean Paul's signature style in videos centers him as the main focus surrounded by dancing women to promote himself without features from other artists.

1. SEAN PAUL “SO FINE” VIDEO ANALYSIS

2. Relationship between Lyrics and Visuals. Sean Pauls videos tend to rely strongly on heavy beats and dance routine its his signature. This video was directed by Ray Kay who has directed many videos and is well know for his vibrant style. The relationship between the lyrics and visuals is very clear. Most of Sean Paul’s songs and videos link in together but they are not inclined to have a storyline. The record label want Sean Paul to be the centre of attention therefore the shots mainly focus on him the dancing rather than focusing. Each cut in the video is fast passed and there are lots of close ups and medium shots of the main artist and the backing dancers which is bound to keep the audience engaged at all times. There is know relationship between the main artists lyrics And the whole video, Ray Kay the director uses lots of Digital effects to drive the song and to make it interesting It sought of reminds the audience of a club scene. The dancing keeps the video going without any Real story to the song the dance routine drives The video to be engaging and the visual effects are Unusual because most artists can switch from something That does not relate to story to something that does but In the case of this video its all about the visual effects The dancing and the main focus Sean Paul. One reason why the director could have chosen for the main Artist to be the main focus without the help of a storyline would be Because this is Sean Paul’s new single of his album and its A way if promoting him without him featuring with anyone else That’s why there are some many close ups of him.

3. GENRES and Star Iconography. The video highlights mostly on Sean Paul’s singing the song shows him and the dancers in a room with lights flashing from every direction and dancers accompanying him . Ray Kay’s videos tend to be very vibrant and colourful and this can be seen in video he has done with Lady Gaga, Beyonce and Black Street boys etc Mise en scene is shot in very quick fast passed clips each one changing to something different which engages the audience at all times. The target market for his song is for people between the ages of 16-20s the dancing and the colourful vibrant special effects prove this. There are lots of close ups to establish a relationship between the audience and the artist. Sean Pauls genre of music is dancehall, but some of the elements of his videos and lyrics and style can also link in with hip-pop for example his current Song “ so fine” , press it up etc. Sean Paul ‘s signature for his videos is having him as the main centre of attention and then women surrounding him below is an example of this. These clips show that Sean Paul style tends to have girls dancing in the background And his the driving force of the song he doesn't have to act he just sings while the Dancers do the work when it’s all put together the videos show his style.

4. ICONOGRAPHY Dancehall has became a bit more mainstream and not so much underground, Sean Paul came out as a big star in early 2000 with his infectious beats, and his style of dance routines that the people could follow made him an instant hit. Dancing is the drive of most of his videos, his style usually consists of a number of girls doing choreographed dances and he would most likely be the main focus of the whole video. His videos then tend not to have a story the relationship between the song video and lyrics is always separated but that works because he is an established artist and he can do that also most of his tracks tend to be dance songs therefore they have dance routines big beats etc. Dancehall is a genre of Jamaican popular music that Sean Paul belongs too. The genre is a more sparse and less political and religious variant of reggae than the original roots style that had dominated much of the charts before dancehall became more mainstream . All the above pictures are examples of the people who have helped shape the new changes that can be seen and found in the new genre “dancehall” therefore it has been part of ‘Sean Pauls’ iconography and that’s why his star image is so well recognised by people of all ages.

5. The record label/ director Demands him to have close ups So that he engages with his audience Plus it exaggerates his star persona. The Ray Kay the Director uses Digital special effects to make The video attention-grabbing. The dancing creates a certain Energy in for the video, and its Sean Paul’s signature. Its Iconography. This is why i find this video appealing The style of it suits manner of it suits What I want for my own music video. Sean Paul is recognized for his club banging beats Vibrant videos, catchy lyrics and setting dancehall trends and he does it again in this video/song.