1) The music video for Eminem's "When I'm Gone" tells a narrative of how his career is negatively impacting his family life and relationships. Visuals show his daughter disliking how he prioritizes his career over family. 2) The Game's "Ali Bomaye" features lavish visuals that represent the artist's lifestyle of wealth, drugs, and crime. Shots sync with the beat and lyrics that discuss this culture. 3) Young M.A's "OOOUUU" uses visuals of her dress and environment to represent her identity in gang culture and lifestyle of drugs and partying, as she discusses in lyrics and interviews. Close ups showcase her

1. Textual Analysis of
Music Videos
MAX PHILLIPS – SUMMER ASSIGNMENT | GOODWIN’S RULES
EMINEM, THE GAME, YOUNG M.A. (HIP-HOP / RAP)

2. Eminem – When I’m Gone
When I'm Gone is a rap song by Eminem from his first greatest hits
compilation album Curtain Call: The Hits. It was released on December 6,
2005, the same day as the album was released, as the lead single.
The song's lyrics pertain to Eminem's life as a celebrity musician interfering
with his family. Eminem uses imagery to evoke a feeling of sadness about his
family falling apart.
The genre of the music video is a narrative as the whole music video is telling
the story about how Eminem’s career is clashing with his family life and
breaking his relationships apart. The album was called Curtain Call as
Eminem was unsure on where his career was heading, with this song being
the lead single, it was telling a message of how his career is literally causing
his life to fall apart.

3. Lyrics and Visuals (representation)
The relationship between the lyrics and visuals are clear as the music video is
a narrative of what is happening with Marshalls life and how his career is
ruining his personal and family life. Haley (Eminem’s Daughter) hates how
her dad is always leaving home to rap, and isn’t taking care of himself or his
family as he is more concerned on his career than his family.
The visual representation throughout the entire music video is showing
Haley’s concern and how she knows what he is doing is breaking him apart
and wants him to spend more time with her. This links into Goodwins rules
with representation as the music video is clearly linking in with the narrative.

4. Music and Visuals (representation)
The music links in with the visuals between verses and the chorus. When the
chorus is playing, Eminem begins to rap alone but when the main narrative is
being rapped about, a visual representation of the lyrics is taking place. This
shows that the entire song is all represented through the music video itself

5. Portrayal of the artist
The artist (Eminem) in the music video is being portrayed as frustrated and
lost with the problems which are going on in his life. It appears that he cannot
bring his family life and career as they clash with each other and doesn’t want
to give either up, but it’s clear that his career means a lot to him and in some
way is controlling him and he can’t let go.
Eminem is rapping about his life throughout the song. In one part of the song,
he's at an open house where he completely ignores his daughter's creations
but before he can see the error of his actions, it is too late. As he watches her
walk away, he raps
"Then turn right around in that song and tell her you love her/And put hands
on her mother, who's a spitting image of her",
feeling remorse for writing songs about being violent towards Kim, who is
Hailie's mother, and wonders how he could be a good parent.

6. Close ups of the artist and
star-motif
Close ups of the artist aren’t really seen in the music video, only when he is
performing on stage in the video which is playing in with the narrative. In this
scene, he is shown as being confused after his daughter has followed him to
one of his gigs in Sweden. He is unsure of how she followed him and is
concerned about her and what he has done and lied to his family.

7. The Game - Ali Bomaye (Explicit) ft. 2
Chainz, Rick Ross
"Ali Bomaye" is a song by American rapper The Game, featured as the second track
from his fifth studio album Jesus Piece. "Ali Bomaye" features fellow rappers 2 Chainz
and Rick Ross.
When Muhammad Ali faced George Foreman in Rumble in the Jungle, audience
members cheered Ali by shouting, "Ali Bomaye!", meaning, "Ali, kill him”. The Game
would take inspiration from that chant on the chorus of the track

8. Lyrics and Visuals (representation)
This music video very much correlates with the lyrics that are being rapped.
The rappers brag about the use of drugs, with the line: “roll another one coz’ I’m
Winning” – this is illustrated very briefly in the music video, linking to goodwin’s
Rules and showing the audience that he is part of this type of culture. This is seen
Throughout the music video through the costumes they wear (expensive clothing,
Chains, accessories etc..)

9. Music and Visuals (representation)
The music video displays many characteristics to represent the style of the music.
There are long shots, close ups, mid shots, cut ins, two-shots, extreme wide shots. As
well as this, the editing is done in such so that it syncs with the beat with the reversal
of clips, post effects such as flashing and on screen text. All of this glamorises the video
and makes it look very much like a typical hip-hop video, linking into the general
conventions and goodwins rules.

10. The artists in the video all collaborated in this song to produce it. The Game, 2
Chainz & Rick Ross are all infamous rappers in the hip-hop scene, and are
well known in the media as being wealthy individuals who have been involved
in crime at some points in their lives.
This song is paying respects to the fighter Muhammad Ali – There is no real
motif towards this, other than The Game saying in an interview that he was
inspired by the fighter to name the famous chant to the song.
The artists are showing off their characteristics in the music video, showing
rebellion to law & order (as seen at the beginning of the video with the stand
off with the police), and the continued mention of drugs, alcohol and sex
throughout.
All the shot types and post production of the music video symbolize this
meaning they are trying to get across.
Portrayal of the artists

11. Young M.A. - OOOUUU
Ooouuu is a hip hop song by recording artist Young M.A - The song was
produced by U-Dub. It was released as a single on May 12, 2016.
On May 12, 2016, Young M.A released the music video for "Ooouuu" on her
YouTube account, the same day as the release to the song. Since the video was
posted, the video surpassed over 100 million views.
The genre of this music video is a performance due to its nature and no real
narrative or spectacle being presented

12. Lyrics and Visuals (representation)
OOOUUU is a song about gang culture, money and the typical conventions of a hip-hop
video. In her lyrics she is bragging about gang culture by referring to gangs like the
crips by the clothes she wears ‘rojo’ (red life) and bragging about alcohol and drugs like
‘henny’ (Hennessey) – This is all visually represented by the way she is dressed and
what the music video is showing
In an interview with Genius, Young M.A spoke on the creation process behind the song:
When I first heard the beat and wrote to it, I said to myself, “This is one of those
records where I just wanna relax.” There’s not too much thinking about the bars or the
punchlines, I needed a feel good record. I didn’t have one of those yet, I was putting so
much work into my pen. This is a record where I just wanted to be cool on the track. I’m
chill, I’m humble a lot, I needed one of those records.
This shows that music video is fairly personal and represents her life in gang culture.

13. Music & Visuals (representation)
The backing beat is typical of something heard in hip hop music. It syncs with
the on screen illustration of what she is rapping about. The entire song itself
links with the music video being correlated with drugs, alcohol and gang
culture. When the beat changes pitch, different shots are used to represent
her stance and ‘power’ – This follows Goodwin's conventions as it is linking
with the music video and the conventions of real media in comparison.
When there are shifts in the song with the beat or pitch, it can often be seen
that colour corrections are present and different camera pans are
implemented.

14. The artist is being portrayed as someone of power, part of gang culture and
enjoying her time being wealthy and having ‘fun’ – This is all portrayed through
she says, the slang she uses and what the music video itself is presenting to the
viewer.
Often throughout the song, much of what she says is slang for typical American
gang culture. This shows that she knows what she is talking about when she goes
on about her lifestyle (to some extent) and gives the average person a
representation of her personality.
In the same interview I spoke about earlier, she continued to say that:
“When I went to record the track, I wanted to be drunk while I recorded it. I was
really smizz and drizz when I recorded the record so it feels authentic”.
This shows that the song is somewhat personal to her as not much thought has
really been put into it, being about her and what she enjoys doing. No narrative or
spectacle.
Portrayal of the artist

15. Close ups of the artist and
star-motif
Close ups of Young M.A. are used throughout the music video to display her
character and influence. She is trying to represent herself as a gangster, thus
close ups will help illustrate her power to the audience