The music video for Can't Hold Us by Macklemore and Ryan Lewis uses various techniques to connect the lyrics and music to the visuals. Shots of Macklemore matching his dress to his lyrics and performing in front of the city help illustrate the song's themes. The video also incorporates the brass solo by framing the instruments and musicians. As a hip hop video, it features rapping and drum beats but subverts stereotypes by not focusing on half-naked women or following conventions of solo black rappers signed to major labels. Multiple close-ups of Macklemore and Ryan Lewis as well as shots of their album cover help promote their music and upcoming album.

1. Theory of music videos:
conventions
Can’t Hold Us by Macklemore and
Ryan Lewis

2. Links between lyrics and visuals
• “Get up! Fresh out, pimp
strut walking, little bit of
humble, little bit of
cautious”. His dress sense
matches his lyrics. He looks
cool and unique.
• “I got my city right behind
me”. The band are playing
and in the background there
is a long shot of the city.
• “So we put our hands up like
the ceiling can’t hold us
Like the ceiling can’t hold
us”. Both Macklemore and
his audience and dancing and
cheering. Their hands are up
in the air which highlights the
idea of nothing can hold
them down.

3. Links between music and visuals
In this part of the song there is a brass solo where all the brass
instruments such as the trumpets play. The music video
incorporates this. A variety of shots are used to frame the
instruments and the musicians.
In this shot a long shot is used to
show the many instruments
playing.
In this shot a mid shot is used to
show the main musician and his
trumpet.

4. Genre characteristics
• The music video is of a hip hop genre. Hip hop generally has rapping.
Macklemore is a fluent rapper and has won numerous awards. Also his
debut single “thrift shop” reached no.1 on the US Billboards chart.
• Hip hop has a lot of heavy drum beats. This creates a hard atmosphere
where the rappers try to come across as tough. This incorporates this.
Macklemore is rapping about being tough and true to himself.
• However Macklemore does subvert the typical stereotypes of hip hop
music videos. He doesn’t have women in his video where they are half
naked. Also he is a white rapper. Normally hip hop rappers are black.
• Macklemore and Ryan Lewis are a duo. Ryan produces the song and
Macklemore raps. Also they release their songs without the backing of
major record labels. This is unconventional of hip hop music videos as
they normally consist of a solo rapper and they are signed to major
record labels such as Jay Z.

5. Multiple close ups of the artists
This is the first mid shot of Macklemore. Although it is
not a close up it is still effective as the audience are able
to see the fans behind him. They are all dancing to his
music which conveys him in a powerful light.
This close up shows him in
another setting. Which
sells the artist as he is in
different clothes – smart
casual. The image
represents the rapper’s
multiple sides. He is not
the typical hip hop rapper.
This is a mid shot of Ryan Lewis the producer. He is an
important figure as they both are part of the music
process. He is wearing sunglasses in this shot. It creates a
mysterious mood. Which fits his role as he is more behind
while Macklemore is in the foreground.
This close up is a low angle shot.
This portrays him as powerful and
ready to take on the world. A
theme which is recurring in this
video – Macklemore is rapping
about how he can’t be held down.
He has no restrictions.

6. Multiple shots of the album cover
This shot is an establishing shot of the tower and
the flag above it. The flag above it is the name of
the soon to be released album “The Heist”. By
having shots of their album they are exposing it
and letting the audience know that there will
soon be an album. This creates a hype between
the fans and they will be excited.
This shot shows the flag but is a wider shot
than the last one. The building behind it
suggest that the album will be national and take
the city by storm. It is creating the sense that
this album will be big and many people will
enjoy it.
This is the final shot of the music video. Rather
than ending with a shot of the artists it shows the
album cover. It reinforces the idea that the new
album will be out soon. It highlights the
importance of the album.