A music video functions as a way to advertise the song for an artist. The video is consumed by its audience much more frequently as it becomes available through the Internet and on the television which means it is open to many of its audience and not difficult to find. Music videos are enjoyable and interesting for the audience of the artist or band; who tend to enjoy and remember a song more after seeing the video for it. The audience can see the artist either performing or doing a narrative video. This means it is definitely a way to promote the artist, advertising because available of the artist and their song. Also, it’s a way to see the artists talents and recognising them as people. Nowadays, music videos are a requirement in order for artists to gain their full successes for their music. It helps create a visual persona for that artist and shows their capability.
50 Cent - Candy Shop
I feel this is a perfect example of a hip hop video as there are several close ups of the artist. The image of sex in constantly put forward in this video, women are showed dancing, and dismembered. They are pictures in chocolate bath tubs which is aimed to satisfy the male gaze. The main artist 50 cent is dressed in expensive clothing, he is wearing obvious big expensive looking jewellery, in an expensive huge mansion conveying his money and power. He also drives a red, expensive looking car to convey his further power and wealth. This video is an amplification, as it explores the sub textual meaning of the words. There are several women in this video, all different types dressed in corsets, or underwear which is aimed to attract the male gaze. In this video the women are all conveyed as the male artists possessions and he seems in complete control over them. It also explores aspects of male fantasy, as towards the end of the video the artist is snapped back into reality which to him may seem unsatisfying. This fits into the conventions of a typical hip hop video that all display wealth, money, girls and power.
Research - different types of videos
Rihanna - Cheers
This video differs from other types as it uses a documentary style to give her fans and all the viewers an insight into her private life and gives a behind the scenes feel. Fans and viewers will find this both entertaining and interesting, thus promoting the song.
Taylor Swift - You Belong with Me
This video appeals to the audience as it is an Illustration whereby the actions and narrative in the video exactly follow the words.
Jonas Brother - Hold On
This video follows the typical conventions of a american pop rock group. It shows the artists performing live music with instruments and use of special effects.
Example - Changed the way you kissed me
This video is similar in showing the artist at a live gig whereby they are performing music to their fans.
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