analysis of a music video

ANALYSIS OF A MUSIC VIDEO

By Damian Zlotorzynski

THE TWO SONGS I WILL BE ANALYSING

First song- Nines- Money on my mind

Second song- Bugzy Malone- Gone Clear

The two songs I will be analysing are both from the same genre (Rap/Grime) but are represented in slightly different ways. Throughout this analysis presentation I will thoroughly discuss their differences along with generic conventions used in the music video. Furthermore I will discuss the differences in camera work and the different editing styles both music videos used. Providing a full analysis for the two songs.

CONVENTIONS USED (GENRE CONVENTIONS)

‘Gone Clear’ used a different variety of conventions within its music video, we very commonly see the appearance of drugs and narcotics throughout the music video. There is a big volume of drugs in tin foil and small plastic bags, this generates the image that the artist is drug dealing all from the first few shots of the music video. We can see a lot of money being shown throughout the duration of the music video, the large amount of money stuffed in duffel bags can be very easily linked to drug distribution. This is throwing out a large statement showing others that the illegal quick money made from drug transactions accumulates wealth for the artist, this of course is an unhealthy ideology structure and is something that wouldn't be shown on day time television. The artist Bugzy Malone can be seen giving a duffel bag full of money to a female which appears to be his partner/girlfriend, we can see the artists partner counting the money for him before giving it back to him. It is made very clear that the artist possess the money as through out the video was see him with it. Drugs and money are very common conventions in today's generation with in the Rap/grime scene, this is something that started off in American rap videos where artists would flash large amounts of money to show of their wealth and that's why we can see this in a large variety of Rap music videos today.

Bugzy Malone- Gone clear

Furthermore, the artist is wearing expensive jewellery such as his diamond watch and golden chains and this is appears to be a standard as we can also see the other people around the artist wearing expensive jewellery. This expensive jewellery can be brought from the quick money made from drug dealing, this shows that crime does pay and that’s the kind of mentality that the artist has and is un willing to change. The music video can be very heavily stereotyped to gang culture because of the generic conventions used, money is heavily shown off in the music video and narcotics are also shown which can link the two together. These two factors are what gives the music video a gang culture and ‘drug dealing theme’, young black males are seen flashing large amounts of money while appearing to live a luxuries life style. This will straight away stereotype people to believe that they are affiliated with gangs and drugs; this is very easily made when in the music video drugs are presented and large sums of money are constantly seen.

With in the music video of ‘Money on my mind 'we see expensive champagne and alcohol being poured out and wasted which can represent they are celebrating something and also show us that they have money to waste. The artist and his associates in the music video all appear happy and proud of the life style they are living. The lifestyle that they are representing appears to be very expensive through the props used in the music video such as: expensive cars, designer clothing and loads of jewellery. We can see an excessive amount of jewellery on the artist Nines, he has overlapping gold chains and from what we see in the music video you definitely wouldn't think that the money obtained to purchase these was from hard working jobs. The rap artist Nines is the main focus of the music video being featured in more or less every shot but we do see a lot of other individuals in the shots along side him. The young adults in the music video are wearing tracksuits which stereotypes people to believe they are up to no good and in this case from the way they are represented through out the video they fit this stereotype perfectly.

Nines- Money On My Mind

The artist has many different outfit changes throughout the music video in order to show off his expensive designer clothing. There are two main settings used in the music video one of them being near and around what appears to be council estate flats and the other one on street corners. The video being located around street corners links to the first video with drug dealing as the theme, gang culture and drug dealing can be heavily stereotyped to this video. Furthermore, the fact that we can see the artist being on the edge of street corners constantly where you might question someone at that age being at work or still in education. The artist and his associates appear to be from a council estates but they are drinking expensive champagne and wearing very expensive jewellery while driving sports cars which is something some people might question.

CAMERA WORK

Bugzy Malone- Gone Clear

We see a different approach with camera work in this video, the camera angles vary throughout the entire video, we see a range of close up shots and pan movement angles along side with long shots. The close up camera shot is used to represent the emotion of the artist and to show us the audience how he feels, he raps directly to us so we can constantly see his face expression. Bugzy Malone’s face impression appears very humble and straightforward with us, this gives us the impression that he is very confident with himself.


In this music video we can see the repetitive use of two way shots and medium shots as most of the time the artist Nines is around other individuals in the frame, close up shots are used to focus on the rapper's expensive jewellery and chains. The use of extreme close up shots is also used to represent the emotion in the artist's face, the rappers emotions appear to be full of him self. Pan camera movement has been used throughout the music video, an example of this would be when Nines is sitting down with the other individuals on the street corners we see this camera movement being implemented.

Long Shot

Close upExtreme Close-up

Low Angle

Mid shot

Pan shot Dolly shot

Two-Shot

Nines camera work

Bugzy Malone- Camera work

Tracking shot

Extreme close-up

Dolly shot Long shot

Zoom shot

Mid shot

Pan shot

Follow shot

EDITING


Majority of scenes in ‘Gone Clear’ are straight cuts as the editing of the music video makes Bugzy Malone come across very direct to us the audience when rapping. Some of the clips were recorded naturally by hand adding an shaking effect which made the music video appearmore realistic and make us feel like we are there. There was a fast motioneffect being used at points of the music video which added more variety to the finished music video.


Cut shots are used and some fade out is used between different type of shots, the style of editing definitely comes across as a Rap/Grime music video because of the conventions and props used. The slow motion effect was used at times of the music video to slow down the tempo and to add a special effect while overlapping clips, but most of the editing is basic which still definitely comes across as very professional. The reason it comes across as professional music video is because professional camera work was used and the editing of the music video was very good and clean.


Bugzy Malone raps about how he has ‘gone clear’ and how his lifestyle was before compared to now, he refers to how he used to sell drugs and be in Jail in 2006 to now running a legal business and the police not being able to take his money due to it being legitimate and made legally. Bugzy Malone also says that no other MC is on his level and he isn't gone stop working this hard now that he is fully focused on music, he also mentions that he can’t adjust to his new wealthy lifestyle. In general the storyline is Bugzy talking about how his life was last year to now and just how much everything has changed for the artist. The music video can relate to the narrative as we do see him come across as a wealthy person and we do the see the representation of drugs within the music video which can refer to his old life style. In 2016 Bugzy has managed to develop his clothing business by partnering with the Supply & Demand clothing line selling out his Bugsy Malone tracksuits and other clothing products at JD.

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NARRATIVE AND STORY


The main narrative of this song is about money which is very popular in most Rap/Grime songs, Nines refers to how he used to be broke but now he hasn't got time for parties as he is all about making money. This refers to selling drugs as he implies he is always busy due to the high demand of people wanting the supply of drugs. Nines betrays his rich lifestyle throughout the music video by showing off his cars, his designer clothes and the jewellery that he's wearing. He implies that he don’t really care about making it in the music industry as he is making all his money out of selling drugs which has him paranoid and over thinking that he might be getting followed by the police. This goes against what he has said as he has recently been signed by XL Recordings leading on to him dropping his new album soon. This is a statement that the artist is taking his rapping career a lot more seriously and in 2017 we are definitely gone see big things from the artist.

PERFORMANCE


Bugzy Malone appears confident with the camera he is making eye contact with the camera, he uses hand movement to express himself and the emotions are very clear of how Bugzy Malone feels. We occasionally see him look away from the camera when he is in the middle of something but the performance of the act is always very direct.


Nines raps directly to the camera we always see him making eye contact with the camera, he is very confident with himself and the lip sync with the song is perfect. There are a few shots that he isn't included in or making direct contact with the camera but we can still see that he is the main focus of all the clips, the whole video is about him.

REPRESENTATION


Bugzy Malone is represented as a powerful and determined character who now is goal orientated and knows what he wants to do with his career, he is represented to have some money and be possibly selling drugs by what we see from the music video. Bugzy Malone also appears to be with his crew or ‘gang’ which represents him as a powerful and strong character, it shows he has force behind him and friends that are going to be his side.


Nines is represented as a very wealthy drug dealer, he seems like he has money to waste and is serious about what he does. His jewellery and wealthy appearance really makes him across like he has money and can afford to spend it. This is very common in the UK Rap/Grime scene a lot of rappers like to show off their empire they have build living the illegal life and they use this as lyrics and topics for the rap videos. This video represents his good lifestyle and the what he had to do to get to where he is now.

INSTITUTIONS BUGZY MALONE

Bugzy Malone only raised in popularity in the last year or so, he was signed by a small independed record label called ‘Grimey Limey’ which was run by Charlie Sloth the BBC Radio 1xtra presenter. This was a stepping stone for Bugzy Malone’s music career as it provided him with the basic foundation of making music as it provided access to a studio and support from someone who has been in the industry for a long period. Bugzy Malone went on to start his own independent record label after that ‘Ill Gotten Records’ the recent E.P ‘Facing Time’ that was released recently was released under his own record label.

INSTITUTIONS - NINES

Nines was using SBTV in order to record his music videos through their studios. SBTV are an independence record label and go off by the label name ‘Just Jam’ which is an imprint of Sony RCA. Courtney Freckleton also known as Nine has recently progressed in his music career by signing a record deal with XL Recordings. XL Recordings is an independent English record label which was founded in 1989, the labels parent company is the Beggars Group. The record label has previously worked with artists such as: Adele, Dizzee Rascal, Tyler the Creator and M.I.A. The label releases on average six albums a year. Nines is currently working on a new album ‘One foot out’ which should be released early 2017 with XL Recordings.

Values and ideology


Bugzy Malone is represented to be more goal oriented and a lot more mature. Bugzy Malone when rapping talks about running legal business and about the things he has done in the past in order to get to where he is now. Bugzy Malone wants to fully focus on his music career now and leave the past behind him. This is a healthy ideology as his songs are becoming more mainstream and are not as explicit meaning they can be played on daytime radio/TV. Bugzy Malone has received upfront support from Radio 1, Beats 1, MTV base, 1Xtra, Channel AKA, Link Up TV and a lot more.


The only image Nines tries to portrait is that he is rich now from when he used to be broke, he shows this off in this video with his expensive cars such as the Ferrari and Aston Martin. The only thing nines values is money he even goes the distance to say that he is ‘gone win even if it kills him’. The ideology behind this music video is very negative and it's a bad influence on young people who could be listening to his music this also means because of Nines rap style it would never make it on to mainstream radio and TV due to explicit content in his music. Nines has recently been signed by XL Recordings which could show us he Is taking his music in a new approach.

analysis of a music video

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