- The genre of our music track is rap/UK hip-hop and this is evidently reflected in the music video. In terms of Goodwin (Dancing In The Distraction Factory, 1992) we share similar codes and conventions of the rap genre including the clothing and style of our protagonist artist. The style of the cap has strong references to the rap genre, whilst the hi-top shoes also show a code that reflects the artists’ rap/hip-hop approach. Many rap videos also share the same narrative performance in a literal way; artists such as Eminem use this as a convention. Furthermore the usage of ‘breaking the fourth wall’ is a strong convention of this particular genre and can be seen in other rap music videos.
- The relationship between lyrics and visuals of our music video is performed in a very illustrative and literal way, following the narrative of the lyrics in an amplified manner. This can be seen through the narrative in which the artist (Dr. Syntax) attempts to fit in with the subcultures of society. The relationship between music and visuals is more subtle, however it can be seen when the protagonist is addressing the camera, and when the beat of the song matches with the cutting rate.
- We have many close-ups and star image motifs in our music video; throughout our performance shots we have the meat shot of the artist breaking the fourth wall, giving the artist an aural grain of voice. Our visual motifs can be seen through his constant clothing and hat; these represent his constant relation to rap. This emphasises the artist and his voice, as seen in many rap music videos.
- Furthermore our humorous type approach is emphasised within our use of 'stocky text', this is also conveyed in our print media aswell, this helps converge all our forms of media together allowing the target audience to gain the main conventions of the genre, but also get the uniqueness of the artist and the amusement he conveys. Similar artists include Eminem, this can be seen in his music video 'Without Me' in which the comic book style text conveys humour, and creates a meta-narrative.
Eminem, Without Me (J. Kahn, 2002)
Our text styles:
- The form of our music video is evident, it is easily established as a music video through lip syncing, throughout the video with the artist rapping, it is easily evident that it is him that is rapping. The breaking of the fourth wall is also another convention of music videos, excluding it from media texts such as films. Also the length of the video is much shorter than of a film or other forms of media texts. The relationship between music, lyrics and visuals is very clear, making it obvious that it is a music video, something that cannot be seen in other forms of media. The movement of the camera and fast cutting rate differentiates itself from films and keeps the video interesting throughout its short time period. Furthermore the performance and narrative interlinked together brings all aspects of the visuals and track together further emphasising the music video.
- Our narrative does draw upon binary oppositions, throughout our music video there is only one particular subculture in which a women is evident. This perhaps indicating the all-male domination of the rap genre, we do not challenge this stereotype but reinforce it as nearly all of our music video contains male figures only. Furthermore binary oppositions also occur in the subcultures of society, we reinforce this through differentiation of the subcultures, stereotyping them so there is a clear difference between groups in society. Binary opposition also appears through the artist and all the subculture groups, we make it clear that he cannot ‘fit in’ with any other social group, following the lyrics, showing his uniqueness and individuality. This is emphasised as he is alone at the start of the video and at the end.
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- There is also narrative closure, mostly in concern to the artists’ meta-narrative, at the end of the track he explains how he cannot fit in and socialise with subculture groups such as Hippie’s.
- In the music video we have created the artist in a very energetic and playful way. We can see this through the out-going attitude of our artist and the narrative based storyline in which the artist attempts to fit in with different social cultures. This particular theme which goes on throughout the music video conforms to the youthful manner of which they are energetic. We also have an evident playful attitude of the artist, taking the lyrics and visualising them in a humorous way. We took influences of this idea from the famous introduction to ‘Fresh Prince of Bel air’.
- The artists playful attitude also rejects the idea of stereotypical cultures within society as at the end of the song the lyrics state ‘none of these subcultures offer me a place to be myself’, implying his inability to fit into any social group, considering himself as an outsider.
- In our music video we have created an ideological discourse in which the idea of subcultures is celebrated through their differences and uniqueness, offering particular people to fit into a particular social group. We maximised this through the lyrical based visuals by stereotyping the subcultures in an amusing way, giving the artists rap conventions, uniqueness in the entertaining lyrics but also giving meaning and a message to the song. However the music video also reinforces individuality, as the artist does not fit in with any subculture rejecting the idea of splitting up people within modern society and also supporting the idea that you cannot stereotype people.
- However the irony of the music video is conveyed in a more humorous way, this idea comes through the same actor representing all the different subcultures. Also the ‘comic book’ style text when introducing the subcultures gives a further amusing style. The non-verbal language of each stereotype is emphasised to give each subculture and clear difference from one another.
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