This is our preliminary task for the song Can the Can by Suzi Quatro. Doing this preliminary task meant that our group was able to get an idea of the camerwork for our own music video, by doing this we were able to get an idea of what we should and shouldn't include in our video.  It also enabled us to experiment on lip syncing and get it in time to the beat. By using the camera it meant that we could practice using different shots which we would maybe consider using in our music video such as close-ups, mid-shots and panning.

In what ways are the traditional aspects of hip-hop genre broken

or remade in the music video for ’99 problems’?

There are a number of conventions which are common in a hip-hop music video. These include low-angled close up shots to show that the artist has power over the audience; the low angle shows the artist looking down at the audience. Camera shots tend to be long and establishing to show the money involved, close-us to show the jewellery and assets of the artists. A crowd is usually shown dancing to the beat of the song, by them doing this it makes it seem like people actually enjoy listening to the song and so this will make it easier for the audience to like the song. There is usually a lot of reference to the wealth of the artist though mise-en-scene such as money, cars and jewellery. In Nicki Minaj’s Superbass music video there is an expensive car and a stack of money.

There are a lot of close-ups in hip-hop videos used to establish the artist and the ‘power’ or importance of the artist as they take up most of the frame. The location usually tends to be at a party or in a club; there is usually alcohol and a showing of expensive cars and houses. For example in the video In Da Club, there are a lot of two shots of 50 Cent performing; four of these are used in the space of one minute. This shows that 50 Cent is desired and it represents that he has status. There is usually reference to sportswear and basketball shirts in the music video to show strength of the artist. For example a basketball shirt used in Ignition, Sports jerseys worn in In Da Club and Ms Jackson.

Jay-Z’s song and music video ’99 Problems’ was released in 2004, he is now known as a famous rapper but he did not start off with a fortunate setting. The video shows the ghetto area of Brooklyn, New York in the 1990’s and shows all the struggles that Jay-Z experienced throughout his career to achieve in the music industry. The video was so successful that it won three MVPA awards in 2005 which were, MTV Video Music Awards, Video of the Year and the Best Male Video.  The primary audience for this music video is African American males; this is because there are cultural elements which are shown throughout the video. During the verse of the music video it shows Jay-Z getting pulled over by a policeman for driving fifty-five miles per hour in a fifty-four miles per hour zone. When the police officer asks him if he knows why he has been stopped, Jay-Z replies ‘Cause I’m young, and black and wearing my hat too low’.  As he feels he is being discriminated against, he raps about what happened and he shows this is just one of a lot of incidents that him along with his race have to deal with in their lives every day.  As he is only driving one mile over the speed limit it is something that the police would not bother wasting their time on. As Jay-Z is from an African decent, it implies that people do not feel safe about having African Americans driving around the streets this may be because they believe that African Americans are dangerous and criminals.

Throughout the music video there are a lot of representations of poverty and race discrimination that Africans have to face whilst they are living in the neighborhood.  Jay-Z showed examples of what young teenage boys may turn to when they have no other opinions left. There is a close up shot of a teenage boy who seems like he is innocent. However after 10 seconds later the teenager is pulling down a mask which covers his face and so this is suggesting that he is about to commit a crime. There are shots of women in bikinis which tries to keep men focused and enjoy the music video. 

In most of Jay-Z’s videos he usually follows the conventions of hip-hop music by dressing in designer clothing; wearing large jewellery; having fans and having women wanting his attention. However; in this video he has not followed these conventions as his locations are not in the expensive clubs and mansions which most hip-hop videos are filmed in. In this video the mise-en-scene is set in ‘the ghetto’ which is a poor African populated neighbourhood that is run down and has high crime rates. The music video explores a range of different camera work such as: two shots which create a personal connection, close-ups to display certain aspects in the video and establishing shots which provide the listener with a view of the scene. A lot of the shots throughout the music video are unsteady and create excitement which matches the fast pace of the beat. The fast cutting rates add to the quick pace of the music video, and the editing makes the video seem very fast paced. The black and white filter which is used throughout the music video links the scenes together; it creates a dramatic effect and adds more suspense to the music video. Most of the camera shots in the video are cut to close up shots of Jay-Z singing the lyrics, which shows the voice is the most important part of the pop music.       

In conclusion the traditional aspects of hip-hop genre have been broken in the music video ’99 problems’. This is because it goes against the traditional conventions of a hip-hop music video, such as reference to the wealth of the artist (money, cars and jewellery) and the location being at a party or in a club. Whereas; in this music video Jay-Z doesn’t follow these conventions as his main location for his music video is in the ghetto area of Brooklyn, New York and not in a club or a mansion. This is because it shows Jay-Z’s lifestyle when he was growing up living in that area and all the struggles and problems he had to face being his color. Jay-Z didn’t grow up with loads of money and being fortunate enough to have a nice lifestyle including living in a mansion and having an expensive car.     

Music genre research

Music video analysis

The video is mainly narrative as it is telling a story of a girl breaking up with a boy and ending up joining the army to get over her split.

The clothes used at the beginning of the video are just normal clothes. Halfway through the video she is wearing army clothes to show what she is doing. The location is first of all in a petrol station showing her filling up her car, as she is about to leave the petrol station she sees a sign on a notice board about women becoming marines. You then see her at the army camp in a bedroom with lots of other women being shouted at by someone. At the beginning of the video when she is breaking up with the boy the colours are quite dark to show how angry and upset she is. However; when she is at the army camp she is wearing all green clothes and green means life so this could mean that she has a new life since joining this army away from the boy she broke up with.

The style of the video is showing a girl getting over a break up by joining the army, she wants to do something to get her mind of him and decides to give this a go.

The image the artist is trying to present is that you can get over a break up easily and instead of sitting around and being upset about it, it is better to do something about it to get your mind of it.

I think the video is trying to appeal to people who have broken up with their partner and is showing them that their are other ways to get over a break up with someone.

I think this video is important in the marketing of this artist because this a different style of video than what this artist usually does as most of her songs are her in love with someone. Whereas this video shows how being very forceful and in control.



This video is mainly narrative as it is telling a story of a young boy and girl who meet on their way to school and become friends.

The clothes used are quite bright, summery colours,  the first location is on a school bus and this is where they both first meet so you know they are on their way to school. The main location is based in a school so you are able to see the different activities that the boy and girl get up to while they are their. The colours used are quite light, bright colours, the girl is wearing a white dress which could symbolise how innocent she is, whereas the boy is wearing a grey t-shirt which is a neutral colour which is cool.

The overall style of the video is trying to show a cute relationship between a young boy and girl who meet on their way to school and shows the profgression of their relationship.

The artist is trying to present her daughter as a younger version of her at school as they are both dressed the same and look very alike. The different activities that the girl does at school such as decorating cookies may have been the same as what the artist done when she was at school.

I think this video is trying to appeal to young people who may remember their past as a child whilst watching this video and remembering the different activities they got up to at school.

I think this video is important in the marketing of this artist as it shows her soft side and gives them an idea of imagining what she was like when she was younger.



The video is mainly performance as it shows the bands last performance, however it is also narrative as it also telling the bands story of them getting here.

The clothes used are just normal everyday clothes as it is showing them performing at their last concert, the main location is at the concert they are performing. It shows thousands of people singing and dancing along to their song. The colours are very bright vibrant colours, there are bright lights used in the concert during the evening. The bright colours suggest happiness and may also suggest that the band what to end on a high, happy note.

The overall style of the video is the band performing their last ever concert to the fans

The image the band is trying to present is all the happy times they had when they were together as a band and all the fun times they had.

I think the audience the video is trying to appeal to is anyone who is a fan of the band or who likes that kind of upbeat music as it shows everyone in the concert joining along with the band.

I think this video is very important in the marketing of this band as people will always remember how good they were together as a group and how they always got the audience involved.



This video is mainly performance based as their are 3 main male singers who are performing and 3 female dancers.

Two of the men are wearing suits, one is black and one is dark purple which could suggest that their is another side to them. However; they are both wearing a white shirt underneath which could mean they have a innocent side to them. The other man is wearing a silver jacket and jeans, silver is a rich colour so this could mean that this man is different to the other two men. The female dancers are wearing white which suggests their innocence and purity but they are wearing a gold belt and gold symbolises wealth, so the females could have the power over the men.

The style of the video is showing three young men trying to flirt with three young pretty females.

The image the artist is trying to present is of him and his two friends trying his luck of flirting with three young females.

I think the audience the video is trying to appeal to anyone who is a fan of the artist, which would mainly be female fans as they may fancy him. It could also appeal to anyone who has been approached by someone before and have tried to flirt with them.

I think this video is important in the marketing of this artist as it shows what his upbeat songs are like and people can see another side to him.




The video is mainly narrative as it is telling a story of a women trying to fight for her relationship. It is also performance as she is trying to perform this song to him.

The female is wearing a white dress which could suggest her innocence and purity, whereas the man is wearing a black jacket which could show he has a mystery side to him, he is wearing a white shirt underneath to show that he may also have a innocent side to him. The location is them lying on a bed singing to each other, to suggest they are trying to sort through their problems. There is also a point where she is sinking in the water, this could mean that she is depth in her relationship and the relationship is sinking just like she is in the water. The colours used are quite dull, doom colours, which may sum up what their relationship is.

The overall style of the video is showing a relationship trying to be fixed when it is breaking down.

The image the artist is trying to present is how she will do anything to fight for her relationship as she doesn't want it to end.

The kind of audience I think the video is trying to appeal to is anyone who is struggling to fight for their relationship or anyone who is having problems in their relationship.

I think this video is very important in the marketing of this artist as it shows her emotional side, you don't usually get to see that in most of her music videos. This video shows that she has another side to her.

My skills audit at the beginning of A2

My skills audit at the beginning of a2 from chloehiggins

Welcome to my blog!

This is my blog for my A2 Media class. We will be studying music videos.

Evaluation