Research 7 (Observations Music Video #1)

Isaiah Rashad - Ronnie Drake (2013)

I chose to analyse this music video because I believe its a good example of the current climate of Hip-Hop in the modern day.
This is however a low budget video.
I also chose this video in particular because it uses a car in a similar fashion to the way I want to use a car in my music video.

What elements enable us to recognise genre?
This music video enables us to see genre through the dresscode of the participants and the main character (Wearing hoodies, trainers, jeans and jewelry). Also, Hip-hop is dominantly a black culture, therefore, there is a heavy presence of black people. Another thing that enables us to see the genre of hip-hop is the fact that the participants in the video are drinking and smoking.

Why is it important that the video shows genre from a distribution point of view?
Its important that the this video shows genre from a distribution point of view because in terms of marketing, the audience should immediately identify the genre and it should be a clear representation.

How many locations are used?
Car Exterior
Kitchen
Car Interior
Middle of a road
House Exterior
Train track
Driving through the streets
(7 Locations)

How is the artist used in the video?
This artist is used in a variety of ways. Firstly the artist is portrayed as a family man due to the way hes interacting with his son, his mother, father and siblings. Also, the artist is portrayed to be a part of a community due to the way hes rapping with his friends around him. The artist is portrayed altogether as an artist with integrity and as someone who takes care of his people and this consequently shines a positive light on him.

How does the film's language appeal to its target market?
The language appeals to its target market of hip-hop heads because the lyrics are more down to earth and meaningful, as opposed to mainstream music (see audience profile blog)