Music videos- Goodwin's Theory applied.(Jay-z)

Jay Z- 99 problems

One. Genre Characteristics

The genre characteristics that were shown in this music video, were that of the Hip Hop genre. This was shown theough many aspects through mise-en-scene mainly as the costumes Jay-Z and extras wore connoted the essence of a black culture, but also that they were from the "streets". Tracksuits, baseball caps, loose fitting jeans, baggy t-shirts and lot's of gold and sivler jewlery aka "bling" was worn. Also to connote this Hip Hop genre in the music video, their was a hightened presence of police, criminal activity was suggested and violence. Dancing which is a massive part of the Hip Hop genre was a focus at certain points in the music video. The type of dancing was street dancing which is massively associated which the Hip Hop music scene.

The music video was lacking in some certain characterisations although it referred wealth through jewlery "bling" being seen through glass cabinets in a shop. The story of coming from a run down area was inferred and his journey to the top. Yet the music video lacked the typical Hip Hop representations of weath such as the cars in the music video, they too looked run down and out of place in the life of a successful rap star. Their clothing was rather scruffy and looked nowhere near that of a high quality. The images of the "bling" are minimal, seems like it is telling the story of how he hasn't got it yet and is just looking at it, he is just not their yet in his career.

Their are many other relevant characteristics to a Hip Hop music video such as a lot of sexualised images of women in gold bikini's, which of whom resemble objects and perhaps the prostition trade. Yet again an unusal twist their was not that many as you might expect. The setting of the music video is in Brooklyn, it is urban and a run down neighbourhood, their are quite a few establishing shots of the Brooklyn Bridge. Their are quite a lot of references to a gangsters lifestyle, shooting at the end of the music video reflects the image of what a gangsters life can end in.


                                                                Two. Lyrics and Visuals

The song is about being a gangster and it's particular lifestyle and video images illustrate this, as there is a synchronous relationship throughout the song the images reflect the lyrics generally and then more specifially. For example sometimes it is taken to the literal sense the word "God" is used and the image of a crucifix is used on screen. Again the word "bitch" is used and images of women and female dogs appear. Song is about getting pulled over by police is literally illustrated through the visuals as we see this acted out throughout the music video. This shows the music video to be in a very narrative style, the visuals show some of the 99 problems the pinnacle being him getting shot.



                                                             Three. Music and Visuals 
The camera movements match the musical beat in a generalised way throughout. Matching the beat of the song with jerky camera movements and constantly matches the rise and fall of the beat. The editing is in sync in places as cuts are used that match the bass of the song, especially in the beginning. Their are lots of cuts and many different images make it hard to see everything on first viewing. Similar to song, which is also dense with the themes/imagery/narrative.

                                                    
                                                     Four. Demands of the Record Label
The particular camera angles which are used are worms eye view shots, close-up shots and mid shots. They all are used to connote his power within Hip Hop, the record company might want to consistantly use these one after another to show how influential and powerful he is within the music industry especially within Hip Hop. Jay Z is being modist as he is not in many of the camera shots, you do not see him for long the record company might want to show how elusive he is and his importance. As if he does not even need to be present in his videos and you'll know it is him, which is true in the case of many artists once they are very famous. Exterior shots of Brooklyn, to show where he came from the record company might have choosen this to tell his story referencing his old life and where he is now, to show how strong he is how much he has grown. Hand-held camera, that is shaky and contorted it shows the hype and hysteria that follows him. Tracking is used to follow him around this links in to the framing as he is always centre frame no matter the camera shot. This shows his dominance within the video, but the tracking also connotes his fans are always behind him and the constant demand to grow and do better things. Not just from his fans but from the media industry as well.

                                                      Five. Notions of looking/ voyeurism
Their is a lot of voyeurism present within this music video, firstly when he is looking at the police in the wing view mirror of his car. In the music video their are plenty of images of women which are overly sexualised. When in prison he is shown looking through the bars. When they are by the subway station their are videos of Jay-Z playing on Televisons in a shop window. A lot of the time in the music video Jay-Z is seen to be looking through his fingers. Finally their is a shot of x-ray vision through the boot of a car.


                                                         Six. Intertextual References
Their are not many intertextual references, yet the ones that are present is that the use of slo-motion, which is a generic code and convention of action films. Their is a famous person present which refers back to the music industry, Rick Rubin appears in the music video he's a music producer said to of been the maker of Hip Hop.