COLUMBIA RECORDS - 21 SAVAGE, ALOT

21 SAVAGE, ALOT

Task 1: Product analysis. Semiotic analysis of 4 music videos (two from COLUMBIA record label, two from PARLOPHONE) using the technical codes, conventions of Music Video with reference to Goodwin (ML), representation(Rep), record label (Ind), audience and how this is targeted (Aud).

TECHNICAL CODES

 CAMERAWORK - the camera primarily uses a lot of pans and zoom in techniques to highlight key detail and also progress with the narrative, it is shot using a handheld gimbal system to help achieve the stable pan shots, the camera used is most likely to be high end as the resolution of the camera is very high. Shot is a film tradition aspect ratio of 4:16 

EDITING - the music video hasnt got any special effects or any fancy transitions due to the nature of the tone of the music video rather it uses a lot of jump cuts from scene to scene to emphasize the realness of the message of the video is that people have problems and that we don't know everything

SOUND - there aren't any additional sound added as it's a music video, the song is the only thing that the audience can hear however at some points in the video the lyrics are visually matched with both the mise en scene and the actors mouthing the lyrics to perhaps highlight a key message or moment

LIGHTING - the overall lighting is quite dark evoking an ominous mood, the lighting is all natural with few artificial lights ever appearing ( key and fill lights ), with the overall dark colour palette.

REPRESENTATION 

FAMILY - the music video re presents the idea that family is what helps us get through the worst, the narrative jumps through each of the people's life problems that they go through and then an immediate  jump cut to them enjoying life with the family, here the audience is shown that even if life is going bad family is what can help. 

BLACK RAPPERS - the representation of black rappers has been subverted with typical stereotypes, here 21 savage is known for his gang violence and high end lifestyle in contrast to this we see him with his family enjoying and spending time with them the audience feels another level of realism with the rapper and feel like this representation of reality is relatable

AUDIENCE 

The audience was targeted many ways, one of them was through the artists recent turmoil with the I.C.E and with that the release of A LOT caught a lot of the public's attention as 21 savage address the issue with them brining in a lot of the audience through. Combined with 21 savage well known status and a collaboration with the well known J cole brought in the majority of the audience as well the video being released onto the youtube platform which entices audience to watch it as it free.

INDUSRTY

INDUSTRY is reflected through cinematography, the camera used are very much high end as the resolution of the video is very high and depth of flied is something lo end budget videos probably wouldn't be able to reproduce, the performance and narrative play a big part in reflecting industry as it must have taken some time to plane his all out therefore a high budget must have been in place

GOODWIN 

The use the jump cuts to each of the characters problems relate to what the lyrics say - which is that a lot goes on behind the scenes of someones life and we don't know it, the music video makes a reference to the police brutality and gang violence to highlight what the rapper faces as well as the black community.