On to the next one is a hit single by Jay z, a big American hip hop artist who is known globally. It is the fourth single from his hit platinum album Blueprint 3. Swizz Beats is the producer of this song on Jay Z's label Roc Nation.
Using Goodwins conventions of a music video, I have been easily able to see links between the video, lyrics and visuals.
Jay-z's music video denmonstrates genre characteristics with a flashy car. This is a convention of rap music as they show the show the artists wealth and power/authority. Rappers have expensive chains and flashy cars which make the genre very clear to show that they are a hiphop/rap artist. In this case Jay-z portrays this with his cars, a girl dancing and his clothing.
Is there a relationship between lyrics and visuals?
In this still above Jay-Z says "hopped out the Lexus" which makes a relationship between lyrics and visuals which amplify the song. His hand gestures is like he is driving a car which relates to the lexus. Howvere after it is contradicted as we see a jaguar instead of a lexus which would have been better continuity and more illustrative if there had been a lexus in the video.
Is there a relationship between music and visuals?
There is a distinct relationship between the music and visuals because as he starts his chorus and the beat drops, the cables start to move up and down to amplify the song through visuals. Like an amplitude graph which measures music, this is illiustrated with cables with the same concept as an amplitude graph.
Is there lots of close ups of the artist and does the artist develop motifs which recur across their work?
There are quite a few close ups of Jay-Z as he is an established rapper therefore the rcord label is not jus selling the song through the video but they are also selling him through the music video too. In this shot he is shown holding his hat with his sunglasses just below his eyes which you can see is more of a hip hop / rap costume. Jay-Z has developed a motifs which recur in his music videos such as wearing hats and holding them like above. Or wearing different sunglasses to match his outfit which also recur in his videos.
Is there frequently reference to notion of looking and particularly voyeuristic treatment to the female body?
Conventions of a hip hop video include voyeuristic treatment to the female body such as above. However Jay-Z has challenged conventions as he has a longshot of the female model rather than steryotypical hiphop videos that show close ups on a female's curves dancing in bikinis next to the artist.
Is there intertextual reference?
In this video there are intertextual references to The Dark Knight , a batman film, as the intertextual reference being that the guy above is like Joker from the move.
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