Cinematography:

This song is of a hip-hop genre, a different genre to what our group did for our preliminary (Coldplay – Rock). Although a different genre, they still contain the similar conventions of most music promos, that including at the beginning extreme long shots establishing the scene. Another convention that this music promo adheres to is that of close ups and long shots of the vocalist, although typically close ups are more frequently used in most music promos, long shots are instead more frequent, this may be due to they wish to sell the artists style by focusing attention onto his outfit, making the artist more memorable through his unique style. Some of camera shots used are at a slight low-level angle, expressing a feel of being at a gig etc. connoting them being an idol.

Editing:

Cross cutting is used during the performance of the vocalist to the visual representations of the lyrics said. Hip-hop genres are also known for their artistic approach to music promos, in this music promo jump cuts are frequently used to express an artistic feel, making it more interesting to the audience. Short takes form a montage throughout, making it fast paced and exciting, adhering to a Hip-hop genre promo. Finally, a method in enhancing the promos intriguing aspects are the use of motivated cuts: as the vocalist sings, visual representations on what he had just said is displayed on the next cut.

Mise-en-scene:

Hip-hop genres typically consist of the use of bright colours and clothing such as this music promo includes, for an example they use warm colours such as red, which is worn by many people at the beginning. Subverting the setting of typical hip-hop promos, this music promo includes 3rd world country settings, displaying a stronger message of a lack of ‘freedom’ that is ignored into todays society. We are shown this through slavery as they mine and in sweatshops etc.

Narrative/Performance:

Intertextuality is used in this promo with the use of an insert of the famous boxer, Muhammad Ali. He was known for standing up to the restricted rights of

Afro-American people and standing up against his lack of freedom during the Vietnam war when he was threated with arrest due to his refusal to be drafted to war. Narrative and performance is interwoven and in relation to Andrew Goodwin’s theory, this music promo is classified as ‘illustrative’, as what the vocalist says is displayed in a visual form. This music promo encourages me to look deeper into the planning of a music promo, analyzing the lyrics in order to display a larger meaning through the visuals we end up creating. Intertextual references may be used to make the music promo more personal the audience, creating nostalgia and interest, as they look deeper into the promo to find more intertexuality and to understand the meaning behind it.