Unit 2: Communication Music Video Written Analysis

Music videos are used predominantly to promote bands as well as the song within them. They can range from very cinematic or documentary style clips, to merely the artist performing the track. The genre I have decided to study in detail is hip-hop, specifically the aspects which differ between independent hip-hop and more conventional modern hip-hop. Hiphop as a genre is stereotypically represented in a negative way now days typically associated with anti-social behaviour and gangs. The genre originated from ska and reggae chanting and was previously used to solve arguments and had established social issues and internal conflicts. At the time, rap was often used to solve disputes as opposed to physical violence. As times have changed so has the music industry and hip-hop music. As a result of this, the three music videos I have chosen are "Yonkers", the first video of up-and-coming rapper Tyler The Creator, "The Struggle" from spoken poet Scroobius Pip, and finally, "Candy Shop" one of the well-known artist 50Cent's most popular songs. I have chosen "Yonkers" and "The Struggle" to compare with one another, and "Candy Shop" to contrast with the two videos. "Yonkers" and "The Struggle" have similar target audiences. Yonkers, Directed By Wolf Haley, Filmed By Luis Panch Perez, Feb 2011: "Yonkers" starts off as a black and white silhouette off Tyler, replicating the stance of "The Thinker"; the 1902 sculpture by Auguste Rodin, before turning to camera and beginning to speak. In doing so, Tyler immediately sets the tone of the video. Within the video, and the album "Goblin" (from which "Yonkers" was released) Tyler voices his own conscience, usually using a baritone voice speaking back to himself. As a result of this, throughout the video Tyler appears to be having internal conflicts, shown by sudden, jerky movements, pull focus (usually blurring out his face) and lyrics that contradict each other.

In an interview, Tyler explains further about the mysterious baritone voice in his music. This Wolf Haley guy is the guy that I really want to be [] and [Yonkers is] me talking to him and him just taking over my f*ucking mind. Tylers alter ego Wolf Haley is often referenced within his, and Odd Futures work as a whole. The character plays a God-like role in his music but the effect it has on Tyler in the narrative suggests he is more demonic than God-like. The voice persuades Tyler to perform inhuman acts, making the rapper seem somewhat vulnerable in his possession by Wolf Haley, the person [he] really wants to be. The rapper speaks about wanting to boogie to some Marvin before a brief interruption from his alter ego. He then becomes crazed speaking of merely rape, murder and swag. In the final verse of Yonkers, which was not featured in the video, Tyler repeats the phrased Im Wolf, as though his alter ego has fully taken over. This also has references to demonic possession and exorcisms, in that a demon must first say its name before in can theoretically be expelled from the body. The first sign of sinister undertones is when Tyler's hand comes into shot and a cockroach as well as and anti-crucifix with it. As the rapper begins to toy with the cockroach, the word "KiLL" also becomes visible. As the video continues, Tyler eats the cockroach and begins to choke, before once again being silhouetted and vomits as the quite eerie soundtrack kicks in, in order to emphasize the situation.

Screen shot taken from Yonkers Video.

The penultimate event in the video is the end when a noose drops down and Tyler kills himself, but before this the rapper gets increasingly agitated having outbursts of rage. The entire video is pretty enigmatic and there is a lot of symbolism within the narrative. Similarly to "Yonkers" Scroobius Pip's 2011 single "The Struggle" is very symbolic. The video starts with a very tight focus on a close up of a drum. This really emphasizes the rhythmic, marching beat it creates. The dominant shot within the video is a walking scene. In which directors Aaron Shrimpton and Scroobius Pip himself have Pip and the band marching with a gathering of followers painted as Sugar Skulls, similar to those from the 'Day of the Dead' celebrations. This along with the overall darkness of the video makes it seem very cult-like. The video cuts between the band, their instruments, the

Screen shot from The Struggle video.

followers and their torches to create continuity with the atmosphere. However most of the focus of the video is still on Pip, unlike 50Cent's "Candy Shop" video. The 2005 Shady Records/Aftermath Records/Interscope Records video begins with a fairly high-budget looking establishing shot of the "Candy Shop" mansion, as demonstrated by the towering metal gates conveniently placed in shot. The majority of the video is dominated by scantily clad women and 50 Cent rapping. The video emphasizes the lyrics throughout and there is a lot of attention given to 50 Cent's attire, particularly his trainers as they are his own brand, to the extent that an extreme close-up is used upon exiting his car. As well as this his jewellery is emphasized and often contrasts his clothing and is place into shot using 'casual' head turns whilst rapping.
Screen shot of Candy Shop video.

Other than the obvious narrative differences, this Jessy Terrero directed mainstream hip-hop video does have one similarity to the niche videos: the tone. In all three videos the atmosphere is quite eerie. In both "The Struggle" and "Candy Shop" this is partly produced by setting. In Pip's 2011 video, the placing of the footage is indefinable. The only thing the audience knows is that it is dark and isolated. Likewise, in "Candy Shop" (although the majority of the video is filmed indoors) the extreme wide, establishing shot of the mansion shows it too is isolated, as well as the fog and the blue tone within shot creates a similar Halloween-like atmosphere. In Pips video The Struggle this atmosphere is amplified lyrics a lot. Pip depicts the life of a pop-culture serial killer and the emotion behind it. The struggle, the shock in their eyes, my grip around their throat as all their hope dies, that sudden loss of breathe there is no thrill equal. The use of shortened sentences and listing makes it alike a memory. It appears that Pip is recalling killing someone. This is also reflected in the image on screen (as above) where his bloodied hand is around the throat of one of his followers. In addition, Pip's eyes suggest an underlying ominous tone as they flash white during "The Struggle". As Pip's eyes only flash white, it could convey a hidden threat in the narrative of the music video.

Figure 1

However, Tyler The Creator has an altogether more sinister, demonic atmosphere, as suggested by his blackened eyes midway through the track. The effect is sometimes associated with demonic possession and could be a reference to the film "The Exorcism of Emily Rose" (2005). The film was loosely based on a true story in which (during a possession) the main characters dilate to the point where her eyes become blackened. Along with this, in the film the victim of possession also becomes deranged and begins to eat insects. Tyler eating a cockroach in "Yonkers" could also be intertextuality between the two. On the other hand, there is another theory about the cockroach in "Yonkers" "The cockroach is mainstream rap, when he eats it, it means the time in Screen shot is sick which he tried industry rap. He then spits it out and pukes because he from Yonkers video. of what he saw in the rap game." This theory could be suggested by the rappers various negative references to more mainstream artists such as Bruno Mars and B.O.B. throughout the song as well as his album.

Hip-hop is now dominantly about status and status is shown by material goods as well as women. It is all about how others perceive the artist. However, with all the negativity surrounding the genre, is this ever going to be seen as positive? The materialisticness of hip-hop is supposed to be a representation of the success of the American dream. The American dream, being to gain prosperity from skill, does set a good example previously adored by millions of Americans but such a literal interpretation of the lifestyle is a poor example. Hip-hop has become all about image. The artists I have chosen analyse both subvert and conform to this stereotype.

Pip completely subverts most, if not all, the typical representations of rappers. One of the main differentiations between Pip and his altogether more mainstream opponents is his appearance. He dresses in an 'it is what it is' kind of manor (much like Tyler) and even has a beard. In recent shows, Pip has used his beard to add an element of humour to his performance, frequently referencing himself as a terrorist. This burst of
Promotional image of Scroobius Pip.

humour from the rapper also highlights obvious flaws in our society, as spoken poet Henry Bowers presents:

"I like the beard on my chin And the things it tells me about people and their flaws Old folks think Im a terrorist And kids think Im Santa Claus"

The poet highlights both the panic set by the media as well as the strange naivety of the people no susceptible to it. This sort of moral panic is dominantly proposed by the media, and its portrayal of event, and artists. 50 Cent uses his possessions, women included, and music to brag. The rapper conforms to almost every negative stereotype in hip-hop because his previous association with 'gang wars' after being shot in 2000 because of this, as well as his blatant materialism. This constant reference to gangs, violence and shootings means hip-hop is an easy target to blame for violent acts across the globe. A clear example of this is in the 2007 school shootings in Cleveland. This issue of school shootings often creates a public uproar, presenter John Gibson only publicises this view. I got a fully loaded clip. Why would you think African-American kids would be so enamoured with messing around with guns?," Gibson asked after playing the song. "I mean, it's only in every third Hip-Hop song," He continued. The clearly opinionated host addresses issues within society in an extremely blunt manor, which would only create more of a moral panic in the surrounding area and was severely criticized for this. However, other hip hop artists such as G-Unit member Tony Yayo choose to keep the street stuff off the wraps meaning they do not promote the lifestyle to the youth, their music is merely about image but their personal lives are not. But can the youth of today be so easily influenced by the lyrics of hip-hop today? In my opinion it depends, more so on culture than the choices young people are given (such as musical taste). If someone was raised in a culture where guns, violence and killings were a part of everyday life, they would not see it in such a negative way. They would be desensitised to it.

[American] artists look far harder and more serious than anyone coming out of the UK ever could. Theyre dressed in diamonds and surrounded by gyrating women wearing, erm, not very much. Were skinny, dont get to see the sun and have no access to the source material (endless and hopeless ghettos and projects, a spiralling gun culture, ridiculously big cars...). Theres just no comparison. Being a British artist, Pip reinforces Simone Bairds view on the difference between hip-hop styles internationally. On the other hand, Tyler subverts the materialistic stereotype of rappers as in his music the American rapper uses the phrase "fuck money, diamonds and bitches, don't need them", directly opposing 50 Cent's "Candy Shop" video in its entirety. The 19 year old rapper, as well as Scroobius Pip, is never shown to be wearing expensive clothes or jewellery either. However, in previous years, hip-hop was known to be about rebellion ways other than bragging about women, clothes and money which became more prominent in the '90's. Ultimately, mainstream hip-hop has changed with time as has society itself. The two are a reflection of one another. Although dominantly portrayed in a negative manor, there is still a reflection of the core values and beliefs of a nation. Their music videos reflect this. With new independent artist becoming more popular with people today, these old valued beliefs are becoming, once again, the meaning behind hip-hop.

Bibliography

1. Information based on
http://www.cas.muohio.edu/eng421/cases/butler1.html 2. http://www.youtube.com/watch?v=XSbZidsgMfw 3. An interview with PSL in 2011, shortly after the release of Yonkers. http://www.youtube.com/watch?v=IN5Alud0G6s 4. From the same PSL interview. 5. Lyrics from the song Yonkers. 6. http://www.youtube.com/watch?v=SRcnnId15BA&ob=av3e 7. http://www.youtube.com/watch?v=O3HCXh9WQSo 8. A bloggers theory on the narrative of the video for Yonkers. http://musicjunkie20.tumblr.com/post/3670013836 9. Lyrics taken from the song I Like Darkness 10. A news article briefly describing an event and the response from other reporters in America. http://www.hiphop-universe.com/underground/hiphop-universe/118353-hip-hop-blame-cleveland-school-shooting.html 11. Taken from a radio interview in 2011. http://www.youtube.com/watch? v=QFy4hYGBGO8 ] 12. Simone Baird, Media Magazine 12, April 2005