1. Music Video Analysis SNOOP DOGG – DROP IT LIKE IT’S HOT By Komal Rana

2. Please click on the link below and watch the music video http://youtu.be/GtUVQei3nX4

3. Conventions of rap This image reinforces the conventions of rap regarding props. For example, the artist is wearing heavy jewellery such as chains and rings. This represents the artist’s wealth and reinforces the conventions of rap. This music video has sections that relate to narrative for example, ‘if they get attitude’, the audience see Snoop Dogg giving attitude. This allows the audience to engage with the music video as well as the artist through the use of narrative. Moreover, it allows the audience to understand the lyrics more clearly as it is visually shown.

4. Throughout the music video we see artist rapping to the camera, this reinforces his power and confidence. The music video contains lots of close ups and medium shots. The image on the left allows the audience to see how serious the artist is through his facial expressions. Therefore, the audience feel more connected to the artist through the use of close ups and medium shots.

5. Representation of Gender In rap music video’s women are portrayed as sex objects. This music video reinforces this, for example, the image above shows a female sitting in a limo. The audience are unable to see her face as it is not the dominant focus. Instead the centre focus is on her legs as it reveals a lot of skin. As a result, this attracts the male audiences. I think this is appalling as most rap music videos reinforce this. Women are people with emotions therefore looking at them as sex object is devastating.

6. Camera angles As mentioned in the previous slide, most rap music videos will contain close ups and medium shot. The image on the left is a low angle medium shot. This reinforces the artists power as they are looking down at the ‘audience’ with direct eye contact. Thus, this implies these two artist are fearless. This low angle medium shot allows the audience to identify what genre this music video belongs to through the use of props (for example, heavy jewellery) and body language.

7. Costumes and Props Props are generally used to allow the audience to identify what genre the music video belongs to. As mention on the previous slides, Snoop Dogg’s props such as chains and baggy clothes reinforce the conventions of rap. This is beneficial for the artist as it is appeals to there target audience directly and allows them to identify what genre the video belongs to. Moreover, if the artist in the music video wore suits, the target audience will not be able to identify what genre the video belongs to. Furthermore, the artist in the music video are wearing plain black baggy tops, this stereotypically reinforces the ideology that they are from the ‘hood’s. Era Caps are one of the typical props in rap music videos. This allows the audience to identify what genre the song is.

8. Goodwins Theory Relationships between the lyrics and visuals When the lyrics are compared to the visuals, the audience can see that it is extremely similar. For example, when the artist sings ‘drop it like its hot’ the audience see ‘Snoop Dogg’ dancing. This engages the audience with the music video. Moreover, another example would be ‘if they get attitude’, the audience see Snoop Dogg giving attitude. This allows the audience to engage with the music video as they see clear visuals. Thus, it makes the music video stronger and gives a sense of realism. Relationships between the music and visuals The first shot that the audience see is a low angle close up shot of ‘Snoop Dogg’. This allows the audience to identify who the dominant artist is. Demand of the record label Artist must have there own unique selling point – for Snoop Dogg this is his ‘godfather-like’ style. For example, the artist wears black and white. This allows the artist to stand out as it represents a sense of sophistication.