This video is a conventional rap video in many ways; one of
the most noticeable assets to a rap video is the artist’s performance within
the video. I believe they used pieces of the cinematography well to present
these artists. They conventionally used mid/long shots to reveal performance as
well as lip-synching. I wouldn’t say its conventional to have a close up to
reveal lip-synching within a rap video due to the fact a lot of the performance
is done with the artists body language and hand gestures. We should take this
into account when choosing our genre: Rap is more about mise-en-scene; good
performance, hand gestures and expensive props/clothes. – Another reason why
they use a lot of mid/ longs, to show off the “garmz”.
The artists are seen in a multitude of locations, this is
conventional to a rap video as the lyricsm and theme is usually about struggle.
The often try to present this theme through the mise-en-scene and switch
between deprived locations. This could also be related to them demographic of
the audience, people who watch rap videos are usually from an area which they
can relate to the ones that appear in the video. This is an interesting point
to consider when we’re choosing location: - Consider audiences demographic when
choosing location.
The post production and pre-production are particularly
interesting in this video. The genre is rap however; it’s a reformed version of
rap, contemporary rap if you like. It’s where the artists are not only trying
to achieve the cleanest mise-en-scene with cars, clothes, etc. They are trying to achieve the cleanest look
to their video. A mechanical rig looks
like it has been used to film a range of shots which allow them to achieve
perfect Hitchcock zooms. This zoom is achieved by the camera being placed onto
a track and the rig being pulled back while the camera zooms in, and vice versa
for a slightly different effect. The post production involved warping various
elements of the mise-en-scene, location, costume, etc. I believe this was to
add impact to the lyricism within the song, about questioning reality, the
future and a neglected past.
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