ACT: Mac Miller
DIRECTOR: Rex Arrow
GENRE: Hip Hop
MAIN AUDIENCE: M 15-24
Relationship between visuals and lyrics:
There is a relationship between the visuals and the lyrics as the music video is a performance video, the artist does lip sync to the lyrics and dances 'Look at all this money' with hand gestures. When he is lip-synching a different setting is used - a black background. A medium shot is used so the viewer can see the artist relatively close up to show Mac Millers relationship to the song as he is very enthusiastic whilst performing this.
Genre Characteristics:
The genre characteristics are mainly stereotypes for hip hop/rap eg. snapbacks, chains, sunglasses inside. But if you saw the music video with out any audio you may view it to be a dance video as the perfomance footage connotes this. Looking/Mode of address:
The artist does look directly into the camera lense very frequently. This creates a sense of direct connection with the audience; as the uses and gratifications theory would have it, building a personal relationship with the audience.
Star Treatment:
Star treatment is used a lot in this video as the camera is constantly on Mac miller. Shots such as a crowd shot he is all ways at the front of the crowd. Also it is shown by the costumes as he is wearing a white t-shirt as a pose to the crowd wearing dark colours, this singles him out very well.
Audience in Vid:
There is audience in this video, this creates a sense of personal engagement from the artist as he is shown to be interacting with his fans as he dances in the crowd scene. The audience is signified to be as of a similar age to the artist which makes sense. They are dressed in a relatively young sense eg. hoodies. The audience seems to be very happy as they are all dancing and smiling. Shot variation + No. of set-ups:
There is a lot of shot variation in the video and a number of different setups (around 5 in total)
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