Kanye West- All falls down
"All Falls Down" is a song by American hip hop artist Kanye West. It was released as the third single from his debut album, 'The College Dropout'. The song was produced by West and features singer Syleena Johnson. It was released in February 2004. The song was nominated for Best Rap/Sung Collaboration at the 47th Grammy Awards.
Purpose of music video.
The main purpose of this music video is to show the audience a visual representation of this song, especially as the lyrics in this song are often metaphorical and some audiences may get a better understanding of some lyrics when they watch the video. This music video shows a short narrative of what Kanye Wests lifestyle might be like, this is interesting to his fans and people that want to know more about him, also the videos narrative shows a normal situation of dropping someone at an airport, but in the shoes of Kanye West, for example the audience can see through Kanye Wests eyes as he is handing out money to his partner, and is travelling in a limo, this isn't what a normal persons lifestyle is like, so the video is engaging for a large audience to see how celebrity's live. Another purpose of Music videos is that they are a marketing tool for a single that's released by an artist, so in this video Kanye West is promoting himself, as at the time he wasn't a recognised rapper, so he wanted to assert himself to potential new audiences. He done that in this video by making an interesting narrative for the audience to follow, which gave them an incite into the lyrics and his lifestyle, and also by performing in the video, this showed everyone that he is talented and would have got him new fans at that stage in his career.
Style of music video,
The music video is a mix of all three styles, it has a strong narrative which is showing his daily life with his girlfriend and the paparazzi, he also shows his expensive clothes and cars. This is included to impress the target audience ho expect the conventions in a hip hop video. There is also a element of performance as Kanye West is seen sing ing the lyrics at a few occasions such as when he looks in the mirror and when he goes through the x-ray machine. The is also an element of concept, for example the x-ray effect, the concept elemnts in the music video are not used as much and they are not conventional of the genre.
Codes and conventions used,
The main conventions used in this music video are expensive locations and expensive cars and clothes, these all show the audience that Kanye West is wealthy and famous, which is also seen by the paparazzi that are shown in the video. It is clear by Kanye West including these elements he wants people to see that he is rich and famous, this gets him recognition by fans for being successful at what he does. The Hip-hop genre typical conventions are followed exactly by Kanye West in this music video, as it shows the artist living a luxury lifestyle.
How this appeals to target audience.
Kanye West's target audience is people from aged 13-40 as this is a large range of age and his lyrics can relate to people of different ages, the music video appeals to his target audience as it shows them a hint of what his life is like, this is intriguing for the target audience as they want to build a relationship with the artist, so by seeing what his life is like they can see what his personality might be like. The target audience are shown this through the use of editing styles, the cinematography and the narrative of the music video. The Editing makes the video more exciting and shows the narrative in a entertaining way, which will help build the relationship between the audience and the artist. The cinematography in the costumes and setting show his lifestyle clearly to the target audience and they would be impressed by the expensive brands of clothes he wears and airport location shows that he can afford to fly people around the world.
Through the use of the different micro elements the music video the target audience see the artist in a personal way and the narrative shows him to act like what they think a famous person would act, this helps to gain an audience for Kanye West.
You have provided a basic analysis of the video analysed, mentioning the style and purpose of it along with some conventions. You have started to think about why these elements are used, but need to make sure you support points with micro-elements etc.
ReplyDeleteYou need to:
1) Make sure you use micro-elements to support all points made and use PEER analysis
2) Expand on points made for style and conventions
3) Think in more detail about why this video appeals to the target audience and state WHO the TA are
You have elaborated on who the TA are and how the video appeals to them, however, you have not elaborate on your analysis or referred to specific micro-elements
ReplyDelete