The music video shows 50 cent in Monaco, there is no particular storyline, but we are aware that the purpose of the video is to show how good his life is, in terms of possessions, wealth, women and social life. The title of the song is 'window shopper' and the lyrics tells us that 'window shopper' is a reference to all these people who can only want cars, jewellery and women but never have them unlike 50 cent. The genre of this video would be RnB and Hip Hop. And the audience would be early teens to mid 30's. The conventions of the video are typical of RnB/Hip Hop as it shows attractive women, flashy cars, bling and parties. The video begins with 50 cent in a shop trying to buy shoes off a french man, we can tell by this that shoes are his signature thing and they feature throughout the video with some being personalised to him. It then goes into wide shots of what seems to be his expensive car driving through Monaco, the camera tracks across the town to the beaches so we can see the wealth of the area that he is in.
The video links to his film 'Get rich or die tryin' as it is in the soundtrack. There is constantly a reference to money and this is to do with the film 'Get rich or die tryin', this could have negative connotations as it could be suggesting that in order for people to have that amount of money they would need to turn to crime which is referred to in the song 'So I don't cruise to nobody's hood without my gun'. However the general purpose of showing his wealth is to create an idolistic image of himself in order to say, 'you want to be me'. Throughout the video we see him with women and his 'gang' which shows his popularity, and he is always wearing designer jeans, sunglasses and expensive trainers which again reinforces his wealthy image. With everything he buys a label comes up with the items price which again shows how much money he has to spend, and he links power with money when he buys a girl some jewellery and she kisses him, showing that the money gained her affections.
The video can link to Laura Mulvey's Theory who believes women are often used for display purposes only and males have a powerful controlling gaze at the females on display. Overall, I feel the purpose of the video is to create 50 cent as an idol to many fans and the video is for both females and males, as females see his sex appeal and wealth and males admire the amount he has and idol his control over having women and expensive things. The artists image in this video is completely different from our artist's but if we were going to take anything from this video that we could use in ours, it would possibly be the camera angles. Location is a big feature in the video as it is in ours and they use wide shots and panning in order to show this, we could also do this to show off our location.
So what are you taking from this for your own video?
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