1. Links between lyrics and visuals
2. A relationship between music and visuals
3. Genre related style and iconography
4. Demands of the record label (how the artist is presented)
5. Voyeurism
6. Intertextual references
There are several links between the lyrics and visuals within this music video, for example when he says ‘From what I hear she got a baby by Busta’ and here is a woman standing with ‘Baby by Busta’ al in red capitals. A particular part of the music video where Goodwin’s link between lyrics and visuals can be picked up is when we hear ‘We want pre-nupt’, the audience at the same time see’s a magazine cover with another woman on and the headline is ‘PRE NUPT’. Also within the Gold Digger music video another clear relation is when the words ‘You don't want your dude to smoke but he can't buy weed’ we are shown another magazine with the word ‘SMOKE’ above a provocatively dressed woman. The mise en scene is also relates extremely well to the video throughout. The ‘SMOKE’ magazine shot is a perfect example of good mise en scene as throughout the shot, lots of smoke is used and the black background indicates a contrast to the rest of this music video as during the other shots they are usually bright and colourful
Within the first minute of this music video the music and visuals relationship is met through a fast paced drum beat and quick jump editing showing off woman’s features eg. Lips, body, eyes etc. This both draws in the male attention which was intended and is a good example of how the sound is in sync with the visuals we see. When the tempo of the music increases the pace of the editing also increases, as this music video does not follow a linear narrative it relies on this to in order to create a clear understanding of particular important parts.
The genre of this music video is clearly represented through several aspects, for example the dancing is a clear indication of this R&B track. The genre of R&B is also portrayed through the use of women dressed in a provocative way wearing very little, but sexual none the less clothing. These sexual references along with lots of dancing and flashing lights link to the particular genre of this song well.
In this music video of ‘Gold Digger’ the main focus is around predominantly Kanye West and then Jamie Foxx which is to help promote and expand themselves as artists. This is represented through the use of plenty of women and is the reason behind the many close up shots used throughout the 3 minutes and 28 second video. During part of this video there is a couple of shots where Kanye West is showing a woman how to do a particular dance of his which is used to help involve the audience, as they can then learn and use it. Kanye West is also dressed to represent himself throughout this video, for example he wears his shirt half tucked in and half out trying to set a new trend, which then became very popular.
Throughout this whole video voyeurism is a particular key feature which largely shows up of which Goodwin talks about. There are lots of women and you see women in most shots. They are all portrayed as sex symbols that are there particularly for male attention but also for females to look at not necessarily in a sexual way but in comparison to themselves. There are lots of shots of particular parts of the female’s bodies which highlight this sexual symbolism and throughout the video women play an important role which is intended as it relates to the meaning behind the lyrics too.
Intertextual references are used within the whole music video at different points, Kanye West refers to other artists for example Busta Rhymes. Also the use of women on magazines is another specific reference as women are used specifically on front pages of male magazines.
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