Kid Cudi poster analysis

Kid Cudi poster analysis

- Celebrity endorsement has been used in this poster as the artist’s name is in clear bold capitals.
-uses and gratifications theory can be applied here as the theory argues we absorb media for our own personal needs one of the needs is for information, at the bottom of the poster it has the artist’s website address fans will go on their to find out more information about the upcoming album and any news about the artist themselves.
-The dark colours of the poster have negative connotations and could relate to the themes within the album- which is a common feature as the rap genre tends to have serious themes about a struggle or growing up in a poor, urban area.

Kanye West poster analysis

Kanye West poster analysis

-This poster has been used to advertise Kanye West’s album Graduation which also features the cartoon bear shown here on the poster on the cover of the album, so in order for the audience to relate and connect the two different pieces of media the character has been used to connect with the audience.
- The narrative of the album is the story of how Kanye West has made it to the top and the lyrics talk about his struggles and how he feels he’s made it into the rap industry hence the title ‘graduation’ the poster promotes this further with KANYE WEST in capitals it immediately captures your attention and makes him the focus of the poster.
- This is then supported by the bear wearing something we would typically see Kanye West wearing so we instantly think of him.

Minor and Major music institutions.

Define major institutions:

Major music institutions are often known for their size and own 

their own licence and companies some like UMG even have their own production company.

This allows them to have a large variety of audiences and fans.

There are four major music companies these are: Universal music group,Warner music group

Song BMG and EMI Group.These have large audiences bases and are the Companies

all artists want to be signed to as they make the most money and are the most well establised.

Define minor institutions:

SECTION 2: Pick a suitable organisation to produce your artist.

Universal Music Group (UMG) is the world’s biggest music company and is made of two main businesses:

recorded music and music publishing. 

History

What media/companies does it own? Is this significant?

Universal music group own many differen music groups some of these are called:

Interscope Records;

Polydor Records;

and Geffen Records

The island def jam music group

Capitol music group

This is significant because it means that this major music instution is wide-spread

With it's head quatres in NYC, USA it is right in the centre of one of the biggest cities

for music in the world. The seperate labels mean they can sign more artists then minor

music institutions and means they produce more music and are very well known in the music 

industry and among fans and audiences.

Does it have a production and distribution element?

In the U.S., Universal Music Group Distribution manages the sales, marketing and distribution

of Universal Music Group assets in various differen formats including 

digital, physical, streaming, subscription and mobile.

The company has been the industry market share leader for the past fifteen years.

What artists are signed to them?

The Rolling Stones, Lady Gaga, Michael Jackson, Justin Bieber, Paul McCartney,

Kanye West, Eminem, Nickelback, Katy Perry, Guns 'N Roses, Metallica, Green Day, Red Hot Chili Peppers,

The Killers and Black Sabbath, are just a few signed to UMG.

What do you notice about the genre of music?

The music genre with UMG ranges from country to hip-hop, they cover every genre in the music 

industry and appeal to a lot of different demographics.

I didn't notice any specific music genre that stood out more than the others and they have done this

purely to attract as many people to their labels/artists as possible, they don't want to

segregate a wide number of people because they have focused on one type of music genre.

Would they be a suitable organisation to work with for this project?

i think UMG would be a suitable organisation to work with as they are well establised

and the biggest music company out there, they will already have huge fan bases and audiences from

all over the world.

They have been around since 1996 so will know how to produce and sell an artist/group

successfully and this has been proved with hip-hop/rap artists such as: Kanye West,Eminem and L.L.cool J

So i think the demographics for the type of audience we will be trying to attract will fit in

perfectly with a big music company like Universal Music Group.

Kanye West digipak analysis

 



 Kanye West digipak analysis:

- This is the front cover of Kanye West’s album ‘Graduation’.  The way that the bear, which is a representation of Kanye, is shooting into the sky shows how he is ‘lifting off’ and it enforces the idea that he is finally becoming successful and that the album ‘graduation’ is the rocket that is launching his career, the use of colour of the rocket type animation is used to emphasise that he’s shooting into the sky and reaching the stars and stardom. A lot of colours have been used on the cover, this is to draw attention to it and make it stand out, it’s important because it will help to sell the album. Also, it has the ‘parental advisory – explicit content’ which will make it more intriguing as people will wan tot know what’s so explicit about his album, this is also very typical of a rap artist to have on their album as swearing is used continuously in any rapper’s album, it is generally associated with the rap genre as it is seen as quite an aggressive genre.  As an audience we already have prior knowledge of genre, this then enables us to know what media text we are looking at. According to Chandler a genre ‘frames the reader’s interpretation of a text’ this means that there are specific ideologies connected with genre, that as an audience we expect to see, in this case it’s expected from the rap genre that a rapper would think highly of themselves and would feel as though they are destined for success.

- The back of the cover shows the bear shooting towards the sky, away from everyone else, it’s connoting that he’s now above everyone else and more successful than most and is heading for success, hence why he’s heading to sky. The way the tracklist is layed out is so it is slightly in the shape of an arrow to point towards the bear and the direction in which the bear is heading, which is up, which again connotes that he is heading for success and stardom.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

50 Cent music video research (rap)

50 Cent ‘Candy Shop’ Analysis

 

Genre Characteristics

There is the objectification of women which is typical in a rap video, it also enforces the idea of patriarchy as women are seen as objects rather than people and shows the man to have power over them, an example of this would be when 50 is performing his song there is a woman in a pink sexy nurses outfit dancing for him, her purpose is to please him and make him look good in the video. Another characteristic of this genre would be his flashy car and big mansion, it is typical for a rapper to use these sorts of things to attempt to show how rich they are. In the video 50 is rapping about sex, which is also typical for a rapper as they like to have a reputation for getting girls, so for him to be rapping about sex is helping his reputation. His clothing is also very typical of a rapper, it's large and baggy, which is showing where he originated from as that type of clothing is associated with the rough areas of america and the 'streets'.

 

Relationship between lyrics and visuals

50 is rapping about sex with Olivia (the singer who features on the song) and she is being seductive in the video, as are the other women, they all dance in a seductive, sexy way which links into the lyrics. An example of the lyrics and visuals relating is when the video begins the sign on the gate says 'Candy Shop Land', another would be at the end of the video as it turns out that he is daydreaming, the shop that he's at is a candy shop with Olivia being a server.

 

Close-ups of Artist & Star Image Motifs?

There are some close-ups of 50 Cent this is so the audience can recognise who the main artist is and to make sure the audience is aware that he is the main performer. There are mostly mid shots of him with other women which again is enforcing the idea of patriarchy as it is showing the women as though they are owned by him and he is superior, it is also connoting that as a rapper he usually has women around him wanting him, so it also shows him as an object of desire as well as the women. There are also close-ups of Olivia, these are mainly used to show her as a sexy woman to aid them in selling the video to the audience, so she is again used as an object rather than a person.

 

Is there any reference to the notion of looking?

Yes, they have used sexy women in the video to keep the audience, who i've interpreted as being 17+ males, they have objectified the women, this enforces Laura Mulvey's idea of 'the male gaze'. However, it's not only the women that are objectified in this video as 50 doesn't wear a shirt a in parts of the video so he's also objectified for the purpose of selling the record.

 

Performance, Narrative or Concept based?

This video is mostly performance based as 50 is looking into the camera and rapping towards the audience for their entertainment, this, again, is for the purpose of selling the record as it draws the audience in.

Jay-Z music video research (rap)

Textual Analysis – ‘Big Pimpin’ Jay-Z

 

Genre Characteristics
Typically in this video there is the objectification of women, an example is throughout the video there are women wearing as little clothing as possible and dancing in a provocative way, this is an example of Laura Mulvey's idea of 'the male gaze'. Another typical aspect of the rap genre in this video is the way they are flashing their money through the yacht and bottles of champagne and the cars, this is enforcing the idea of patriarchy as it showing only the men to be the rich ones, with a status, whereas the women are seen as their possessions. Lastly, there is a lot of cursing in the video, which again, is a typical part of the rap genre as it's the way they express their successes and it emphasises their attitudes.

 

Relationship Between Lyrics and Visuals
At the start of the video Jay-Z says 'big pimpin' and as he says that an image of the yacht he's on is shown, 'big pimpin' is when someone has a lot of flashy and expensive things and uses them to flaunt the amount of money they have to make others envy them, so that's why the yacht comes on the screen when Jay-Z says 'big pimpin'. Another example of the relationship between the lyrics and the visuals is when Jay says 'I'm pimpin in every sense of the word' and then an image of a woman dancing in a bikini is shown on the screen, 'pimpin' can also mean when a man has sexual relations with women.

 

Close-ups of Artist & Star Image Motifs
There are many close-ups of Jay-Z's face at the start, this is because it will help the audience to gain recognition of the artist as this video was quite early in his career, therefore he needed to make sure that his audience would be able to know who he was. Jay-Z isn't often stood with many women around him, there are few occasions when this is the case, this is because he doesn't want to be seen as a rapper that only cares about women and money, he wants to be known more for his music and as a more serious artist that cares what his music sounds like, which is why there are mostly mid close-ups of him.    There are only mid shots of the other men in the video to show that they aren't the main artist and they only feature in the video, this is because they don't want to confuse the audience as to who the main artist is.

 

Is there reference to the notion of looking?
Yes, this is shown through the way the women's faces are not focused on at all in the video, the video mostly focuses on their bodies, this is because this is what the audience would want, his demographic for his music video would have mainly been 17+ males and this sort of video would have attracted them to watch the music video and the main aim of the video is to sell the record, which, by parading women on little clothing on the screen is helping them to sell the record.

 

Performance, Concept or Narrative Based?
This video would be performance based as there is no narrative to the video or any particular idea or theme to it. It's performance based because it is just Jay-Z rapping towards the camera as though he is giving a performance, this is because he'd want to be recognised with the audience.

Iggy Azalea music video research (rap)

Textual Analysis of Music Video – Iggy Azalea ‘Work’

 

Genre Characteristics
In the video Iggy curses constantly throughout the song, this is typical of a video of the rap genre as it’s a way in which rappers emphasise their troubles/success . Also cursing has connotations of ‘being bad’ and ‘troubled’ which is what many rappers want to get across. Another characteristic is the provocative way in which she dresses and the way in which she dances, she is objectifying herself, probably because she’s a woman and it tends to be that women are objectified in rap videos. Also, the meaning behind the lyrics is about where she comes from and the struggles she faced, this is quite typical of a rapper, as they pride themselves on where they come from and how they made it.

What is the relationship between lyrics and visuals?
‘walk a mile in these louboutins’ we see Iggy Azalea walking in high heels, which are recognised immediately as Christian Louboutins, which are designer heels, these are extremely expensive shoes, which shows that she’s successful now and that she can afford such shoes. Other than this one relation between the lyrics and the visuals, there are no other connections.

 

Relationship between music and visuals?
There is no relationship between the music and the visuals in this music video.

 

Are there close-ups of the artist and star image motifs?
There are some close-ups of Iggy, some of her face, purely for the purpose of recognition as it helps to sell her record. There is also many close-ups of her bum, as this is her selling point because it’s very big and attracts an audience and gives them another reason to watch the video apart from for the music.

 

Is there the notion of looking?
There is the notion of looking, this is made obvious by the lack of clothing, she’s wearing really short shorts and see through tops it creates the notion of looking as she’s showing a lot of skin, in a demeaning way. The notion of looking is also made obvious by her dancing in the video, she ‘twerks’ which is seen in many videos of the rap genre, it’s a way women dance and shake their bum’s. Also, there are many close-ups of her bum and the other women’s bums.

 

Intertextual references?
There are no intertextual references in this music video.

 

Performance, narrative or concept based?
The video is mostly performance based, we mostly see her dancing and rapping towards the camera, which indicates that this is a performance based music video as she’s performing towards the camera, which would mean that she’s also performing for her audience.

Digipak summary

Summary.

In my digipak analysis I analysed digipaks from the following artists: Eminem, Jay-z, Snoop Dogg, Wiz Khalifa and Kanye West. We found that the artists were all about their image and reputation, this is shown through their front album covers for example, Eminem’s album is called ‘recovery’ and you can see that he’s trying to change his image and seem more serious from the simplicity of his cover, another example is Snoop Dogg’s album is called ‘Rhythm & Gangsta’ and his cover shows him holding a load of cash and you can see a woman lying in the background and his hand on her, this is showing that his image is all about money and women which is a typical image of a rapper to have. It’s more typical of the rap genre to have darker colour codes, this is because darker colours connote more sinister things, like the things that are typically associated with rappers for example, guns and drugs. After doing this research we will try our best to incorporate these features in out own digipaks and stick to the same conventions when making our rap video.

Wiz Khalifa digipak analysis

 

 



Wiz Khalifa digipak analysis

 

- Star motifs are used quite a lot throughout this digipak, with the repeated logo through all three of these pictures, and with two of them having the image of Wiz Khalifa on them it supports his image with fans immediately being able to associate themselves with these motifs this is an important feature on the genre theory claiming visual iconographies are recognisable for audiences and encourages fans to pick up that particular album up off the shelf rather than somebody else’s.

-The green smoke around his name and his face on the front cover has connotations of weed and Wiz Khalifa Is well known for smoking a lot of marijuana as he talks about it a lot in his lyrics and links in well with the cover of the album ‘rollin papers’ which also has connections with making money as ‘papers’ is a urban term for money used by rappers quite a lot, these are stereotypes that are strongly linked to the rap genre and are a part of the narrative of texts.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Snoop Dogg digipak analysis

Snoop Dogg digipak analysis

-There are a lot of stereotypes in this cover, the background being one as he is touching a women in the background whilst not paying her any attention and looking straight into the camera, this gives the idea that he doesn’t have to work for what he has, his body language supports this idea as he’d quite laid back with a wodge of money in his hand. Which makes him look successful in what he does and also supports the idea of the ‘notion of looking’ and supporting the idea of male gaze, as for this purpose is to please the audience and give them what they want- and as Snoop Dogg’s demographic is young males, this is exactly what he’s doing.

-As for narrative theory we can tell Snoop Dogg is playing the role of the main character ‘hero’ as, the camera shot is a medium close-up and is focused entirely on him and his lifestyle- He’s looking directly into the camera and this gives him a sense of hierarchy and dominance.
-The iconography including the money in this picture used as the front cover is very conventional of the rap music genre, the expression is moody and has connotations of being serious about the music and living a ‘hard life’. The ‘bling’ around his neck is again a common convention found amongst young rappers to show they can afford the finer things in life whilst still being ‘street’. Even the font and graphic used on this cover is iconic to the rap industry and is something talked about in the genre theory in terms of audiences being able to make connections.

Jay-z & Linkin Park digipak analysis

Jay-z and Linkin park digipak

-In genre theory we talk about why genres are subject to change we can talk about this here as on this album we have Linkin Park on it that are known for being a popular rock band but they are collaborating with Jay-Z here so this is unpredictable and will keep audiences interested because they won’t know what to expect. But both artists are well respected enough to still get a lot of interest in the album.

-The font and the graphic of the album cover connect well with the rap genre, this is the body text element talked about in genre theory by having fonts with this type of graphic audiences will immediately draw comparisons with what genre they have seen similar fonts in before, and this will be within the rap genre. Narrative theory isn’t used in this particular digipak as their aren’t any images of either of the artists featured on the album, this could have been done for many reasons one being that to show audiences it’s all about the music and they don’t need images to help sell the album because the music speaks for itself.

 

 



Eminem digipak analysis

Eminem digipak analysis

- Recovery is the name of the album as the songs and the album itself is all about Eminem’s recovery both from rehab and back into the music scene. That’s why we see Recovery all over the pages in the album with the white cross on the red background being the logo for the album.

 

- Because we derive our own ideas of what to expect through genre according to Chandler, we know that rehab and these come-back albums are very common in the rap genre we already have a pre-conceived idea of what to expect from the album in terms on the content, experience has told us to expect deep content and lyrics from the heart. So the covers are trying to reflect this content, by showing Eminem on a road by himself connoting he is on the road back to recovery and he’d back on the right path.

-In narrative theory we have an example of the character role ‘the lone wolf’ as Eminem is seen in all his pictures on his own, not giving any direct contact with the camera- This makes him appear more serious about his music now and taking things seriously as an individual artist.

 

Summary of rap video research

Textual Analysis of Music Videos

Introduction

The music videos we analysed were; ‘Candy Shop’ by 50 Cent, ‘Without Me’ by Eminem, ‘Ride Wit Me’ by Nelly, ‘Work’ by Iggy Azalea and ‘Big Pimpin’ by Jay Z. 

All of these Videos belong to the Rap Genre.
All of these videos have consistent swearing in their videos, it shows the care free attitude to how other people see them.
The male rappers all wear baggy clothing, this is a typical trait
Body language – they all wave their arms about and portray aggressive behaviour

What is the relationship between lyrics and visuals?
Mainly illustrative.
Sometimes performance based, raise entertainment level
Big pimpin’ shows straight away that the lyrics and visuals are illustrative, Jay Z is on a huge yacht and the first lyric is ‘big pimpin’
Another example is at the end of the Candy Shop video, 50 is at a candy shop, which links back to the lyrics.

What is the relationship between music and visuals?There isn’t really a relationship between the music and visuals in any of the videos we analysed.

Are there close-ups of the artist and star image motifs?
In ‘candy shop’ the company have used seductive women to sell the record, they’ve also used 50 himself as he appears topless throughout some of the video
In ‘work’ the company have used Iggy herself to sell the record, as she is using her bum as her selling point in the video, there are more close-ups of her bum than her face.
The image in these videos, from the research we collected, is offered as a very sexualized view
these videos are all quite typical for each artist, it follows a pattern and also shows the genre has quite similar techniques to sell their records

Is there reference to the notion of looking?
-Yes, in the male rap artists videos there are women in the videos dressed provocatively and being associated with the male rap artist
-Interests young male fans
-Objectifies the women by the rap artists looking into the camera and ignoring the women
-Idea of patriarchy shows that men appear to be more superior.

Are there intertextual references?
- We found one example of intertextual references in Eminem’s video when he holds up his album to the camera as part of the role he is playing in his video.-they are used to promote the artist as much as possible and create a buzz for the artist.
-In this particular video, they have used intertextual references subtly so that fans don’t feel pressured to buy anything but are aware of what’s available for that artist.

Is the music video performance-based, narrative-based or concept-based?
-Iggy, Eminem and 50 cent’s videos are all narrative based- they all have a story of some sort which is based around the lyrics of the song and are a source of entertainment for their fans watching. They may also have friends and women surrounding them in their videos also and could arguably been seen as the hero’s if we apply propps theory of narrative

-Nelly and Jay-z’s videos are more performance-based just revealing themselves mostly to the camera throughout the video and just generally rapping into the camera with maybe a few people around them these, this is to give fans what they want to see there favourite artist on screen.

Conclusion
-In conclusion a lot of close ups are used.
-Women play a big part in the male rap artist videos
-Body language and clothing are key to showing artist to be ‘rough’ and ‘street’
-Performance seems to be the main route artist tend to go down when it comes to rap videos but, narrative based are also popular too.

Nelly music video research (rap)

Textual analysis, Ride Wit Me –Nelly.

Genre Characteristics-
There are quite a few conventional characteristics in this video the first one I noticed was the iconic clothing that rappers are stereotyped to wear, baggie clothes and ‘bling’ Nelly is wearing both of these things and so conforms to the genre well. The ‘bling’ symbolises wealth and that Nelly is doing well for himself so he can afford to wear big expensive jewellery shown in this video, but isn’t too big for his boots as he is still dressed casually as to keep fans happy so they feel they can relate to him as a person because he appears to be just like them. Nelly also has tattoos in his video which is another conventional characteristic to find in rappers as it makes them seem more aggressive and ‘street’.
Another popular characteristic to find in rappers is big body language to make them appear to have authority and look more masculine Nelly follows in this pattern in the video and he rolls his arms and waves them about constantly throughout the video whilst looking up towards the sky to symbolise how high up on the chain he is and how he has made it to be as successful as he is.
In the lyrics of this song Nelly talks about smoking drugs- this is a typical association with rappers and is supported by Nelly with the use of these lyrics.

What is the relationship between lyrics and visuals?
Again with this video the lyrics are illustrative to the visuals and all flow smoothly. The song is called ‘ride wit me’ and is about Nelly picking up girls so it is fitting that the expensive cars and trucks are a prominent feature in this video, along with lots of women surrounding the men in the video- This is also done to once again show Nelly’s popularity through his video. The lyrics and beat of the track is upbeat and so the video complements this as the video is also light hearted and fun for his fans to watch.

What is the relationship between music and visuals?
The music is very light for the rap genre as typically we associate rap with having a heavy beat but this track is much of the opposite and the visuals show this, because the song is upbeat there are women in the video dancing provocatively along to the song which keeps the theme behind the music and lyrics present when watching the video.

Are there close-ups of the artist and star image motifs?
There are a few close-ups of Nelly at the beginning when he is lying in a hammock singing to the camera, this has been done at the beginning to entice his fans into watching the rest of the video as they don’t have to wait till half way through the video to see his face like some music videos do- This helps Nelly’s ‘real’ image also, further into the video there are close-ups of Nelly’s face showing him to have a more aggressive look on his face and moving his arms around in an aggressive manner to the beat of the song this is a typical convention of the rap genre and the close-up was used to show this clearly in the video. Nelly doesn’t use any star image motifs in this particular video and this could be because we see him a lot throughout the whole video so using star image motifs isn’t as necessary as it would be in a video where you don’t see the artist as much.

Is there reference to the notion of looking?
Yes. In this video the notion of looking is a prime feature at regular intervals in the video, with women dressed up dancing in slow motion into the camera this is used so that the target audience for Nelly’s videos (young males) with enjoy the video and want to carry on watching, Also women are shown regularly throughout the video as they are included in the lyrics with lyrics like “Lookin for a little shorty hot and horny so that I can take home” so to make the video illustrative along with the lyrics of the song it only makes sense for there to be a lot of females in the video, not only is it for the entertainment purpose of the video but also for Nelly’s image as an artist he wants to come across as one of these high profile rap artists who is making lots of money and getting lots of ladies and this is the perfect way to demonstrate that.

Is it performance based? Narrative based? Or concept based?
I think that it is more performance based this video as for the majority of it we see Nelly dancing and rapping into the camera and also there are a few shots of him with other rappers/friends dancing along to the beat this is all to entertain the fans and to give the audience what they want which is to see their favourite artist up and close singing the new favourite song right to them.

Eminem music video research (rap)

Textual analysis, without me- Eminem.

Genre characteristics:
The characteristics that are typical to the rap genre in this video are the use of swearing- Eminem swears consistently throughout the video and this is used to show his “care-free” attitude to how other people see him (other than his fans). Another characteristic used in this video is the tattoos, Eminem has tattoos on his arm and on show during this video, this is conventional for rap artists to do in their videos, tattoos connote rough behaviour and this is the look that Eminem is going for in this video as the song is about him coming back and bashing the ‘haters’ by teasing them in his video, so the tattoos help to reveal this part of his personality. Another typical characteristic is the body language Eminem is using when the camera is close-up on him rapping on his own, he waves his arms around while he bounces to the beat- This body language shows Eminem to be dominant and masculine by throwing his arms around but still friendly as he is bouncing to the beat of this up beat track. At the end of the video Eminem is surrounded by a group of males all in tracksuits looking angry but then break out into dance- this is challenging typical characteristics of rappers that dress in tracksuits, but earlier on in the video Eminem also supports this idea of rappers wearing tracksuits ‘typical street clothing’ as he is wearing a grey tracksuit at regular intervals in the video.

What is the relationship between lyrics and visuals?
The relationship between the video and lyrics is illustrative, the lyrics in this song are a bit of a micky take at various other artists and just generally a fun, silly song from Eminem- so in his video he’s dressed as the artists that he mentions in the lyrics and jokes around which is the same theme to the song and the lyrics complement the image well. Everything mentioned in the lyrics
Eminem parodies in the video which raises the level of entertainment to this video which is the primary purpose to the video. 

What is the relationship between music and visuals?
The music is a heavy beat which is constant throughout the whole video- it fits well with the visuals as it’s a hip-hop/rap track and the beat is conventional of this so this along with Eminem bobbing his head along visually complements the rap genre and will appeal to the rap fans that are watching the video.

Are there close-ups of the artist and star image motifs?
There are close-ups of Eminem constantly throughout the music video to please the fans and to show his enthusiastic/sarcastic expression as he raps his lyrics into the camera. There are also star motifs as in the background of some of the clips in the video there is a spotlight of a big E symbolising Eminem’s name- This is something fans will instantly recognise and associate with, Eminem also adds a comedy value as this clip is when Eminem is dressed as a superhero.

Is there reference to the notion of looking?
At the beginning of the video there are two girls in the bed with Eminem who pop up either side of him, the clip jumps back and forth and ends up with Eminem rapping at the end of the bed and the two girls posing either side- this supports the notion of looking at Eminem’s target audience will be young teenage boys so by having two girls posing in his videos will attract their attention and make them want to carry on watching the video, hence why they are shown at the beginning. As Christine Gledhill theory states by having these women in the video they are catering to the needs of the demographic they are aiming at.

Are there intertextual references?
There is a intertextual references as Eminem’s character in the video hands his album to a little boy and tells him he should listen to it- This is major advertising for Eminem as not only are people watching his music video they are getting referred to other Eminem products they can buy in addition.

Is it performance based, narrative based or concept based?
The majority of the video is performance based as there is strong sense of comedy running throughout the video with the different characters Eminem is dressed up as and the micky taking lyrics of other celebrities. However, it could also be concept based as the song is called ‘without me’ and is about Eminem’s come back into the music industry so it is informing fans that he is back and better than before, with addition to promoting his album in his video which will lead to him having more success after the video is released.