Main audience: M
15-30 African American youth + Aspirational teens (15+)
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Sporting casual winter clothing.
A luxury environment without 'without selling out'
Genre
characteristics: A focus of the hip hop genre is showing various extremes of
life ranging from lavish lifestyles of the rappers to extreme societal poverty
or discontent. These conventions are greatly met in the video as for most of
the video the group are shown to be performing on a poor New York neighborhood at night while wearing modest clothing. This is heavily juxtaposed with the end
of the video where the group sit in a lavish white studio with money bags and champagne
bottles/ glasses (Signifying a new found wealth). However a striking similarity
between the two ends of the spectrum are that in both scenes the group wear the
same modest clothing. This is largely a statement to the audience to show they haven’t
‘sold out’ to ‘the man’ or betrayed their roots. Performance/Narrative: What is visible from the video and lyricism is that the group have risen to the top having come from a deprived area of New
York. The start and end of the video reflect this notion in full effect with
the group living a luxurious life together. However this is as far as any
notion of narrative could be expressed. For the most part the group are seen
performing together in a group of other African Americans on the streets of New
York. Many of the group also tell the story of their troubled past due to some
shots of a father hitting his wife and the youth escaping from a window.
Performance style: The group perform their raps in an
animated style using hand gestures and body language to express their lyrics.
They also look into the camera as they rap, this is due to the connection with
the audience as they share their stories of the impact of money on their lives.
Linear, closed narrative: The video showcases a closed
narrative of the group’s rise to fame through their music as well as some of
their troubled pasts (regarding a father’s domestic abuse of his wife) and
their acceptance of this with the clear message that it won’t dominate their
image nor change their roots from the poverty stricken communities of African
American’s in New York.
Looking/mode of address: The group look at the camera most of
the time while they rap as it establishes a clear line of communication between
them and the audience.
Star treatment: There is next to no star treatment due to the
group dressing in normal clothing even towards the end when they are seen in a
more luxurious setting. This once more reinforces the idea of the group remaining
close to their roots and ‘the people’ they are communicating with.
Audience in video: During the night time scenes in New York
the group members rap alongside other people from theAfrican American community.
This could mean that the group were raping at a social event with other friends
and people in their neighborhood. This is highly symbolic of the notion of brotherhood, community and unity. These themes are highly prevalent throughout
other black hip hop artists due to their usual connections with their
respective African American communities.
Shot
variety+ number of setups: Throughout the video there are around 7 different
variations of shot. These being, oblique shots, medium-long shots, low angle
shots, establishing shots, close ups, tracking shots and POV shots. The wide range of shots offer a stimulating, and experience
Oblique shot
Medium-long shot
Medium-long shots are used in this instance to create a personal connection with the audience in a casual manner.
Low angle shot
Low angle shots create a dominance complex in which the audience feels smaller to the persona in the frame. This creates the feeling of inferiority towards the rapper and a superiority of the artist in question.
Establishing shot
Establishing shots are used to demonstrate where the following shots are taking place. This shot perfectly epitomizes this as this shot shows the outside of an apartment complex where later the majority of the video is shot.
Close up
The close up shot is used in this instance to connote a personal feeling and a connection with the audience. This is highly pertinent to the notion clear throughout this video that the group will remain as 'one of the people'.
Tracking shot
This is an effective shot at illustrating car drive sequences and has been used here to demonstrate the brotherhood and unity of the group by depicting them sharing a car ride.
POV shot
This once again reinforces the idea that the audience are a part of the action and almost one of the gang. This personal feeling is something that the director and band try and incorporate throughout the production.
Location/s+ Mise-En-Scene: The locations used include that of
the outside of a New York apartment complex, as well as the inside, In addition
to the inside of a bus and road (tracking shot of a car). It is of note that
these settings were filmed in the winter due to the cast’s apparel and visible
snow at the side of the road in the tracking shots. In addition to these scenes
the video ends with the group in a luxurious studio apartment with their champagne
and money bags with the ‘Wu Tang’ logo on them. Alongside the locations the
apparel sported by the cast are that of army and winter jackets. Most of the
cast are seen to be wearing woolen hats and gloves (reinforcing the evidence
of winter). Their apparel is important when looking at the message of being ‘one
of the people’, and ‘not forgetting where you come from’ which is a clear
notion of importance in this video’s meaning and demonstration to the audience.
As well as the apparel, the group and cast members are seen with props
characteristic of a lifestyle reflective of deprived African American communities.
Props such as cigarettes, flaming barrels,
champagne bottles and bags of money are utilized in the video and help shape meaning to the song and video alike.
Subculture: There are some hints towards the sub-culture of
criminality through some shots including handcuffs and possible hints towards
substance abuse in the video, however the overall view surrounding the video is
the sub-culture of African American community.
Director style: Robert Diggs (RZA) has used similar
camerawork throughout the production with one exception. At one point in the
video there is a noticeable difference in camera quality. This is likely because
a handheld camera was used in place of a Steadicam due to the logistics of
filming in a close quarter’s environment (Inside a bus).
Plain grittiness as influence?
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