Amen
The purpose of this video is to entertain, I know this as video is a performance. However this video also informs people about Meek Mill and Drake’s life style, I know this as I can see the too artist doing what they say they do in the song. For example Mill says “Pull up in the Phantom” while the screen denotes a Rolls Royce pulling up, this connotes that Meek Mill actually does this. He’s also saying that is rich and powerful.
The form of this video is a music video, I know this as the music is anchored to the film.
The genre of this video is a rap video. As the music what is being played is rap/hip-hop music. Also the video denotes the classic conventions of rap video.
They six locations in this video; hotel room, a night club and out side town hall. The first location we see is a hotel room, the denotation of the hotel room is big this connotes that the room is a hotel suite, using this shows the rapper has money. The Iconography of Meek Mill in the hotel suit, the denotes him laid in bed with two women on both sides of him. This connotes that Meek Mill is powerful as he has the bed, also he is also laid in the centre of the bed this means that he’s the centre of attention. This part of the video agrees with John Berger’s theory ‘men act and women appear’. This part agrees as Meek Mill is the dominate character, this is reflected as he has his back to the camera. Which connotes that he is the silver back (Alpha Male). The women are subordinate as they are lain on their sides around him, however this also agrees with Laura Mulvey (1975) ‘Male Gaze’ as the women are their to look sexy swell as making Mill look more dominate, however Meek Mill is not wearing a top there for this challenges the theory as this could attract the female gaze.
Another main location is the club, the club denotes a purple lighting, some type of spiky things hanging from the ceiling. The contains of this shows a quite expensive club, which rehashes that the Mill has money.The iconography of the club is quite significant, this is because it has highlights most of the classic conventions of a rap video. The denotations are the entourage of the two rappers, women dancing against them alcohol. These all reforce Richard Dyers ‘Star Persona’ theory, this is as the actions revolve around the two artist. This part of the video also agrees with John Berger theory ‘men act women appear’ this is as the men are the two artist who are rapping and the women are the dancing around them; the women also are lower down than the men which make the artist dominate.
The last main locations is out side of the town hall, the denotations of this are Meek Mill and drake raping and sing out side of a town hall, also towards the end we also see their entourage. The connotations of this locations is trying to say that they run this city.
Throughout the music video we see Meek Mill in casual clothes as his costume, Meek Mill in the club denotes wearing; a t-shirt, black jeans, white Louis Vuitton belt, a diamond watch and a chain with the head of jesus what we see though out the video. The chain with the jesus head is symbolic as the name of the song is Amen, as Jesus is a holy figure of the Christian Churches. Amen comes from the the end of a pare. In the tour buss we see that Meek Mill is wearing puma shoes this is an advertisement as he is the face of a series of puma shoes.
The microphones are part of the props as this is an icon showing that he is sing and that is what they do. Using Ciroc as prop is product place, this is because this P Diddy owns the record label who Mill is under. P diddy owns Ciroc therefore using a ideal self helps to promote this product as people watching this will dink the Ciroc.
The gestures in this music video matches the classic conventions of a music video. Meek Mill uses his hands so that you remember the song more and that you understand him more. When Drake is at the court house he makes the gesture that he is right her. Throughtout the video we see drake holding his hands like he is preying this is to reflect the name of the song as it’s called Amen.
In the day we see natural lighting as it is from the sun light however at night we it turns to low key this continually switches thought out the music video.
The editing has been done for example when Meek says “Peach Ciroc, Patron and all. Thirty racks on magnum bottles” These are shown on screen. When Meek Mill is is sat in the chair at the start of the video we see a shadow field of depth. On the tour buss we some on come and take a picture of Meek Mill I know that is Meek as he is wearing his shows and he is on his tour buss. When the picture is taken the screen goes black and white, like the camera has flashed.
When Meek Mill is is sat in the chair at the start of the video we see a shadow field of depth. This is saying that he is more important than others. In the hotel room we see lots of camera movement as its is trying to represent confusion as the people were that dunk that they don't remember what happened last night. The shots jump cut at the start of the video to introduce the video and meek mill
As this is a music video the sound is non-diegetic. The song is happy song as they are remanicing about last night and this sounds happy. The sound also matches the pictures on screen.
The target audience for this song i would say would be the 15-30 year olds as thats who this applies to. The subtotal of this song are Hip-Hop fans this applies with Dick Hebditch (1979). I would say this is mainly for male audience.
