In depth Music Video Analysis of Jay-Z - 99 Problems

Jay-Z's music video for his hit single 99 Problems is a trademark video in which arguably defines a successful music video

Key Points about this music Video:

• Shaky, handheld use of camera sets off the connotation of an eventful lifestyle which artist Jay-z is involved within
• The use of the setting of Downtown New York (Brooklyn Bridge) suggests a streotypical ghetto, urban lifestyles in which Jay-Z surrounds himself with
• The lyrics fit in within the visuals. This is applicable to Andrew Goodwin's theory. For example, a shot of several radios is shown;upon Jay-Z singing the lyrics which include the term "Radio"
• Genre Characteristics are used. For instance, the music video is within the genre of Hip-Hop/Rap. Therefore shots implying a crimal lifestlye are communicated. SHots of half-nakled girls, jail and rich jewellry.
• Editing technique - Black and White. This connotes a feel good vibe ti the video, as the music video seems much more traditional and applicable with the black and white edit.
• Good use of cinematography: Low Angkle still - Connotes Jay-Z's power and significance.
• There are continious shots with 'Exit Signs', which imply a recurring motif.
• Recurring use of "The Diamond" sign. This suggests promotion of Jay-Z's own record label entitled Roc-A-Fella Records.
• Voyeuristic treatment of women. For instance, they are treated in a scophilic manor. Therefore representing and amplifying the message of the story.

The above screenshot in which I have captured is an intertextual reference ro Rick Rubens, who is a record label founder, and a strong supporter of Hip-Hop Music.

This screenshot shows a ghetto lifestyle in which exists within Jay-Z's life. The inclusion of this particular shot is essential, as it gives us as the audience an insight into what type of musician Jay-Z is. And of course with this still, we are made aware of Jay-Z's genre of music and his independent style.

The above screenshot amplifies Jay-Z's genre of music significantly as Hip-Hop/Rap is renowed for it's voyeuristic use of women, and the female body. This still clearly shows a woman walking around with exotic clothing; hence the use of scophilia being communicated.

This screenshot shows an understanding and a connection between the visuals and lyrics. Again this underlines Andrew Goodwin's theory. For example. it is clearly shown in the music video of people being locked up and in jail. Whilst in this particular shot, a man is in "Jail" and at this point the lyric of 'jail' is being sung.