Music Video AnalysisMahdi Maah

Keri Hilson – Knock You Down Ft Kanye West and Ne-Yo

Analysis

Starts with slow paced tone, then kicks in with a fast paced beat

The rap by Kanye signals the Hip Hop in the video . Use of close-ups of artists faces. Variety of camera techniques e.g. Close-up,

Establishing Shots, Medium Shot, Long Shot and Point of view shot.

Editing technique present e.g. Split Screen, jump cuts, strobe effect, shot reverse shot, slow motion.

Stylish clothes/sunglasses Individual dances Use of props

Genre – R&B, Hip-hopDirector – Chris RobinsonRelease – 2009Type of Music Video- Narrative based

Representation During West’s opening line “what we’re

gonna have? Desert or disaster?” The use of juxtaposition between dessert and disaster paints a clear picture of the narrative aspect of this music video

The jewellery (bling) and expensive shoes worn by the artist in this video symbolises the high status and dominance, key features in this genre.

Audiences The target audience for this

video are generally people who enjoy listening to R&B and Hip-hop. It would also be targeted to people who can empathises with the narrative of the video. It is also aimed at fans of all the artists in the video.

While the feminist critics argue that the female character is in control and empowered as a result of the situation. However the ambiguous conclusion leads us to believe in the end she was just confused rather than dominating the situation, reflecting what a woman would do in that situation