In this music video, black studio has a strong visual effect and the filmmakers can play with the different types of lighting. The rappers are using a variety of different shots which creates a very strong effect on the audience. Strong sense of shadows which signifies the power and a lot of dark colours are used in the video. All the characters are wearing black, which creates tension. They also use some very colorful surprising objects that create a very strong visual they link to the lyrics that say who “i link it to the abc”. Andrew Goodwin has researched many music videos and has come up with a theory that every conventional music video has to follow different criterias such as a link between the music and the visuals, genre characteristics, intertextual references and notions of looking.
It is a very aggressive song and the rappers are being very aggressive and by using the toys for children, making it very stereotypical. It is very commycal and not gangsta. He has a tough and aggressive face however the use of batman and starwars makes it commycal. Moreover he also uses a toy gun which is very representative. The whole video is filled with the strong visuals. So the video is stereotypically gangster but is very unconventional.
The rapper is shown during the whole video which is very important for branding. The video was made in the prime time of the artists career so the aim was to be more recognisable. They have done it by using close up and medium shots to focus on the artist, the use of lighting as well as colorful, unconventional props also helps to make it more representative. A lot of low angle shots are used throughout the video, which are very conventional for a rap music video which make the main character look more big and powerful. Moreover, constant pan/ tracking shot creates a real movement and interest so we can see the main character as well as the background
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