Lil Durk Institutional Context

 Lil Durk started his rap career signed to def jam records in 2013 he stayed with them until 2017 where he decided to sign with Interscope records who were formerly owned by Jimmy Iovine but are now owned by Universal. Interscope has some very big artists signed to their label from all genres of music these include Kendrick Lamar and Eminem as well as artists like madonna and lady gaga so Lil Durk signing to them benefits him as he will get lots of attention within the music world.

Lil Durk also is a part of his own group called OTF which stands for only the family this is a collective of Chicago rappers. this group is exclusively distributed by Interscope to audiences so this benefits Lil Durk majorly as he is also helping upcoming rappers in Chicago.

Lil Durk as a whole has stated on an XXL interview why he likes working in a record label he says he is able to get more media attention as he is treated like a star at Interscope so he is able to produce the music he likes while being backed with the funds for his music video production and the advertising for his singles and albums as this is the biggest way for the artist to be promoted and allows Interscope to make as much profit off the name of the artist.

Artist overview

 

Lil durk  was born on October 19, 1992. Lil Durk had to shoulder much responsibility at a very young age because his father was incarcerated when he was 7 months old. Lil Durk recalled that there were times when he did not have enough food in his home when he was younger. He started his first break through social media channels like Myspace and YouTube. He broke out as a star from Chicago's South Side. He dropped his album in 2015 and the second one in the following year. 

Lil Durk has recorded 4 hot  songs which include 3 headed goat which is the song we have chosen as well as off white vlone with Lil Baby, no auto with Lil uzi and finally viral moment

Lil Durk averages 4 million monthly listeners on spotify. on youtube his most popular songs feature big artists like lil baby and Dej loaf these videos have more than 30 million views

Lil Durk has been signed to a joint record label only the family and def jam records since 2013 however he departed from def jam in 2017 and joined Interscope while still being part of the OTF crew

- strong , fairly masculine but not over masculine.he is in touch with his feelings he is not afraid to discuss his weaknesses.

Genre analysis

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 

Comparing the audiences of different Rap videos

1. In the music video Dior by Pop smoke, the artist is typically for a rap music video showing off his expensive cars, jewelry, and designer clothes, which attracts the audience that is interested in cars and the wealthy lifestyle. He also has a lot of females, which would attract male audiences from the age of 16-30 this is the target audience of a hip hop music video. It is giving the audience emotional pleasures as well as sensory pleasures, Which comes from the camera shots aspirers would be very much interested in this video as they want to achieve this lifestyle and be living this lavish, wealthy lifestyle.

2. The second video is drip too hard by Lil Baby and Gunna straight away we can see that the music video has been set a target audience of men and gives off this hypermasculinity feel to the video. as well as the director has given the two rappers the center of attention and made them feel looked up to by the audience also known as the aspirers this is because they're surrounded by desirable women that would appeal to any 16-30-year-old male further engaging them within the music video as they find purpose in the video. furthermore, they also show off their wealth as we can see they're filming in the Hollywood hills which already gives off an exclusive and luxury lifestyle to the audience.   

3. The third music video is Act up by the city girls first we can see the setting of the music video is already giving off lavish and luxury vibes as Miami is a place where movies like scar-face were shot giving it this wealth background meaning the audience will aspire to be the artists and live like them as well as we see some expensive jewelry as well as clothes this further entices the aspirers to be engaged within the music video furthermore we see a lot of close up shots of the artist which could be hinting at that they should be the center of attention and that they're the artist to be listening to right now this refers to Goodwin's notion of looking as we see the artists on the news and other social media apps.

  

comparing the sound in different Rap videos

 1. In the freaky Friday music video by Chris Brown and Lil dicky there are some very standout examples of diegetic sound first of we hear dialogue from one of the artists and actors this has been done to try and appeal to the audience and try and get them to relate to the artist as well as in the background we can also hear tv reports this would be classified as non-diegetic sound because only we the audience can hear this news report this has been done to try and give the audience a sense of importance that only we the audience are hearing this news report. 

 2. The second video is Life is good by artists drake and future from the very beginning we can hear diegetic sound and this continues without some examples of this are the sound of a grill and the sound of a garbage truck as well as sounds of car horns while at a drive-thru this has been to help reinforce the music video to show the struggles of the two artists and also to take us through the multiple jobs they are seen to be working at, as well as throughout we can hear multiple dialogues between the different artists talking about themselves in the future tense foreshadowing their career.

3. The final music video is also by drake and its the Hold on, we are going home video within this music video we can see many of the other music video aspects within this one a combination of gunshots, dialogue, and phone calls also conversations the artist cant hear but we the audience can this further pushes our interest in the video we can also hear loud ambiance to help set the scene that the artist is in a busy restaurant or party which helps further this lavish rapper lifestyle everyone wants to live when they see these videos 

Comparing the editing in different Rap videos

 1. The first music video is Kings dead which is off the black panther soundtrack from the very start of the video we can see the director wanted the video to pay homage to the 90s by using an old camcorder type editing style where it looked like some of the shots were filmed off an old camera this has been done to challenge conventions of the hip hop genre is normally the music videos are in high definition whereas now they went for an old fashioned style as well as a few scenes later we can see the artists standing on buildings they have been edited onto these buildings to help give off the idea that the world is at their feet and because they live this lavish lifestyle they look down on the people below them.

2. The second music video is by Asap rocky and is called Asap forever paying respect to the rap group he is in This trippy music video is a crazy ride and has masterful editing. It opens on Rocky in an almost nauseating 360-degree circle around him, before the editing then manipulates the impression that the camera is going through the ground and comes up on the other side. as well as we can also see asap appear on numerous television screens while he is also in the shot this has been done to mess with the viewer and Think how has this been done this would be called enigma codes a very good way to keep the audience drawn in.

3. The final music video is Energy by drake of the bat we can see a black and white filter and that some clips have been put in reverse this has been done to match the lyrics of the song as the song talks about drake being bullied a lot when he was younger so both these aspects have been used to signify that he will be talking about his past. another thing that has been used is face-swapping drakes face has been edited onto many famous celebrities for example Oprah and Justin Bieber this has been done for mostly entertainment purposes to try and engage the audience but also to signify that drake is becoming a global sensation and he can compete with the likes of these celebrities.

 

comparing the cinematography in different rap videos

1. In the first video by Cardi B called Bodak yellow, we see lots of high angle shots to help establish the location of the music video as the location can be very key in establishing how the music video plays out. In the next couple of scenes, there is a variation of shots for example the low angle shot this has been used to help give the artist cardi b a sense of power as she looks like shes towering over the camera, furthermore wide-angle and close-ups have been used. the wide-angle shots have been used to show off the various other locations with the artist in the background with various other aspects like exotic animals. The close-up shots have been used to show the emotion of the artist within the music video.  

2. The second video is by 6ix9ine and is the song, Gotti at the start of the video we see a view tracking shots following around the girls cast in the music video but also we see panoramic shots of the view in the background of the whole music video this yet again helps establish some sort of location for the video. In addition, we see a lot of close-ups to show the rappers expensive jewelry around his neck this is to portray to the audience that he is wealthy and powerful as well as to show the group of girls he has behind him to show off that money can buy you anything you want

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3. The final video is Going Bad by Drake and Meek Mill the video again starts with a panoramic showing off the whole building the artists are in as well as there is a sky view of the building from the outside that has been taken by a helicopter. Moreover, we then see medium and wide-angle shots this is to show that the artists are with a huge group of people that has some special appearances like Nipsey Hussle and T.I this has been done purposely so the audiences notice these artists. Furthermore, we also get a full 360 view around a rolls Royce as it crashes in the music video we get to see the camera from a close up where it comes right at the camera to a wide-angle shot where we see it crash. 

comparing the representation in different rap videos

1.femenists such as Laura Mulvey would be very critical of the representation of women in this video because the blonde woman is represented as an object. She is wearing very little and looks like a playboy bunny. Travis Scott does not respect her, he treats her like a stripper, throwing money over her. She is represented as a 'dumb blonde' and is not offended by this, instead, she is happy dancing on the bed. It seems that she is actually s stripper or is dancing in a bar in her bra. Again, this is representing her as an object and feminists would think that this would have a very negative effect on both males and females. This representation is typical of rap videos. 

2. in this second video by Lil baby the artist is using his platform to discuss a very big issue in the modern world which is police brutality towards the African American community in the united states of America in the video we can see the artist using a filter that allows the video to be in black and white this has been done to portray that society shouldn't see color only what the person is like on the inside. in the video, there are various video clips of protests in the video to try and give the audience a glimpse of what is happening in America which people may be oblivious to from other parts around the world. the video uses real people to try and portray the feelings of the whole country.

 

3. conventionally within hip hop music videos males are the most common artists within the genre so within their videos they tend to be portrayed as a symbol of power and to be desired by their audience they do this by flaunting their jewelry to the camera as well as they show hundreds of thousands of dollars worth in cars and cash one example of this is war by Pop smoke and Lil tjay, as soon as the video starts we see pop smoke wearing designer head to toe furthermore we can see a very luxurious car a couple of scenes later this has been done to again reiterate that the artist is desirable and powerful due to their wealth.

 

Comparing mise en scene in different rap music videos

In the first music video, we see the mise en scene which is loads or bright and vibrant colors as well as expensive jewelry and good-looking girls, which is very convenient for this type of music genre, where artists show off money and girls they have. The music video itself is high budget and includes some unconventional for a rap, video props such as puppies, which represent softness and bright colors that usually represent childhood and innocence. 

 

“Knock You Down” by Keri Hilson. Mise en scene, There were several variations in costume between the singers that helped the story evolve in the video. Kanye West and Ne-yo produced acts to go with what they said. Keri Hilson was wearing a white top that proved she was innocent in the entire scenario and lying on a white bedsheet, too. She also sang in front of a white backdrop that varies from the other singers. Keri Hilson fell onto the bed to show that she was knocked down, which refers to the song's title. The singers are continually knocked down, but they get back up again. Goodwin's rules were used because there was a relationship between the lyrics and the visuals as well as the lyrics and the    

LSD BY Asap Rocky: In this music video there are numerous scenes with bright/neon lights that have been done to attract the viewer and get them to continue watching. Furthermore, the use of different outfits has been done to indicate setting change, the video has been set in Tokyo where the nightlife is supposed to be very exciting. The outfits used are more bright colors this has been done to bring more attention to the person on screen, for example, the very good looking is wearing bright orange this has been done to bring more attention to the girl as asap rocky's main audience is males 

Analysis of the sub genre

Hip hop rap

1. Genre features: In hip hop videos, there are often low-angled, close-up shots that suggest the influence of the artists over their viewers. The low angle gives them the power as they look down on the audience and the close-up gives prestige because it means that they are sufficiently significant to have a frame. A crowd is usually shown in the background in hip hop music videos, dancing or bouncing their arms in time to the beat of the song. 

This makes them all look as if they're actually dancing to a song, implying they really like a piece of music. This gives the artist credibility because it shows that people enjoy the song, that also makes it easier for the audience to like the song as well as more recent artists tend to show live performances in their music video.

2. Close-ups and motifs: Hip hop videos involve a number of, often close-ups. They are useful in identifying the artist, but they also determine the artist's power or value, as they take up a lot of the picture.In hip hop, it is a status quo for artists to partner together to support each other's work , for example, lots of rappers from the same area are most likely to help each other support each other and they do so by participating in each other's music videos that helps to expand their potential market further. Some musicians have concepts running throughout their songs, as represented in their videos.

3. Props: The props used in music videos usually either make or break the clip, common props for rap artists often include good-looking women, different jewellery and luxury cars as well as a lot of money that's why rap artists use such specific props as it separates them from others and is what people desire.

4.Places: The locations that artists use to film their music videos similar to the segment 'Context' also correspond to what the words of the song are trying to convey. Beibs in the trap by nav and Travis Scott video are an example of this, which is usually a rather fast-paced video that has multiple positions that both connect and do not connect.

5. Camera angles and cuts: In many genres too, the various camera angles and cuts used in rap videos are quite various. An example of this is a music video from 'Gatti' - there are lots of different camera positions and short cuts between scenes and perspectives used. This is especially apparent in rap music videos as a pose of certain genres, which I think is largely due to the fast-paced nature of rap songs, ensuring the editing adapts to the sound and rhythm of the album.

Codes and conventions of a music video

Andrew Goodwin
Goodwin's theory implies that there are 5 key conventions to a music video;

1. Seeing what the lyrics represent  in your head.  

The very first phase of the process is to examine the structure of music , and understand the chorus and verses. Then, the artist 's voice would be very distinctive in comparison with others, which would give the individual a form of identity that could be linked to the celebrity image or an artist. The final step would  be an artist's narrative, which he attempts to represent throughout his song. It can build him straight as a sort of a  story-teller. As well as the music video could support this by showing us the video of the song.

2. Connection between the Visuals and the Music.

There are three ways to promote a song by using the visuals such as :

• Illustrate 

Music videos often use images and shots to demonstrate and explain the significance of the lyrics in their song and genre.

• Disjuncture

In this case, the song's significance in the music video is totally ignored.

• Amplify

Repeatability- when the images and shots are constantly distorted and displayed through the music video, and drilled into our vision.

Andrew believed a music video could promote a song by analyzing the lyrics in the way it does. In many music videos this is seen when a character is doing just what the song is saying.

3.Narrative and song performance

Goodwin claimed that being involved in the music video by playing or acting a role as the main character or singer was important to an artist. It helps make the song look believable and gives the listener a special connection and a clear understanding of the music as well. 

4. Image, plenty of camera shots and movements that make him / her the central focus.⠀

Goodwin referred to the star image as a very important feature of a music video, making the music video more appealing to the viewers and giving the video in its depiction an unique appearance.

The starting picture of the way the protagonist portrays himself, the costume, movements and appearance is also very unique.

This aims to promote the profile of the artist / star in public, as well as promote the video and helps create a reputation for the product.

5. Technical aspect of a music video

Andrew suggests the technical aspect helps hold the music video together by using Mise-en-Scene, Special sound effects and editing.

Lightening and color help set the tone for the music video, and highlight significant parts of the song to create a dramatic effect and entertain the audience.

Mise-en - Scene is also very important to music video production, it can help the artist gain credibility and reputation and make his work look more professional as well.

The song's beats are also very beneficial, as they can help create powerful cuts that go along with the song's pace to make the music video look more enjoyable.