Music videos

How is Media language used to attract and represent the target audience.

Kendrick lamar-swimming pools (drank)  https://vimeo.com/88402783

The media language follows hip hop inventions for a number of reasons, I've used Kendrick Lamars song swimming pools as its a really good video to use. In the video, Lamar uses different camera shots right at the very start, starting off with a close up of him self falling and facing the camera, the shot then changes to a medium-long shot to then an extreme long shot of him still falling. the angle used is at eye level and the camera never moves, only the shot type. this happens throughout the video  apart from a few sections and switches between kendrick and a female, kendrick puts a good looking female in  his music video to mainly attract male viewers, the female is wearing a black leotard and dances and moves when the shot type and angle changes, for example high and low angles are used after the alcoholic beverage is smashed as well as medium to long shots. the girl changes position each time to show her body off and to get the males attention, this happens quite often in hip-hop videos.

Usually in hip-hop they talk about their lives and they generally have a really bad upbringing which they like to write about in there songs. Lamars opening lyrics are 'now i done grew up round some people living their lives in bottles' he's saying that throughout his whole life he has had alcohol around him and with him and that its generally been a big part of his life, so he'd go to lots of partys, like the one in the video, 'pass out' and do it all again. lamar also has shots of alcohol bottles being smashed when he says 'drank' giving viewers who have generally had the same sort of upbringing with alcohol being able to relate to the video and song, this is why hip-hops main viewers and streamers are from poor upbringings and who have an addiction to some sort of substance, they are also mainly male men under the age of 27 with a social grade E.
Lamar is seen wearing a lot of gold chains and other jewellery around his neck and wrists whilst sitting in a dungy house with an alcohol bottle next to him. this shows what his house was like whilst growing up and shows that he did not have a lot of money then, but by that experience, he's earning money now, hence why he is wearing a red suit whilst falling and a white outfit in his house. most of the lighting throughout the video is very dark which lamar was used too 'i was in a dark room, loud tunes'