Jay Z music Video Analysis.

I have watched a Jay Z music video, I have managed to analyse some conventions that have been utilised in his video's Firstly the prop Jay z wearing consists of sunglasses, black clothing, a chain and a hat. These conventions are typical amongst rappers as this is sort of the ethos of props in rap hence for an audience to view Jay Z in such props immediately gives them a idea of what genre the music video will be, Furthermore the music videos colour tint was mostly black and white creating a clear contrast as well as allowing a vivid visual experience, the cutting rate of the whole music was very fast, in some parts Jay Z was rapping and in other segments of the music video you see a lady dancing, an expensive car, a psycho type male character and other clips, these were intentionally used within the context of the rap as he was rapping about money, power and women which stereotypically are values to be seen amongst male members of the society, this music video is also targeted amongst older target audiences as Jay Z is a old rapper due to the fact that he had many hit rap tracks in the 90's.