Eminem Music Video Analysis

Investigating a Music Video
	Visual codes The video is set in a large city which has connotations of life and opportunities in terms of job related or in other industries. Negative opportunities could have lead the artist down the wrong path however, he was able to redeem himself by taking up other opportunities e.g. becoming a music artist to turn his life around. This is made apparent as we can see him standing on top of a building overlooking the city, this represents freedom and success. Low key lighting is used at some places in the video to create a negative/ angry energy when presenting his old life to the audience. The body language seen of the artist in the music video appears aggressive which connotes that he is passionate about his story that he is telling about his old life. On the other hand, at the beginning and end of the video the artists’ body language shows that he is calm and in control. In general, the framing of every shot is good for example the rule of third has been considered as the placement of the artist varies within each shot. Furthermore, a variety of shots have been used e.g. close up, mid shot and long shots all feature within the music video. The artist is wearing dark clothing in all of the scenes which could show that he is classed as a villain in this video.
	Technical codes A total of nine close up shots on the artist's (Eminem) shoes were used, this could represent what life is like in his shoes as the video is about him turning his life around. Multiple over the shoulder shots are also used which can be seen as he is crossing the road and when he is standing on top of the building overlooking the city. This shot has connotations of trust which ties in with the lyrics as he says "follow me, I'll get you there" and "well walk this road together". When he is walking along the pavement in the city, a tracking shot is used the whole way to give the feel of the audience following him. This could show his journey and how he changed his life which is the purpose of the song/ music video. This idea for the topic of the video is to inspire young people that are in a similar situation to what he was in and he is showing that you can change that. There are many jump cuts used throughout the whole piece creating a fast paced feel to the music video. This could have been used to further present his life/ journey. He talks about being in the wrong place which the fast paced editing shows as it has connotations of lack of control and action which often contains a lot of violence etc.
	Narrative The storyline of the video shows the artist transition from his old life into his new life and how he was able to make his life better (his life story). The music video follows Tzvetan Todorovs narrative theory.  At the beginning of the video, Eminem can be seen on top of a roof looking over the city where everything thing is calm which shows freedom, This is interrupted when he starts talking about his life story and all of the negative things that he used to be involved in, but at the end of the video we see him back on the rooftop where everything is calm again. This narrative theory shows his journey. Through the use of camera, editing and mise-en-scene, the video is a great representation of the lyrics in terms of the artist telling his life story which is reflected through the music video.
	Audience The target audience for rap music is mainly males more than females and those of a younger generation is it usually appeals to them more. The lyrics in the video tend to relate to their lower class audience members and those that can relate to the lyrics. The video shows him and his past where he was in a bad place which some of the target audience could relate to and feel inspired to change which is the topic/ theme of the song and music video Target audience members for this genre of music could follow the two step theory and be opinion leaders where they watch the music video/ song and pass it on/ encourage others to watch it. This is a form of advertising.
	Genre The genre of the music video and the artist is rap/ hip hop and it features a typical narrative as most rap songs/ music videos tell a story (usually about events that have happened in their life).   A common convention in a hip hop music video will be lots of close ups and low angles on the artist to show their power over the audience. Sports clothing e.g. trainers/ basketball jerseys often feature in hip hop videos as well. Another generic convention that isn't seen within this music video is expensive jewellery/ cars and women however, these conventions wouldn't be relevant in this video as it is solely about his life story.
	Representation Age- The younger generation are shown as being involved in criminal activity however, it also shows that there are escape routes for those people. This is shown when the artist who is a young character, can be seen breaking things and causing damage. Gender- Males are strong/ powerful and are able to change their life when in a bad place like Eminem. Issues/ events- Young people associated with criminal activity and doing bad things. Places- Criminal activity in cities. Stereotypes have been used such as young people associate with crime. Eminem plays the role of many potential young people out there who are in a similar situation to what Eminem was in and he is showing them how they can change for the better  (he plays a significant role in the music video).
	Organisations Interscope records (the record company) is displayed at the end of the video. Synergy is also used for example beats headphones and Nike trainers.

This music video analysis of "I'm not afraid" has improved my understanding of the rap genre and conventions of the genre that the audience would expect to see in a video like this. From representation  and stereotypes to visual codes in this video has made me realise the similarities in other music videos like this.