This video demonstrates genre characteristics by the male rapping which is similar to true rap videos. Although, there was no relationship between the lyrics and visuals as well as the music and visuals but they did choose a good location that reflected the genre well, for example the graffiti walls.
The demands of the record label was present as it showed many close up shots of the artist to show the professional rap stylings. We noticed that there was no use of voyeuristic treatment of women in the video as well of notion of looking, this is seen to contradict professional rap videos.
As well as this the video didn't feature any intertextual reference to other media products such as TV or film. Finally, we have decided the music video is performance based as we see the artist connect with the audience through camera shots and actions, for example miming to the camera.
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