ACT: Beyonce ft Jay- Z
Track: Crazy In Love
Year: 2003
Director: Rich Harrison
Genre: R&B, Pop, Hip-hop
Main Audience: Females as they are the ones that can relate to the main artists (Beyonce) but the secondary audience would be Males as Jay-Z is present and he is typically known to appeal more to the male audience as his genre of music is typically dark and gangster like.
In this music video we get beyonce playing various different characters which add up to making the persona that we know her to be which is a glamorous, fierce woman. In the music video she is presented as different girls to appeal to a vast majority of female audience, so that they are able to identify with one of the characters shown as every single woman can relate to the idea of being crazy in love, and Beyonce is addressing the different social groups by giving them something that they can all relate to.
Genre Characteristics:
The Music video addresses the main convention for its genre, as it has got dancing relating to the hip hop aspect of it and the R&B as beyonce at the beginning of the song improvises on her dance performance which is what the genre is known for, featuring much improvisation.
Performance, Narrative and/ or Concept:
The Narrative is based upon this persona that Beyonce is portraying of a young girl being in love, and how she has engulfed herself within this love leading her to go crazy and doing crazy things such as going on a runway and having photoshoots. Furthermore, the performance shown throughout is the statement which we know Beyonce for, this is her dancing as she choreographs it herself and it's quite provocative giving off the idea that she is this fierce woman, the queen B as we know her to be.
Performance Style:
Lip Synching from both artists (Beyonce and Jay-Z) and dancing from Beyonce alongside some backup dancers.
Linear, Closed Narrative:
This is a closed narrative as there is no beginning nor clear end to visuals. This is because we are given the main concept that it is based upon Beyonce being in love for the first time and going crazy about it, but there is no clear story to develop on this as she is shown through different characters that don't necessarily add up to the story of the song but more to the persona of Beyonce, and to the genre of the song as it's an upbeat dance song which is what she is reinforcing with her performance.
Looking, Mode of Address:
Throughout the video Beyonce stares into the camera which could be seen as a flirtatious approach toward the male audience watching the music video in order to intimidate them, but at the same time attract them, further reinforcing the idea that Beyonce is this flawless goddess that not only the women admire, but so do the males.
Star Treatment:
Beyonce is the main focus throughout the song, and the way in which this is reinforced is through the use of props as whenever being presented within a group of girls, she is the one wearing the boldest colours or the most revealing clothes as it is a song based upon her love life. However, it also relates to the idea that she is this idol that other women look up to.
As for Jay-Z's presented in the typical conventions that he is known for, which is a dark character relating to his lyrics and his actual persona in real life as his genre of music is mainly Rap, usually known for having darker meaning. Thsi idea is contrasted with beyonce who is presented in bright colours and high key lighting, whereas Jay-Z is mostly shown in low key lighting and a rough looking location such as an abandoned alley with a fire burning at the back. Furthermore, when Beyonce appears next to him in revealing clothes, it is a typical convention to him as in most of his music videos he has to have a side chick.
The main representation in this video is ethnicity within gender as Beyonce is presenting the different personas a female could have; the sassy girl, the hip hop dancer, the side chick etc
Male Gaze:
The music video is filled with male gaze as whenever Beyonce is presented, she is in very tight/ short clothing appealing to the male audience especially since she is known for being this sexy woman that young women look up to. Furthermore, when Beyonce is shown next to Jay-Z that is when it definitely appeals to the male audience as she is wearing very revealing clothes, giving off the impression that if men are more like Jay-Z the'll be able to achive a woman like Beyonce.
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