Music video analysis (2)

I love college: Asher Roth

Waking up scene

I chose this song because it uses techniques that we wish to use in our music video, for example: the use of the hazy, sun lit 'waking up scene' at the beginning and the idea of following the the singer through different parts of the house as he interacts with various people and things.






In the music video, a few typical hip-hop conventions are used, however, the song itself is more well known as alternative hip-hop which is likely to have made an influence on how the video was made. Firstly, the setting is a lively party scene with lots of footage and references to the use of drugs and alcohol. There's no clear cut narrative other than the fact that the 'freshmen' are having a good time at the party, this does partly follow conventions however, modern hip-hop music videos very often have no narrative whatsoever and are more a kind montage of people drinking, partying, and flaunting expensive possessions. There are no easily recognisable brands used, which goes against conventions for hip-hop music videos. There isn't a massive display of wealth or expensive possessions, although there is definitely an upper middle class college student feel to the video. This is communicated through the modern fashionable costumes and also simply the warm lighting effect created by the varying coloured lights and camera filters which enhance the overall atmosphere of euphoria.

Example: use of lighting

Shots aren't particularly close up, usually the closest being mid close up: this is probably because the song isn't particularly emotional: the aspect of a song that is usually the cue for close ups in music videos. There are many relationships between the lyrics and the visuals: for example, at 0:57 "champion at beer pong" prompts the singer to throw a ping pong ball into a cup (such is the game beer pong). A few voyeuristic shots of the female body are used, i.e. the below eye level shots of scantily-clad women at 1:05 to 1:09.