Jay Z analysis 99 problems.

This video looks like is is aimed at 15-25 year old black american males because they are the majority audience for  the rap/r&b music genre. We can also see from the settings, such as the grimy estate covered in graffiti and the ball courts is where is where the typical black american lives. 

This video has classic examples of goodwins theories, covering all of them. Firstly he has alot of close ups within his video. this is because he is a well known artist and everyone knows him and this helps sell the music, and makes more money for the record label.

This video has quite alot of the typical expectations in response to goodwins theory. Who in this case says that R&B male stars use alot of women, flash cars, money etc to appeal to the male audience.This is to make the audience want to look at the artist as a role model. I think the way Jay-z has represented women in this video has two meanings as when he talks about having 99 problems and a 'Bitch' not being one of them, it cuts to women. This refers to womens as girl dogs. This will feed the male audience though because it has these aspects, almost giving the men a superior feel.

The black and white effect on the video gives it an old feel. This works well because he is reminiscing throughout the video, talking about his past and giving the audience an idea of where he's come from, and worked from. Being a celebrity like he is, we know he doesn't live there no more, so we can see the difference from then and now and see how far he's come. 

The song is fast paced cutting roughly every second in time with the beat. The videos continuous cuts vaguely follows the lyrics, but there are a lot of random shots. I think this adds more depth though  because it gives the video a sense of realism, showing the audience what life is actually like where he came from. Throughout the video there are alot of close ups, this refers to goodwins theory about pop artists using their faces to sell their music instead of the music itself. 

The clothes the people are wearing on screen show the stereotypical black american fashion sense. For example, baggy jeans, vests, big coats, chains and tracksuits etc. The dark coloured clothing and lighting may connote that his past was dark too. Through the use of voyeurism JayZ  is attracting more black american males, through the relatable situations in his lyrics, and people who are from the same back ground would look to him as inspiration because they were the same at the beginning but he's progressed from that.