Q's music video of Collard Greens has an artistic style featuring a variety of editing techniques such as making the main artist shown in a kaleidoscope effect, in negative and his head floating. The abundance of editing techniques gives the song a rather psychedelic and edgy aura coinciding with the songs expeditious rhythms. This complies to Goodwin's theory stating that the music will have a relationship with the video, this is evident here including the multi-coloured-kaleidoscopic-psychotomimetic effects that JeromeD utilises effectively.
JeromeD
JeromeD is a well-known music video director that uses house parties frequently in his music video, for example he also directed Kendrick Lamar's (who is also featured in this song) Swimming Pools (drank) that uses a house party in his video too but almost in polar opposite ways. The houseparty in Q's video is full of dancing and nude women, the frequently shown butterfly tattoo on a women's bum forces us to see women as a sexual object, they are dancing for Q and due to all the women in this video to have large boobs and bums out it complies to Mulvey's theory of the male gaze, voyeurism is apparent within Collard Greens as we are not only looking at Q and Lamar rapping but due to the centric positioning of most of the people in the video, it makes us feel like we are also being watched as actors in the video are staring back at us many times.
Voyeurism is also a convention of Goodwin's theory, he believes that all music videos have a sense of voyeurism in and when compared to this music video, it is true, we are constantly watching people dance.
Collard Greens is a modern hip hop song that features rap, beat boxing and DJ scratching from Q, rap being a sub-genre of hip hop I struggled to find another genre in this song. Altman believes there is no longer a rigid genre structure, genres are more fluid and leak into one another. No song is to a single genre or it would be very boring and generic. After a lot of analysis of this music video and its hip hop conventions I struggled to prove Altman's theory, however, I then realised that this music video wasn't created to intellectually comply to a lot of theories but instead it was rather visceral and just felt like it hadn't only been influenced by hip hop, but also by Reggae as the final part of the video, the party progresses from the house to outside, in pools and on a beach and it becomes less psychedelic and slower, it becomes like a completely different music video, it gets quite lethargic, quite drowsy.
I believe that the music videos are being forced to adapt to the audiences wants, for example within this music video it snaps to simple white text such as 'ScHoolBoy Q' and 'JeromeD' and 'Kendrick Lamar' but later on it also says '#Oxymoron' converging to modern trends as on Twitter they use # so that the audience can also get involved. Music videos are becoming ephemeral trends, creativity is being strained and some artists will fall but some will flourish, for example Q getting a film director to make his music video is showing the adaptation artists are going through and the progression of music video as a concept which forces them to get creativity and forces the birth of 'mini-movies'.
No comments:
Post a Comment