Analysis of Video 5- The Notorious B.I.G 'Juicy'

The Notorious B.I.G (Biggie) - Juicy

The costume in the music video involves chains, baggy clothing and dark clothing.  This is typical of rap videos because artists like to show off their wealth by wearing expensive chains.  The dark baggy clothing worn is also a typical convention as it makes the artist appear to be relaxed and 'cool'.  The clothing also suggests that the artist has so much money that they don't need to dress in extravagant clothing to show how 'cool' they are.

High shots of the main artist suggests he is dominant and powerful.  The way the artist looks up into the camera really engages with the audience as they feel like they can watch what is happening from his perspective.  These camera angles are used to show how Biggie is important as it is almost as if he is presenting the video to anyone who is watching and he is the main man.

The dancing performed in this video by Biggie suggests he is relaxed and knows what he is doing.  The way Biggie gently sways from side to side in a casual way shows he has rhythm but doesn't feel the need to perform a whole choreographed dance routine as this is not the style in rap videos.  This also displays how the artist is into his own music as he seems to be enjoying it as his casual movements suggest.

The lyrics in this video tell a story throughout which is very typical of rap videos.  Talking about his struggle before he 'made it' as a rapper, Biggie's lyrics represent himself as someone who used to struggle and had no one to support him but then goes onto how he is now carefree.  'Birthdays were the worst days now we sip champagne'.  The lyrics are very humble as he thanks people for getting him to where he is.  He also talks about challenging stereotypes.

The large group of dancers in the background of some of the shots suggests that Biggie is liked by many people as in a popular artist.  These almost act as a fan group for the artist as they help to promote him as important and sort after.