All of the Lights by Kanye West

8/4/2019 All of the Lights by Kanye West

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Dale Luck All Of The Lights A2 Media Studies

Tom Cartwright by Kanye West ft. Rihanna, Kid Cudi Coursework

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Features Observations Examples

Genre Characteristics Takes a very creative approach

to interpreting the lyrics

The mixture of both

performance and actual

illustrative visuals throughout,along with the numerous colour

changes

Relationship Between Lyrics

and Visuals

The lyrics are lipsynced to on

camera by their respective

singers

Lyrics match the typography

Throughout basically all the

video, post-typography

The entire typography section

at the beginning

Relationship Between Music

and Visuals

Pacing of the music matches

the pacing of the editing of the

shots

Jump from verse to verse with

the small part of the chorus

between (shots flashing

between each other, etc.)

Artist close-ups and star image

motifs

All of the singers are portrayed

as individuals throughout the

song and focused on entirely in

their shots

The black background shots

for each of the singers, as well

as them being backlit and made

to be the centre point of focus

in most, if not all, of the shots

Reference to the notion of

looking

The male gaze has been

thought of when designing

Rihannas costume

Rihannas costume, which

really only reveals parts of her

torso but that happens to be

the only part of her body being

shown

Intertextual references

N/A N/A

Video category(/ies) Amplification


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Why did you choose the text you are analysing?

Its a good example of taking a minimal but still fantastically creative approach to making a music

video. It uses typography, colour and superb editing to make an interesting to watch video thatwould otherwise be incredibly bland.

In what context did you encounter it?

Whilst looking at Kanye Wests other video, Otis.

What influence do you think this context might have had on your interpretation of the text?

I think it probably would have made me more open to sitting through the video and song, already

having the opinion that Kanye West is a fantastic artist.

Which conventions of the genre do you recognize in the text?

I recognize the use of creative interpretation when it comes to visuals relation to the song and the

lyrics, enough to distance itself from the genre of illustration but not enough to put it in the genre of

disjuncture.

To what extent does this text stretch the conventions of its genre?

I wouldnt say it stretches the conventions of an amplification video at all.

What sort of audience did you feel that the video was aimed at (and how typical was this of the

genre/style of music)?

I think the video was aimed more at fans of R&B and current fans of the artists Kanye West, Rihanna

and Kid Cudi. Id say thats pretty typical of this style of music, seeing as if youre into this kind of

music youre bound to like at least one of those three artists and be attracted to listening to the

song.

What sort of person does it assume you are?

It assumes Im the kind of person whod be entertained by a video filled with flashing lights, and that

Im hopefully not epileptic.


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What assumptions seem to be made about your class, age, gender and ethnicity?

Id say it assumes that youre a young adult (around 18-25), and probably that youre male (due to

the use of that specific dress for Rihanna). I wouldnt say it makes an assumption on class orethnicity, though I may be wrong.

What interests does it assume you have?

It assumes youre into R&B and possibly that youre creative enough to appreciate the videos

presentation.

What relevance does the text actually have for you?

What knowledge does it take for granted?

To what extent do you resemble the ideal reader that the video seeks to position you as?

I dont resemble the ideal reader for the video really, other than appreciating videos for more than

just entertainment purposes. Im not into this style of music often, and its aimed solely at those kind

of people.

Are there any notable shifts in the videos (and if so, what do they involve)?

Theres an obvious shift between following the child and the rest of the video from the beginning

onwards, with the use of surrealistic lighting to distinguish the two. Theres then an obvious switch

in style between the typography being displayed and the parts where the singers are actually shown

singing. Theres then a further change in style between shots of stuff like Kanye singing with the

backlit shots and then being on a car, as well as the clips of a coherent narrative matching the lyrics

being shown occasionally.

What responses does the video seem to expect from you?

It expects me to be entertained by the video.


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How open to negotiation is your response (are you invited, instructed or coerced to respond in

particular ways)?

Id say its fairly subjective whether you enjoy this video or not, but really there are certain thingsthat almost try and guarantee theres something for everyone (skimpy women for the guys who

cant keep their attention going, the flashing lights to keep it from being static, Kid Cudi for the

women, etcetera.).

Is there any penalty for not responding in the expected ways?

Id say if you didnt finish watching that and find yourself entertained then youd probably be

disappointed in the video, and probably not want to watch it again.

To what extent do you find yourself reading against the grain of the text and the genre?

I dont find myself reading against the grain of the text at all, nor the genre. My understanding of

the video fits pretty well into what it actually shows, and it fits fine in the amplification genre.

How typical do you think this video is of music videos?

Id say its fairly untypical. Such a minimalistic and creative approach to making a music video really

isnt common nowadays. As with films, you tend to have people sticking to formulas in order to

ensure they earn money, but this totally ignored that idea and decided to be completely original

instead. Fantastically unique.

All of the Lights by Kanye West

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