Music Video Research: 50 Cent - Candy Shop

50 Cent is a male rap artist, and i am going to look at his video for Candy Shop.

The video starts with a panning, establishing shot, this shows the location. The location is an old house and is rather controversial for a rap/hip hop video, panning gives it an eerie feel. A sports car drives in and then we get a close up of a branded trainer. This brand tells us who the artist is and this is also a way of marketing the artist.

When the rapper walks into the house, their are various semi-naked girls walking around. The camera pans up their body, sexualising them. Then we get a shot back to the rapper, this video has reaction shots throughout. This can be related to the voyeurism theory because the females are there to flatter the male ego, to make it seem like he is irresistible.

The shots cut to the beat, this means it is fast paced and has a nice rythm to it. In the first 30 seconds there are over 12 shots, this is slightly unusual for a rap video because the pace is fast throughout but this video does tell a story and the first 30 seconds are mainly an introduction. 

The video is basically a male fantasy, but this video does appeal to males and females because the males want the girls whereas the females want to be the girls. So this video appeals to both sexes.

The image of the star is shown through his clothes and reputation, he is a sterotypical gangster, he has fast cars, jeans, trainers, cap and has shows the male gaze towards women. The main woman in the video is supposed to be the madam but she is quite tame compared to some of the other girls, she is a tease to the rapper. 50 Cent is a well established rapper and is fairly famous, he has created an image for himself and you can see this through his video, this can be related to the auteur theory that the artist can stamp their own personality on the video which 50 cent does in this video.

This video has jump cuts creating fast pace, reaction shots to show the emotion and reaction to what the artist is seeing,  and slow motion  shots to sexualise the women and to slow down the shot.

This video has all 3 elements of Andrew Goodwins theory, the video is illustrative in some ways, when the rapper is singing about the 'love doctor' it gives you the image of the sexy nurse, this is illustrative. The video is also disjunctive because at the end of the video it shows that it was all just in the rappers imagination. Overall i would say this video is mostly amplifying because of all the visuals. Without the visuals the song would not be as effective.