This is a commercial hip hop music video made for a commercial hip hop artist. The videos colour is the same throughout the video, with almost all the dancers and artists dressed in orange, along with orange props (an orange sportscar) and orange backgrounds. This is a bright colour, along with the grain of voice, gives the video an uplifting feel. The video also relates to the film in which the track was orginally produced for, 'The Longest Yard'. 'The Longest Yard' is a film about prison inmates, and the orange is the colour of the prison clothes that are worn in the film, so this could be an intertextual reference. The video is part narrative and part performance, with shots from the film 'The Longest Yard' cut in to create a narrative fuzz and bring repeatability to the video. The colours in the shots of the film are dim and bland in relation to the performance shots. The fact that shots of the film are cut into the music video doesn't just create repeatability, but it also acts as an advert for the film as people could watch the music video and decide they want to discover more about the narrative than just the shots they have seen in the music video. The video contains a lot of hip hop iconography such as big 'bling' chains, expensive sportscars, expensive sloths, lavish jewellery and scantily clad female dancers. The female dancers dance behind the performers and seem to be having a dance off at some points in the video, as if fighting over the rappers, and this creates more narrative fuzz, and therefore repeatability. The majority of the video is in a first person mode of address with the main star, Nelly, rapping directly to the audience, ignoring the invisible 'fourth wall', this helps with authenticity becuase the audience can see the artist singing the song. Jump cuts, fast cutting, fast camera movement and fast montage editing are all used to speed up and move the editing in time to the high tempo beat. The star image of nelly is created by using hip hop iconography, there are close up son his expensive jewllery and several costume changes throughout the video show his wealth through expensive clothes. Another famous rapper, Snoop Dogg, makes a cameo appearance in the film, although he does not perform, and this helps to create Nelly's meta-narrative, showing he is friends with other famous rappers but also attracts Snoop Dogg's fan base to the video. This video is amplication for the track, and it adds another aspect to the song, making it not just another film.
Link to Nelly 'Errtime'
http://uk.youtube.com/watch?v=pAGXKZ8aHJU
Link to Nelly 'Errtime'
http://uk.youtube.com/watch?v=pAGXKZ8aHJU
