The first shot we are shown is a mid, wide shot of JME himself sat on a sofa eating, on his phone and listening to music. This is very stereotypical of the young generation that follow his music which therefore allows them to relate to him through the uses and gratification theory (personal identity), within 10 seconds the camera begins to zoom out then becomes a tracking shot using a dolly so that the viewers can follow JME as he moves and begins to rap the lyrics to the song. At 1:19 we are shown an establishing shot of JME’s crew messing around which adds to the hip hop artist star construction as they are usually represented as rebellious. They are many mid shots and close ups of JME when he is rapping the lyrics where he makes eye contact with the camera enabling the audience to build up a personal relationship with him and will therefore continue to be loyal to JME by following and buying his music. Mid shots are regularly used in order for the viewers to see the frequent hand gestures and movements that JME and his friends are doing which adds excitement and another layer to the video as it becomes almost a performance as well as an amplification of the lyrics.

 

At 10 seconds into the video we are shown a hover board which is a very popular new gadget that the young target audience would recognise. Also throughout the video he is using a beats speaker implying he always has music playing and that music is an important aspect of his life.  By 1:11 JME and his friends are using a toy vehicle to drive around the location. The effect of using these gadgets are too make represent JME as fun but also that he has the money to spend on fun, new gadgets which makes the audience look up to him as someone to aspire to be like. The main costume worn by JME is a black hoodie and white shorts. The white shorts connote an innocence however the black hoodie represents him as having a dark side which is also represented through his aggressive lyrics and is stereotypical of a hip hop artist. At 2:41 red and blue smoke guns are used which creates an artistic look to the video and is a visual the viewers find appealing.  The setting appears to be a warehouse which is an urban setting, stereotypical for a location of a hip hop video as it represents them real and implies they live in the city which is also stereotypical for a hip hop artist and adds to their star image (Richard dyer-star theory).

 

Through the editing process text has been placed over the image, firstly showing the JME logo (0:05) to make it clear who the most significant person is, then the title of the song is shown (0:08) to make it clear which song the audience are listening too/ watching and too make it easier for them to associate the name of the song to the video. The video begins with slow paced editing with cuts lasting up to 35 seconds however as the songs builds in tempo and intensity the cuts are more frequent and the editing becomes fast paced to excite the audience and to match the beat of the song. JME has the most screen time in the video compared to the other characters a part of his crew. This appeals to the audience as they want to see JME perform his songs to them and they hold him on a pedestal so the fact that he is the most significant person is appealing.