J Cole - Lost Ones Music Video Analysis

Music Video: http://www.youtube.com/watch?v=y-vQ_VsTkn0&ob=av2e

Music Video Analysis: Lost Ones – J Cole

Artist: J Cole

Song Title: Lost Ones

Director: Bergman & Bohichik (BBGUN)

Release Date: 27^th September 2011

Genre: Hip Hop

Label: Roc Nation

This video was released on YouTube 25^th October 2011. It was also available on the artist Facebook page the artist website and viemo.com. The music channels that played this video were the, Big Top 40 Show, Channel AKA, MTV and MTV Base.

The music video is a hybrid of both a performance and narrative in the sense it tells this story through the lyrics of a couple talking after the woman has found out she is pregnant and addressed the controversial topic of abortion. At the same time the artist is performing on between the narrative sections making this video a hybrid. It therefore subverts from the genre of stereotypical Hip Hop. I addition there are arguably slight undertones that suggest this video could be a post-feminist music video in the sense that it addresses versatile subject while treating women equally.

The camera and editing techniques vary in this music video. Firstly the editing techniques there are cuts when transitioning between the performance and narrative. There is also split screen techniques to emphasis the emotion in the narrative and slow motion to make parts of the music video stand out e.g. the father leaving the child. Next is the camera techniques there are lot of close ups again to show the emotion the artist and performer show combined with a varied amount of medium and some long shots.

Mise en scene is used efficiently to adhere to some of the stereotypes of a hip hop artist he is dressed urban but expensive and does not connote the typical “bling” culture which subverts. Furthermore the woman is represented equally however in context of a feminist theory some would say she is made to play the “housewife” in the video. Furthermore the use of this theme for a hip hop music video not only conveys feelings of sadness but allows the track to portray hope which promotes a positive message further subverting from the stereotypical representation of the genre. As stated there is no dominance from either male or female in the music video they are both made to look strong within the narrative from the lyrics they mine and the message they try to get across to the audience.

The target audience would be quite a large one as this song and artist is widely mainstream combined with the fact the subject is controversial means that not only general fans of hip hop and the artist but also a modern audience looking into the topic. The Uses and Gratification Theory offers some reasons for why audiences would watch these videos such as; to relax, escaping from problems, filling time, finding a basis for conversation and social interaction, satisfying curiosity and general interest, getting intrinsic, cultural or aesthetic enjoyment, to connect with society and emotional release. This music video focuses on the social factors such as basis for conversation or connection with society however does not take away from aesthetic enjoyment as it is still enjoyable to watch