Advanced Production Portfolio

This is a video from Ludacris Ft. Lil Scrappy. The video is called Everybody Drunk. The video was released recently on the 19th of September 2010 where the soundtrack was taken of Ludacris’s latest album named Battle of the Sexes. The title of the album itself suggests that Men and Females are battling, as they are no carrying out the same roles. Director: Figvrati Films who has made a number of high definition videos for rap and hip hop artist directed this video. Most of figvarati films videos tend no to have a narrative and are based on partying in clubs. This video features a lot of females with minimal clothing suggesting that women are provocative and are needed in hip-hop videos as they are a part of the hip-hop culture used to catch the ‘male gaze’ . The video also has a lot of good camera angles and has a lot of camera techniques such as panning left and right showing the different people in the video. Some camera techniques featured in the video such as the zooming in to the women’s body parts and the recordings that just concentrate on one female. The use of mise en scene is also important in making the video represent its genre. Like pretty much all hip-hop videos the people in the video are wearing expensive jewellery (bling) and wearing expensive brand clothing like Ralph Lauren and Gucci. The females are also being seductive by wearing makeup such as lip-gloss.

In this video the men are represented as powerful and wealthy. The women are represented as gifts and sexual toys. This is shown through the use of the limited amount of clothes worn by the females. The men are also in a strip club suggesting that they are getting pleasure from seeing women where women are getting pleasure from receiving their money. “big body, cadillac, woman in the back seat, speakers steady pumpin as i pass these losers” this suggest that because he has multiple women in the back seat he is a winner whilst other people driving cars with one female is said to be a looser. Both genders are wearing expensive clothing suggesting they are wealthy as the male characters are making money from music whereas the female character are making money from the strip club.

There are on two main characters in the video Ludacris and Lil scrappy. There are also a large amount of cameos from celebrities such as basketball players and actors. Ludacris is currently signed to Def Jam recordings with his own music label that goes by the name of Disturbing The Peace (DTP), which was founded in 2000. The featured artist Lil Scrappy was signed by Ludacris and is signed under the label DTP. This video was world premiered on the most visited Hip-hop website named World Star Hip Hop (WSHH) with about 3243799 views then shortly went on to Youtube made to promote the album.

This music video is targeted at a much older group of people. The target audience for this video ranges from the ages of 18-26 this is because of the outfits and location of the video (strip club) both artist are also talking about thing inappropriate to the younger generation and they will also find it harder to relate to. Another reason as to why the target audience is much older is because the women in the video are engaged in significantly more explicit, sexual and passive. The target audience for this video may also be more on the male side rather than the females as the women are wearing rather provocative clothing.The Feminism theories can be applied to this music video as the women are not being respected due to thier occupation but are rather solely for the entertainment of the male audiences.