This music video was directed by Oliver Whitehouse for the British Grime music artist Giggs’ song called Monsta Man, in which the video was released on March 29th 2011. The video conveys typical Grime genre characteristics through the use mise-en-scene, being very casual and urban clothing along with big pieces of jewelry such as necklaces. As Grime is an upcoming genre many of the Grime artists were underground therefore not making much money whereas now they are making many more record sales and making more money. Artists such as Giggs try to be very “flash” in their videos with the big house and suits which are used in the video which promotes the fact he is making a lot of money and this is becoming very popular with Grime videos. Also a lot of Grime music videos usually use girls in their music videos to be shown off and used to add sex appeal to the video, which therefore can attract a larger audience, mainly the male audience.
In the music video there are no real references in which the visuals match the lyrics and I believe the reason for this is possibly due to the video mainly being focused on Performance by the artist.
Yet I have identified a small reference from the music to visuals as there are several points in the video where an effect is added which makes it appear as if the camera is shaking and it could be seen as matching the beat to the music.
The music has intertextual reference to the music video for Candy Shop by 50 Cent as both video are set in a large house showing the artists wealth as they both are made to seem as if they are the owners or they live there also they both have loads of girls in the house and are used to be seen as a sex object who want the main characters, being the artist, in this case Giggs.
The record label in which Giggs is signed to or who worked with him to produce the song and video would have had specific demands from the video towards the artist. Watching the music video I have identified some key areas, which may have been some demands such as many close ups of the artist shown throughout the whole video. Also a demand may have been to show the artist being seen with girls surrounding him, which may have been due to it leading the audience to see him being masculine and charming by having him shown with loads of girls covering him and in the house who all want him.
Overall the music video has performance as the artist Giggs is shown a lot in the video in which he is looking at the camera and lip-syncing. Also the video has a concept as it gives the idea that all the women used in the video want Giggs which is also reflected in the lyrics She’s calling me the monsta man, I can see that’s what she wants from man”.
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