Music video Analysis - Ryan lewis Wings
Macklemore X Ryan Lewis: Wings
Product context:
Macklemore X Ryan Lewis Wings Released on January 2011 was directed by Zia Mohajerasbi
It depicts its main character (Macklemore) and his experiences as a young boy infatuated with basketball and basketball paraphernalia, athletic shoes in particular, and what adverse effect it had on him as he grew up.
The single featured the artist Ryan Lewis
and Macklemore explained to the music industry: "Wings" is about the pursuit of identity through the means of consumerism. The attempt is to dissect our infatuation and attachment to logos, labels, brands and the fleeting happiness that is intrinsically linked to the almighty power of the purchase. The subject I use in the song is shoes, but its aim is to paint a broader picture of being a consumer and tracing the lineage back to my first memory of retail infused desire"
Industry Context:
"Wings" received seven nomination for its contextual music video of pure message to society
Nomination at the 56th Annual Grammy Awards winning four categories including best new artist best rap album( the heist) best rap song and best rap performance.
Representation:Social context
The music video follows the generic conventions. It does this by having "to camera" performance where it shows Macklemore rapping to the camera and usually addressing the audience directly. The editing also fits the pace and beat of the song as the shots are longer in the quieter/slower parts of the song and the pace of the editing speeds up with the pace of the song. There is also a narrative being told between cuts of Macklemore rapping. The story focuses on what we presume to be Macklemore as a child when he gets a pair of Jordan trainers and the affect they have on his life. It is made somewhat clear that the song is of the hip-hop genre as it does follow some of the conventions such as Macklemore's hand gestures while he raps and posters on the walls of his room which are of the same genre. The many shots of the "street" and the implementation of basketball into the video also gives the impression that it is of the hip-hop genre as these are the "typical" people who listen to this genre.
Audience:
Macklemore is seen, later on in the video, preaching to children about "consumer" goods not being everything and telling them not to be brainwashed by brands such as "Nike." This shows that people, specifically children, define themselves and their self-worth on the brand of their clothing and their shoes, much like the young Macklemore does in the video. However, this juxtaposition of the young and older Macklemore highlights that as he has grew up he has realised that there is more to life than the brand of your shoes and he wants to show that to children who perhaps have fell into the same trap as he did.
Product context:
Macklemore X Ryan Lewis Wings Released on January 2011 was directed by Zia Mohajerasbi
It depicts its main character (Macklemore) and his experiences as a young boy infatuated with basketball and basketball paraphernalia, athletic shoes in particular, and what adverse effect it had on him as he grew up.
The single featured the artist Ryan Lewis
and Macklemore explained to the music industry: "Wings" is about the pursuit of identity through the means of consumerism. The attempt is to dissect our infatuation and attachment to logos, labels, brands and the fleeting happiness that is intrinsically linked to the almighty power of the purchase. The subject I use in the song is shoes, but its aim is to paint a broader picture of being a consumer and tracing the lineage back to my first memory of retail infused desire"
Industry Context:
"Wings" received seven nomination for its contextual music video of pure message to society
Nomination at the 56th Annual Grammy Awards winning four categories including best new artist best rap album( the heist) best rap song and best rap performance.
Representation:Social context
The music video follows the generic conventions. It does this by having "to camera" performance where it shows Macklemore rapping to the camera and usually addressing the audience directly. The editing also fits the pace and beat of the song as the shots are longer in the quieter/slower parts of the song and the pace of the editing speeds up with the pace of the song. There is also a narrative being told between cuts of Macklemore rapping. The story focuses on what we presume to be Macklemore as a child when he gets a pair of Jordan trainers and the affect they have on his life. It is made somewhat clear that the song is of the hip-hop genre as it does follow some of the conventions such as Macklemore's hand gestures while he raps and posters on the walls of his room which are of the same genre. The many shots of the "street" and the implementation of basketball into the video also gives the impression that it is of the hip-hop genre as these are the "typical" people who listen to this genre.
Audience:
Macklemore is seen, later on in the video, preaching to children about "consumer" goods not being everything and telling them not to be brainwashed by brands such as "Nike." This shows that people, specifically children, define themselves and their self-worth on the brand of their clothing and their shoes, much like the young Macklemore does in the video. However, this juxtaposition of the young and older Macklemore highlights that as he has grew up he has realised that there is more to life than the brand of your shoes and he wants to show that to children who perhaps have fell into the same trap as he did.
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