Analysis using Goodwin's Theoy (Wiz Khalifa - Roll Up)

Wiz Khalifa - Roll Up
Obviously for our research we need to look into similar music videos as our own we are creating. Wiz Khalifa is seen as an up and coming hip hop rapper, therefore I felt it was a good idea to study his music video "Roll Up".
The video uses the genre characteristics well for the rap/hip-hop genre. The costume designs for Khalifa and the other characters fit in very well with the artist wearing baggy denim jeans, white tshirts and a big gold chain throughout. Other costumes used were tank tops and flat peaked caps which we have already found out suit the genre. When the artist was rapping in one particular location there was a big graffiti wall in the background which many viewers automatically associate with this genre - and because of this frequent use we could easily fit this into our video. We also saw close ups of the rapper which we are always going to see in a rap video and this also adheres to the part of Goodwin's theory that the record label make sure the artist is the biggest part in the video. Obviously there are flashes of other main characters including the girl, however we were always sent back to Khalifa which we expected as he is the artist.
When it came to the relationship between the lyrics and visuals, Khalifa definitely amplified the main lyric "I Roll Up" with a storyline shown of him attending in different places to this girl - perhaps his girlfriend. During the chorus there was also a very effective camera technique which looked like it continued to roll up and down - referring the lyrics well. It would roll up into the sun and come back down - each time it came down the artist would be in the frame. I found this was a very effective addition to the video and it certainly amplified the lyrics of the song. This could be something we bring into our video, this makes the video flow a lot better, as it doesn't jump from one shot to another, and instead moves easily from one location into another.
The relationships between the music and the visuals wasn't that illustrative or amplifying in my opinion. There were often many establishing shots, such as shots of sun, palm trees, the beach and basketball courts. The song is fairly relaxed so slow pan shots and slow motion shots seemed to set the mood of the chilled out song well.
There was also great use of light in the pictures seemed which I felt made it such a summery and chilled song. There were many shots with the sun beaming the background, sometimes flashing in the camera and there were also big beams of light from the graffiti wall and in the background which really gave the video a great feel. I think it might be an idea for our group to research more closely into light techniques to see if we can incorporate it into our video.
Overall I think this video is fairly good however it seems like it lacks something special and engaging as I felt like I had to endure the video slightly.