Analysis of Jay Z – 99 Problems using Goodwin’s Theory
Genre Characteristics
Firstly the
costumes that Jay Z is wearing throughout the video fit the characteristics of
a hip/hop rap genre very well we see him wearing baggy jeans, cap, chains,
baggy jackets and hoodies which all reflect his thuggish gangster lifestyle.
The setting is stereotypical for the hip-hop genre, it's very urban and
is set in Brooklyn, New York, which we can interpret is a run-down and rough
place to live.
The video has many representations of a "gangsta" lifestyle
i.e. images of the dark run down settings, rough-looking clubs, old run down buildings, dog fighting,
police incidents which reflect his criminality, women for the sex appeal and
also gangs of people in big jackets and jumpers who look to cause trouble which
sum up the genre completely.
The race representations in this video are all very stereotypical for example, there was a white man in a suit which reflects wealth and power we also see the policemen who were white which reflects power and authority whereas the black people were shown as trouble makers and on the streets involved in crimes.
Relationships between Lyrics and Visuals
The song is about how Jay Z deals with his '99 problems' and how he resolves them by trying to portray a gangster image and this is exactly what the images in the video illustrate. More often than not the lyrics fit specifically with the image which features in the video for example he states "From the hood" and he puts the hood up on his large jacket and he also says 'Talk to the lord' and an image of a crucifix features which shows that the visuals are linking with the lyrics he is rapping to.
Music and Visuals
The camera movements are rough and constant which matches the rise and fall of the beat. The cuts are in sync with the bass, especially at the beginning. Lots of cuts are used at the beginning and many different images are shown which make it hard to see everything on the first viewing, this is similar to the song which is also strong with themes/imagery/narratives.
Jay Z and Rick Rubin are looking at the police through the wing mirror, this could possibly connote that they have something to hide which due to the feel of the video is something illegal, and are very suspicious characters. There are various shots of women which are very sexualised, this is common in hip-hop videos, for example a woman walking and the shot is just of her bare legs wearing knee-high leather boots hinting at prostitution. In the middle of the video there are shots where it features a prison and shows a black character looking through the bars into the prison, connoting that the criminal activity he is involved in may have him ending up there.
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