The video I've analysed is the video to Chris Brown's song "Loyal" featuring Lil Wayne and Tyga. The video is mainly performance based as they are always rapping/singing into the camera, this is stereotypical of the hip hop genre, as they are often rapping about there lifestyles and trying to put a concept across to the audience.
The purpose of this music video is to promote the artists' lifestyle , this is shown throughout the whole video. This is because the video shows how they live, so therefore viewers will aspire to live the lives that they live, and therefore listen to more of there music and watch more of there videos, meaning the artist would make more money.
Another purpose to this music video is to show the different conventions of the music genre. The convention this video portrays is low camera angles, this is first shown in the video at 0:11 where a low angle is used to show the rapper, surrounded by girls. Low angles are used to represent whoever is in the shot as superior in the scene, and therefore by using a low angle to show the rapper it represents him as powerful in the scene, and to imply there power over the audience as they look up to them.
Another purpose of this music video is to help the audience relate the artist and song. This is done through the mise-en-scene in the video, specifically the costume, the casual clothes that the artists are wearing are clothes that the audience are able to wear. This allows the audience to relate to the artist and then engage and enjoy the song more, meaning they will begin to develop a relationship with the artist which means they will promote it, and watch the following videos and listen to the following songs that the artist releases.
