Textual Analysis of Snoop Dogg- Vato

The Snoop Dogg Music Video of Vato begins with a Close-Up (Cu) of Snoop Dogg sitting at a table in jail. Hard lighting is used within this shot to create a serious mood but also relates to the serious consequences of his actions which he later recalls. From this a fade is used to the next scene of a Cu of two parked cars and legs walking inbetween them. The use of this editing technique (fade) signifies the beginning of something that happened in the past and Snoop Dogg is recalling what had happened. The generic codes and conventions of this video help identify it as a rap/hip hop music video. Generic Codes used in the video such as Snoop Dogg wearing baggy trousers, long t-shirt, new era cap and his hair in plaits help distinguish it as a rap video. This is reinforced by the amount of jewellery evident in the video. Snoop Dogg is wearing lots of jewellery ( necklace, bracelet, watch and 3 rings) and a Cu of Snoop Dogg's pendant is used to highlight this. The video also subtly subverts conventional generic codes of hip hop videos as the females included in the video were wearing minimal clothing but it wasn't highlighted as they weren't dancing but being used as part of a group. The conventions in this video subvert conventional hip hop videos as this video is a hybrid of performance and narrative video whereas conventional hip hop videos would be performance based. Also, this video has a cyclical narrative as it begins and ends in the same place.
The Mise-en-Scene within this video produces many representations and aids the video in telling a story. The locations within the video contribute to this. The video begins with us being in a middle-class area which is signified through the big houses and luxurious cars like a Range Rover. This contrasts with the other settings that are present like the outside of a tattoo parlour and the alleyway which looks more ruff and deprived which shows the difference between the kinds of areas rappers grew up in and where they are now. The costume contributes to representations. In the beginning of the music video, a gang is attempting to rob Snoop Dogg. Through their costume it is evident they are part of a gang as their hoods are up, hiding their face and are wearing baggy jeans. This represents some of the activities involved with hip hop and rap. Also the fact that the Hispanic characters are covered with tattoos which shows that they are pain-resistant and brave as the process of being tattooed is painful therefore stereotyping those who listen to or are in hip hop/rap posses these characteristics. The props used presents the audience with stereotypes. the fact that there is gambling within the video which is legal but still seen as bad and the use of guns and shootings within the video promotes violence and criminal act which which again stereotypes people (those who are in hip hop or listen to it) being violent and unrighteous. This is reinforced by the fact that Snoop Dogg has a blue bandana hanging out the left side of his pocket as this has reference to US society particularly in LA with gang rivalry the crips and the bloods. This is highlighted throughout the video. The bloods are a gang which represent the East Coast of LA who are mainly made up of Hispanics and is identified through a signature colour red whilst the crips are from the West Coast of LA, predominately African American and is identified through their blue colour. Near the end of the video, there is a long shot of two crews positioned either side of the frame; The African Americans are positioned left of the frame and Snoop Dogg is in the front representing him as a gang leader whilst the Hispanics are placed to the right of the frame with B-Real (another rapper who is Hispanic) placed in the front giving him the same status as Snoop Dogg. From this the two shake hands (Snoop Dogg and B-Real). This subverts representations and LA stereotypes as they are creating peace instead of fighting which isn't what we expect. To an extent I feel that this is sends a message to societies and gangs to create peace instead of fighting.
There are little effects used in this music video. One is animation. When the onomatopoeic word 'Plow' is said by Snoop Dogg is written on screen positioned in the centre of the frame. This is important as it not only highlights the significance of the word but evokes emotion as the word mimics the sound of a gun shot and the speed in which it appears gives the audience the feeling of being shot. Another effect used is the fade out of the music near the end of the video. At the end of the video there is a cut back to the jail scene where Snoop Dogg is sitting at the table talking to someone. At this point the music fades out and becomes non-diegetic sound. This represents the transition of going from the past back to the present. Also, ambient and diegetic sound in this scene makes the representation of the jail more realistic. This is through the chattering in the background and the fact that when Snoop Dogg gets up to walk out of the room we hear chains rustle which signifies hand cuffs. A medium shot is used of a policeman outside the room further confirms that it is a jail.
Within this music video, the images and the sound closely relate. During the performance scenes the rapping are in sync and during scenes where B-Real is telling is telling the gang what happened. Furthermore, at the beginning Snoop Dogg has more of a narrator role as he is telling us what happened. This is evident through the lyrics as he uses words that represent the past like 'I was'. Lastly, the sound and the images are closely linked as Snoop Dogg is showing the audience what happened through the images but telling us through the music.
The music video is made up of a number of camera angles and shot sizes. There is excessive use of Cu and Mcu (medium close up) for us to see facial expressions or draw attention to what the director wants us to see. For instance, A Cu of Snoop Dogg's spinning pendant which signifies wealth. Techniques like the use of a handheld camera was used when the gang were running away from Snoop Dogg to show their perspective and add realism. Lastly, tracking shots were used for the performance scene and low angle shots were used of Snoop Dogg which shows his superiority.
Lastly, the video is predominately made up of centre framed shots and cuts. This is to retain interest, make it upbeat and fast to relate to the storyline as it is tense, fast and violent through shooting in the beginning. There is use of logical pattern of sequence near the end of the video as it goes from a long shot of Pharrell to a Medium-Close Up then a Close Up. This technique is appealing and clarifies that it is Pharrell. Lastly, there is use of Shot Reverse Shots within the music video during conversations. For instance, when Snoop Dogg was in jail talking to another character. This helps the audience follow the storyline as they can see their facial expressions.
In conclusion, to an extent this text commits to the genre's stereotype through the codes that I had mentioned before such as the jewellery and the costume. This gratifies target audeinces as they are familar with what is going on and the fact that it is easy to identify the music video as a rap video. The target audience I feel will be further gratified through the way the video subverts situations such as the African American and Hispanic rivalry in LA as it provides them with a new perspective and views situations in a different light.