This music video heavily relies on editing and image manipulation to show the narrative or main theme of the video.
The video starts with an establishing shot of a city skyline. The sky is blue showing us a beautiful day and the time of day the video is set in.
The urban blocks and derelict buildings show the audience a glimpse into the urban life.
Drake plays the main protagonist who looks quite normal. He has stubble and is not 'blinged-out' like normal rappers are; conspicuous consumption. He is wearing an off-white cardigan with coloured stripes. The off-white may connote a tainted purity or a bad boy gone good.His casual look also associates him with normal men. The setting at the start is in a corner store (off-licence) which also relates to the target audience as carefree teenagers and young people.The blurred background shows the focus on Drake and lets the audience know he's important in the video.
When Rihanna, who plays the female protagonist, walks into the store, she is the centre of attention. Her red hair is a bold statement, which Rihanna is very famous for making and automatically sets a new trend for her young fans. Her glamour is highlighted in her jewellery and make up, this makes her seem very desirable in the sense that it draws more attention to her and through vicarious reinforcement women would want that attention to. The black and white blazer is a smart way to make her less revealing but also gives her a sassy and elegant edge. The white and black stripes could connote her personality of being an innocent/pure girl but having a bold, confident and post-modern attitude.
The light behind her in this shot shown above is bright and white as she walks into the store, it makes her look romantic and desirable.
Her outfit also is a black top and black and white shorts with multicoloured trim. This also shows her youthfulness and expressiveness as it seems as if the whole outfit compliments her personality. Drake spots her at this point in the video and the audience can see this connection. This over-the-shoulder mid shot shows us what he is seeing and makes the target audience put themselves in his shoes.
Her outfit also is a black top and black and white shorts with multicoloured trim. This also shows her youthfulness and expressiveness as it seems as if the whole outfit compliments her personality. Drake spots her at this point in the video and the audience can see this connection. This over-the-shoulder mid shot shows us what he is seeing and makes the target audience put themselves in his shoes.
Drake, while walking down the aisle to talk to Rihanna is lip-syncing his verse of the song. This make sit seem like he is talking to and about her trying to 'woo' her and get her interested in him, like he is in her. The camera follows him straight on putting the audience right into the action, it looks like he is looking straight at the audience. The white light is also behind him but it creates a 'female gaze' where women want to be in the position of Rihanna and men want to be in his position.
In the video Drake seems to get Rihanna straight away. She is by the fridge getting milk when drake arrives. This mid shot shows how inclined their bodies are and they then become quite intimate.
During the video, there are flashes of the present and what could be with Rihanna as his girlfriend. In the future or 'flash forwards', Rihanna and Drake are couple. He is wearing a grey hoodie, showing the relaxed atmosphere and home they are in, they can be relaxed around each other. Rihanna is wearing blue, shorts and a bra, with a gown over it. She is also in a relaxed environment with Drake. The soft focus on her and the haziness that comes through the window, romanticises the scene, and this is common in many R'n'B videos. The lighting is in complete contrast to the present and the scene is also in slow motion. This also romanticises the scene, and creates a 'male gaze' for Rihanna.
During the video, there are flashes of the present and what could be with Rihanna as his girlfriend. In the future or 'flash forwards', Rihanna and Drake are couple. He is wearing a grey hoodie, showing the relaxed atmosphere and home they are in, they can be relaxed around each other. Rihanna is wearing blue, shorts and a bra, with a gown over it. She is also in a relaxed environment with Drake. The soft focus on her and the haziness that comes through the window, romanticises the scene, and this is common in many R'n'B videos. The lighting is in complete contrast to the present and the scene is also in slow motion. This also romanticises the scene, and creates a 'male gaze' for Rihanna.
There are three different parts of Rihanna's performance, this is where she lip-syncs and dances directly in front of the camera.
The first is this one to the right. She is sitting on a white chair in front of curtains and wearing a light blue and white patterned dress. The colour connotes purity as well as happiness and contempt. The audience could also feel like she is not as glamorised with minimal make up and hardly any jewellery; she looks more 'normal' and easier to aspire to here.
The first is this one to the right. She is sitting on a white chair in front of curtains and wearing a light blue and white patterned dress. The colour connotes purity as well as happiness and contempt. The audience could also feel like she is not as glamorised with minimal make up and hardly any jewellery; she looks more 'normal' and easier to aspire to here.
The second performance part of the video is when she lip-syncs the chorus in the street and dances in the street after she walks out of the store. It makes the audience think that she's happy about meeting Drake, but the visuals don't tie in with the lyrics here. The lyrics of the chorus have sexual connotations but the performance of it doesn't.
The camera follows her as she walks down the street, blurring the background. This makes her the centre of attention even as she is on a busy street. Also, when the camera follows her from the back she still is the centre of attention.
There are a lot of close ups in the future scenes and this denotes their intimacy and the soft gaze and slow motion of the scenes make it look romantic.
There are a lot of close ups in the future scenes and this denotes their intimacy and the soft gaze and slow motion of the scenes make it look romantic.
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