I had to make notes on a similar artist from the same genre because D-Rey has not yet released a music video that I could analyse.
Split Screen
The split screen allows the audience to see two views at the same time. The split screen usually shows two scenes that are happening the same time but this isn't necessarily the case 100% of the time. The split screen ruptures the illusion that the screens frame is a seamless view of reality, similar to that of the human eye. The split screen technique happens again at 2:47 in the song where in one side of the screen Drake is leaving a message on his phone, and in the other side it shows the phone that Drake is trying to call.
Close up on the artist
A close up on the artist will appeal to the audience because it gives it a feel of a live performance. Also this is a very common convention in hip hop songs and the target audience will expect to see their favourite artists in the music video. There is also bright white lighting shining onto his face which puts all of the attention onto Kendrick Lamar which labels him as the 'main man' in the video.Cuts that follow the beat
The cuts that follow the beat is purely to engage the audience because the cuts are pleasing to the eye. This appears in almost every music video and the cuts will rarely mismatch the beat as it makes the music video look unprofessional and doesn't look paired or synced with the actual song.
Rewind
The rewind technique is used to appeal to the audience and to add a range of different shots in the video. When the rewind is used in Poetic Justice (2:14) the lyrics repeat so the scene repeats and matches to add effect.
Women objectified
This is a common convention in hip hop music and the target audience would expect to see this in a music video. It is a common convention in rap music also and it has become the norm over time to portray women as 'sex objects' in music videos. These perceptions misrepresent women in music videos and portray them as objects which suggests they are powerless.
Birds eye view
This camera shot puts maximum attention on what is on the screen and also allows the audience to see the entire scene in one shot. The main object in the birds eye view shot in Poetic Justice is a man who has just been shot and it suggests that the camera is looking down from heaven, giving the viewers further assurance that he has been killed. There is also a kind of 'drifting' movement from the camera which gives it a feel that he is slowly drifting away from the real world.
Mise en scene
Sunglasses, sunglasses and jewellery are very common in hip hop music videos and this helps portray the music and the genre as 'cool'. The jewellery shows that the artist has lots of money and wealth and spends it on his appearance becoming more attractive to women.
