Rap/hip-Hop video analysis

French Montana’s ‘Pop that’ music video is very concept based and he is well known for his concept videos, as he likes to show off his jewellery and women. In this video there is lots of women in bikinis at French Montana’s house in the backyard playing in the swimming pool and dancing around.

Like most rappers French Montana shows off his jewellery, cars and other material things, this is because it is entertaining for the his target audience and that’s what they are into. Also he sets a goal/target something his target audience or viewers can inspire to, to show that anyone can make it out the “hood”.

Slow motion and close ups of attractive females getting in and out of the swimming pool are used effectively to group the audience’s attention. Also short takes and quick cuts between rapper and attractive female dancing also keep your eyes locked to the screen. A panning shot from left to right is used throughout French Montana’s verse, which makes the viewer feel as if they are there live walking past the action.

This video also backs up the Males gaze theory by Mulvey as there is women in swimsuits all over the places dancing and messing around. Women often found in rap video as they attract a lot of male audience.