Rastafarianism is closely connected with reggae music. For this reason, Rastafarianism themes are conventional in reggae music and videos alike. In this light hearted celebration of life in the "West Indies" we are presented with all sorts of sunny visuals. We see Sunny lanscapes, colourful Rastafarianism clothing and the video concludes on the beach with huge speakers, weed smoking and skanking. 'Babylon' even makes an appearance in the form of roadside police almost preventing them getting to the beach celebrations. These conventions help to establish the song with fans of the genre.
Lyrics/ Visuals
In this video,
Music/ Visuals
When the song adjusts, so does the visuals. For example, when the song crescendos, with high pitch ghostly sounds, the car begins to swerve from side to side, with the shifting camera angles exaggerating the eerie section.
Record Label
As an emerging superstar and teen idol, in this video the label will have demanded Justin Bieber's presence in the video. With multiple close ups, lots of lip syncing, and almost continuous presence popularity of the album, video and the song was driven forward using Justin Bieber's stardom.
Iconography
Queen's Freddie Murcury had already become an icon when this video was produced. He is predominant in the humorous, passionate video. His infamous moustache remains during his role as a frustrated house wife, making him instantly recognisable to viewers. The director has taken full advantage of his fame to maximise the success of the video.
Voyeurism
In this strangly sexual video, women are sexualised throughout. In a time when this was ususual and alarming, it's controversial sexuality was a huge selling point for the video, boosting the song's exposure. 'Sex sells' is an appropriate phrase for a song about 'girls on film.'
Intertextuality
I believe the director must have been hugely influenced by Stanley Kubrick's Clockwork orange. Both revolve around the idea of cruel experimental treatment on a mentally unstable patient. The treatment is delivered to music, in front of an audience making the procedures appear more like fascinating specticles or research than an actual endevour to help the patient. The patient is central to the narrative in both texts and a similar 60's style is present.
This post feels a bit unfinished George, The vids you've chosen are good examples but I need to see more of an explanation about how they conform to the conventions; currently basic and needs to be excellent!
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