Release Date: October 30th 2009 (Vevo)
Ownership: Roc Nation
This video, filmed in New York due to the heavy referencing throughout the song, was made famous due to people taking an interest to the fact that it involved two of the biggest names in R&B collaborating together. The video is owned by Jay-Z's own record label, Roc Nation, so it's clear he had full control over what he would like to include in this promo. The video is mainly filmed in black and white to enhance the many aerial shots of New York. Despite this, there are many coloured shots featuring Jay-Z and Alicia Keys, which could reflect their power due to the fact they can change the theme of the music video.
Mostly still shots are used to produce a slide show format, almost as if it is advertising the city and displaying landmarks. Jay Z came out with an alternative version online which features more of the features of a stereotypical R&B video, including the use of super models.
However, this video is much more family friendly and shows a piano in a popular New York location being played, and again, making the artists seem successful to be able to play in such a destination. The black and white effect creates an old fashioned feel and gives the impression that New York is timeless. The video was marked groundbreaking due to it's highly anticipated collaboration between the two artists and also to its unusual presentation. The target audience would be R&B/popular music fans between 12 and 40. Men and women are also represented as equal due to pair singing/rapping in the centre of the city.
No comments:
Post a Comment