50 cent - candy shop. Music Video analysis.

50 cent - Candy Shop

In this music video, the visuals are illustrating and amplifying the lyrics throughout. The video begins with an establishing shot of the location that the video is going to be set in. There is a close up shot of the name of the castle it is set in being “candy shop” and then the camera pans around the courtyard showing the exact setting. The lighting is dark throughout showing the place to be deserted and eerie and making the viewer want to know what is inside. A red Ferrari pulls up on the drive and the camera does an extreme close up on 50 cent’s feet as he steps out the car. The camera focuses on the trainers that he is wearing as they are G-Unit ones which are his own brand. Focusing on the trainers is key iconography in a hip-hop music video as this is the image people go for and are normally very proud of their clothing and footwear.
When the castle door is opened it then reveals a room of colourful girls wearing little clothing, all being very pretty. This is also a key iconography that occurs in hip- hop music videos as well as flashy, fast cars, both of which encourage voyeurism. The video being shot at night conveys a sense of danger outside but as he enters into the house he is safe with all the girls. There are a lot of wide shots throughout showing the viewer a better picture of the location and making them more involved.
Throughout the video the girls are being really seductive to the rapper, 50 cent, showing how everyone is looking up to him and how important he is in their lives. When 50 cent walks into the room all the girls stop what they are doing and part for him to walk down the middle, the camera follows his movements. This emphasises the power that he has and the “godlike” figure he is to all of the females surrounding him. The editing in the music video is very fast paced showing the speed of the song, making it more upbeat and catchy. The way the audience like to relate to the video is created by the speed also because if it was slow paced it would not match the music and the target audience would be getting bored.
In the middle of the video there is a scene where there is a group of girls dressed in red shiny clothing making them stand out from the dark room and making them seem seductive and sexy. There is smoke around them on the floor emphasizing their bodies. There is an extreme close up on one of the ladies behind which is also an iconography of hip hop music videos again encouraging voyeurism. There is also a scene where a mid-shot is used and 50 cent is surrounded by black walls where women have been painted the same colour to blend in, They then start dancing adding to the gothic look of the music video making the house seem eerie and lonely.
There is a shot when girls are in a bath pouring chocolate all over each others bodies, this is emphasizing the luxury of it all and displaying the wealth throughout the video. There are a few over-the-shoulder shots throughout making the audience of the music video feel nosey yet still part of the scene. There are a lot of close up shots of 50 cent with girls all over him and them teasing him, this showing how wanted he is by the girls in the video and possibly making the audience feel as sense of jealousy aswel.
At the end of the video there is an extreme close up of a bubble-gum being blown and popping. This then leads on to 50 cent sitting in a car outside a drive-through of a fast food restaurant called candy shop. There is a close up on his face when he is being woken up by the bubble gum popping and him realising he has actually only been dreaming. The close up on his face emphasizes how he is feeling at the time so the audience can relate.
Overall, the video is an image of a “real” hip-hop music video with its meaning conveyed through the song with the lyrics and music.