OH - Analysis of Metanarrative - Rae Sremmurd

       

Goodwin's Genre Conventions 

• In terms of the video's typicality, using Andrew Goodwin's theory on Genre Conventions it can be seen that the video is very typical of its genre. For example the location is in part at a house at a party then the other shots are taking place around the neighbourhood in a convertible car. In addition to this the choreography helps to solidify the genre as well as the use of costume being very casual and laid back with golden chains on to signify wealth. Also the use of props such as cigars and alcohol both contribute to their star image also. 
• The video is primarily performance based, with the artist incorporated into the narrative taking place in the ballroom, meaning that the artists get plenty of screen time to secure their image in the viewer's mind.
• The video holds an amplified relationship with both the visuals and the music, with lyrics occasionally correlation to an action in the video and generally having a loose similarity in context. For example the "flex zone" is represented by the after effect of this dome around the two singers, which is one example of the amplified relationship between the music and visuals. 
• There are a number of visual motifs present that are associated with the hip hop music, particularly the recurring appearance of money notes and the overwhelming inclusion of female characters throughout the video.

Dyers Star Image theory

• Rae Sremmurds music is easily determined mainstream for its genre. This makes it easy for the pair to conform to many of the criteria that make up the Star Construct, allowing for the pair to be easily aspired to by fans.
• They represent talent and creativity in the music video with the talent being mostly centred around the music itself, where as the creativity comes through the visual effects which are both the key star qualities from Dyer's theory. This quality makes her seem new and original, which inspires viewers to follow her and have a keen ambition to see what she does next. 
• Richard Dyer's theory of the Star Image uses a range of criteria to gauge whether an artist is within or separate to the mainstream and what factors go together to establish their status as a 'star', a semi-mythological state which appears to be superior to normality.
• Rae Sremmurd's image appears incomplete to the viewer based on her characteristics of appearing both present and absent. They are present when she addresses the viewer by singing to camera, breaking the 4th wall and constructing para-social intimacy, yet absent when she continues to sing and dance as if there were no camera present and she were directing her actions towards the other characters in the video such as the entourage of young females. 
• This serves to encourage the viewer to continue to consume their work, both by repeated viewings of the same video and by seeking out more of their work, thus selling them to the viewer and constructing a stronger star image in their minds.

Album Cover - Sremmlife 

• With both artists half faces being shown in the album cover Dyers paradox of being both present and absent at the same time creating intrigue for the audience.
• The type font for the writing "Sremm Life" is written in bold with a grafitti font, which is a key signifier for crime which is associated with the genre often.
• The album's back ground is white which grabs the audiences attention, which when accompanied with the two artists creates the sense that the album is simply about them.
• The character blocking of the album shows that the two are close which helps to contribute to the meta narrative of the two.
• Non verbal language of a very serious face is an indexical sign that the album isn't a joke and is a serious representation of their music