Lloyd is signed to Interscope/Zone 4 and this music video produced by Big Reese for Lloyd's second studio album is of the R&B/ hip-hop genre and is primarily narrative based, however contains sections of performance. The single debuted on May 28, 2007, at number sixty-six on download sales alone, and moved up to number forty-five. These settings are alternated with the story initially following the main artist in his chase for a woman then finally attaining her and embracing with her with a cloud-like background, complementing the softness but also passion in the scene. The video starts with the main artist steeping out of a flashy vehicle which is the central focus to the scene; the luxurious car is a generic code typical of many R&B videos. This is a key factor in conveying a bold statement, in addition to the close-up shot of an expensive medallion-like chain, which communicates their mass amount of wealth. A convention of this video is its sexually evocative nature as the artist depicts a sensual ambience when he takes off his top revealing his well-toned body, covered in tattoos. Ultimately, this element has intentionally been included to attract female viewers, however it does not decrease the videos appeal to male viewers as it may provoke envy and emulation, as males may want to have his body shape and confidence with women.
Similarly, Laura Mulveys theory of the male could be explored within this video as Lloyd clearly exposes his body in order to attract women’s’ attention to the video even if they are not enjoying the track itself. The tattoos are also a generic code in that is portrays the artists’ masculinity following the pain in which he would have had to endure. Moreover, Lloyd is accompanied by another male artist (Lil Wayne) who evidently initiates a more ‘hard’ image which clearly contrasts to Lloyds more smooth approach. Although, Lil Wayne’s clothing is quite simple in the scene with Lloyd, the use of mise-en-scene is quite conventional of an R&B, as his sunglasses and his cap which makes his eyes less visible instantly craft an enigmatic sense. A low-angle shot is used when Lil Wayne is sitting on the car which illuminates a sense of authority and superiority. Also, the bandana tied around his neck suggests gang culture references.
This music video adopts the conventional use of a female to play the provocative figure, a slow-motion shot is used to emphasise her entrance into the scene where the group of boys typically are drawn to her appearance, perhaps presenting her as simply a sexual object. Another stereotypical feature of the R&B genre is a club scene in which this video adheres to. In this scene there is a man wearing lots of bling and typical ‘gangster-like’ clothing consisting of a large baseball jacket sat between many women ultimately conveying a player-like status, which is a conventional idea illustrated in many R&B music videos.
Similarly, Laura Mulveys theory of the male could be explored within this video as Lloyd clearly exposes his body in order to attract women’s’ attention to the video even if they are not enjoying the track itself. The tattoos are also a generic code in that is portrays the artists’ masculinity following the pain in which he would have had to endure. Moreover, Lloyd is accompanied by another male artist (Lil Wayne) who evidently initiates a more ‘hard’ image which clearly contrasts to Lloyds more smooth approach. Although, Lil Wayne’s clothing is quite simple in the scene with Lloyd, the use of mise-en-scene is quite conventional of an R&B, as his sunglasses and his cap which makes his eyes less visible instantly craft an enigmatic sense. A low-angle shot is used when Lil Wayne is sitting on the car which illuminates a sense of authority and superiority. Also, the bandana tied around his neck suggests gang culture references.
This music video adopts the conventional use of a female to play the provocative figure, a slow-motion shot is used to emphasise her entrance into the scene where the group of boys typically are drawn to her appearance, perhaps presenting her as simply a sexual object. Another stereotypical feature of the R&B genre is a club scene in which this video adheres to. In this scene there is a man wearing lots of bling and typical ‘gangster-like’ clothing consisting of a large baseball jacket sat between many women ultimately conveying a player-like status, which is a conventional idea illustrated in many R&B music videos.
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