Successful music video analysis

This music video is one of the most successful in my eyes as it follows the key points to a successful music video. In my opinion it is complete and is not missing anything.

Starting from the first point of a successful music video and in my opinion the most important is uniqueness. This music video is like no other for many reasons which combined together make a controversial and very unique clip. First thing that makes it unique and at the same time is the second step to a successful music clip is a story-line. In this clip the story line is not like a real life story as all of it is shown as a shadow. This adds mystery to the whole clip and along with that audience interest. Secondly the director does not feel confined for the lyrics to match the visuals as for one moment in the clip  (0:31) the artist stops rapping where as the music flows on. This is effective as it breaks some conventions and also the audience feels surrounded by the music perhaps not seeing a way out of the situation other than keep watching. This though brings me to the third point answering the question, why this music video is successful as it leaves a long lasting impression. First of all the stop in lip sync and last but not least the ending of the clip. It is very controversial leaving the longest lasting impression as it shocks the most seeing a man hanging himself. Although it was only a shadow the audience imagined a real life situation like that and have been shocked the most by this image. On top of that the captions written on the rappers hand are very strong like for example the word "kill" shocks the audience and also is part of a mystery which makes the audience want to stay till the end to see the mystery solve itself. The use of mise-en-scene especially the lighting was very effective giving the whole clip that one more push towards success.

This all combined to make one, very successful music video which makes the audience come back to it many times.