Textual Analysis: Rihanna feat Jay-Z - Umbrella

The generic codes and conventions which can be seen in this video are very traditional to what you would see in a R&B singers music video for example there are background performers which are in sync to the dance moves Rihanna is doing; this helps the music video look more professional and entertaining as there is much more to see for the viewers rather then one moving image which can be boring if not executed in a proper manner and category.  As we go through the video we are immediately introduced to Rihanna with tracking mid shots; the costume which we see Rihanna is wearing can be seen to be ‘seductive’ as the clothes that are worn are leather which is used to plead the male audience watching the music video.  Furthermore as the video progresses the use of props expands as we see an umbrella held by Rihanna and background performers which is expected thus linking up with the song lyrics making it easier to understand the meaning of the song and video. In addition to this prop we see effects which are associated with umbrellas such as water and rain, the effects show water which is being “manipulated” by Rihanna’s movements, in addition to this there is actual rain dropping whilst they are dancing. This may be a recognizable scene for some audiences who are familiar with the song ‘im singing in the rain’; this can add a nostalgic and familiar feel to the video.

There are other effects which are also used in the video which are being utilized more frequently in music videos such as the blur effect which blurs everything on screen for a second but then returns into normal imaging, this process makes the camera seem handheld and adds a unique effect to the video making it seem ‘distorted’ thus engaging the audience to keep looking to understand what is going to happen after the image has been un-blurred.   Moreover as we go towards the end of the music video there are effects such as green screen this allows the background to be adjusted to what the creator wants it to be, this particular video adjusts the background to be grey/ white alternatively adding a ‘luminosity’ effect of what is being seen as Rihanna is painted in silver making the images stick in to the viewers mind, making it a very unique and distinctive image; the image is of a triangle with Rihnna posing with it, the triangle it self is a sign  which Jay-z  uses frequently making it a icon or recognition of him.

Editing includes fade in/out and a quick cut which is the basic concept of how a music video should be constructed making it easy to follow the narrative and allowing the audience to know when the next scene has started. Lastly the video is mainly performance based as we see Rihanna miming the lyrics, there is no narrative at all.

As there are two versions of this music video one featuring jay-z there are slight differences, Jay-z featured in this video allows the song to be much more popular as a much wider target audience is attracted because fans of both artist would then want to listen to this song. As jay-z is seen to be one of the best rappers in the world it was a key point to have him in the video as he introduces rihanna to being the song. Jay-z is shown for a brief 20-30 seconds within this time there are shots such as close ups and and mid shots, this allows us to see what costume is being worn for example there is a close tracking shot going up to show all the clothing, the trainers are in gold which connotes his wealth, the brand seems to be ‘rocawear’ which is jay-z own clothes store/brand which can be adverting his branch of fashion, Jay-z is shown to be a confident and famous person as the lyrics suggest so ‘you know me an anticipation, for precipitation’ this could be a stereotypical view of how rappers persona may be like.