Goodwin's Conventions Analysis: 'The Way I Are' Timbaland, Keri Hilson, DOE, Sebastian

This video is primarily performance-based, featuring the four artists and three freestyle football players. The genre of the song is considered to be pop, hip/hop and electropop which is reflected in the beat and the costumes worn by the artists. 

• There is a relationship between the lyrics and visuals 

As the music video is performance-based, the lyrics don't particularly illustrate the visuals. However the video acts as a promotional tool for the artists. Performance-based video's are the easiest to do on a budget, providing a suitable location is found.

• There is a relationship between the music and visuals

Throughout the music video we can see a clear relationship between the music and the visuals. At the beginning of the video, the spotlights flash to the beat. The editing is fast and consists of jump cuts between the different frames. At the start and very end of the video the editing becomes slower as the song slows. The camera is also slightly jerky and unsteady. 

 
 

• Particular music genres might have their own music video style and iconography 

Throughout the video, Keri Hilson is dressed in short, tight fitting outfits which highlight her figure attracting the male audiences. The male artists wear accessories such as rings, hats and glasses and are dressed in suits and recognised brands and clothing. These all relate to conventions of hip/hop music videos.

 
 

• There is a demand on the part of the record company for lots of close ups of the main artist and to sustain the established star-text

Mostly all the shots in the video are close-ups or mid-shots, focusing on the artists' faces or actions. This allows the artists' to be the main focus in the video. The close-ups help make the viewer get a feel of the atmosphere and connect better with the artists'.

 
 

• The artist may develop their own star iconography, in and out of their videos which over time becomes their star image

In the video we see Timbaland dressed in a suit. Similarly in most his videos he is dressed in a suit, which makes him look smart and respected.



 
 
 

• There is likely to be a reference to voyeurism, particularly in the treatment of women, but also in terms 'in looking' e.g. screens within screens

There are many shots in the video, which focus on Keri Hilson's body, such as her lips and figure, and at some points moving around. She is also surrounded by male artists, and interacts with some of them too.