# data[].attributes.body
Music Video Chosen: Congratulations - Post Malone

# data[].attributes.attachment_link.title
Post Malone - Congratulations (Official Music Video) ft. Quavo

# data[].attributes.body
In this essay I will be analysing a music video by a recent upcoming hip-hop/contemporary RnB artist called Post Malone featuring Quavo (whom of which creates music from the same genre). The music video I have chosen to analysis by this artist is his most popular song, Congratulations, this of which was directed by James DeFina, owner of the production company known as Definate Films. Typical characteristics we’d expect to see from a music video in this genre would be aggression, jewellery and ‘bling’, alcohol, smoking, urban setting and sometimes the sexualisation of women.

# data[].attributes.headline
What is the relationship between lyrics and visuals?

# data[].attributes.subject
What is the relationship between lyrics and visuals?

# data[].attributes.body
From watching the music video to Congratulations many times, I have recognized throughout the duration of the song there are many references to becoming rich, famous and buying expensive jewellery and clothing, these lyrics of which link directly with the visuals of the artists showing their money and gold necklaces, rings and watches on screen. For example at 0:45 there is a close up of Post Malone’s hands, showing the gold/diamond encrusted watch and necklace. Additionally, when the featured artists Quavo sings the line “That we made it” whilst holding large bundles of money in each hand also show there is a strong relationship between the lyrics and visuals of the song, this moment of which shows through the lyrics and the visuals that the artist has “made it” being famous and rich. Similarly, another example of when we see a connection between the visuals and lyrics is when the chorus phrase “Now they always say congratulations” is sung, the visuals show a slow motion shot of a group of people celebrating , dancing and opening champagne bottles. This shows that the artist is singing and demonstrating how they are literally saying congratulations. This lyric and visual is repeated for the majority of times when the chorus line is sung. Furthermore, when Post Malone sings the line “Put your lighters to the sky” there is a visual shot showing a close up of the artist flicking the switch on his lighter, this example can be seen at 1:27.

# data[].attributes.headline
What is the relationship between music and visuals?

# data[].attributes.subject
What is the relationship between music and visuals?

# data[].attributes.body
Similarly to the previous analysis question, I have recognized that there is a clear relationship between the music and the visuals, especially in relation to the clips in sync with the beat of the song and any background ambient noises. For example, at 1:55 there is a sudden cut in sync with the heavy drum beat just as the main artist is shown swinging a baseball bat into a television in slow motion. Despite the visuals being in sync and reacting the flow and beat of the music, there are parts throughout the song where there is no relationship, as if these areas are ‘filler’ clips to ensure continuity and make it clear for us to understand where and what is happening in the music video. An example supporting this is at 3:35 a champagne bottle explodes open just as the fading whistling backing beat fades out. Equally, we also recognize a clear relationship between the songs bass beat and the visuals at 2:19 when the shot changes from a shot of Quavo to a slow motion shot of Post Malone drinking on the beat drop. This is a significant in-sync cut as this segments leads straight into the chorus of the song.

# data[].attributes.headline
Are there close-ups of the artist and star image motif?

# data[].attributes.subject
Are there close-ups of the artist and star image motif?

# data[].attributes.body
Yes, throughout the music video at frequent intervals there are close-ups of Post Malone, these of which become a start image motif due to the large quantity of them show. The first main close up we see is when he begins to light his cigarette at 0:46, this moment shows emphasis on his attitude and the type of person he is. The record label may have used this scene to begin reinforcing the star image motif. We are the given the impression that the record company is looking to sell this track by using heavy social media and media sharing sites in order to help grow the name and interest in this artist’s music. Similarly, the image of Post Malone that is being offered implies that he is a unique hip-hop artist but still follows common characteristics such as the expensive jewellery, smoking and drinking alcohol. If we compare the previous videos by Post Malone, including ‘Go Flex’ and ‘White Inversion’ we can learn that they follow a relatively similar portrayal of himself and are performance/concept based music videos. For example in ‘Go Flex’ there are many close-ups of him showing off his gold jewellery, teeth, cigarettes and also the settings uses a bullet-ridden barn, this kind of violent setting is typically associated with this type of hip-hop videos. I have recognized that the common start image motif throughout various music videos my Post Malone is a close-up of him lighting a cigarette in slow motion, this shot is seen towards the beginning in both ‘Congratulations’ and ‘Go Flex’. This of which could be viewed as an attempt to create this type of image we associate with Post Malone.

# data[].attributes.headline
Is there reference to the notion of looking?

# data[].attributes.subject
Is there reference to the notion of looking?

# data[].attributes.body
This music video is mainly dominated by a group of males, with only two/three females briefly shown during the group shots. The artist is not shown or attempting to show any people featured in this video in a sexual manner, this may due to the meaning behind the lyrics and the whole point of the music video from Post Malone’s perspective because it is celebrating, hence the name of the song ‘Congratulations’. Despite this, there is a notion of looking towards the gold watches and jewellery which is worn by both the main and back-up artists featured. I can recognize the large amount of close ups focusing on these accessories, especially at the times of 0:44, 1:15 and especially at 2:35 where the camera focuses on the diamond/gold rings on the secondary artist (Quavo), this of which takes up the majority of the screen for this moment. The references towards these expensive jewellery items is shown constantly throughout when it can be related back to the lyrics of the song.

# data[].attributes.body
It could be argued that there are inter-textual references from the Congratulations video to other parts of his other music videos. These references were apparent in the music video by Post Malone, ‘Go Flex’. The lyrics follow the lines of “gold on my teeth and my neck” followed by a visual showing a close up of the gold jewellery he is wearing. This inter-textual reference towards him essentially ‘showing off’ his success and money through the expensive gold necklaces, teeth grills and watches he can afford can be recognized and repeated across various music videos of his, this of which shows this reference to wealth and lifestyle is trying to be reinforced.

# data[].attributes.body
Post Malone’s Congratulations is a hybrid music video, combining the use of performance-based and concept-based footage. These two types of music video format can be recognized through various factors. Firstly, the majority of the music video shows Post Malone singing/rapping the lyrics to the camera or potentially lip syncing. None the less, as the artist is shown performing the song it shows to the audience that it is a performance-based video. Similarly, at certain intervals of the video, the camera changes to Post Malone with his friends in the studio all working together on the track. The studio scene does not have any lyrical connection or sync with the music track and therefore it is simply a concept-based video at these moments.

# data[].attributes.body
AAA