I have firstly analysed Holy Grail by Jay Z and Justin Timberlake. The music genre to this is Hip Hop and Rap, this isn’t the genre that I am interested in making a music video in, however it proved useful to analyse.

Firstly the music video used technical conventions as guns and jewellery are used which present the gangster feeling which is typical to the genre. The location used shows affluence which is typical of this genre, as well as this it also mystery as dark lighting is used in the location which makes us feel slightly scared. The clothes that both Justin Timberlake and Jay Z wear also show affluence, they wear suits which can be seen as smart however this shows they are business like which can also back the gangster stereotype. Jay Z wears a thick chain typical convention of the rap genre as males often wear 'bling' to show their wealth.

Many shots show the artists in close ups this shows emotion in the artist and also helped us identify with them. This is typical of most music videos as us as an audience want to identify with people and feel closer to the artists, other shots allow us to feel this as the use of over the shoulder shots make us feel as though we are near them. Most of the footage is performance shots which shows the popularity of the artists.

Additionally there is intertextuality used as Jay Z is a text outside the music video as he is seen as a hard, gangster figure whereas Justin Timberlake, also a text outside of the video, is seen as a more innocent figure. This is an effect on both of their texts as they show each other in different lights. Finally intertextuality is again used with religion as there are connotations of religion used, when Justin Timberlake is first introduced into the music video there is a god like shot of him following this there

are women under white cloths which look like ghosts which is a typical connection to religion. There are also references to the Holy Grail which is show as a cup. As well as the setting that is used which has a church like feel due to the high ceilings and low lighting used.

Moreover, in this music video there is a link between the visuals and the lyrics that are used, the term Holy Grail is used and then a cup is shown. As well as this during the first verse Jay Z sings "and we are all just entertainers" which then cuts to a shot of the televisions in stacks showing performance shots which clearly links. As well as this there are links between the music and the editing, this also happens with the lights as the lights flash on the beat when also the visuals change.

Finally, this music has no clear narrative. However, it is largely concept based and even though there are random parts to the music video all parts are able to link together such as the ghost like women link to the intertextuality of religion.