Outkast – Hey Ya

Music Video Analysis

Generic codes, Conventions & Form of music video• Genre = Hip Hop Director = Bryan Barber Video released = September 2003• The video is not typically reflective of the genre, it’s based on the Beatles’ performance on

the Ed Sullivan show which completely contrast the typical hip hop video especially as The Beatles are a well renowned band that played rock/pop music.

• This makes the video a performance video, perhaps a comment and comparison on Outkast’s and The Beatles’ fame/dominance within their respective fields/genres

• The video contains a band of all different alter egos/version of one member of Outkast (Andre 3000) playing different instruments or singing, this isn’t a common feature in music videos in general never mind within hip hop genre.

The Band of alternate versions of Andre 3000 (Same person) A special effect and editing technique

Performance on a show in the video

Cinematography, Effects & Editing

The video begins with a medium shot of the man but close up of tv, in a black and white/sepia style, resembling a 1960s television show (a play on The Beatles)

Medium shot of lead singer, on stage with a microphone which then cuts to a medium shot of audience member screaming reinforcing the fictional bands fame as well as Outkast themselves.

In this extreme close up we see it’s another camera recording the performance which was a common trait to see during the 1960s top of the pops performances and The Ed Sullivan show. Notice the recording on the camera is also in black & white like the tv

We then see the camera recording the actual video pan to the actual performance

Mise-en-scene• Location = A stage on television set stage• All the band members (played by Andre 3000) are wearing at least one

green piece of clothing, with the lighting and hearts in background also green, symbolising a togetherness within the band. It’s also conventional for bands to have matching/similar outfits during live performances

Relationship between sound and images + Audience

• The link between sound and images isn’t really direct, the song ‘Hey Ya’ was probably designed to be a feel good anthem, that is highly popular potentially why the directed opted to structure the video in this live performance fashion.

• The constant cuts to the audience (screaming girls) highlights the point that the band are very popular linking it to The Beatle’s (a very popular band in the 1960s) and their performance on the Ed Sullivan show

• The target audience I believe would predominantly be aimed at females reinforced by the fact that the audience was made up of most if not all females, however because of the songs catchy melody and lyrics the audience can be wider in terms of age and even gender.

Institutions & Representations

• Outkast are signed to LaFace records, which is under the Sony Music Entertainment umbrella

• They are very successful and have had commercial success with 6 previous under the Outkast name.

• Girls in this video are represented as over excited fanatics with over the top actions such as fainting in some instances and screaming

• The band members, all male (all Andre 3000) are seen as cool and very popular among the ladies