Music video analysis on ALQUIMIA

ALQUIMIA - HARD GZ

This video is about his life and how the society has taken him to that stage.

Record label - La Utopía del Norte

Urban rap music

Mise en scene

Lighting

Low Key lighting

Unmotivated lighting

This type of dark light is usually used in "dark" theme rap songs. It is used to represent the anarchistic lyrics and also to show that they are behind but they are there like a shadow

What Hard is also trying to say with this low key lighting is that he usually moves at night, when no one is awake.

Props

Cigarettes

alcohol

Props used in this video are usually low class props such as alcohol mixed in plastic bottles and cigarettes. This is used to show where they come from, and also for there viewers to see that he is from the low class and that he has that dont care about anything lifestyle

Setting

Most of the video takes place in the streets.

Some of them are in his friends houses.

And many scenes are in some unpopular places to make the audience think that he moves around quite a lot and knows every part of the city

Sfx / filters

No special effects are used in this video because it is a really low budget video as most of the rap music videos.

This is because most rappers don't have enough money so they create low budget videos which represent the genre of rap and the people who listen to it. (audience)

Make up and costume

No make up is used in this video

Costume used are cheap clothes like sweatshirts or cheap typical coat used in Spain.

The clothes are used for the audience to feel portrayed in the song and also to set the image of the artist which is "streets and low class"

Camera movements, shots and angles

Shot most used is low angle shot, it creates power to the artist and shows that he is superior.

The rest of the shots where mainly eye-level shots in order to transmit the artists feelings to the audience

Editing

Editing in the video is quite normal paced, by this I mean that there are no fast cuts neither slow cuts. There are also many match-transitions

Audience hooked to the video

On most music rap videos, audience feels attracted by different conventions used in the video. These conventions can include vandalism, parties or really good transitions that meet rap conventions