Macklemore & Ryan Lewis - Wings music video analysis

Macklemore & Ryan Lewis - Wings

Music Video Research 

The music video follows the generic conventions. It does this by having "to camera" performance where it shows Macklemore rapping to the camera and usually addressing the audience directly. The editing also fits the pace and beat of the song as the shots are longer in the quieter/slower parts of the song and the pace of the editing speeds up with the pace of the song. There is also a narrative being told between cuts of Macklemore rapping. The story focuses on what we presume to be Macklemore as a child when he gets a pair of Jordan trainers and the affect they have on his life. It is made somewhat clear that the song is of the hip-hop genre as it does follow some of the conventions such as Macklemore's hand gestures while he raps and posters on the walls of his room which are of the same genre. The many shots of the "street" and the implementation of basketball into the video also gives the impression that it is of the hip-hop genre as these are the "typical" people who listen to this genre.

Although the narrative seems simple it touches on a few ideologies. Macklemore is seen, later on in the video, preaching to children about "consumer" goods not being everything and telling them not to be brainwashed by brands such as "Nike." This shows that people, specifically children, define themselves and their self-worth on the brand of their clothing and their shoes, much like the young Macklemore does in the video. However, this juxtaposition of the young and older Macklemore highlights that as he has grew up he has realised that there is more to life than the brand of your shoes and he wants to show that to children who perhaps have fell into the same trap as he did.