music video research 6 Artist: Outkast Song: Hey ya!

The song 'Hey ya' by 'Outkast' is conventional in its music video and the song for the 'Hip-Hop' genre.

The visual style is over exaggerated; reflected primarily in the stage and costume design of the group. The costumes they were incorporate a lot of green and odd clothing items such as suspenders or to the guards of Buckingham palace. This is the one aspect in which they defy genre conventions by aiming to be quirky over being cool or trendy. The video is quite well light due to the spotlights shining down on the green stage and background; even in the small interlude where the family is watching the performance and dancing it is well light to reflect the positive atmosphere of the video. The camera cuts to the different band members so the audience can take in the odd nature of their outfits while cutting to the over zealous crowd, sometimes for comedic effect (such as when the modern, young women busting out Polaroid cameras to take photos of the band and then proceeding to use the photos to fan themselves). The editing  is fairly ordinary and doesn't splice up the song on its own. The most notable example of editing is when they fit the performance on a tiny black and white TV to make the performance feel timeless; playing in to the over the top style of the video.

Both the video and song do contain narratives but they are very loosely tied to together. The song is about how Andre doesn't want any serious relation ships, citing being tied down as a bad thing. Meanwhile the video is about how the group known as 'The love below' have to smash their performance in order to make it big. The most effective imagery in the entire video is the Polaroid pictures. First of all they are used for comedic effect, with the idea that people are taking Polaroid pictures of the group as opposed to getting autographs being quite bizarre; but they could also be used to signify the shortness of Andre's relationships, as a photo is a snapshot of an experience like how all these women Andre sleeps with don't stay with in his life for very long. Comedic elements such as the Polaroid cameras and the idea of all these attractive woman fawning over some guys in suspenders wearing bright green help prop up the narrative. By utilising these elements the video feels more memorable and exciting.

This video is rather conventional for the ' Hip-Hop' genre. The artist (Andre) appears very desirable which is a conventional aspect of the genre. The use of a dancing crowd is also a staple of the genre. Even the unique aspect of the video ties in with a convention of 'Hip-Hop'; the artist often tags around in a posse to represent power, there being strength in numbers, but all of the group are played by Andre which adds a unique twist to this troupe. These type of songs usually encourage partying and sex which 'Hey ya!' definitely does with its message of casual fling/relationships.

The best aspects of the video are the use of heavy yet simple colouring to make the video stand out, in addition to the use of humour to liven up a stage setting. On the other hand the 1 minute prologue to the video kills the pacing rather than building anticipation.  

(directed by Bryan Barber)