2. Lyrics need to fit with music
3. Video should be visually represented with lyrics and music
4. Close up of artist, visual/audio motif
5. Motion of looking - voyeuristic to female body
6. Intertextual reference:film, tv programmes, music video, magazines
Gold-digger demonstrates characteristics of an R&B genre music video, combining typical conventions found within that genre. Kanye West is dressed in typical clothes which fit the genre : jeans, subtle jewellery, with parts of his skin showing, as well as a belt, withh 'K.W' inscribed on them. The women are wearing minimal clothing, with their hare and make-up done. Parts of the track, Kanye West wears sunglasses, conveying a sense of coolness, appealing to their target market. There are numerous close-ups on Kanye West and Jamie Foxx.
The video tends to fit in with the lyrics. They use a magazine cover with the title 'Baby by busta', 'Pre Nupt', '18 years', 'white girl' during the lyric being sung, as well as showing a child in the video, when they refer to 'kid' in the lyrics. This makes the video representative of the kyrics and music.Theere are numerous close-ups of both Jamie Foxx and Kanye West, establishing themselves as the artists of the song. The Format of the music video is unique. The beginning is presented as the opening of a film. The screen has also been decreased, which also linkes in with the voyeurism,.
There is a lot of voyeurism used with the consequtive women who are dressed in procative clothes. There are various scenes where Kanye looks at the female body instead of the women's face, and this encourages the audience to look at the women.
The intertexual references are magazines, the video showing more than five of them, and each one has a women who is presented in an erocative way. This fits in with the conventions of an R&B genre.
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