My analysis of Beyonce ft Jay-z - Upgrade You (Goodwin Analysis)

The video that I am going to deconstruct using Goodwin’s points is Beyonce ft Jay-z - upgrade you due to the fact that this video illustrates genre characteristics, relationships between lyrics and visuals and it is a narrative video which tells us about Beyonce being the female in this case upgrading the male in her life. The music video “Upgrade You” by Beyonce uses lots of expensive and shiny things to appeal to younger people who want to “upgrade” their life. Beyonce’s message that she is trying to give off is that you can upgrade your life by getting to know her, as well as getting extremely nice and expensive things to make yourself look better. I chose this video to analyse as there are some special effects and editing transitions that I am hoping to incorporate in my music video.

1) Music video demonstrates genre characteristics: 
The genre would be hip pop/rnb and this is shown throughout the video through the beat, lyrics and her style. The colours used in the video are mostly white, gold and black suggesting wealthiness, it is also very hip pop/rnb themed. 

2. There is a relationship between lyrics and visuals:
In this video there is a clear relationship between lyrics and visuals especially 0.13 when Beyonce sings “Let me upgrade you,” as the camera focuses on her lips as well as the expensive items she is wearing and surrounded by.  

Her lyrics talk about how she can “upgrade” a man, in the video it’s Jay-Z, by making him look good with the things she has to offer. She wants to offer him having a real woman in his life, having things taken care of, having really expensive diamonds, jewelry, and cars, and making him look “hood/good”.

They repeat this throughout the video as the lyrics are very powerful, showing Beyonce as being dominant so she always in the center of the camera making it clear to the audience she is the dominant character. This video have used visuals and lyrics exceptionally well whilst still making it look simple.

3. There is relationship between music and visuals:

The video begins with an fast pace beat being played in the background of the scene to introduce Beyonce, they start with a close up and then focus on the expensive items eg the car. During this time, the camera focuses on Beyonce's lips while she says “Let me upgrade you,” suggesting that she is a dominant, wealthy and powerful female. However, the beat changes as she start singing, the beat becomes stronger and faster(base drum) to match the tone of her voice. As the beat speeds up and her vocals become more powerful, the camera shots and images also speed up to follow her body movement. Music and visuals also work very well together.

4. The demands of the record label will include the need of lots of close up’s of the artist and the artist might develop motifs which recur across their work.

Beyonce and Jay-z are the main artist in this video. They are each represented through the use of close ups of their faces which allows the audience to connect with their facial expressions and body language. The close ups of her lips while she sings really highlights the name of the single as well as the important lyrics.

5. There is often intertextual reference (to films, TV programmes, other music videos):

Beyonce refers to expensive items, cars well known brands. Otherwise there is very little reference to films, tv programmes and other music videos.