Rihanna - Rude Boy Video Analysis

This video has a very technical side to it in the way the entire video has been filmed against a green screen which includes all the varied sections of the video which have been projected on in the editing stage so means while filming the video the artist would of had to compremise with the limited amount of props and shots to work with, but with a direct link to the singers culture of the african kind it would of been easier for her to adapt to the situation because she has knowledge from her home town of Barbados and she will know different types of dances aswell as body language and facial expressions which automatically put agaisnt Rihanna's voice makes the audience think its the type of music people would "grind" too.

Because the artists voice is so strong with her homegrown accent its a element which makes the song alot better to understand and along with the use of cultural instruments such as bongo and steel drums and tambourines which are indicators of the African culture so they are definately sound beats that you can hear and immediately think of somewhere like Barbados or Jamaica and the sound side of the video is backed up with the amazing and colourful background throughout the video where the colours green red and yellow are used alot because they are seen as the offical colours of the Jamaican flag and they also symbolise along with the strong vibration of the drums, reggae music which is not something Rihanna has done before in her videos but this shows as an artist she likes to take risks.

The contexual knowledge i have of the song title "Rude Boy" is that it also originates from Jamaica so although the song title held alot of bad controversy in the UK because it was seen as very sexual and explicit, the artist may have wanted to go down them lines but it also could have been used because she wanted a song to work with that showed off how much she loved her culture and how bright and colourful it is which was shown by the green screen.

The camera angles vary throughout the video from meat shots of just the artist herself long shots to show the viewers the entire length of the video, although the shots may be basic of just the artist herself infront of a blank screen when filming the more experienced and complicated elements where involved in the editing stage when many different bright coloured animations for example the lion which is a exotic animal linked to places like africa so still keeping with the idea of the cultural meaning and the song title shown in many different designs and from different angles to keep the audience entertained throughout. The artist herself is shown in various ways also, mainly by a mirrored effect to show she is the "star of the show" and the brightly coloured kaleidoscope prints just give the overall final touch to the whole Jamacain scene of the video.

The Amplified visualisation of the video will be seen from the audience which means some aspects of the video link directly to the lyrics but the director of the video adds thier own personal touch which makes it unique and in this case its the quirkyness and "pop art" styled video created by Melina Matsoukas that has made the video become such a huge hit with all the artists fans and also meant she has created new fans who have seen a different side to her, this video is one of many for Rihanna that has kept up her amazing star image over the years.