I choose this video because it was Jay Sean's comeback track after being signed by a record label Cash Money Records in the USA, I wanted to see if he used his video to show the changes he has undergone to become a better artist. As Jay Sean falls into the R'n'B category, I expect to see girls, items showing extravagance and fashionable clothes.
The close up of the rose at the start gives connotations of romance however this is juxtaposed with the blue tint of the video. The colour blue stands for the cold, so by having a blue rose it could show that the love there was is now tainted. The spilling of the drink over the rose emphasises the feeling that something is wrong. The lighting effects being dark is very unusual because normally in the R'n'b/ Pop lighting is bright, this shows that they have linked the effects to the narrative in the video.
The mid-shot mirror scene that follows appeals to female fans and links into one of the niche audiences; teenage girls. It also shows his masculinity and transformation from boy to man since being dropped by EMI/Virgin.
This is enforced with the use of his old song 'Stay' playing non-diagetically in the background by stopping this on his I-pod and is also a method of advertising. Many artists are asked by companies to use products in their videos for promotion purposes an example of this is girl band 'The Saturdays' wearing toy watches in their single 'Missing You.'
The next 0.27s shot of the camera gliding around the ballroom gives connotations of extravagance using chandeliers an champagne to convey this. The glow light effect travelling around the room adds a modern feel to the video.After seeing this as an audience we can tell that the video is now set in a party scene, everyone is dressed in monochrome colours to add an element of style and class. The attractive women are the highlight of attention so the mid shot of them opening the door for Jay shows how important he is. This is also clarified because he is wearing white which is differ ant to everyone else and the women are obviously drawn to him because they put his suit jacket on for him making him superior. The inside of the jacket is significant because it is red which could mean that it is either designer or customised.
He continues to sing directly to the camera on an eye to eye level thus interacting to the audience and making it feel like a personal performance. The dance routine shows two things; that he has other talents and by positioning Jay in the middle it again establishes his importance. The video uses colour to make references to the mood so when it changes from blue to pink it shows love and lust supporting the narrative. Even simple actions like Jay brushing off his jacket could arguably be an attempt at him 'brushing' off the touch of other girls- he is looking for one in particular. The plot keeps the audience interested and other obvious codes like the RnB dancing make the genre known.
The scene suddenly changes back to blue when he finds the girl he looking for making it see sensual- the tilted frame helps to convey this and shadows add intimacy. As she walks away, he follows proving he is the perfect gentlemen and it also contrasts to the other girls following him before yet she is the only one he is after. The lyrics fit perfectly with his actions an example of this is when he says 'you are my only' whilst gazing into her eyes. More technical effects are used with glitter hovering around the couple.
There is colour swap for Lil Waynes verse - red. Red shows power and danger it is also the opposite of the blues and pinks we've seen so far. The British flag shows Jay is proud of his origin but is also a clever way of relating back to his fans in the UK. He is also aware that being seen with someone like Lil Wayne is good for his reputation and a way of getting onto the RnB scene in America.
'Cash Money' logos projected on the walls is not only advertising the record label but hints that Jay is happier with his new label. The video end with Lil Wayne and Jay Sean shaking hands so now not only are they colleagues but they are friends this puts Jay in a powerful position.
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