The artist I chose to analyze is French Montana, a hip hop artist, the target audience is aimed at young male teenagers and male adults. The video appeals to them because it shows their costumes which they think is very cool, their props cost a lot of money but his male fans idolize him. His secondary audience would be young teenage girls because they will also understand French Montana's lifestyle. French Montana is signed to "Konvict Musik" signed by a successful rapper called Akon. The record label is a major label. French Montana's appearance could affect his star persona because he is a gangster and because he signed to a universal group he might cause a negative affect so he will need to change his appearance to appeal to a more wider audience.
French Montana's star persona shows his superiorness in many of his mix-tape covers and social websites such as myspace. He is also a gangster in a gang called ' coke boys ' also he wears sunglasses often to show he is in disguise and in gangster terms he is cool for wearing shades. French Montana represents his media by making a website from myspace to upload his latest mix-tape coming out or uploading new songs so he can inform his fans that are supporting his music. French Montana seems dominate in his mix-tape covers, for example in one of his mix-tape, everyone behind him is watching him to show that he is the boss. The props on the cover have him showing him wearing sunglasses which shows that he is cool. This can somehow be negative view of him being gangster because of the title of his mix-tape called 'coke boys'
which in english means cocaine, this could connote negativity and hatred towards French Montana and his group but his fans will come and support him.
He mainly has very low angle photos, this connotes that he is seen from above like a god which shows he is superior and dominant to everyone. This usually has the effect of making the subject look larger than normal, and therefore strong, powerful, and threatening. His target audience (Young Teenagers) would see him as important in the shot, and also idolise him.
The similarities and difference between French Montana's video is that they both have the same props for example the sunglasses and his jewelery which will portray his costume as a cool gangster which his fans. Also his hand gestures shows he is representing his gang in music videos and in his mixtape to signify he has respect for his gang. Furthermore, the differences are that you can see him performing in a music video and the effort he commits in his music.
