Jahron Anthony Brathwaite (born July 3, 1993), better known under the stage name PartyNextDoor (often stylized as PARTYNEXTDOOR), is a Canadian singer from Mississauga, Ontario, who is signed to Drake's OVO Sound record label. The song includes celebrity cameos from the likes of Kendal and Kylie Jenner.
Unlike most Hip-Hop videos the song does not feature many low angled shot which subverts the assumption that this is an occurrence in most hip hop videos. However the video does adhere to the theme seen in most Hip-Hop videos that the video gives the artist dominance over the audience as they are important enough to have the frame to themselves. This is done by the countless shots demonstrating the lavish lifestyle the artist live as seen by the screen shot of PARTYNEXTDOOR seen to be on what looks like a yacht accompanied by some very attractive models.Which brings us to the next point of the way women are portrayed in many (if not all) music videos. In a report it was shown that Rap and Hip-Hop in particular, were guilty of presenting women in a sexist way, often as "commodities" and sex objects.
Unlike some forms of media for example film and television have the right rules and regulations of what is allowed to be seen and by what audience it is allowed to be seen by. Music videos however are very little legislation what is allowed and what is not. Meaning that there are very many artists getting away with degrading women and who's video is more outrageous. In the screen shot above we can see that there are many frames with women are used as "eye candy" and to show how "desired" PARTYNEXTDOOR is; it also has connotation that women are irrelevant and meaningless.
Another stereotype that this video adheres to is the fact that is in music videos there are always crowd usually shown in various cameos and the effect that it has it gives the artist that same sense of desirability that having beautiful ladies in the video does. This makes the artist/artists look as if they are actually dancing to the song, which usually gives the impression that they like the song and that the song is something they may not be able to relate to but they can enjoy. This gives credibility to the song/artist, because it demonstrates that people do like the song, which makes it easier for the audience to like the song as if they see people enjoy the song they feel like they need to join the trend and will usually end up liking the song as well.
In terms of the clothing used in Hip-Hop videos are generally basketball shirts or other sporting attire saw as well as exclusive designer brands and hoodies. The effect of this is to pursue strength and sporting prowess, something supported by physical workouts in music videos. Expensive jewellery in videos usually signify or imply lots of references to the wealth of the artist through the use of mise-en- scene (money, cars, jewellery etc.). Expensive things signify wealth, which supposedly signifies status.
