Semiotic Analysis

Before ultimately deciding upon which track, or even genre, that I will use for the project, I decided to analyse various music videos. Doing this enabled me to better my understanding of the connection between a track, lyrics, artist and subject matter in co-ordinance with the video.

Below is the video for "Hood Pope" by A$AP Ferg:

• The first 45 seconds of the video contains none of the music from the song and instead acts as a short backstory for the song. This introduction shows Ferg living in a poverty stricken area of the depths of Harlem, with a small TV, ripped jeans and only socks and sandals. This instantly sets a contrast with the wealthy and flashy A$AP Ferg that his fans would recognise
• The advert on the TV depicts a charity appeal for local children in poverty. However, as the actress/reporter is stating how the funding works, Ferg is shown to be shaking his head. This is most likely an indication that he believes it's not charity that the youth of Harlem need, it's spiritual guidance. This idea is also supported by the lyrics.
• Towards the end of advert, the kids who are meant to be looking sad and hopeless, begin to mess about in a play fight and run of giggling. This is linked to that idea that again, it is not money that these children need, as they are still happy children, instead that need proper worldly guidance.
• The shots of the Ferg standing on the backseat of an armoured jeep is a direct reference to the actions of the real world Popes. Ferg is mimicking the action of Popes appearing in public displays whilst riding in the oddly named "Popemobile".
• At the beginning of the video the children are portrayed as meaning innocent and simply childish. However, at around the 1:30 mark there is a scene of the children entering a dark alleyway appearing as silhouettes and eventually meeting with another hooded child who appears to be smoking cannabis. Furthermore, the camera is placed at eye level of the children to give them more a physical presence within the frame and therefore making them seem more like adults. This links back to the initial message of the song/video, that these children desperately need spiritual guidance in order to escape a hard life of poverty and crime. 
• In order to strengthen the idea that the youth of the area aren't actually bad, they are shown to be sharing food together peacefully in a rather communal manner. These displays their inherit ability and desire to be kind to each other, suggesting that any acts of "sin" is simply a result of misguidance.
• The children's clothes are not ones that you would usually associate with children. All of the children are wearing clothes commonly seen on adults within the most impoverished and rough areas of NYC, like Timberland's, hoodies, cargoes and caps. Some of the children are even physically scared. Both of these features connote the harsh upbringing of these children, as they've had to excel past their childhood quickly in order to survive properly. 
• One scene shows three children being christened whilst wearing very urban-influenced garments. This brings up the idea religion is a matter of personal and spiritual connections and doesn't take into account any physical cultural differences (ie the children wearing chains which are normally associated with the hood) 
• A$AP Ferg is represented as being the "Hood Pope" of his area in Harlem. This is noticeable from his lyrics that constantly refer to a hood pope as leading a misguided and struggling community. In addition, there is a sequence of shots where Ferg blesses a physically scarred boy and his scars instantly disappear, a power that is understandably only linked to God and his most committed connections (ie Jesus, Popes etc)
• Towards the very end of the video, Ferg is seen floating slowly into the air as if he is being called to the heavens. This could suggest that he is not only a beacon of hope for his small community, but could even of a much greater use for God, much like Jesus.