In recent years, Kanye West has become known for his
artistic approach when it comes to music videos and the concepts behind his
brand. In the music video for his song “Power” off of his 2010 album My Beautiful Dark Twisted Fantasy,
West’s artistic concepts come to life.
This music video, directed by installation artist Marco
Brambilla, is unlike any that I have seen before. Instead of taking the classic
music video approach, which entails a sort of storyboard time line feel that
takes the viewer on a sequential explanation of all the aspects of its
respective song, this video is comparable to a moving painting.
The video starts out with a medium close-up shot of West depicted
in black clothing and there is a shadow cast on his face, so his eyes are the brightest
point in the shot. West is in the middle of the shot and the columns in the
background are set in a way that emphasizes more focus on West. The shot is
continuously dollying out as West remains fixated on the camera. As the camera
dollys out, more light, seemingly from the heavens, is cast on West and we see
that angelic women surround him. It becomes more and more obvious that West to
be perceived as very regal and god-like. The symmetry of the shot as it widens
is striking and adds to the emphasis on the middle. The women are the only ones
to interact with the music as two women slam their staffs into the ground at
the moment of a powerful chord, simultaneously, another women waves a piece of
her gown. At the end of the song, as West repeats a phrase there is swift
panning to specific women in the video. I believe the attention to the women is
to explain that West controls everything and everyone in this video.
As it ends, focus is brought back to West, although he
hasn’t moved, but the added lighting and spark effects bring more emphasis to
his power. As the last chord of the song rings out, the screen cuts to a black
background with “POWER” typed in the middle, and the letters contain images of
the video that we just saw, most prominently, though, is the image of Kanye
West.
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