1. 2006-2008

2. Drake

3. Young to Now
When Drake began his career he didn’t look like
an average/normal hip hop artist. His dress
sense was quite bland and he looked quite
geeky.
As he started to gain more recognition his record
label changed up his style so that he looked more
like a star and so he could give off sexual
magnetism towards a female target audience

4. Drake’s first video: Best I Ever
Had Drake’s video was set in a basketball court/gym
where he showed a female team training for a game
Throughout the video we constantly see voyeurism
of women. They’re dressed in tight low cut clothing,
so this would attract a male audience as the women
are pretty and look appealing.

5. Also they use a lot of close ups on Drake’s name. This is
because they want to familiarise the audience with him
as he is a new artist this can be known as an intertexual
reference as his prompting himself.
The video suggests that he is quite a ladies
man, he also comes across as a cool and
laidback person. Men will admire him because
of how many girls are surrounded by him and
women will want him because other females
are with him.

7.  In 2008 Drake joined Lil-Wayne’s group
Young Money , he then toured with Lil
2008 Wayne for a year, Drake recorded a few
songs during this time, including
‘Ransom’, the original version of ‘I want
this forever’ and the remix to drakes
song, ‘Brand New’, After the tour ended
Drake was not signed to Young Money
till later in his career.
Drake released his third official mix tape So
Far Gone, which was so popular it inspired
him to create a song called ‘successful, MTV
2009 named it the ‘most wanted’ album of 2009 and
this led Drake to gain new popularity and have
the opportunities to work with Jay-Z, Kanye
West, Eminem, Alicia Keys, after these
collaborations he was signed to Young Money
and worked with Lil Wayne which he
continues to do.

8. ‘Forever’ http://www.youtube.com/watch?v=eDuRoP
IOBjE&ob=av2e

9. Technology Throughout this music video they
have used fast editing, a night club
theme, overlapping two shots and
close ups, montages and slow
motion all this promotes the artist as
a solo artist and shows it is in fact
his music also it give the artist more
time on screen.
No CGI or Green screens have
been used, however they have
used strobe lighting, controlled
expositions and spark machines
and flares also spot lights and
disco balls appear in this video.

10. Artist Image
Drake in this video wears baggy
jeans, white T-shirt, this is
conventional to the R&B/Rap genre of
music, if you looked at the artist you
would apply him to the rap genre.

11. Drake 2009- Present Day
 Drake has became a international super-star
since the start of his music career in 2006 by
releasing three mix tapes, an album (Thank
me Later), successful collaborations with
artists such as Trey Songz, having two top
ten Billboard Hot 100 appearances, tours
and now a up-coming album called Take
Care.

12. Videos- Over
 We as the audience has seen Drake’s
dramatic change in the music industry by the
content of his music videos, being more
detailed and outlined. For example this is
shown in his music video ‘Over’.
 http://www.youtube.com/watch?v=2lTB1pIg1
y0&ob=av2e

13. Over
 This music video shows the maturity of
Drake, it doesn’t focus on voyeuristic
treatment of women as it did in ‘Best I
Ever Had’ but more on Drake telling a
story of how his life is unfolding by
showing him mostly throughout. He
chose not to go the focus on the
common rap-video direction and fill his
whole video with nearly naked women,
alcohol, and flashy cars, but only stuck
with one leading lady portraying his
innocence.
 Drake uses many colours and images
to express himself in this video, mostly
relying on the lyrics to match the
visuals. A large amount of CGI is used
within the video to do this

14. Over
 This video I believe changed Drake’s reception as a
womaniser but as a leading artist who is rebellious
and confident. As he is not scared to use reference
to other artist and Hollywood stars in the video for
example Michael Jackson's Thriller and Jada Pinkett
Smith’s Set it Off in his lyrics and visual appearance.
Drake presents himself to the audience in this video
as confident, but he’s not arrogant, having swagger,
boldness and talent.
 The messages that a conveyed to the audience
about the Drake in the video is that he is still coming
to terms of stardom. It shows a struggle between the
concept of his past life and what this new life of fame
has to offer. For example, in the video you see him
looking back and forth between the two women and
deciding, as one looks good and pure of heart while
the other wild dancing in the background
voyeuristically tempting him.
 The video often reflects on the demands of the
record label making him use many close-ups
throughout the video to promote himself, this makes
us want to see more of him by buying his album.

15. Over
 Many close-ups and medium shots are used throughout
the video so we can stay focused with Drake and not be
distracted by his surrounds as often.
 Drake is shown wearing urban clothing throughout, for
example hoodies and baggie jeans, he also wears a
long chain, this reflects back on hip-hops stereo-typical
appearance. The ‘good girl’ in his video is wearing a
white patterned dress making her look pure and
innocent while the ‘bad girl’ wears a revealing black
bikini making her look erotic and sinister. The video is
set generally in a his bedroom, while he sits on his bed
dressed reflecting on his life.
 This video I believe has gained back a large target
audience for Drake as he lost many before hand as he
lost many feminist audiences, although as he has
changed his on screen appearance and settings he has
gained it back by sticking to the hip-hop normality of
telling a story within the video.