Jay Z - On To The Next One Video Analysis

Using Goodwins Theory.

1) The video demonstrates genre characteristics:
* Black and White filming, more gritty and urban feel
* Close ups of 'Gangsta' items. E.g. Bling, shoes, Cars
* Sunglasses, dark - Rich and celebrity feel to it.

2) Lyrics and Visual
* Talks about money and shows visuals of expensive items. (wealth)
* Talks about moving onto something new and all the people/imagery changes during the course of the video (moving onto something different)

3) Lots of Visuals of Artist
* Close ups of Jay Z's face and also his iconic dress wear.

4) Use of artist motif/symbol
* On the car there is the the logo from Jay Z's latest album painted on the side. Also this is features in many other places throughout the song e.g. on the instruments
* Also Jay Z is known for his style of wearing black clothes and sunglasses, both of which he is wearing in this video.