Music Video Analysis - Hip hop / Rap

Cross my heart" is a song by British MC skepta featuring vocals from actress and singer Preeya Kalidas. The song was released on 17 October 2010 in the united kingdom. It is the third single to be released from Skepta's studio album, 'Doin it Again. "Cross My Heart" charted at #31 on the UK Singles chart, becoming Skepta's third highest single.
(http://en.wikipedia.org/wiki/Cross_My_Heart_(Skepta_song))

The title 'Cross my heart' can be interpreted in two ways. The first way is the lady in the video, Preeya Kalidas declaring that she promises to never leave him even though they are not an official couple. Taking this into consideration  Skepta is still surrounded by numerous of women, that act provocatively towards him. Skepta claims never to go mainstream and has claimed 'I will never forget those who got me where I am today.' This is ironic as he has religiously followed the biggest stereotype of a black rapper in this video. There are strong representations of 'money' wealth and status, such as the setting which consisted of a white mansion, white Lamborghini, the gold furniture and the interior and also his flamboyant outfit.
The 'star gaze theory' has been explored in Skepta's video, as the women are only presented as sexual objects (even Preeya is laid on the bed seductively, every time she says "I promise," making direct eye contact with the camera subtly connecting with the audience seductively). I believe the purpose of this is to empower Skepta, so that the audience perceive him as a man of power, and a categorise him in a high status, moreover women will adore him and men would desire to be him.

One of the main settings used in this video outside a mansion, a wide shot was used to present Skepta to the audience as a man of success. Fast paced editing is used to keep the audiences interest, and also the fast paced editing synchronises with the rhythm of the music itself. As the video begins, we (the audience)  it uses intertexuality as(a given text, to what has been written implicitly/explicitly) as opening credits, SKEPTA and PREEYA is written in gold bold font. The font style and and the gold lettering are tacky and confident, which conforms to the codes and conventions found in most Hip Hop/ Rap videos.
The women in Skepta's video have a very submissive role throughout, this is suggested by their character, and their gestures. The women in his video have been objectified by not only the men who are watching the video (their presence in the video is to seduce the male audience) but the men (skepta) who are also featured in the video.
The colour scheme is dominantly gold; this often connotes wealth and success. The video consists of various close ups of skepta rapping. Andrew  Goodwin's music video theory stated that this technique acts as a branding and promotes the artist to the viewers. The audience are also able to relate to his emotions and empathise with his lyrics.