50 Cent- Candy Shop Analysis

The music video for 50 cent's Candy Shop abides by the very stereotypical conventions of the Hip Hop/ Rap genre. Within the music video props and costume such as sports cars, jewelry in particular chains, and big fur jackets. The location of the music video is also a very stereotypical convention of Hip Hop videos; a mansion. All of these aspects represent wealth. The artist of this video is aiming to demonstrate his luxurious lifestyle.






Shots of 50 Cent, the star image, which Dyer would say reveal the genre of the video. For example the wide shot of him sitting on a red sports car, wearing costume that is generally associated with the Hip Hop genre; trainers and a baseball cap turned backwards. The hat reversed is such a simple thing however it represents his deviant behavior.

Another stereotypical convention that 50 cent abides by is the objectification of women. Throughout the entire video we see a number of women dressed in little clothing, mostly lingerie lounging around the mansion in a provocative manner. Laura Mulvey's theory of male gaze is evident within this video. The skimpy outfits on the women along with their body language appeal to the male audience members.






One of the main purposes of a music video is to promote the artist/band in order to make profit. The artist, 50 Cent does this within the Candy Shop music video. At the very beginning of the video we see him step out of the car. A close up shot of his trainer, connoting the Hip Hop genre, reads 'G-Unit', G-Unit is the Hip Hop group that he is within, and also the record label of his single: 'G-Unit Records'.