
Often times to enhance written or spoken text the producer of the text will add illustrations or visuals to the text to help establish the intended meaning or purpose of the text. For instance, pictures can be added to text to create a comic strip or a picture book. Likewise, a music video can be produced by an artist to further push their meaning of a song and their lyrics. 

Visuals can help apply an intended meaning in many different ways. One way is the location of the shot. (the area in frame) Also, the focus of the shot can affect the perceived message. One of the most obvious visual effective aspects is color. Color scheme can be adjusted to create contrast within a shot. Also, certain colors can often be associated with certain messages and meanings. 

A specific example of artists using visuals to establish or promote their idea is Jay Z and Kanye West in the music video for the song “Otis.” In the music video the two artists further portray their message from the lyrics that times have changed and African Americans like themselves are able to gain wealth and power. 

The ninth second of the video provides an establishing shot to the video that portrays Jay Z and Kanye West in a position of power. In this establishing shot the two black men are shown aggressively approaching five other men dressed in white from head to toe and an ultra-luxurious car called a Maybach. The two are also carrying large, bulky power tools, these power tools can serve as a metaphor to the two of them. The metaphor compares the two with power. Color scheme in this shot is very revealing as well. One of the most obvious things in the frame is the fire coming from the blow torch that Jay Z is carrying. This is due to the contrast from the dark monochromatic background and the bright red flame. The glowing red flame can also be associated with aggression as the color red is often related to anger or aggression. Another interesting aspect involving color scheme in this scene is the five individuals all dressed in white in the background of the shot. The five individuals seem to be subjected to Jay Z and Kanye West and are under their order. The intentional manipulation of color scheme and addition of visual metaphors that relate to power provide key evidence Jay Z and Kayne are attempting to announce their wealth and power and how this has become a thing of new and hasn’t always been this way. 

Forty seconds into the video a solo shot of Jay Z is shown in a raised and aggressive view. The shot comes from a bugs eyed point of view, causing the viewer to in a be looking up at Jay Z. This implies that Jay Z is superior to us and is in a position of power. In the background of the frame is an enormous American flag. This is yet another example of a reference to power. Also, the flag can be used as a metaphor to African Americans. The comparison shows that like the American Flag changing over the years so have things changed for African Americans; Jay Z and Kanye West are the living proof. This is not to say that this was an easy or timely change. Jay Z’s face in the frame solely points this out. Jay Z is shown with a battered and aggressive face; most likely due to the lengthy time it took to get to this point and the frustration that came from it. Once again in this scene the foreground is contrasted with the background. However, this time the brighter more vibrant colors are in the back, yet the shot is still focused on the foreground. More references to power in this shot further indicate Jay Z and Kanye West are attempting to inform the audience of their success in gaining wealth and power and how it has become more and more possible for other African Americans. 

The next revealing scene comes in at two minutes and twenty-three seconds showing Jay Z and Kanye West enjoying an explosive environment. Once again in this frame color scheme is manipulated. In this shot bright flashes of light are shown in the background brightening up the entire surrounding environment. This change shows us that the background from the establishing shot is not as dull and monochromatic as it first appeared, which could be a metaphor to African Americans; times used to be very rough and oppressed but now things have changed. Another metaphor within the image is the fireworks being compared to Jay Z and Kanye West. The two are both very powerful; however, the fireworks are very spontaneous, while Jay Z and Kanye West are more deliberate and hardworking. More uses of metaphors in this scene from the music video further indicate that Jay Z and Kayne West’s intended message is that now more than ever it is plausible for African Americans to gain power and wealth and they’re the living proof.

Through the production of a music video for the song “Otis” Jay Z and Kanye West are further able to push their meaning due to visual effects. Two aspects they relied heavily on were the manipulation of color scheme and the use of metaphors relating to power. Through the intended manipulation of color scheme and use of metaphors relating to power Jay Z and Kanye West are able to show how times have changed in America and their ability to gain vast amounts of power and wealth. 
