RMA 1: Kanye West - Run this Town

The first music promo I decided to look at and analyse was the song Run this Town by Kanye West - http://www.youtube.com/watch?v=HAfFfqiYLp0&ob=av3e
This music promo has elements of being concept, performance and narrative-based. The girl actress at the beginning of the video is later referred to in the lyrics of the song, "needs her daddy" and is focused back to near the middle of the video. This represents a story beginning to be told and also shows continuity. The lyrics are also mirrored in the actions of the first verse, where Kanye West sings "I hold my head," and then holds his head on screen.
The colours used contrast with the story at the beginning when the music starts, and the lights begin to flash as opposed to the black and white world that the girl is living in. This could contribute to the story in that the girl is, in a way, needing the light in her life. The colours are a big factor used throughout the music video, and replicate the lyrics, the first chorus is written out on different shots: this gets the audience involved and able to read the lyrics and join in. It also creates and sets and atmosphere for the song and the video. The use of lights also adds to the continuity throughout the music promo, and suggests the target audience of the video as teenage viewers due to the flashing lights replicating a nightclub scenario.
However, after the first verse, the music video becomes very performance based, with short takes and camera angles fitting with the beat and enhancing the atmosphere, focused on Kanye West as an artist. This is a promotional tool to get his face noticed and recognised, however the video goes on to just show Kanye's shadow, making a suggestion that even his sillhouette is recognizable and his fans will be able to notice that it is himm without needing to see his face - this goes hand in hand with the artist's personal image.
The mise-en-scene becomes important by the third chorus, when Kanye West is positioned on top of a police car suggesting controversy as this is illegal, yet the flashing lights also fit in to the theme of the video. The outfits used are also significant in attracting the audience and promoting the single. This can be seen through Rihanna's outfit as it is extremely provocotive and voyeuristic suggesting that it will attract a male audience.