Textual Analysis: Macklemore - Thrift Shop

Ben Haggerty, known by his stage name Macklemore is an American rapper. He is only recently gathered a larger fan-base across America & United Kingdom, he is best known for his hip-hop narrative and abstract based music video's, such as Thrift Shop, Can't Hold Us & Same Love.

The beginning of the music video opens with a long-shot of a group of people moving towards the camera. From this opening it is clear who the main star/artist is, this is shown through his unique appearance, where is is placed within the frame and the height he is seen at. Macklemore wearing a large animal printed fur coat is seen to be higher and in front of the other people, with the main focus upon him, this represents his authority, image and wealth.

The large group behind accompanying Macklemore, are also dressed in informal unique clothing which corresponds with the main artist. Which are a mixed group of genders, ethnicity, but are all around the same age group which represents his type and age of his target audience.

The next shot opens with extreme close-up and close-up of hands and the two girls accompanying the artist. Here again he is seen a higher than two ladies of how they are either side of him as he is significantly at a higher level than them, with Macklemore dominating the frame which is shown with the central composition, this again represents his authority and wealth. Both girls are represented as 'eye-candy' this is shown through the slow-motion close-up shots of the girl sipping her drink

As the visuals carry on the music starts to come in which corresponds with the visuals. Macklemore raps about his love for buying things at the thrift shop and saving big money. The representations of Macklemore changes throughout the video. It starts off he is seen a a very dominant character and expresses is wealth through his clothing and props. This changes as he is represented through the video as someone who saves money and mocks people buying big brand names, when he pays 99 cent for items in the thrift shop.

Until this point the visuals have juxtaposed the music, he now sings the words, "They had a broken keyboard, I bought a broken keyboard!" This then matches both visuals with sound, as he then goes on to rap about buying sheets & knee-boards which also corresponds both visuals and sound. All these shots are medium close-ups of Macklemore, with producer Ryan Lewis where they dominate the frame, apart from the long-shot which establishes his location.

The shot at 1:40 in the video of a large lady lip syncing Macklemore's song comes across a slightly sarcastic and is seen a bit of a parody, especially by the the appearance of the lady they have used. However, throughout the video there is a large variety people from different ethnic backgrounds. This peruses the artists as an a believer is equality, which he also raps about equality in marriage in a song & music video 'Same Love'.

Macklemore - Star Image

I noticed throughout his Macklemore's 'Thrift Shop' video and other music video's that Macklemore's star image motif is him wearing a gold watch in nearly every scene, along with him Ryan Lewis his producer also wears a golden watch when he is seen in the video's. This corresponds with his unique star image image, this is seen through the appearance of his unique and different clothing & haircut. It is important that this star image and motif is seen throughout his music video's so that it promotes & advertise him, his music and his beliefs. The photograph below promoting the song & music video Thrift Shop, shows there motif of both Macklemore & Ryan Lewis wearing the gold watch.