Goldie Lookin Chain Guns Dont Kill People

Costume
The apparel which the characters wear in the music vide, includes various features, such as: tracksuit top and bottoms, gold chains and sunglasses which has connotations of a young gang/clan. This is due to the stereotype of everyone in a gang wearing the same clothing, if not extremely similar, in order to create an image that is specific to them. The gang culture reference is supported by the way they also patrol rebelliously on scooters which are designed for elderly people, which adds to the iconology of the group. The use of these costumes connotes various ideas of British chav culture combined with American gangster- specifically exemplified by the gold chain.

References
It is notable that the lyrics of the song is comparable to the language used in Big Punisher Beware due to the reference to American gangster rap. The irony is that Goldie Lookin Chain parody the violence within their video; trying to exploit a less negative representation of gangster rap and violence. The parody is supported by the references to dead American rap stars, as their deaths were caused by violence- which complies with the themes and conventions of the song.

Lyrics
The aggression and explicit use of strong vocabulary within the song, raises their frustration that guns dont kill people, but rappers do- so rather than blaming the effect a gun causes, the person who uses it is the issue. They convey this by: using taboo language, mention the use of weapons in society and the threat they cause to people. They reference the American rap star Eminem, and his use of pistol whipping which creates a reference to the style and behavior of the rapper.

Narrative
The narrative of the story follows the story of a group of young mean, committing to acts of anti-social behavior which lands them in trouble with the law. Their behavior shows them riding scooters in an enclosed public area just for fun. The on screen action is made to seem menacing, as the camera constantly pans and uses a variety of shots which creates a disorientation for the viewer- almost as though you are being circled by the gang. The narrative style used within the video is circular as it begins at a part where the story has already developed (in medias res). With a combination of the story and the lyrics, the given narrative style connotes the idea that crime is a circular process, creating a moral to the video. The moral of the video is that although crime may have benefits, it doesnt pay off in the end.