Will.I.Am and Word and Image

Word and Image are often seen as two very separate entities in a piece, both bringing different aspects to light. People generally believe that the word generally expresses the "exact meaning," and the purpose of the image is to convey feeling and sensation, rather than reasonable meaning. Sometimes, the form of both the word and image both are representations of a common set of feelings and conceptualizations being conveyed to the audience.

In will.i.am and Nicki Minaj's music video "Check It Out,"the word does not express word at all, as the lyrics are in korean, and most of the American target audience will not be reading the words for understanding. Instead the form of the word is what is emphasized, and how the form of the word is used in conjunction with the image conveys the set of feelings and conceptualizations that links the audience with the essence of the artists in this musical display. The words literally pop out, as do the multiple copies of will.i.am and Nicki Minaj that are literally duplicated and popped in and out during the music video. This communicates, through image, not only the idea that the music is fresh and creative, but that it literally pops and stands out in its own expression from the "grayscale" of our futuristic world. The black-clothed audience, sitting at attention with sunglasses shows the conformity that is clearly contrasted with Nicki Minaj and will.i.am, both displayed in colorful and slightly ridiculous clothing, including the green hat on Nicki Minaj and the futuristic purple sunglasses on will.i.am respectively. The dance choreography and movements used by both Nicki Minaj and will.i.am are robotic yet fluid, corresponding to the beats while establishing their own expression of sexy and cool. The word popping out in big block bolded korean letterforms, with neon colored outlines pops and creates an imagination of the letterforms, one of the key forms of conformity, dancing with and accepting the music. The scene with will.i.am in posterized black and white, with only his mouth colored naturally shows a unique element that communicates that the music is like a zebra in a world of black and white, there is still diversity and expression even when simplified to these two luminosities.

The word and image communicate different aspects of the same form that each enhance each other and display how forms can be used in multiple ways.