Genre
Horror conventions - many included in the video, for example CU shots of face being removed and the iconography of the stumbling 'zombie walk'.
Opening shot is a long take, and extremely long for a music video. There are a full 33 seconds of instrumental introduction before the first lyrics actually start. This again is highly atypical of the hip hop genre. This initial shot positions the audience in an uncomfortable mode of address.
The video makes explicit intertextual reference to the 1960 horror film Eyes Without A Face, directed by Georges Franju. Hip Hop videos often make intertextual references to films, but they tend to be more popular and well known. By referencing a cult classic, the video to Who Dat Boy reinforces it's outsider status.Setting - Suburban America, with it's symbolic connotations of white middle class lifestyle. Again, atypical of the usual urban, deprived settings or luxurious settings typical of hip hop.
Extremely atypical editing, with very long takes functioning as enigma codes.
Orchestral instrumental introduction
Mise-en-scene of the Romeo + Juliet poster further reinforces representation of white, middle class lovestruck teenagers.
Narrative
Structure - no clear narrative structure. An emphasis instead on horrifying imagery.
Editing - one long continuous take as Tyler moves to the front door, which is highly atypical of hip hop videos, which generally feature fast paced editing.
Intertextuality - Explicit reference to Tyler's song 911 Mr Lonely. Creates a stark binary opposition, with a sudden shift in genre and tone.Intertextual reference to the Texas Chainsaw Massacre, in particular the iconography of the torn faces.
Birds eye extreme long shot tracking shot of Tyler's escape vehicle, before shock hard cut to a completely different location, off the beat. A frustrating, confusing and completely atypical way to 'end' the video.
Representation
Representation of women - a complete absence of women. Highly atypical of hip hop! An example of symbolic annihilation.Representation of ethnicity - By having a white person's face grafted on to his own, there is a definite intertextual reference to the concept of blackface. Demonstrates the inequality between black people and white people in America.
An oppositional reading could be that this is needlessly offensive. However, it could be that the dominant ideology is to offend the audience!An exploration of the concept of white privilege, and police brutality
Audience
Debates - The video is deliberately offensive in many ways, from the use of grotesque imagery to the confusing narrative structure. This deliberately challenges audiences, and provides the target audience with the gratification of social interaction through the opportunity to discuss negotiated responses.
Preferred reading - to polarise the audience using deliberately transgressive imagery.
Hegemony - A stereotypical hegemonic representation of white people is constructed throughout this video. A stereotypical american white teenager, with fashionable hair, listening to black music. This reinforced through the stereotypically white setting, suburban, middle, white picket fences.
Fisheye lens zoom shot through the peep hole has definite voyeuristic qualities. As an audience we get to look in to ASAP Rocky's house.
Celebrity - Tyler discusses himself in third person, deliberately breaking the fourth wall by referring to himself and breaking conventional Todorovian narrative.
Industry
Promotion - All the clothes Tyler wears are his own clothing brand, Golf. Additionally his shoes are a collaboration with Converse. An example of synergy.
Marketing - the controversial nature of the video, in particular the exploration of racist stereotypes could function as clickbait for audiences. Designed to entice the audience through it's gruesome subject matter.Music videos - a synergistic convergence of music and film!
Regulation - The use of strong language throughout, including strong sexual language and frequent use of 'the N word'. Clearly would be unable to be played on commercial radio, though YouTube bypasses many of these issues through being self-regulated.