On to the Next One Video Breakdown

So many people were/are confused about the concept of Jay-Z’s new video “On to the Next One”. I have to agree I was caught off guard as well since it was not what one would normally expect from Hov. And this is why the video was brilliant; it was off-putting at first glance. Jay-Z is “on to the next one” in every sense. Not only did he drop his record label and has a multi-billion dollar franchise, he is moving away from what rappers stereotypically do in videos; focus on video vixens, flaunt their wealth and material possessions, etc. Lyrically Jay-Z conveyed his thoughts and opinions about today’s’ society, but it was symbolism in his video that highlighted his out-of-this-world artistry.

For all you confused souls out there here is our Sparknotes.

Themes and Symbols

1. New Mentality

"Used to rock a throwback

Ballin on the corner

Now I rock a tailored suit

Lookin like a owner"

Moving away from fast money and hood dreams and becoming a businessman in corporate America. He’s his own boss. A white man is no longer cutting the checks. He burns dice and basketballs- the infamous game of Cee-lo and such is done. No more taking chances with the “game” The game is up in flames. The empty basketball dreams of the hood and the need to make fast money is obsolete. You can’t take chances; you have to do better. Find new and better ways to make your money.

Skulls

Skulls are usually a symbol of death and having no substance. If you pay close attention to the color of the skulls you might think a little differently. During the beginning of the video when the song says “ if you want my old s*** buy my old albums” a white skull is shown. They represent record labels; the ones he was bounded by and were responsible for his old albums. He now has his own label.

That skull is followed by a black skull with black paint falling on it before this verse :

“Fuck a throwback jersey

Cause we on to the next one

And fuck that auto-tune

Cause we ooooon

And niggas don't be mad

Cause it's all about progression

Loiterers should be arrested

It symbolizes the Black man and the black mentality. Like mentioned before and reinforced in the verse. The cords represent music; like beats. On “fxck that autotune” they stop. Everyone uses autotone now making the same type of music, solely to make money, and that’s not what the industry should be about. “Its all about progression, Loiterers should be arrested” Hip hop was starting to become too commercial, everything was sounding the same, no one was progressing just like people who stay in the hood. If you are loitering you are idle, not moving, and therefore not progressing and in Jay’s eyes that’s punishable by law. Its not about cars, clothes, and hoes… sorry Trey.

Finally there is a black skull with white paint falling on it symbolizing thee white mentality. Using corporate America to our advantage that out the hood and into a corporate office success story everyone wants to be.

2. Racism

"I used to drink Cristal

Them fuckers racist

So I switched gold bottles

Onto that spade shit"

When the song says “racist” 3 bottles of white milk are shown. He is speaking to people to step up their game because black culture is being exploited and we are all victims just buying into it commercially (hence the shoes) because at the end of the day the same stereotypes exists and some suited exec ends up pocketing the money. He is firing shots at the racist industry which is why he might have chosen to have white people with black lips and makeup on. (blackface in reverse perhaps?)

The character that looks like the joker symbolizes haters. Corporate America that is not too pleased with the progression of the Black man. How do we know? The character is constantly frustrated throughout the video (see 3:25 of the video) and he is in a suit, none of the other characters are dressed as such.

He is definitely firing shots in this video… literally

Opportunities

Those random inkblot looking things reminded me of the Rorschach personality test. Maybe it takes someone special to see something different, the same way true success comes from being unique.

"Big pimpin in the house now

Bought the land tore the mufuckin house down

Bought the car tore the mufuckin roof off

Ride clean, I don't never take the shoes off

Bought the jeep tore the mufuckin doors off

Foot out that bitch ride the shit like a skateboard

Navigation on tryna find my next thrill "

JayZ has built his empire on the land HE earned and worked for. “Never take the shoes off” always staying at #1. He jumped at the opportunities that came his way. Just like shawty in the video. They’re warriors.

These were just some ideas and theories we talked about. Maybe we are completely off, maybe you are skeptical to believe it but watch the video and observe what imagery is placed with what lyrics and the pieces all seem to come together.