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.
Themes and Symbols
1. New Mentality
Now I rock a tailored suit
Lookin like a owner"
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 :
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.
"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.
