Skepta's music video to 'Cross My Heart' was very controversial in both the media and music industry. The title ‘Cross my heart’ can be deciphered as one of to ways. The first way is the lady in the video, named 'Preeya Kalidas' declaring that she promises never to leave him even though the are not a couple. Despite this, Skepta is still surrounded by numerous sexy women that act provocatively towards him. Skepta claims to never go mainstream and has claimed 'I will never forget those who got me where I am today'. This is ironic as he has religiously followed the biggest stereotype of a black rapper for this video. There are very strong representations of wealth and status; such as the white mansion, white Lamborghini, both gold furniture and interior and also the extraordinary outfits he is draped in. The 'star gaze theory' has been explored in Skepta's video as the women are only expressed as sexual objects. The purpose of this is to empower Skepta and make him gain a higher status, so other men would desire to be him. Even 'Preeya Kalidas’ is seen laid across the bed, seductively, every time she says “I promise”, making direct eye contact with the camera giving a feeling of connection for the viewer.
The setting for the video is only shows the inside and outside of the mansion, to present the viewers with Skepta's sucess. Fast paced editing is used to keep the audiences interest and also form a synchronisation with the beat of the song itself. As the video commences, it uses intertexuality to a flms opening credits, as gold names appear in front of Skepta and Preeya. The font style and gold lettering is brash and tacky; fitting the ironic representation of the codes and conventions found in most hip hop videos. The colour theme of the video is predominantly gold, as it connotes wealth.The video embeds various close ups of Skepta rapping. Andrew Goodwin stated this technique acts as branding and promotes the artist to the viewers. The audience is also able to relate to his emotions and empathise with his lyrics.
The woman featured in Skepta’s music video have a very passive role. This is suggested by their demeanour. The woman in his video have been objectified and their presence in the video is to entice the male audience. They have not only been objectified by the men watching the video but also the men in the music video. Throughout this video, only the guest female singer moves, whilst the backing models act like statues surround the lead singer, suggesting they are only there to be admired. Some may decipher that they are not allowed to move as Skepta seems to 'own' them. not even being aloud to dance as if he owns them all.
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