The whole video is about preparing and having a party in California, hence the song name. It starts out with quite a nihilist theme, with abstract and violent scenes of fire and explosions with slow motion, cross faded editing. After this it switches to a narrative based post modern video and shows the glamour life style of being a Hip-Hop artist preparing a house party. In the first minute, you see many of the main codes and conventions of Hip-Hop videos like: Black males, attractive females used as sex objects and expensive cars. Again, the type of video switches and it turns into a performance based video as you see the camera primarily focused on the rappers looking directly at the camera, even though they are not on stage the audience still gets the feeling they are performing to them as the atmosphere in the video is like that of a club or concert. The setting fits in with the Hip-Hop-lifestyle-codes and conventions as it is set in an expensive house with expensive features such as chandelier and swimming pools which may give the audience a sence of escapism as it's sort of like a soap you watch on television.
Throughout the performance scenes minimal editing is used which gives the video a simplistic but effective feel as it allows the audience to enjoy the slow paced video. However, there are a large range of camera shots, from close ups to low angle shots which allows the audience to see the artists from a variety of angles which may be aimed at attracting a female audience to the video, but this combined with the females, may attract a male audience as they 'aspire' to be like the rappers. Low angle shots also give the impression that the rapper is of higher status or dominant over the audience.

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