The video itself doesn't contain a deep story line. It is however, surrounded by great complexity for example: it was released on the 1/01/10 which has great significance; the numbers 1+1+1 equals 3 which is an important theme in the video. Three also represents the 3 bars representing Jay Z's album "The Blueprint 3" which is of Hip-Hop genre.
The actual song is about the star image, Jay Z, moving "on to the next on." It relates to Jay Z changing the way in which he is, while getting better and achieving better. This is benifical as the actual narrative relates directly to the title of the song. It shows this in the video by using two contrasting objects such as showing milk,something that is used everyday; then in the next shot showing cristal, an expensive drink, which is indeed a luxury.
The video is based upon a series of specific images as mentioned previously. A medium shot of Jay Z is shown, where by the background appears to make Jay Z look like he has a halo. This is considered iconic imagery in certain biblical terms, such as holy or sacred figures. While this is occuring Jay Z uses the lyrics "HOVA" referring to himself as this, which supports the biblical aspects in the video as this is a reference to "Jahovah."
The video raised a certain controversy surrounding the "Illuminati" by using images associated with this, for example: the horned skull symbol.
In the video there is a certain intertexuality with Heath Ledger's, The Joker and Brandon Lee's, The Crow.
The video in constantly in black and white throughout which could be considered a contrasting aspect of opposites, like the certain symbols.
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