What is the overall message or connotations of the video in relation to the events, issues, individuals and social groups presented. 

 In the non conventional Hip Hop video published by Childish Gambino it explores the black culture and the black social issues in America. Gambino's work is of a higher standard compared to many convectional Hip Hop videos. He doesn't include the usual items of these Hip Hop videos such as money, expensive cars, golden jewellery, Champagne, women and partying lifestyle however he includes the subtle references to the issues overtime and how these have escalated leading to increased gun violence. The music video has the intention of exposing the problems that plague America.

The video includes a lot of intertextuality as it references e.g.  Gucci gang, choir violence, Jim Crow pose, trousers, gold chains and mobile phones. Intertextuality is used in the video to make a direct or subtle reference to another media product. In the video a subtle reference is when Gambino gets handed a gun which he shots all of the members of the choir. This part in the video is a reference to the 2015 Charleston shooting in which Dylan Roof killed nine members of the church in the basement. The mass murder committed was to target the black religious individuals that attend the church. Additionally, this was intentionally added to back up the reasoning for the main messages behind the music video that show the racism and the extremity of the gun violence in America.
The seventeen second silence is also a use of intertextuality which is a subtle it has an allusion to the 17 people who died in the Parkland shooting in the school in Florida we honour the 17 dead by completing and listening to the 17 seconds of silence. He added this in to get some publicity for the tragic event that took place as not always these types of stories make the news headlines.