Katy Perry - Katy Perry

Many argue that Katy Perry’s target audience would be young girls, especially from the ages of 14-17. She acts like an older sister/friend to them, guiding them through the ups and downs of the teenage years. She is also appears to be role model to them, someone they could to aspire to be, a strong, self- confident woman who sexualises herself in a non-threatening way. Some of her videos reflect the anxieties, young girls may go through and present solutions they could use to deal with these issues.


I will be looking at five of Katy Perry’s music videos and will be using Andrew Goodwin’s theory to analyse these videos, to show what the particular videos are trying to demonstrate to the audience.


Brief of Andrew Goodwin’s Theory
·Music videos demonstrate genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band).

·There is a relationship between music and visuals (either illustrative, amplifying, contradicting).

·The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

·There is frequently reference to notion of looking (screens within screens, telescopes, looking into the camera etc.) and particularly voyeuristic treatment of the female body.

·There is often intertextual reference (to films, TV programmes, other music videos etc.).

Hot and Cold (2008)
In this video, the music video addresses a fear every thing girl has, getting jilted at the altar.

I Kissed A Girl (2008)
• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style and ‘fireworks’?). 

•Hot and Cold” 2008

•Presents herself as a victim – slightly comic – everybody’s friend – laugh at herself?

•http://www.youtube.com/watch?v=kTHNpusq654

•“Firework” 2010

•Celebrate difference – positive message – empowering to young girls? Look at lyrics.

•Elaborate special effects.

•https://www.youtube.com/watch?v=QGJuMBdaqIw&list=RDQGJuMBdaqIw

• Wide Awake” 2012
•Reconnecting with teenage fans – almost an apology – Russell Brand figure – female empowerment.

•https://www.youtube.com/watch?v=k0BWlvnBmIE

•“Roar” 2013

•High production values – special effects – message similar to Firework video– self empowerment – positive message – don’t need men! – humour once again – elements of being sexy but for herself not to attract a man– look at how clothing changes.

•https://www.youtube.com/watch?v=CevxZvSJLk8

and particularly voyeuristic treatment of the female body. Katy Perry’s videos appear ‘Feminist’ but she also appears ‘sexy’ in parts.
“Wide Awake” refers back to “California Girls” and “Firework”).

Creating an Image (Mood Board) / 1st Production Meeting

While trying to find ideas for our music videos, we were asked to make a mood board detailing some of the elements a typical funky R'n'B music video would have. By looking at existing music videos, we found the average clothing the singers and band members involved in music videos would wear. We also decided on the places and props we would use to film the scenes.

Brand Theory

Brand Identity

When MTV was first established in 1981, music artists were given a new and unique opportunity to present themselves to the public. They could now use a visual element, in the form of the music video, to go beyond the music and reveal themselves in a new image.

The music video has now become so important that it could make or break an artist’s career.

Although nowadays there has been a decline in the amount of music videos being shown on TV, the introduction of the internet and video-sharing sites such as YouTube, Vimeo and the ability to share the videos posted these sites on various social media sites have still allowed music videos to be a prominent way of portraying an artist’s image.

Brand Identity - Jessie J

During the release of her first album, Jessie J maintained a particular identity throughout a variety of platforms including album, single covers and tour date posters. The same hairstyle, clothes and pose is used throughout these platforms. Even the titling of her name is kept in same font and gold metallic colouring, so it’s very easy for audiences to identify her.

Another Example of Brand Identity - Kanye West

Another example of brand identity is the evolution of Kanye West. Kanye has been able to change his brand identity to fit the moods of his albums, lifestyle and rise within the music industry.

Before 2004, the hip hop genre was mostly dominated by 'gangster rappers', rappers who would often cause controversy by their so called promoting of crime, murder, homophobia and vandalism etc. Kanye West decided to change all this by raising more diverse, topical issues which would more relatable to the mainstream audience.



Kanye West in 2004

He often dressed in ways to appeal both sides of his audience, the more mainstream fans who just introduced to rap music and more underground fans who already listened to the 'gangster' rappers of those days.

Kanye West in 2014

Fast forward to 2014 and his brand identity has changed dramatically, Kanye has now been considered a legend with hip hop and music industry as a whole. He has matured in a way, giving this idea that he does not care about his image anymore. He feels that he is on the level of God, egotistical and self-centred.

Don't Go Breaking My Heart Exercise and Evaluation

How have you filmed the sequence?

The sequence was filmed numerous times using alternate shots and angles including both low and high angle shots, extreme close ups, wide shots, medium shots. We also used a dolly while filming to make it much easier to move the camera while filming.

How did you edit the sequence?

The sequence matched the music, I first muted all the filmed clips and inputted the music so the lip syncing would always be the same. I tried to ensure that no shot was on the screen for more than 5 seconds to make it the video interesting and engage the viewer.

Did I make any mistakes?

The floor that the dolly was used on was not smooth, which made it hard for it to be used efficiently. Also, the lyrics to the song were not correctly sang which made it quite to match the lip synching.

What you have learned about filming a performance that you can apply to your final production?

I've learnt that in order for the lip synching to be perfect,  all the people performing the song must all learn and know the lyrics before the filming the sequence. Also when filming, it is better to use close ups instead of medium and wide shots so you can really engage the viewer. In terms of editing, alternating between angles working with the beat of the song is key capturing the audience's attention.

Animatic

Audience Research Pt.1

There are certain questions that must be considered when I am conducting audience research. The real purpose of a music video is to promote an artist; the artist’s original fan base will not consider the quality of the music video when listening/buying his or her music. Audiences who may or may not be familiar with the artist’s music maybe drawn into liking the artist after watching a really good and effective music video. Music videos are there to appeal to wider audiences.

Examples of some of the question I could ask:

•      What types of music videos do they watch?
•      What kind of music are they into?
•      Do they watch music videos?
•      What is the age of the audience?
•      How/Where do they listen to music?
•      How/Where do they watch music?

A number of ways of obtaining this information:

  1. Surveys - could make a survey using Survey Monkey

  2. Questionnaires

  3. Filmed Interviews

  4. Focus group

  5. Vox Pop