The uses of Pop videos- Branding (Katy Perry)

How Katy Perrys videos are used to reinforce her brand and her private life. As Kety Perry usually uses narrative in correlation with her video it is clear to see the story and the moral of it.

Katy Perrys video Firework may be inspiring for more teenage girls/boys who are looking for a role model, who need encouragement. She is showing herself as that person who will help you and encourage you to be who you are, like a mother or a big sister would. The video has a positive message to be yourself and be confident at any circumstance. Katy Perry looks like a sensible adult giving advice.

However in Katy Perrys video Last Friday Night she was portrayed as a nerd who nobody really liked or took notice off then when she displayed herself in less clothing, without a brace and with nice hair she looked popular and had an amazing time. This may appeal to young girls as it may be what they are going through themselves, what they want to happen to them. This is a very young and feminine appealing video.

Katy Perry then went on to create California Gurls which portrayed her as in a world made of candy that she can explore.  However although the video looks like it may appreal to a younger audience because there's so much candy, the song has many sexual references. As Katy Perry was in a relationship with Russell Brand at the time it may be Katy telling the world about her relationship with Russell... how it was sexual but seen as childish. This may appeal to younger audiences because of the video but I believe is mainly aimed at an older audience, 18+.

Katy Perry then gives us a real insight into her feelings with Wide Awake. In this video, making reference back to Russell Brand again, they have broken up and Katy Perry is left heartbroken and left to get over this on her own. The video shows that fairy tales aren't what they seem, there is not a prince charming and if you think there is he is a liar (shown by the prince crossing his fingers) which means all men are the same (referring to russell brand). Also we see Katy being rescued by her childhood, the person she used to be, she is indicating she is going back to this person where she was happy (shown by the lyric "i'm born again").  This is almost a message out to young girls about men, about being wrapped up in a fairy tale and getting your heart broken then getting out of this dark place (shown by the dark place she's walking through in the end being lit up by the sun). Another indication to a fairytale may be eating the rotten strawberry as cinderella eats an apple and then cannot move but is rescued by her prince, instead of Katy being rescued by her prince she is rescued by herself, who she used to be. Katy Perry shows she doesn't need anyone but herself and this is definetley more appealing to young girls again but also to older women who may be going through the same thing, she gives out hope to them that if she can do it they can too, they just need to find themselves.

Roar is one of Katy Perry's most recent songs and videos. In this video it is based on the jungle book theme which is again children's stories. Katy perry loves to show her emotions and feeling via disney, almost proving them to be amazing in a different way to what they are usually portrayed as. In this video Katy introduces it as a follow up of her last, about men. A man 'brought her down' (in the aeroplane and emotionally- russell) but when he was gone she realised she can be the man in her life and do it all herself, survive on her own (shown by her wearing the alpha clothing and fending for herself). She has portrayed herself once again as a role model for young girls, a motherly and sisterly image with a feminine touch (shown by necklaces saying 'kitty perry').

Most popular music videos of 2013/14

1. Miley Cyrus- Wrecking Ball

Miley Cyrus's video became a hot topic in the media. It it the MOST watching video in 2013 on vevo with 474,380,247 views. I believe Mileys video was extremley effective as it captures so much emotion for example the tears falling from her eyes during the close up. I also believe that it was publisised so much because she was wearing no clothes in some of it and also the idea that she is on a wrecking ball licking metal. The song is about the distruction of her and her life because of a lover which is very popular amongst young girls who are trying to relate therefore could portray the popularity. This supports Goodwins inventions of narrative and perfomance as she is showing distruction and being stripped of her identity physically whilst singing about it emotionally.

2. Miley Cyrus- We Cant Stop

Miley Cyrus is also number two is the most watched videos in 2013 on vevo with 322,833,330 views. I believe Mileys video was so popular because it was very unique and outrageous showing things that you wouldnt expect somebody to perform. It does relate to Goodwins coventions as it does match the narrative with the lyrics as she is singing about rebellion and non stop partying and this is what she is physically showing in her video. I believe the song is more performance based as it is more interesting, attractive and memorable than the song. 

3. Will.i.am ft Britney Spears- Scream and Shout

Will.i.am and Britney's video is the third most watched video in 2013 on vevo with 327,972,661 views. i believe its very interesting technically as it has s much packed into it and its such a smooth brilliant quality. However I believe that it gets very boring and there is no moral. It supports Goodwins key conventions as it illustrates amplify disjuncture where the song and the video are not related. It is also shown that the performance is key rather than the song. 

4. Rihanna- Diamonds 

Rihanna's video is the fourth most watched video in 2013 o vevo with 385,022,476 views. I believe Rihanna's video captured a lot of desperation, love and care and I thik tis came accross via the portrayal of the horses and her alone in a desert. I think it supports Goodwins conventions as it fits the lyrics by showing a series of evets and pictures with trun the lyrics into an iage especially when there was very bright lights shinig through and she was singing "shine bright like a diamond". 

5.Katy Perry- Roar

Katy Perrys video was the fith most watched music video on vevo with 316,019,775 views. I think this video is magical in a way its something you do not usually see, an insight into a real disney world. I think her theme has matched her moral of the story perfectly which also supports Goodwins theory that the song should either be the opposite or the images presented should represent the lryics. I think Katy Perry has been clever in a way she has attracted two different audiences, with the song its a more older teenage generation however the video appeals to an audience from a yound age upwards.

 

6. P!NK - Just Give Me A Reason ft Nate Ruess

 

P!nk's video is the sixth most watched video on vevo with 247,842,895 views. Similar to Katy Perry P!nks theme matches with her lyrics and shows us pysically what she is feeling like, lonely and heartbroken wondering why... she wants a reason (Goodwins theory) Her song/lyrics are more powerful than her video and thats the main focus. However I think the video could of been a bit more interesting with some more locations.

 

 

7. Robin Thicke - Blurred Lines ft T.I. Pharrel

 

Robin Thicke Blurred Lines video was the seventh most watched video on vevo with 250,713,270 views. Alongside Miley Cyrus this video also created much controversy in the public eye as it came across sexist and patriarchal, displaying women as sex objects for men to look at. However this may be why it was so effective, the song was an explicit song refering to sexual activities and this is what came across in the video. It was not a typical video which Goodwin says is a good thing as the typical video (love stories) should be avoided.

 

 

8. Rihanna - Stay ft Mikky Ekko

 

Rihanna's video stay came at eigth in vevo's most watched videos with 231,425,295 views. Rihanna's video gives a dark depressed atmosphere, her shots of her in the bath represent her being alone as when you are in the both you are usually alone. Also its a place where most people tend to think and the lyrics are representing what she is thinking. It is showing a break up which is heard by the lyrics so the video and the lyrics are parallel in a way that Goodwin supports. It is also however the typical love story breakup which Goodwin suggests to avoid.

 

9. Naughty Boy- La La La ft. Sam Smith

 

 

Naughty Boy's video came ninth in vevo's most watched videos with 228,783,058 views. This video is made well in a way it gives a point of view of a child however it doesnt give you a clear story, it allows your imagination to make up the story and I believe this is one of its key qualities. It has good repeatability of "la la la" and the young boy putting his fingers in his ears which is one of Goodwins key features. The aim of the video is more concept based getting accross the message of 'if you dont want to listen just put your fingers in your ears and walk away'.

 

 

10. One Direction - Kiss You

 

One Direction Kiss you came tenth in video's most watched video's with 194,703,977 views. This video is fun and effective as in it gives off a good vibe which makes it exciting to watch. This may attract younger audiences such as teens and below. The Amplify Disjuncture is not showing images about a girl being kissed which is what the lyrics are about however it is about the band having fun. This is a more performance based video and the video is unrelated to the song.

 

 

Micheal Jackson

Micheal jackson was not only said to be the "king of pop" but he was also the "king of the pop video"

Early Pop Videos such as Rockin' robin meant that micheal jackson was big from day one. His videos however didnt start off as interesting.

This is just a standard musiv video showing the band and the main singer on stage doing a performance, this can be done by anyone. there isnt much going on that would catch your eye and the main focus is the song. There is some lip synching going on and its very basic drawing all attention to the jackson 5.

However as time went on and Micheal Jackson continued to be even more famous, he got older and more attractive. He went on in his career to create Rock With You. 

Rock With You was his first proper official music video where he involved different angled shots, lighting, extravagent clothing. The lighting is very basic however very effective, it is a spot light that focuses on him the whole way through, very memorable for a first music video. Micheal was very entertaining on camera and that was why it was so effective just having close ups and panning shots of him.

Micheal jackson was a born performer and he was known to be remarkable in front of a camera, in a music video. His next step in his career was Billy Jean.

Billy Jean was a huge success. It is one of the most memorable music videos as it tells a remarkable story and is one of the music videos where you see the real Micheal jackson. 





Filming (school)

Filming in the school was much easier than we anticipated, however it was difficult to get lots of students in the shot. We filmed it about 4 times and played around with the order in which we would say and do things also filmed from different angles. We noticed after uploading it what angle that we wanted and it fitted perfectly, we played with the speed of the shot to make it more effective i.e the "leave me alone" part and made it clear the anger and frustration that i was trying to put across.

Filming (park)

 Whilst filming in the park after the long journey we got there and realised the camera battery was on around 5%! This was heartbreaking so we filmed as much as we could and then decided to take some pictures!

Its always fun filming but its so cold!!!

When we did have full battery in rapheals park we filmed close ups of my mouth singing and mid shots of me singing too, this park had the perfect scenery for the shots that we wanted and we incorporated it well.