MUSIC VIDEO ANALYSIS
LIGHTING
The music video for New Rules is set at night for the first part of the video.The hotel she is using as the location is lit up with the general lamps and lights used regularly in the hotel. This makes the atmosphere seem cosy and warm which helps support the relationship between all of Dua Lipa's friends in the video as friendly and there for each other which is what the video is all about. Towards the end of the video, there are shots by the pool in the daytime which promotes the possibility of the video being about a group of friends who stay the night having a girly evening talking about boy In a way, this song is a glimpse into one conversation the girls have during their night.
COSTUMES
Another difference with Dua Lipa's music video and the typical pop video is that she only has about two costume changes whereas others may have around three or four. This goes along with the simple theme she has for her video as there is only one location and at the most two or three costume changes. Not typically seen in this genre of music, the lack of expensive props, costume or choice of location goes along quite well with Dua Lipa's edgy personality and resistance to comply with the general pop guidelines. The outfits are simple and not extravagant like some pop outfits may tend to be, which further may demonstrate Dua Lipa as an rebellious artist who doesn't follow general rules of pop culture. In addition, her makeup and hairstyle is quite natural which isn't a common convention in pop as the hair, makeup and outfit on the artist are stereotypically meant to be the main focus of a pop video. However, the music industry has evolved over the years so that all different contemporary styles of pop have arisen. For example, Dua Lipa does not conform to the stereotypes of the generic pop scene and keeps her video fairly simple and effortless.
Demi Lovato- Sorry Not Sorry
Demi's new single Sorry Not Sorry was released earlier this year under the genre of Electro/ Dance pop. As a conventional pop video, the camera is on Demi Lovato most of the time as she is the main focus for the purpose of the video as it is her song being sung. This music video has three costume changes which always adds an element of excitment for the audience as it is always intresting to watch something different and the change of costume brings further motvie to the stgoryline of Demi's party in the video.This is also shown through the two different locations in which one is a pretend garden and the other is a hottub. The different scenes enable the audience to stay interested and happy about the video.
LOCATION
The setting of this music video is a made up set which is meant to represent Demi's house party. This follows the conventions of a normal pop video as the location as a whole is a upbeat scene where there is a lot of laughter and dancing. Typically for a pop video, the location adds alot to the video as it makes up the theme of the music video. For example, if the song has a sadness element then there would be a long path for the artist to slowly walk down to express their feelings or just a simple location as a whole. Whereas in a happier song, the video would have settings such as a beach or party scene where everybody is cheerful. The location altogether adds to the mood and theme of the song as in Sorry Not Sorry, even though she is singing about people who have wronged her, the joyful party scenario makes it look like she has forgot all her worries and doesn't care what people think anymore.
LIGHTING AND POSITIONING
There is a lot of strobe lights and flashing in the shots for Demi's videos demonstrating the party scenario she is in. The flicker of lights add to the excitement of the scene as it creates a reality of a party event and the fun all the cast are having. Demi always seems have the light shining on her and be in the centre of the shot which is expected as the popstar is most likely always the focus of their music video. She is never in the back of a scene of somebody else but always the main focus of the camera's attention as she is an extremely important character in the video. There is also a few low shots of Demi which furthers the idea of her power and courage in the video.
Dua Lipa- New Rules
New Rules is specifically in the genre of Electropop. Other artists to have songs in this subgenre include Ke$ha, Lady Gaga and La Roux. The music video for New Rules does stereotypically follow the pop genre as the camera is almost always following Dua Lipa around which is expected in a general pop video as the artist has to be the centre of purpose. Furthermore, there are a few outfit changes which is generally seen in a pop video to keep the audience entertained and interested. In addition, there is a storyline along the course of the song whch furthers the public's interest. The video shows Dua Lipa's friends teaching her about how to get over a guy, which links in with the lyrics of the song. Later in the video, the tables turn and Dua Lipa is passing on what she has been taught from her friends to another friend who seems to be in the same position. What makes Dua Lipa's New Rules different from all of the other pop videos is probably that it doesn't feature a male lead to go alongside Dua Lipa. Other pop videos consist of mainly a male model or actor to stand with the female artists so she can sing about him. However, this is not the idea in New Rules, even though the song is most likely about a boy the message Dua Lipa is trying to get across is to help your friends when similar things happen to them too.
PROPS
In the video, there isn't any props at all. As the video is mainly a long dance routine there isn't much need for a large amount of props as enough is happening in the shot to keep the target audience entertained. The most important things in a dance routine video would be the outfit changes and background to keep the audience interested.
POSITIONING
The camera is almost always following Dua Lipa which is a convention likely to be seen in general pop video. Typically, she is always in the centre of the video as she is the main purpose of creating a video for her music. The camera follows her around si if trailing her when she is telling the story of her and her friends sleepover. As well as this, the constant following of the camera on Dua Lipa could signify the long journey she has to go through with the boy she is singing about. The constant drift of the camera after her suggets that she is tired of this emotional journey she has been on. This is further shown through the way Dua Lipa moves around the room with her slanted posture. Although effective in the dance rountine, the slounching posture of her at the start could possibly symbolise the rough time she is having but towards the end, as she becomes more happy and passes on her advice about a boy, she is fulfilled and more confident in who she is.
PROPS
Similarly to Dua Lipa's New Rules, Demi has a lot of dancing in this video so there isn't really any need for props for her to hold as Demi as an individual is enough to keep the audience entertained. There is a plastic pool which is a prop used in one of the scenes to create a fun pool-like site where she can film extra shots to almost conform to the typical popstar near a pool or beach. Additionally, some of the props include expensive cars and a pair of sunglasses for her to wear to add to the stylish fashionista persona she has.
COSTUME
Demi has a total of about three outfit changes which is natural for a pop star because they are also seen as a fashion icon. Her bundle of outfits correspond well to her image in society as she is seen by the public as a fashion- forward female. As well as this, she also has great variety in what she wears in the music video from a swimsuit to jeans and a top. Having these outfit changes keep the artist engrossed as there is a lot of changes to keep everyone entertained. The colours of her outfit are also quite fascinating as she wears a bright purple top which adds to the party story line she has created. The colour purple associates with power, wisdom and wealth which is effective in this music video as Demi Lovato is singing about how she doesn't need someone who has wronged her. In a way the colour symbolises her strength and intelligence to not care about those who are against her.
LOCATION
Power is filmed in America mainly on a long street. However there is many different sets within that one street. For example, a shot infront of a nightclub, one with the main image being a campervan, a motorbike scene, a barber shop and finally a shot of the long street where little mix walk down with a pan shot. This variety of scenes is extremlely common in pop videos as the atmosphere is bubbly meaning that the audience have to be kept entertained and happy. Having alot of different scenarios happening keeps everybody engrossed. All of the different storylines of Little Mix helps to support the major fans as they have their personalities through their own individual scenes which is quirky and absorbs the fans.
LIGHTING
Alot of the shots of the music video are shot with natural lighting under a sunset in America which makes the whole set look pretty and realistic compared to a scene set up in a studio. This could infer that Little Mix want to represent themselves as a natural group not branded by any company within the industry. Keeping the lighting bright represents a happy mood and fun atmosphere compared with a darker music video which may fit the theme of a ballad or R&B song as the topics they may sing about could be more serious and darker.
Little Mix- Power
Power is the fourth single of Little Mix's album Glory Days and is narrowed to the genres of hip hop and pop. As a typical pop band, a characteristic similarly seen in other videos is the fashionable outfits the band members wear, the artists portrayed as happy and content with life and having the lyrics somewhat associated with the video. In this case, Little Mix are singing about girl power and this is shown through reference to a quote saying 'girl power' and also all of the band members different personalities shown through their outfit styles and divergent scenes. They appreciate that everybody is different and want to encourage the audience to see this.
PROPS
Some props included in the Power music video are things like expensive cars to show Leigh-anne's fashion personality, motorbikes so demonstrate Jesy's edgy rock- chic persona and a camper van to express Perrie's character. These vehicles have been used to strongly express each of their identities as they have strong connections and links to each of their image. Other props include posters demonstrating the need for equality and protesting for LGBT rights. This also adds another meaning to the song, not just women empowerment, but also rights among different sexes. This adds another audience for Little Mix and people within the LGBT community are able to look up to a famour girl band and know that they can be supported by them. This message is further shown by theapperance of Drag Queens in the video.
BODY LANGUAGE
As this song and video is based around the concept of girl power, the girls are almost always stood up with their shoulders back, looking down the camera, demonstarting themselves as brave and strong. This makes the audience feel in awe of their stregnth, not intimidated as some others may be if a person of a different charcter was standing like this. Their actions of standing up and hardly sitting down are useful as they are easily able to dance more and possiubly let the audience know them more as they can see their outfit and whole being better. Then the audience really get a sense of the charcters within the band. Furthermore, from this we can infer the relenvance to a typical pop video as the artist gives off a bubbly, happy vibe when they are carefree and dancing around, which as a whole is what the Power music video is about, along with the female empowerment approach.
COSTUME
Each member of Little Mix has their own character and style shown through their segment. For example, Jesy has a rock- chic persona and this is shown through the leather and biker boots she wears. Perrie has a hippy nature around her so wears flowy clothing. Normally pop bands have matching or similar outfits. Little Mix have challenged this stereotype by having their own styles whilst they are together. This may be a contributing factor as to why so many people like Little Mix, because they are their own individuals even though all in the same band.