Case Study: Katy Perry

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Detailed case study on Katy Perry including an analysis of her recent music video, 'Last Friday Night (T.G.I.F)'

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Case Study: Katy Perry

  1. 2. Textual analysis of music video: Katy Perry – Last Friday Night (T.G.I.F) <ul><li>http://www.youtube.com/watch?v=KlyXNRrsk4A </li></ul><ul><li>Opens with Kathy in her room, which is covered in party streamers, she has another 3 people that are passed out in her bed and on the floor. One girl is sleeping on the floor surrounded by party cups implying she had passed out from drinking the night before, there are also a pair of green pants on the back of her bedroom door. </li></ul><ul><li>The props and body language all relate to a stereotypical American teenage party. </li></ul>
  2. 3. Textual analysis of music video: Katy Perry – Last Friday Night (T.G.I.F) <ul><li>A geeky character ‘Everette’ (glee cast), dreams of himself being Kathy’s ‘knight-in-shining- armour’. </li></ul><ul><li>The concept relates back to a fairy-tale providing another link to the young generation. </li></ul><ul><li>There are stereotypical aspects in relation to American High School groups: </li></ul><ul><li>The ‘Jock’: who is wearing a football jacket, brushes off Kathy when she’s in her brace head gear. </li></ul><ul><li>He automatically spots the blonde girl in the room whose wearing a tight skirt and is eating a lollypop. </li></ul>
  3. 4. Textual analysis of music video: Katy Perry – Last Friday Night (T.G.I.F) <ul><li>The camera shot of Kathy coming down the stairs after her ‘makeover’, slowly reveals her new ‘oarty’ outfit. </li></ul><ul><li>This angle creates tension and anticipation for the viewer as to what she is going to look like and how she has transformed. Her new image is still paired with her mouth braces which keeps an element of the ‘old Kathy’ in the character. </li></ul><ul><li>The geek who previously dreamt of Kathy, is filmed sitting in the corner of the party atmosphere. </li></ul><ul><li>Which connotes the idea that he is the ‘outsider’ of the party much like Kathy towards the beginning of the video . </li></ul>
  4. 5. Textual analysis of music video: Katy Perry – Last Friday Night (T.G.I.F) <ul><li>The overall theme of the video has some relation to the late 80’s/90’s party scene: </li></ul><ul><li>Kathy’s large red rimmed glasses are symbolic of fashion back then. </li></ul><ul><li>The outfits of the other characters including the neon colours. </li></ul><ul><li>‘ Hanson’ a 90’s band, star as the band in the garden. </li></ul><ul><li>Kenny G, a famous saxophone player, stars as Kathy’s uncle. </li></ul><ul><li>Corey Feldman, who previously starred in ‘The Goonies’, features as Kathy’s Father. </li></ul><ul><li>Debbie Gibson, who is an American singer-songwriter, starting her career in 1987 starred as Kathy’s Mother. </li></ul>
  5. 6. <ul><li>Video has a concept, </li></ul><ul><li>Dancers, </li></ul><ul><li>Large amount of props, </li></ul><ul><li>The singer is in it, </li></ul><ul><li>Singing, </li></ul><ul><li>Set location, </li></ul><ul><li>Links to the pop-rock genre (dancing and party scene). </li></ul><ul><li>Includes a large amount of other artists and actors: </li></ul><ul><li>Rebecca Black </li></ul><ul><li>Kevin McHale (Glee) </li></ul><ul><li>Darren Criss (Glee) </li></ul><ul><li>Kenny G </li></ul><ul><li>Hanson </li></ul><ul><li>Corey Feldman </li></ul><ul><li>Debbie Gibson </li></ul><ul><li>Fully promotes an alter ego for Katy Perry and introduces the fictional family. </li></ul>Typical Not Typical vs.
  6. 7. Genre: ‘Pop Rock’ <ul><li>Katy Perry, generally produces pop rock and dance pop songs. </li></ul><ul><li>Pop Rock: is a mixture of a catchy pop style and light lyrics in a guitar-based rock song. </li></ul><ul><li>Examples include: Elton John and the Bee Gees, more recently McFly, Avril Lavigne and James Blunt. </li></ul><ul><li>Origins: pop rock became more mainstream in the UK and the US in the 1960’s. </li></ul><ul><li>Instruments: electric guitar, bass guitar, drums, vocals, keyboards and synthesizers. </li></ul>
  7. 8. Genre: ‘Dance Pop’ <ul><li>Dance Pop: is dance-orientated pop music, developed from post-disco in the early 1980’s. </li></ul><ul><li>It contains dance-club upbeats and catchy melodies but is mostly influenced by a pop song structure rather than pure dance music. </li></ul><ul><li>Musicians include: Cher, Britney, Ke$ha and Lady Gaga. </li></ul><ul><li>Dance Pop started to developed in the late 1970’s. </li></ul><ul><li>Instruments: drum machine, key boards, synthesizers, vocals (sometimes rapping). </li></ul>
  8. 9. <ul><li>Birth Name: Katheryn Elizabeth Hudson American Singer-Songwriter, </li></ul><ul><li>Born: October 25 th 1984, Santa Barbara, California. </li></ul><ul><li>Currently married to Russell Brand (Oct. 23 rd 2010) </li></ul><ul><li>She was raised by her parents who were Christian Pastors and grew up listening to gospel music and sang in her local choir and church. </li></ul><ul><li>Under the name of Katy Hudson she released a self-titled gospel album in 2001 which was unsuccessful. </li></ul>About: Katy Perry
  9. 10. Katy Perry <ul><li>In 2007 she signed with Capitol Music Group and took the stage name of Katy Perry and rose to fame with many singles from her album ‘One of the Boys’. </li></ul><ul><li> In 2008, her first mainstream album, ‘One of the Boys’, became the 33 rd best selling album, of that year, the album became platinum. </li></ul>
  10. 11. Katy Perry <ul><li>Her next studio album, ‘Teenage Dream’ was released in August 2010 and debuted at number 1 on the Billboard 200. </li></ul><ul><li>‘ California Gurls’, ‘Teenage Dream’, ‘Firework’, ‘ET’ and ‘Last Friday Night’, all topped the charts on Billboard Hot 100, making this album one of nine to ever produce four or more Hot 100 number ones. </li></ul>
  11. 12. <ul><li>With ‘ET’ at number 1, on May 12 th 2011, Katy Perry became the first artist to spend 52 consecutive weeks (a whole year) in the top 10 of the Billboard Hot 100. </li></ul>Katy Perry Typical Genres: pop, pop rock, dance-pop, electro pop and euro pop. Singer-Songwriter and Actress Active: 2001 – present
  12. 13. <ul><li>Her Facebook account featured a live countdown to reveal the cover art for her upcoming album, ‘Teenage Dream’ which was officially released August 24 th 2010. </li></ul><ul><li>- Provides excitement and curiosity for her fans. </li></ul><ul><li>Katy Perry also, leaked preview images of her ‘Teenage Dream’ music video before its general release. </li></ul><ul><li>- Engages her fans and also increases fan base </li></ul>Marketing and Promotional Material
  13. 14. <ul><li>She also released ‘ET’ as a free song on Tap Tap Revenge 2, and later developed ‘Katy Perry Revenge 2’, complete with all of her singles and additional features including tour dates and ‘Katy Perry’ news. </li></ul>Marketing and Promotional Material
  14. 15. <ul><li>Perry, released a teaser video on her YouTube profile on June 7, 2011 before the full 8-minute music video was available online. </li></ul><ul><li>Also created a Facebook and Twitter account for her alter-ego: a nerdy 8 th grader Kathy Beth Terry (who she plays in her music video) </li></ul>Synergy: ‘Last Friday Night’
  15. 16. <ul><li>Starting from June 8 th 2011, a series of short video clips were uploaded to Perry’s Facebook and Twitter accounts presenting Kathy Beth Terry and other characters to be revealed in the official music video for ‘Last Friday Night’. </li></ul>Synergy: ‘Last Friday Night’ Videos gave fans the chance to meet Kathy Beth Terry’s Parents and Everett McDonald a fictional character in the video who falls in love with Kathy.
  16. 17. <ul><li>Welcome page fully promotes ‘Kathy Beth Terry’. </li></ul><ul><li>Including links to facebook, twitter and the official video. Also promotes a new feature of Kathy’s yearbook. </li></ul><ul><li>- Keeps the same theme of the geeky 8 th grader from the video to the online website. Colours are also symbolic of the character that is being created and the images used. E.G. gold planet and unicorns. </li></ul>Website: www.katyperry.com In the site: Continues to reinforce ‘Kathy Beth Terry’ – providing links to the ‘Katy Perry Mobile App’, a website to buy the single and the ‘Teenage Dream’ Album.
  17. 18. <ul><li>Uses bright colours, such as pink and yellow, which are typically seen as ‘girly’ colours. This relates back to her trademark as being quite a quirky character in the public eye. </li></ul><ul><li>The website: </li></ul><ul><li>- Provides news on Katy, </li></ul><ul><li>- A full list of tour dates, </li></ul><ul><li>- Music: links to buy each album, </li></ul><ul><li>- Videos: including concert footage, fan of the week clips and promotional videos including official music videos, </li></ul><ul><li>- Photos: of video stills, on set photos and cover art, </li></ul><ul><li>- Store: a link to official Katy Perry merchandise, </li></ul><ul><li>- Ringtones and a fan forum for her ‘katycats’. </li></ul>Website: www.katyperry.com
  18. 19. <ul><li>Katy Perry’s ‘California Gurls’, sold 4.4 million on online downloads alone. </li></ul><ul><li>‘ Teenage Dream’ was the only album to generate 4 digital songs at Number 1: ‘California Gurls’, ‘Firework’, ‘Teenage Dream’ and ‘E.T.’ </li></ul><ul><li>On Hot 100, ‘Last Friday Night’, enters at number 31 and flies to number 4 within its second week of general release. </li></ul><ul><li>As of June 23 rd , following the release of the music video for ‘Last Friday Night’ (June 13 th ) , it has ready achieved around 28.6 million view on YouTube. Which has now climbed to around 37.8 million views, 3 weeks after its release. </li></ul>Success
  19. 20. <ul><li>As an artist she has been successful in diversifying into other markets such as beauty and jewellery: </li></ul>Success
  20. 21. Social Networks
  21. 22. Social Networks
  22. 23. <ul><li>Katy Perry creates and displays individuality, however, in terms of being a role model, I think its more down to her success and what she’s achieved as to what people should aspire to, not to her image as parents may see it as too provocative for the younger generation. </li></ul><ul><li>Katy was quoted herself saying that she didn’t want or feel the need to be a ‘role model’. </li></ul><ul><li>Katy’s success is largely down to her controversial outfits, however these outfits and her actions are what keeps her fans guessing and it’s also what keeps them entertained. </li></ul>Impressions

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