2. GOODWIN’S THEORY
“Music videos demonstrate genre characteristics.”
Iggy Azalea’s song Fancy falls into the hip hop genre. Music videos for songs in this genre are typically more focused on promoting the artist’s image, specifically their power and
wealth. Common aspects in hip hop videos include fancy cars, reference to the artists wealth, showing the artists ‘posse’ connoting power, crowds of people/parties and dancing girls
dressed in revealing clothing. The video for Fancy complies to and sometimes opposes the characteristics for the hip hop genre. The majority of hip hop videos show males having the
power and present women as disposable. Whereas in Azalea’s video she can been seen as powerful and being dominant over men due to her sexual power. However the video still
follows the characteristics of hip hop videos as there is reference to Azalea’s wealth by showing her in an expensive car; common in hip hop videos. We can also see Azalea’s power
when she is with her ‘posse’ as the girls surrounding her are focusing on her in some way.
“There is a relationship between lyrics and visuals.”
The lyrics to the song Fancy boast of Iggy Azalea’s wealth; “Film star, yeah I'm deluxe Classic, expensive, you don't get to touch”. This is illustrated in the video by seeing Azalea in an
expensive car and by other props such as the iPad at the beginning and the use of her mobile phone.
“There is a relationship between music and visuals.”
The music is quite simple with a strong beat running through so noticing the shots in the video cut to the beat is quite obvious to the viewer making it interesting and pleasing to
watch. There are also a few dance routines to go along to the music where shots cut to the claps and clicks in the song helping to move the dance scenes along with the rest of the
video.
“The demands of the record label will include the need for lots of close ups of the artist so that the artist may develop motifs.”
The main focus in the majority of the scenes is Iggy Azalea with some focus on the feature artist Charli XCX. The shots of Azalea vary but the majority are close ups and long shots.
People see her develop as a performer and not just a singer and are more likely to want to go to one of her concerts.
“There are often intertextual references to films, TV programmes, other music videos etc.”
The main intertextual reference in the video is to the film Clueless. The video acts almost as a modern remake of the film featuring Iggy Azalea as the main character. The props and
costumes fit in with the 90’s style of the movie. Azalea’s yellow tartan outfit is key to people recognising the connection between the film Clueless and the music video. The video
opens with a title screen that mirrors that from Clueless and also establishes the theme for the video.
3. CAMERA/EDITING
The opening titles of the Music Video are
very similar to the ones used in the movie
clueless except they have different
colours used which are more fitted to
modern day as the colours used in the
original movie were the colours that
people in that decade used to wear
whereas in the music video the colours
used are what you would see typical
people wearing. Also the C in the Fancy
title is in Capital which again is showing
that its based off of the clueless movie.
The way they are transitioned into the
shot is also exactly the same as to the
original movie.
4. In this over the shoulder shot it is representing not only
how times have changed but it is also showing a modern
version of the original Clueless by having and iPad with a
matching outfit website by “Revolve” whereas in the
original it was a computer with a matching outfit software.
In this mid shot it is representing not only how times have
changed but it is also showing a modern version of the
original Clueless by having a pan down Iggy Azelea of her
deciding her outfit with a replica from the original movie.
The starting scene, when she selects her clothes through a
tablet. Same as in Clueless but there where no tablets then,
computer was the latest hi-tech gadget that time.
When she’s in the class room the dress, the setup and the
desk are same both in long shots so we can see what is
happening. This is the same for when Amber is in shot and
is within a mid shot. This also makes them look superior to
everyone else by having the camera zoom in towards Iggy
Azelea which keeps the audience soley focused on.
5. In this pan down the middle of the classroom we see the
same thing as in the original film of all the teens are bored
and want to leave.
Again in this pan we again see all of the students bored
and want to leave but this time the appear to be in a
slightly higher angle making them seem vulnerable and
have very little power with what they do.
This time in the pan, it is soley focused on one person
making them seem vulnerable and unpowerful whereas the
way they are acting says otherwise.
Not only is this shot a long shot that is slowly zooming in
on the characters it has been done to match with the music
and lyrics and to establish a character.
6. In this close up shot it is representing woman differently to how
they were seen when the original movie. In the original clueless
the girls were forced to do PE and you can tell just from the
screenshot they don’t want to which was representing the typical
stereotype at the time that girls aren’t sporty and just want to be
fashionable whereas in the music video they look happy and
relaxed which isn’t representing them in the typical stereotype but
the modern day teenager.
In this mid shot we can see that they have recreated the iconic
scene from the movie clueless however they all appear to be
happier and having fun which could connote how people are
more accepting nowadays of each other and there is less hate.
In this low angle mid shot we can see the girls dancing and the
shot helps to see them as a powerful human being who can do
what they want compared to the original which just makes them
look like normal people.
Again only their positions are switched rest is the same and it is
within a long shot so we can see what is happening. They both
look happy and powerful because it has been slowed down to
show their happiness and how they don’t care what others think.
7. In this long shot we can see that the exact same car has been
used except it is a modern version and the same goes for the
lorry in the background. This is showing how wealthy the
artist is and how much cars and technology has changed.
In a mid shot / close up one of her friends gets afraid of the
truck behind them same as the original with the exact same
expression. This is encouraging the audience enticed into the
music video to see who else from the original movie will be in
it.
Having this mid shot of Iggy Azalea walking down the
corridor on her phone not only represents the original scene
from the movie but it is also showing how technology has
changed compared to the original movie.
In this mid/two shot we can see both Iggy Azalea and
(Christian) both in the shot however we can see Iggy carrying
on with her daily life whereas in the original Cher tries to get
his attention. This could suggest that because we have social
media she would just message him instead as that’s how
most people ask each other out nowadays and could be
showing she’s not that bothered and knows she could get his
8. In a mid shot, they walk into the hall, she’s on the phone
when her friend joins her. Just their position is switched,
even the dress of her friend is same as in the film. This
could be to show how much friendship means to people
nowadays whereas it wasn’t as meaningful then.
In this mid shot/close up we can see that Amber’s star
iconography from the original movies have been
brought back which is her “Whatever” sign and has been
used as a part of Andrew Goodwin’s Theory.
In this mid shot we can see them all hugging whereas
the original they aren’t. This could suggest that people
are moe caring and don’t want to lose loved ones.
9. MISE-EN-SCENE
Locations
The locations that have been used within this music video all represent and are exact replicas from the original
Clueless locations.
Motorway / Car Scene Corridor / Report Card Scene
House Party Tennis Practice
10. WardrobeLunch in the
Courtyard
Classroom
A lot of the colours used in this music video all appear to be neon colours and colours that would stand out for
example in the classroom shots all of the other extras are wearing clothes that blend in with the background and
match with each other whereas Iggy is wearing bright yellow which makes her stand out from everyone else. There
is also very little performance within the music video, the only time they are really dancing is when they are at the
ten nis court and at at the party.
11. COSTUMES/HAIR & MAKEUP
All of the costumes, make up and hairstyles that have been used all represent the characters from the movie
Clueless to fit the theme of the music video.
12. PROPS
Car & Lorry Fluffy Pen
Phones & Bags iPad & Computer for Clothes matching
14. INTERTEXTUALITY
The narrative behind this music video was taken from the 1995 film ‘Clueless’, as Iggy Azalea reconstructs the
protagonist ‘Cher’ and replicates many of the messages in the film, the most obvious one is that material things are
crucial in life and secondly, popularity and self image. Intertextuality between the film and music video is shown
through the mise-en-scene. They are both set in a school, although the music video is slightly updated they both
look very similar. Costume is crucial for the music videos replication of the film. The same patterns and designs can
be seen worn by both Iggy and the protagonist Cher. This reconstruction would easily be recognised by many
audiences (specifically young females) who watched Clueless as the film and the pop music video would have the
same target audience, therefore this would be very appealing to have a hit film as a music narrative.
•
16. FORMS, CONVENTIONS, STRUCTURE & GENRE USED
Using Andrew Goodwin’s Codes & Conventions the Woman Like Me Music Video has used:
• The relationship between the lyrics and the visuals [with visuals illustrating, amplifying or contradicting the
music]
• There is a relationship between the music and the visuals [again with visuals illustrating, amplifying or
contradicting the music]
• There is a demand on the part of the record company for lots of close-ups of the main artist/vocalist
The Structure that has been used is:
• Performance
The Central Genre that has been used:
• The song and dance number- videos which focus on the physical ability of the dancing performer(s) and the
vocal presentation of the song, usually through lip-synching techniques
17. CAMERAWORK
The Music Video opens
with a close up of Jesy
leaning towards the
Camera this shows that
its a serious video and
she wants to address the
audience. We then see a
long shot of all four of
them looking towards
the camera again
showing it’s a serious
video.
We then have an
establishing shot to show
the location they are at
which is a historic
mansion with a lot of old
fashioned objects.
In these shots we see them in a ball
room on chairs and they swing their
bodies round and lay their heads on
the ground. We first see them in an
extreme long shot then changing to
a long shot and back to a extreme
long shot. In the next long shot we
see them place their left leg on the
top of the chair with their heads
and arms hanging down. This has
been done to fit with the theme of
the song especially in the next shot
when they lip sync to the song and
shake their heads to the beat of the
song. It could be interpreted that
them putting their leg in the air and
them shaking their heads could be
linked to how woman used to be
used for sex, or would have to go
into prostitution to survive in the
past and this could be them saying
that today they have the choice of if
they want to do it but they also
have the right to say no.
18. We then have a pan of
Perrie getting up whilst
lip synching to the song
in a mid shot.
We then have a low
angle/ long shot of
Leigh-Anne with her
hands on her hips which
makes her appear
powerful and strong.
We then see a crane
shot in a low angle
going further down to
show power towards the
girls presenting themes
of Girl Power and
Independent Women.
When the beat drops
the shot changes to a
long shot and pans
round in a circle fitting
with the actions Little
Mix are doing.
We then have a long shot / pan
from right to left going from a
long shot to a mid shot at one
point then back to a long shot
again. This helps create a flow
within the frame and makes us
look at all of them and what’s in
the surrounding area.
This mid shot has been used to
show all of the girls in formation
as if they were being told to like
they used in the past.
This long shot has been used to
show Jesy walking confidently
which shows power adds to the
theme of the song.
We then see a long shot of all
four girls with the camera
zooming outwards showing two
of them on the scales which
could be to represent equality.
19. In the mid shot of all four girls
at the dinner table, they appear
to be representing the
stereotypical ideology of a
woman which now do not have
by drinking, eating and moving
in a ladylike manner.
We then have a mid shot, in
which the camera shakes side
to side whilst Jade is hitting her
hand towards the camera
making it seem like she is
hitting the lens.
We then see individual shots of
the girls all doing stereotypical
things that woman would have
traditionally been seen doing.
E.g. Ironing, Cleaning, Making
drinks. We then see them
rebelling and throwing away
these items suggesting that this
is not there job and can do
what they want.
20. This mid shot shows that
Nicki Minaj is in charge and
could be represented as a
Queen as she has been
placed within a frame.
This crane shot has been
used to show the girls
having fun and living there
lives without being
restricted by society.
We then have mid shots of
all the girls eating what
appears to be McDonald’s
in a unlady like way
representing how girls do
not always have to be
perfect.
Towards the end of the
video we see all four girls
rebelling against the
stereotypical.
21. MISE-EN-SCENE
The first outfits we see the girls wearing are black leotards with small black
ankle boots. This has been done to represent the girls as prisoners within
the world and are trying to break out of the norm within the traditional
stereotype of a woman and just be able to do what they want without
anyone telling them otherwise. This has also been done because anytime
the girls wear leotards on stage they get criticised for being too
inappropriate suggesting they are telling their haters otherwise.
The use of a Prison Van again adds to this idea of them not being able to
break the typical stereotype of a woman.
We also see all four girls wearing modern day clothing, when standing in
front of the van and the mansion. This represents that they have broken
out of the traditional stereotype and can wear and do what they want.
The use of having them in front of the mansion suggests that they don’t
want to follow the traditional ways of a woman anymore and want to
change how women are seen. Also, having the Van and the mansion
behind them suggests that they are moving away from traditional ways
and represents how times have changed.
22. Having the girls wear books on their heads represents that woman have the
knowledge and power just like Men and should be able to have the same rights to do
the same things as men. Back in the day, and still in some cases, women were
expected to take classes in how to behave properly. One of these involved balancing
books on your head to improve your posture. Traditionally Silk would have been used
for decoration (e.g.Curtains), however in this both Perrie and Jade are wearing Silver
and Blue Silk which represents how times have changed and how they will continue to
break the typical stereotype of a woman. Jesy is also wearing silk however it of snake
skin which could be very controversial as some people do not agree with this. She is
also wearing a small crop top that shows a lot of skin which would not have been
acceptable within more traditional times. Leigh-Anne is wearing a Green suit which
could be used to represent how the world has changed and adapted to the fact not all
woman are the stereotypical woman. It could also be to represent how just because
men wear suits, it doesn’t mean women can’t either and brings in a sense of equality.
Having them set in this location of a old fashioned library/office represent how woman
are knowledgeable and have the power to do anything.
The use of the girls stomping across this ruler represents how women do not have a
measurement when it comes to how much worth they have.
The scales have been used to represent equality on how men aren't called
out for their clothing or behaviour or anything in the same way that women
are. The scales allude to the fact that equality between the sexes doesn't
exist yet and Little Mix want to balance the scales.
23. The location used for this shot is within a dining room but set in an old
fashioned style. This has been done to represent how a stereotypical woman
should act when eating compared to the ending which shows them eating
how they want to without any restrictions.
Throughout her career, Nicki Minaj has called out the double standards that
she faces in the industry as a curvaceous, black woman. People dismiss her
talent and her art. Here she is proving that she is art on her own terms by
being within a old Victorian painting.
By having the girls standing in front of the mansion on the ruler with a low
angle shot, gives the girls a sense of power compared to if they were inside
the mansion. This power, is the power to do what they want, wear what they
want and just be happy.
24. EDITING
The music video has been edited to the beat of the song by cutting to
different shots at the same time as the beat.
It also has a lot of fast takes.
25. INTERTEXTUALITY
The first shot we see is of the girls stuck in a truck similar to the ones in
which people are held before being taken to prison. It is almost as if Little
Mix are being held captive because they aren't 'proper' ladies.
The girls are all in leotards which is a reference to the outfits they've been
criticised for wearing in the past.
27. FORMS, CONVENTIONS, STRUCTURE & GENRE USED
Andrew Goodwin’s Theory
• There is a relationship between the lyrics and the visuals [ with visuals illustrating, amplifying or contradicting
the music].
• There is a relationship between the music and the visuals [ with visuals illustrating, amplifying or contradicting
the music].
• There is a demand on the part of the record company for lots of close-ups of the main artist/vocalist.
It is a Performance and Narrative Structure.
The Genre
The anti-performance piece.
28. CINEMATOGRAPHY
This whole music video has been filmed using only one shot and only pans round to different subjects very slowly.
It starts by zooming outwards from the glass. This has been done to show that at some point in the video it will become
clear why it is there and what it will be used for. Once it has fully zoomed outwards we fully see what is happening which
could be counted as an establishing shot. It then zooms in towards Billie in which it stops at a mid shot and we see her
drinking what’s within the glass. It then pans down from her head to the pedestal where she put the glass down. This has
been done to make it seem as if its in a pov shot in which we are another person in the room and our eyes are following
her every move. It then pans back to her head in which we see her begin to cry. This slowly turns into a mid shot, then
another mid shot which has been zoomed out further. It then pans down from her head all the way to the bottom of the
pedestal in which we seen black starting to appear.
29. MISE-EN-SCENE
The location appears to be seen as a white checkered floor with white walls. The
objects used are a white chair, a white pedestal and a small glass of black liquid. This
represents hope, purity and balance. This could be trying to show that even though she
might not have any hope within her, the hope is always there surrounding her. This
could be the same for her wearing all white. Billie’s blue hair could also be there to
represent the sadness of which is inside her head.
The location appears to be seen as a white checkered floor with white walls. The
objects used are a white chair, a white pedestal and a small glass of black liquid. This
represents hope, purity and balance. This could be trying to show that even though she
might not have any hope within her, the hope is always there surrounding her. This
could be the same for her wearing all white. Billie’s blue hair could also be there to
represent the sadness of which is inside her head.
The use of having Billie wear lots of chains and jewellery
could be to suggest that she is trapped to this sadness
and has no escape. The use of having the black liquid
could be there to represent the thought she has inside of
her head and she drinks it to cry away the pain by letting it
all out again.
31. FORMS & CONVENTIONS
Codes & Conventions by Andrew Goodwin
• There is a relationship between the lyrics and the visuals [with visuals illustrating, amplifying or contradicting the
music] - Lyrics representing the memories from his time away from his girlfriend which has been reflected into
missing his parents and childhood.
• There is a relationship between the music and the visuals [with visuals illustrating, amplifying or contradicting the
music] -
32. CAMERA/NARRATIVE OF THE MUSIC VIDEO
As all the footage in this music video is from handheld devices and shot by Ed’s parents, the composition of a lot of
shots, mise-en-scene and the lighting was not intentional. This music video follows a narrative of Ed Sheeran’s life,
from when he was born to his recent stardom; this is communicated to the audience through the form of home
videos. The video is made of fragmented flashbacks that we can witness through home videos linked to the
photograph theme of the lyrics. What’s interesting is that although the song is called “photograph’ only one
photograph is filmed in the music video, the shot of Ed and his presumed younger relative, this could connote that
this is one of the most important parts of the video. Another reason for not using any other photos or still images is
likely because it would make the video a lot less interactive and engaging for the audience Using videos means
that the audience can see how Ed behaves not just how he looks, which is very important for the message of the
video, Ed Sheeran is still the same kid no matter how big he’s become and he’s in full contact with his routes. The
reason this is a powerful message to the audience is because it encourages the viewer to watch it for their own
purposes, following the uses and gratification theory. The content is so relatable being home videos that the
audience can imagine their own home videos in relation to the events shown in this music video, personalising the
experience; this can bring both nostalgia and a sense of development for the audience, both of which will trigger an
emotional response and attachment to the video and music.
33. The music video itself begins with a shot of Ed’s cot, before cutting to shots of
him in bed; these shots are almost all from a high angle, putting Ed’s size into
perspective and how he’s so helpless in these shots. The cuts at this point up
until 0:36 are quite long and consistent averaging around 3 seconds per cut of
footage, this consistent pace is likely to match the strumming of the guitar, the
only instrument present at the time. This establishes a link to the music despite
how abstract it may seem at first. Throughout the video the rhythmic music
changes, particularly when another instrument joins the music. When the
piano joins around 0:50 the video cuts then begin to synchronize with the
notes played on the piano, roughly in time with each note in a bar, putting the
cuts at the timing of a bar in the sheet music will strengthen the flow of the
video with the target audience who, as music players themselves, will pick up
on the consistency in the music and its visual equivalent.
When only the guitar is playing, the videos of Ed are very quiet, with him not
doing much. When the piano joins, emphasis is then put on Ed’s movement in
actions such as walking and when the drums kick in we see Ed become much
more active in the videos, making loud noises (such as screaming) and
beginning to learn all his instruments. Whilst all of this is going on we also
have a general chronological development in the videos making it truly feel
that we’re watching Ed grow up. This sense of development in the music is
amplified by the videos engaging the audience and making them feel invested
in the narrative of the artist they love and are listening to. An important aspect
of the video is, if you were to listen to this song without the video you may take
away a very different message of if you were to just listen you would take it
away as a love story whereas with the video its is to do with growing up and
memories from childhood.
34. An aspect of the narrative in the cuts between child-Ed and mature Ed
performing is them dressing similarly. For example in one of the shots we
can see Ed wearing a pirate costume . The events in which the footage was
taken wasn’t for the music video, it was just one of his gigs where he
dressed up. This makes the idea of him not changing even stronger as the
audience don’t receive a sense of him being false. The overall mood of this
video is very light-hearted and positive, all the actions we see going on are
developmental and key to Ed’s modern persona and personality. This
appeals to the acoustic audience because it contrasts the lyrics of the
video creating a deeper meaning to both the video and the lyrics of the
song. The contrast between the two in terms of literal lyrics and its
accompanied video encourage the audience to derive their own opinion
on the subject.
35. OVERALL NARRATIVE OF THE MUSIC VIDEO
The song is just about his life, from him being a toddler to adolescent to now, it also includes his love for lego. The video is a montage of
his life. It is explaining about him growing up and how he didn't have an amazing life, the lyrics also explain how life can get hard but it will
get easier, but there's memories in the photographs. It is about creating memories with loved ones so family, and partners, hence the line
'wait for me to come', this also related to when Ed left home to pursue his music career and then the photographs are for memories so
that his family are always in his heart, its a way to not forget about his family.
This song isn't just about mending a relationship with your partner, it's more about restoring the relationship with your family, more
specifically Ed and his mother. Now looking at it, "Loving can hurt" seems to come from the Mother's or caretaker's point of view, because
taking responsibility for a child can be frustrating and difficult, but also rewarding and Ed is spot on when he says, "you know it can get
hard sometime." The the Pre-Chorus, "we keep this love in a photograph..." describes all the memories they've made, then the Chorus
comes in. In the Chorus, "So you can keep me..." relates to when Ed decided to leave home and pursue music full time, and (now I'm
assuming), his mother must have given him a photograph of the family to always have before he left, hoping that one day their "eyes" will
"meet" again. Until then, Ed just thinks "wait for me to come home."
Now, the next verse jumps into Ed and his mother's minds: "loving can heal" refers to how they use the memories to mend or counter the
separation/ the distance, or it's like insight from his mother's point of view where even though raising a child can be difficult, it's rewarding
because "loving can heal." "And it's the only thing we take with us when we die" refers to the memories they've made and kept.
Then, the Pre-chorus and Chorus comes back, making the message stronger, but music is now building and intensifying the emotion, thus
strengthening the message. "And I won't ever let you go..." refers to that unconditional love parents have for their children: it's a love that
is true and ever persistent through any kind of pain.
That bridge or tag part, "wait for me to come home" reinforces that desire of being reunited. Then, in the final chorus, the lyric, "next to
your heartbeat where I should be" relates to keeping those you love close to your heart always, while those who have impacted you life the
most stay within your soul. The last section of that chorus, is a reflection of maybe the last time Ed was with his mother and family before
leaving when he was younger and the lyrics are last conversation with his mum.
