This document analyzes and summarizes conventions used in pop music videos. It discusses elements like bright colors, youthful clothing and makeup, dancing, and parties that attract young female audiences. Specific videos analyzed include Little Mix - Wings, Selena Gomez - Hit The Lights, and Demi Lovato - Made in the USA. Common techniques seen across videos are direct engagement with the audience, changes in outfit, fast-paced editing, and relatable scenarios to create engagement.

1. Analysis Of Existing- Little Mix-Wings
This music video has a strong popgenre
due to the stereotypical conventions used.
The bright colours used in this shot and
used throughoutthe video anchor the pop
genre and give off a ‘young’feel that
attracts the youngfemale audience. The
use of different shots further emphasise
the youngand fun feel of the music
video. These close upshots showall
members of Little mix looking fairly
‘made up’ through the use of bright and
youthful/revealing/stylish clothing and
choices of hair and makeup- all things
that their target audience will identify
and aspire to. This split screen shot
creates a ‘cool’ effect which develops
into mid shots of all the members
Each shot similar to the one above has a
different animated backgroundeach
having connections to the members
personalities which allows the audience
to have more of a personal connection
with the group.This is important and
conventional for artists/groups with a
youngfemale audience due to the
aspirational theories that help with the
marketing and therefore success of the
artists. The backgroundsare very bright
and fun which again go with the pop
genre.The groupare also shownto be
having fun dancing and singing along to
the songwhich creates a happyand up
beat effect similar to the connotations of
popmusic.
This mid shot of all the members uses
lighting and shadoweffects to create a
party/disco like theme which young
people can familiarise with and find
exciting. The shot showsthe members
dancing and singing whilst enjoying
themselves which creates a very happy
theme. The groupare all dressed in
stylish youngclothing (mini shorts/crop
tops etc.) looking like they are going to
a party. The groupare shownto be
enjoying each others company and act
as very strong females promoting the
‘girl power’ theme throughnot only the
lyrics butalso their confidence. This
type of shot goes with the conventional
‘performance’ aspect of music videos.
This long/full shot showsthe group
dancing with a groupof male dancers.
This conforms the conventions of a pop
video as popmusic is a very ‘dancy’/
party like genre.The use of lighting
again creates a party/smoky effects that
a youngaudience would think is cool.
The use of a Unionjack flag places
behind them goes with their identity as a
British girl band which acts as a USP
and encourages their British audience to
support them more. Their dancing looks
very professional which makes them
look very talented alongside the singing
creating more youngfans.

2. Analysis Of Existing- Selena Gomez- Hit The Lights
This shot is reoccurring in the video and
it shows Selena Gomez the protagonists
lip syncing to her song. She does this in
front of a brightly coloured background
whilst wearing sunglasses which presents
a very summery/fun effect. Her actions
signify that she is having a goodtime and
is very happywhich is also reflected
throughthe upbeat song. Gomez is
giving direct address in this shot and in
many others throughoutthe video which
is very conformative of the genre as it
creates a more engaging effect of which
is essential bearing in mind her young
target audience.
This shot shows a groupof youngpeople
partying signified throughtheir dress
code,dancing and the lighting. This
element of ‘partying’ is very
conventional of the popgenre as it is has
a very up-beat and funsound.Also,
because Selena Gomez has a
young/teenage audience they will be
attracted by this element as they can
familiarise themselves with it.. The use of
lighting and special effects has a great
impact on the look of these types of shots
of which I have learnt from viewing
many popvideos. I must use lighting and
special effects in these types of scenes In
order to make it look professional and
more exciting.
In almost all female pop music videos the
lead singer will have more than 1 look in
terms of hair, makeup and clothing.
Because of this, I will make sure that my
protagonists will have a few different
outfits and hairstyles etc.. This is doneto
make the video more attractive and
exciting. It also is important as the young
female audience will identify and enjoy
these types of things easily. This shot
showsSelena Gomez at the party dancing
which is again signified by her change in
dress code and the lighting. The shots are
very fast paced during these ‘party’
scenes which goes well with the theme
and makes the video more exciting for
the youngaudience.
This shot of Selena Gomez performing
within many pink balloons looks very
effective and fun.The use of pink is very
poprelated and looks very feminine-
relating to her mainly youngfemale
audience.. It adds a child like sense to
video widening Gomez’s audience as it
presents her in a very youngand fun way
that not only teenagers butparents will
appreciate. The use of balloons carries on
this fluent ‘party’ theme. Fluency is very
important in music videos as it makes the
video more clear which allows the
audience to enjoy it more.

3. Analysis Of Existing-Demi Lovato- Made in the USA
The use of the USAflag top connects to
the title and lyrics of the song‘Made in
the USA’.USAflags are used frequently
but subtly throughoutthis music video
which is a clever wayfor creating more
of an identity for the song and video- it
makes it more memorable. This shot is of
a youngfemale whoacts as one of the
protagonists in the video. She is attractive
and wears stylish clothing throughoutthe
video making her seem ‘cool’ which
therefore attracts a youngaudience. This
shot, similar to many others in the video,
focuses on her expressions allowing the
audience to understand her emotions and
therefore feeling more
connected/engaged by the video.
This shot shows a groupof young
female best friends holding hands
whilst running into a funfair. This shot
is very conventional of what youwould
expect from a female popartists music
video due to the use of female friends
having fun together. The setting of a
funfair adds an aspect of excitement to
the video which is vital. There are many
different shot types used in this video,
as well as many other pop music videos
which are normally fast paced to create
more anticipation and rhythm to go
along with the music.
The theme of love Is very conventional
of pop music as many popsongs are
about love stories or break ups etc. This
shot of kissing in the sunset is very
‘movie’ like and would engage a large
youngfemale audience. The lighting in
this shot has a great impact on the
look/feel it gives off. It is very effective
howeverlooks as if it has been edited to
be given more emphasis of the sunset
setting. Making things more vibrant
throughthe use of editing tools can be
very effective in making the vide more
professional as well as exciting. I have
noticed that the strong use of editing is a
very conventional aspect of popmusic
videos.
Compared to many other pop music video’s
that make the artist the centre of attention-
this video focuses on a young couple . This
presents Lovato in a more down to earth
manner which can be related to Maslow's
star theory which would support that the
video has been constructed in this way to
portray Demi in a ‘real’ level headed way.
The blurred background creates a strong
focus on her face in this close up shot which
allows the audience to be more aware of her
feelings which are fluently happy and
‘sweet’ throughout the video. Lovato
changes her look in the music video which
conforms to the typical conventions of pop
music videos- however her looks seems to
be fairly natural and pretty which anchors
the love theme.

4. Analysis Of Existing-Owl City & Carly Rae Jepsen- Good Time
This shot represents stereotypical
view of teenagerswhich is relevantto
the up-beatparty song and audience
it is targeted towards. It shows a
group of teenagersdancing,drinking
and laughing-havinga ‘good time’.
Featuring scenes like this in pop
videos is very conventionaland
successful in terms of gratifying the
audience.This is due to the
familiarizationsthe audiencecan
make to thereown lives that they
enjoy.c
In a lot of music videos, in order to
fund them, advertisementsare used.
In this music video it is clearthat the
car is beingadvertisedwhich is
shown to be used in a fun/youngway
relatingto the song ‘good time’. In
this shot Carly is wearing some
brightly colouredtie dyemini shorts
which are very youthfuland cool- her
audiencewill identify this. It is
shown to be very bright and sunny
relatingto summer andhappiness
also anchoringthe song ‘Good time’
Another shot of the advertisedcar
presents it in a very‘cool’ way. It
shows 3 friends enjoyingthemselves
in the car whilst drivingthrough a
city.
This shot is verydark and has a party
theme. Again, It shows a groupof
youngpeoplehavinga goodtime
whist partyingin a campsite.