The music video for "Oh" by Ciara featuring Ludacris adheres to many hip hop music video conventions. It features provocative dancing by Ciara in typical hip hop attire to attract male viewers, while also portraying Ciara as confident and in control. The video depicts everyday life in Atlanta through its street settings and imagery associated with gangs. It aims to appeal to its target audience of 16-25 year olds through its sexual content and portrayal of Ciara and Ludacris as hip hop icons.

6. Institutions Recorded: Studio 609 Recordings, PA & Doppler Studio’s,Patchwerk Studio’s. Labels:La’face & Sho’nuff Released as a 3 rd single from her album Goodies the song OH was within the top 10 in the charts. This suggests that it appealed to a mainstream audience. The video was distributed digitally on YouTube, iTunes, on streaming sites such as Spotify and Vibe. It was also distributed on television as well as broadcasted on radio. “ Oh” was played on MTV, Kiss, Flava and The box as all these music channels cater for people who listen to Hip Hop and R&B music therefore appealing to a an a specifically targeted mainstream audience.

7. Audience The target audience for this video is 16-25year olds (Male & Female) .This is because the video makes sexual connotations and is slightly explicit eg the way Ciara grinds and dances. This may not be suitable for younger viewers as parents might not want their child to watch the sexual advancements and gestures made. Audiences in particular males are drawn to this video as Ciara’s voyeuristic female gaze is appealing. Females may also seek to imitate and emulate Ciara as she is portrayed as confident sexy icon. Post feminism and the Female gaze theories are applied in this video as Ciara is shown to be her own independent women and asserts her right to dress and be sexually attractive. The male gaze theory can also be applied to this video as men may seek to imitate Ludacris.