In Taylor Swift's "Shake It Off" music video, she portrays different dance styles along with backup dancers to represent the pop genre. Throughout the video, Swift is the central focus through close-up shots that highlight her importance. The upbeat music is matched by bright colors, costumes, and high-energy dance routines. Swift's motif in her videos is fully embracing different roles through costumes and performances that bring her songs to life visually.

1. Music video analysis:
Taylor Swift-Shake it
off
BETHANY STEPHENSON

2. Music videos demonstrate genre characteristicsIn Taylor Swift’s music video of ‘Shake it off’ we see different aspects that represent the genre of pop and the common features
associated this. The first major sign that the video fits within the pop genre is the different dance routines that match the upbeat
rhythm of the song and make the audience feel part of the song. In each group Swift is pointed out as the lead through the
backing dancers and her careless attitude to the routine the others are demonstrating keeps her highlighted as the most
important person to watch. Throughout the video different dances are shown but the video ends with a group of people who
suggest her fans with an ‘ordinary’ style as oppose to the stereotypical areas of dance seen previously. This makes the audience
feel as though they are being represented within the video and therefore relating the pop video to the current trends. Swift also
shows a more relaxed style to her video as throughout she appears to step out of the choreographed routine and mock the
professional dancers to show she is ‘normal’.
The video features an attractive cast dressed in on-trend clothing to make the video appealing to watch and keeping up with the
current age showing its clear pop genre. The dancers are of a similar age to Taylor Swift which not only makes this attractive to a
wider range of audiences but is shown to be of an age where she is independent and free to party whenever she wants. The
carefree attitude is a stereotype of the pop genre so shown clearly within this music video.
A final characteristic used within this music video which represents the pop genre of the song is the bright colours and clear
theme following the mise-en-scene shown within the different dance groups. The striking colours and the quick change of pace
used via the different styles of dance keeps the audience interested in the video throughout the whole song.
Bright colours Backing dancers and being central to the main routine.
Genre styling
Stripped back performance
Normal dancers

3. “Can’t stop, won’t
stop, moving”
0.31-0.34
There is a relationship between lyrics and visuals. The lyrics are represented
with images.
In the ‘shake it off’ music video there is a mix between both straight performance of the song where the artist sings into a microphone towards
the camera, dancing and representing the lyrics being shown through movement. Although there is not a direct narrative link between the visuals
and the lyrics in this video there are some circumstances where we see the lyrics being directly illustrated by the dancers. The lyrics are mainly
linked to the dancing in the video and so are shown through the movement of the artist and the backing dancers shown. Some examples have
been provided.
“This sick beat” 2.27
“Shake it off”
“Heart breakers gunna
break break break”
1.54-1.56

4. There is a relationship between music and visuals. The tone
and atmosphere of the visual reflects that of the music.
In this music video there is a clear link between the music and visuals that keep with the
theme of the overall genre. The song is upbeat and on-trend which is matched with the
constant changes of style within the video that keep the fast pace tone of the video
flowing. All of the different groups in the video are wearing the appropriate outfit with
matching hair/make-up that is stereotypical of that style whilst still being on-trend and
up-to-date with the current styles. Taylor Swift herself fits with the on-trend style of her
song by having perfectly styled hair and make-up not only when acting as part of the
dance groups but, when she is in her own outfit towards the end of the song.
The style of this video is amplification as everything is over the top and above what
would normally be expected. Each style of dance is very stereotypical and so the mise-
en-scene of each different outfit creates the perfect atmosphere to link to that chosen
style. For example, when dressed as a cheerleader Swift not only has on a team dress but
matching coloured pom-poms, hair tied in a ponytail with matching coloured ribbon
and identical white socks and shoes to the other members. Her bold, red lip and the
electric blue dress make the outfit more shocking and over the top to fit the amplified
theme. The movements between each dance group are not just at beginner level but
what would be expected from experts within that field of dance. The routines are
perfected and performed with ease but even when Swift appears to disrupt from this, it
is in an over the top and dramatized way to ensure she clearly stands out to fit with the
atmosphere of the amplified style.
The layout of the clips appears to be random in the sense that the groups are merged
together and split so one does not just appear after the other but the order of the song
remains the same. The shots of Swift singing flow well between her different styles and
show the diversity of the artist as she acts out the different genres corresponding the
visuals to the music to create a synchronised tone.
On-trend fashion, 0.18
Own styling, 2.19
Relevant mise-en-scene, 2.36
Amplification, 2.41

5. The demands of the record label will include the need for lots
of close ups of the artist.
Throughout this video Taylor Swift remains the main icon and figure as she dances her way to the front of the group and
differentiates her movements to the choreograph followed closely by the others. Swift is a large, well-known pop star and shows
that through the clear focus on her amongst the backing dancers in this video which are used to show her position against theirs.
She appears to be the one in control and to be followed in the dances showing her fame and status as demanded by the record
label.
There are many close-ups of the artist singing in this music video to show that even though she can perform the song and make it
engaging to watch, the point of the video is to show off the song which she has created. There are moments in the video where
Swift steps away from the performance side of the video to sing directly to the camera and therefore, the audience. Additionally,
there are shots where Swift is the only performer in shot to highlight her importance against the rest of the backing dancers who
are portrayed as just ‘extras’. This is also followed by the stripped back nature of the scene towards the end of the video where the
costumes have been removed and she appears to be herself again in her choice of clothing where the focus is just on her singing.
This creates a stronger connection between the artist and the audience as they can see the true artist who is simply singing to
them. Further evidence of the need for lots of emphasis on the artist is shown through Swift being central of a large group of
‘ordinary’ people. She is dressed in black whereas the others are dressed in colour to keep the idea of her being the significant
focal point and that these people are representing her fans who like the song to meet the certain demands that follow with her
status.
Close-up,1.23
Only character in shot,
2.44
Close-up, 3.37
Close-up, 1.44 Large audience/fan base, 3.42The main dancer, 0.25, 0.30, 1.13

6. There is a frequent reference to the notion of looking and
particularly voyeuristic treatment of the female body.
This whole music video is completed as a dance as there are different styles that have a choreographed routine
and are performed on a plain background so that the focus of looking is on them. There are other elements that
assist the notion of looking such as Swift being positioned in between an arrangement of dancers or, in the case
of 2.10, underneath the dancers that have made an arch with their legs for the artist to be framed with.
Throughout the video there is evidence of looking at the female body through the male gaze, in particular with
the urban, street style of dance where the ladies are in denim shorts and a cheetah print, cropped jacket. There is
frequent showing of the female body in a way that could be described as voyeuristic or explicit. Although the
video does not directly show anything that may suggest this, the movement of the body by the backing dancers
and Swift herself shows that she is trying to imply that this is the stereotypical behaviour for this style. In the other
areas of dance there is also elements of looking at the female body, for example the ballet dancers stretching, but
not as strongly through the male gaze as between 1.28 and 1.37.

7. The artist may develop motifs or iconography that recur across
their work.
One of Swifts motifs is that she is seen to completely dress up into her role and perform as someone else as described in the
song. It is rare that we see a music video where she is dressed as herself as is just performing to the audience. Often there is a
storyline from the song that has been told through her video and the mise-en-scene of her outfit, hair and make-up is matched
accordingly. For example, in love story we see her dressed in a ball gown and appear in an old-fashioned setting where she plays
the role of Juliet who needs permission to marry her true love. This music video is no different as we see Swift take on each
different dance style and match their actions and costume just as well as the last. It shows her ability to create different
performances and personalities to make her videos create the intriguing story portrayed in her song.
Recently Taylor Swift has taken a modern twist in the way she performs her songs and so developed her motifs, she has
transitioned to pop from country. Where she was once known for creating mellow, country songs such as Love Story and Tell me
why from her album ‘fearless’ she has now grown into a chart-topping pop star. Music videos that represent her new style
include bad blood, blank space and this music video, shake it off.
Furthermore, an iconography of Taylor Swift is to wear red lipstick which we see in nearly all of her music videos, no matter the
occasion.
In Love Story, Taylor Swift dresses up as Juliet
alongside her Romeo. Both are wearing
expensive, royal garments as traditionally
expected in the time of the original Romeo
and Juliet story. The scene throughout the
music video also matches this set vibe.
In Blank space, Swift is again dressed as a
rich, posh house wife. Riding a white
horse wearing a white top shows she is
not worried about ruining it and her black
gloves and sunglasses to accessorize
complete her expensive look.
In 22, Swift is dressed as a young
women with a careless attitude towards
life ensuring she enjoys every moment
possible with her friends. Each outfit
and environment throughout the video
represents this stereotypical lifestyle.

8. There are often intertextual references.
[Shake it off, 1.06] [Lady Gaga-The Fame album cover and new years even outfit] [StreetDance 2010]
[Shake it off, 0.10]
[Shake it off, 0.31]
[Shake it off, 0.19]
[Shake it off, 0.17]
Throughout this music video we see intertextual references to other artists and their style within their music
videos but also to dance films and the common, popular quarrel between the classical and new styles of
dance.
The main focus with the visuals of this video is the dance where many different styles are used. The most
heavily used in this video are ballet and hip-hop but contemporary, cheerleading and free-style are also
seen. This creates a strong reference to the growing style of dance films where there is a disagreement
between the different styles and their popularity/success rates. This is particularly seen within StreetDance
(2010) where the ‘street’ hip-hop dancers find themselves relying on a royal ballet school class to practice
with and improve their routines in order to win the street dance championships. This is portrayed within
this video through the different mise-en-scene portrayed through the costumes and make-up worn by the
different groups of dancers and Swift herself. The different moves and dances that the groups show creates
an intertextual reference to the dance films such as StreetDance.
Another intertextual reference we can see in this video is the link to another pop artist Lady Gaga. Swift
uses the disjuncture style to reference this artist who is know for being daring and unique throughout her
videos and creating a futuristic style. This is represented by Swift’s use of a gold and metallic colour scheme
in one area of dance which links to Gaga who is often seen wearing this as well as her glasses which are
iconic to her first album ‘The Fame’.