What is a music video?

A music video usually consists of footage that makes up a mini film; recently music videos have been used to market the artist/band to be specific to promote and make sells for the record label and star. Music videos consist of different footage to show or represent the genre of music the artist is trying to represent. Usually the video will link the visuals with the lyrics, but some artists like to go against this stereotypical convention and make their music video unique. It is very typical to see a boy band use close ups and flirt with the camera as they are aiming to please their young teenage demographic and this is a very clever marketing tool to engage the artist with the fans.

The target audience is important for any artist/company to know as it will be easier and crucial what to contain in a music video. Some might say that Rihanna should not be seen as a Pop artist as some of her demographic is very young and her provocative are very suggestive; this is why her target audience may be better suited for 18+ as kids could interpret her behavior, which some could argue is unacceptable.

Katy Perry - California gurls

http://www.youtube.com/watch?v=F57P9C4SAW4

We are introduced to a world full of candy which is very current and a clever marketing tool as Katy is doing a candy tour which consists of nothing more then candy, which relates reality to the video but also connects the demographic with the artist as the candy can connotate fun however is bad for you, which can represent Perry's cheeky,tongue in cheek self.

Throughout we can see the singer being provocative, whether this is through the use of her revealing clothes or licking ice cream in a seductive way; the star oozes sex appeal but still remains girly with a naughty but sweet image. This also aims to please her demographic audience which is for both male and female, as girls will want to look like her and guys will find her image appealing. Never the less she sticks to the Pop genre conventions throughout and also Goodwins theory as her catchy dance moves and extreme close ups show the stereotypical conventions of her pop star image.

By teaming up with R&B legend Snoop Dog this also engages a different audience as R&B fans would like to hear who he is collaborating with, which helps to expand her ever growing demographic. Also, we see footage in the video of Katy Perry and her 'California Gurls' destroying the evil gummy bears and Snoop which could connotate girl power and her dominating presence, which young girls can look up to.

This summer anthem really plays on the luxurious California town and makes us some what envious of her being on a hot sandy beach, by picking up on all the positives of what California has to offer we don't even picture what could be bad and just imagine, which shows off a happy pop music video. The music also matches the visuals throughout; "sun-kissed skin so hot we'll melt your popsicles" and this relates as we can see an animated popsicle melting, however Katy has used this to her advantage as her male audience may think this lyric is suggestive.

Her image has been structured specifically to entice her wide demographic and even though she sticks to her pop genre she still shows a hint of a rock and roll edge that makes her appear edgy and individual.

The colour theme consists of bright and vibrant colour's which connotes happiness, as we do not see any grey's or blacks in the video which deceives the audience to believe that California is always rainbows and never has a bad day which only shows one side of what the place is really like. Also by using the colour pink; we see Katy's girly side and how she wants the video to represent women and girl power.

A typical Pop music video would contain catchy song lyrics/chorus which is easy for the audience to grasp, this is to reach out for their wide targeted audience. Stereotypically we would see a lot of  dancing, smiles and a feel good atmosphere which may explain its mainstream demographic. This can be seen in California Gurls as the ultra bubbly girls in the video are seen dancing throughout the video and the video overall makes you get up and want to dance, which is the over aspect I feel of which Katy was going for.

This video appeals to the target audience as throughout we are struck by Pop and in some ways enter this world and 'take a journey' through her eyes of what she feels about california. This also connects her fans with the artist as they can relate and get a closer glimspe of Katy.