1. What is the purpose of a music video?
Another convention of the pop genre is the people feautured in the music video are tend to be shown having fun whether partying, drinking or dancing. The problem video conforms to these conventions as although no alchohol is shown the video shows a dance routine which is perfomed through out.
A music video is a short film integrating a song and imagery, there are many purposes of a music video yet they are generally produced for promotional or artistic purposes. The use of a video to help promote an artist or a song is as a video will increase the popularity of the song and the artist as through visually being able to see the artist the audience can create a bond and relationship with them increasing the artists like-ability which directly collocates with the success and popularity of the song.
Through being able to see the artist at a closer range will allow the audience an opportunity to buy into the artists lifestyle which is crucial as the audience needs to see the artist lifestyle in order to desire and idolise the artist and their life. Through creating a video also helps promote the song itself as with social media sites such a youtube becoming increasing popular through being able to view the song whenever the viewer desires will increase the views of the song.
A catchy conventional music video which appeals to the artists fan base will also help the audience to remember the music video helping them spread the word which will help attract a particular target audience and even and make the song available to a wider audience and fan base.
As well as this the use of a music video helps the audience to understand more about a song. This happens as the artist is able to use their creativity to create a narrative which links with the song to reinforce and demonstrate the meaning of their song whilst providing entertainment.
2. What is the style of the music video?
The style of the music video is pop yet the addition of Iggy Azelea appeals to the rap fans. The combination of both, each seperately successful within their music genres combines the number of fans and the different tastes of music creating a medium between rap and pop appealing to a vast amount of listeners. The concept of the music video has a noticeable 60's theme. For instance with the use of mes-en-scene and more specifically the portrayal of hair, costume and make-up on both Arianna and Iggy would have been very desired within the 60's era. Iggy is shown with a beehive and dramatically winged liner where as Arianna has a black sequinned mini dress with white thigh boots- a stereotypical outfit from this time. The 60's style is continued and also shown through the use of the setting. Although pop, the video subverts the typical colourful, fun video style and setting instead taking place in a studio. Through being able to see the artist at a closer range will allow the audience an opportunity to buy into the artists lifestyle which is crucial as the audience needs to see the artist lifestyle in order to desire and idolise the artist and their life. Through creating a video also helps promote the song itself as with social media sites such a youtube becoming increasing popular through being able to view the song whenever the viewer desires will increase the views of the song.
A catchy conventional music video which appeals to the artists fan base will also help the audience to remember the music video helping them spread the word which will help attract a particular target audience and even and make the song available to a wider audience and fan base.
As well as this the use of a music video helps the audience to understand more about a song. This happens as the artist is able to use their creativity to create a narrative which links with the song to reinforce and demonstrate the meaning of their song whilst providing entertainment.
2. What is the style of the music video?
3. What are the codes and conventions of the music genre and how are they followed/adapted/challenged?
As a predominately pop track the music video is conventionally performanced based however their is no narrative featured within the video. One convention of the pop genre is bright colours to be featured however Ariana's video favours a black and white theme which seems to have a 60's disco theme. Which is enhanced by her choice to subvert another convention which states that pop music video often feature colourful clothes as instead Ariana chooses a monochrome theme again with a black dress and white over the knee boots.Another convention of the pop genre is the people feautured in the music video are tend to be shown having fun whether partying, drinking or dancing. The problem video conforms to these conventions as although no alchohol is shown the video shows a dance routine which is perfomed through out.
4. Discussion on how and why the music video appeals to a particular target audience?
Arianna Grande's target audience is young girls so her use of synchronised yet replicatable dance moves would appeal to her fans who want wish to imitate her. As both Iggy and Arianna are admired and idolised by young girls their stylish fashion, hair and make up choice for the video would appeal to young girls who are generally and stereotypically interested in fashion. 
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