This music video is more performance based because there is more dancing and performing and there doesn’t seem to be a storyline to it, just that she’s interested in one guy. In each new scene there seems to be a new dance routine which shows that this is a pop music video because dance routines tend to be very common in pop music videos. There are also many close up’s of Nicki Minaj throughout this video because this artist is well known for her over the top facial expressions. This would promote her well because it is almost like a signature style for Nicki Minaj so people would like her originality and might find it amusing.
The Mise-En-Scene in the video is very over-the-top e.g. to begin with there are large ice sculptures in the background, followed by a very expensive, bright pink sports car, and bright pink airplane…even Nicki Minaj’s eye lashes are extended. This has been done to match the personality of the artist, she is well known for being over-the-top and so this makes her music videos distinguishable from the other artists that are about. There is also many half naked men in the video which could attract a female audience but could also show how she is only interested in one man because she doesn’t really pay attention to the other men, she is always only focused on the same guy. These visuals match the lyrics because she is singing about how he’s ‘got her heartbeat running away’-suggesting he has her heart.
Throughout the video there are many bright colours used to make the video stand out and seem more fun and upbeat. It seems as though each new scene has a new colour scheme e.g. the first scene is very pink, the next scene there is a mix of pink and green and then in the last scene, even though the lighting is very dark, they are wearing bright glow-in-the-dark clothes. Nicki even coordinates her wigs with the colour of each scene.
There are many mid shots of the singer throughout the video which shows her revealing outfits. This would promote her, especially to a male audience, because they would associate her with having curves and would probably watch the video more often because of this. There is also a voyeuristic shot where the artist pours a drink over herself and the camera tilts to follow the drink, which again could attract more of a male audience.
At the beginning of the music video the lighting is very bright and makes the video feel very fun and lively because it matches the mood of the music. However towards the end the lighting is very dark and contrasts with the bright outfits. This puts the attention on the girls in the bright outfits and again promotes the artist because the audience’s attention would be on Nicki Minaj as she is wearing something slightly different.
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