Katheryn Elizabeth "Katy" Hudson (born October 25, 1984), better known by her stage name Katy Perry, is an American singer, songwriter, and actress. After singing in church during her childhood, she pursued a career in gospel music as a teenager. Perry signed with Red Hill Records and released her debut studio album Katy Hudson in 2001, which was commercially unsuccessful. She moved to Los Angeles the following year to venture into secular music after Red Hill ceased operations. After being dropped by The Island Def Jam Music Group and Columbia Records, Perry signed a recording contract with Capitol Records in April 2007.
Target Audience (Ages 11 - 16)
There are several ways Katy Perry must portray herself in order maintain her current fanbase:
- Take the role of an older sister and release music that connects.
- Reflect some of the anxieties young girls have.
- Be someone young girls can admire and want to be (appear sexy in a non-threatening way)
Brief recap of Goodwin's theory:
1) Music videos demonstrate genre characteristics, e.g. stage performance in metal video, dance routine for boy/girl bands.
2) There is a relationship between lyrics and visuals
- either illustrative (the video assists in understanding the meaning of the song)
- amplifying (the video repeats or exaggerates an effect, moment/phrase from the song)
- contradicting (the video completely ignores the true meaning of the song)
3) The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.
- i.e. a visual style: Michael Jackson's glittered glove.
- Lady Gaga's colourful stories.
- certain poses, dance moves etc
4) There is frequently reference too notion of looking and particularly voyeuristic treatment of the female body,
- screens within screens, telescopes, looking into the camera etc
- the male gaze by Laura Mulvey
5) There is often intertextual reference
- to films, TV programmes, other music videos etc
Hot N Cold (2008)
There are elements of Goodwin's theory that can be applied to this video. 'Hot N Cold' is a narrative music video with dance routines and bright, colourful, trendy costumes which reflect the genre characteristics of pop music. The narrative of the music video was about a young male who leaves Katy at the altar of their wedding, which is a universal fear among women. The notion of the man being "hot and cold" reflects the issues in every day relationships and provides an example for many young girls who may be experiencing similar issues. Katy rises against this with her gang of "bridesmaids" which is an example of female empowerment. However, the video still keeps its comic feel by returning to the original scene and seeing the man actually say "I do".It is almost as if Katy has enough dominance in the relationship to make him stay which sets a positive example to young girls who may feel passive and weak in a patriarchal society. Moreover, her clothing still remains rather humble compared to "California Gurls" in which we see a change in image due to certain changes in her personal life, which proves that a voyeuristic approach to filming isn't necessary. Thus, retaining her target audience of 14-17.
Firework (2010)
Two years later, it is evident that Katy's image as a role model is maintained and that she has grown up along with her target audience. Although Katy Perry wears white which represents purity and innocence, their is another underlying message to the song. Throughout the video she tackles serious social issues such as obesity and homosexuality, and that in order to get through the issues they must be faced. For example, the girl who is obese doesn't enjoy herself at a swimming pool party eventually joins in once she gets the encouragement from Katy who sings to her "you're a firework" . Also, a boy gets attacked for his homosexuality realises that he doesn't need to hide after two white doves explode within him. Katy's message here is to state that no matter what are interests are they are all natural and should not be hidden in the shadows. When she sings "come on let your colours burst" signifies this. After all their issues have been resolved they start to emit fireworks from their chests like Katy spreading joy and optimism. In terms of Goodwin, this music video is amplifying because it returns to the main characters on several occasions, tracking their quest to find themselves as individuals. Also, the motif of fireworks suggests light, freedom and confidence which adds to this amplifying effect. Among the various storylines in this music video, there are multiple close-ups of Katy Perry as she sings the song from a rooftop, reminding us that she is the one sending the message out.
California Gurls (2010)
California Gurls was made while she was dating Russell Brand which encourages her to take on a more sexy image with nude scenes and a change of lyrics.The lyrics are no longer about issues directed towards a young teenage audience but to a much older male audience. Unlike in her previous music videos, she goes for the male gaze to showcase her body and image in a different light than before. She used to wear less revealing clothing in order to symbolise youth and innocence to act as a role model for young girls.
Wide Awake (2012)
In this video Katy is finishing on the set of California Gurls and is returning to her dressing room to take off her wig. This action displays she's finally getting rid of this artificial image she's been showing for the past few years and is ready to return to her normal self. Also in the video she mentions how she's not "blind anymore" supporting the idea that she was blinded into the wrong path for her career. Also "wide awake" reinforces she's not dreaming anymore and has duties to fill as a role model and is no longer in the nightmare phase of her career. There is also a Prince Charming like character that she punches away to outline her female strength and break away from the relationship stereotype that every girl needs her "Prince Charming".
Roar (2013)
Roar was released in 2013 and had high production values due to large range of special effects used. At the beginning there is some essence of intertexuality as it reflects the look of older films. The message in this video is similar to that of firework which is female empowerment and not relying on a man to survive. At the same time there are moments during the video where she is slightly mocking males by dressing sexy solely for herself and not for male pleasure. This video outlines that Katy is back after a few years of losing herself a bit.
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