Let's analyse grimes - Goodwin theory

The video I will be analysing is Grimes - California. Grimes is an electropop artist, whoms style is very original, and outside the box. Ever since Grimes has been making music, she has been selling this original, alternative style as part of her brand, and California is a prime example of this.

Throughout the California video, Grimes is the main star, with her spending most time on screen, and often alone. This signifies that she is the star, relating her to being the artist of the song, and putting a face to the name Grimes. Now that fans know who she is and what she looks like, they can follow her and recognise her in other places other than this music video. 

Grimes is featured in many outfits throughout the video, suiting her iconic quirky style. Many of her clothes are still skintight or frame the female body, for example, her in the room with many clay heads, a belt is put around her waist to clench it in and still give her feminine shape. Again, being the only person on the screen at most times (and being framed in the centre), the viewer is forced to focus on her. This could be part of Goodwin's voyeuristic point, as we are forced to look at her. There are also a few close ups scattered throughout the video, being used as a selling point by the record label. 

Throughout the whole video, Grimes is lip syncing to her song, giving some sort of relation  to the lyrics and the song. However, in terms of visuals it contradicts the lyrics, which seem to be about abuse from a partner and only being used. Throughout the video, she is smiling and dancing, suggesting that there is good even in bad situations - but this would only be found if you inferred the meaning. 

At the beginning of the video, lyrics featured on the song are on the screen, with background chatter. For a first time viewer of the music video, they will not realise that those are later lyrics until they reach the chorus, and will most likely feel clever for remembering what was on at the start of the music video. 

In reflection, I feel that I can take away from Grime's music video with the sightly strange and out there outfits, as whilst she may be conforming to stereotypes in some forms, her outfits and movements are definitely what make her stand out from the crowd as a pop star. Therefore, I will make sure to have slightly strange outfits and makeup, attracting people to watch my music video due to it being out of the ordinary.