The music video for Iggy Azalea’s ‘Fancy’ is based upon the
international hit film ‘Clueless’. Clueless is a famous American chick-flick
released in 1995. The music video recreates the visuals from the school, including
the 90s outfits and the school setting. The aim of this video is to create
nostalgia with fans of the film, who would probably be in the age group of
13-25 which would be the main target audience for the film.
One way they recreate the film is through the typography.
The name of the artist and song is displayed using the same logo that was used
in the film. This font and colour scheme is instantly recognisable by fans of
the film, therefore they will be interested in the music video within the first
10 seconds.
We then have another clue that the video is a spin on the 90s movie
when Iggy uses a system to choose her outfit for her. In the film she uses a
computer based system whereas in the music video the software is on a tablet.
This shows a binary opposite between modern day technology and technology back
then. I like how they have adapted the film to suit our modern day society.
The next location confirms the alikeness between the music
video and film. They are both set in similar looking classrooms, with the same
3 characters at the front of the class. This approves that the music video is a
take on the Clueless film, which ensures that fans will watch to the end. The
use of costume is very important within this video as it has to match the
original very well so that it is authentic for the audience.
For the second chorus and then throughout we see the
location of the house party that is it the film. Red and pink lighting has been
used to emphasis the chick-flick feel which is aimed at mostly females. The
lighting is quite low key creating the atmosphere of a party. The look of the
party in the music video looks similar to the one in the film, however in the
film the house is decorated with Christmas decorations. This does not feature
in the video, as they would not have wanted to limit the target audience or
have create an effect when listeners only listen to the song in the festive
season. The song was also released in March, so having Christmas elements to
the video would not make sense.
Another part copied is from the
scene when main lead Cher’s best friend Dionne gets lost in her car and ends up
on the freeway. This is a memorable funny part of the film, so by adding it
into the music video will create excitement, laughter and further nostalgia within
the audience. The red car remains the same it is just a newer model and the
basis of the costumes are similar. The editing technique is also alike, as we
can see from the following close up.
I believe by relating the Fancy video to the popular film
Clueless it gives the record label a huge brand that they can sell for the
video. Music videos are now shared and released by social media, so if for
example a tweet with a 6 second Vine was sent showcasing a sneak preview of the
Fancy video, it would catch peoples eyes as they will recognise the theme of
the video and then create interest with people telling their friends. As the
film is such a hit, a music video based on it has a higher chance of viewers
wanting to watch it. Below are a few more comparisons I found when watching the video! As a teenage girl, who loves chick-flicks, especially Clueless, I loved the idea of this video and watched it repeatedly without getting bored and it also created conversation within my friends as we all loved the film and was excited about the video. This strategy to sell the product has obviously worked as
the Youtube hits for the video are currently at over 762,906,100.
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