Music Video Research 3: Geri Halliwell - It's Raining Men

Genre: Pop
Style: Concept based

Conventions according to Goodwin:

One highly used convention within the music video is looking into camera. After the initial shots which avoided showing the identity of the person in the establishing medium closeup, Geri becomes the focus of the video, even when there is a group Halliwell is the centre of attention as she looks into the camera, which draws in the audience, creating a closer relationship with them.

Another convention that runs throughout the video is that of voyeuristic shots, which supports Mulvey's theory of the male gaze by presenting a desirable figure. Even from the beginning shots, Geri is wearing tight and revealing clothing, which draws attention towards her toned body and making them engage with the video. This links to Halliwell, due the video being a show of her 'new' body after she was thought of as the unattractive member of the Spice Girls, often because of weight. By releasing a video of her after working on her image, it moves her away from the past music she has been apart of and establishes her as a solo artist.

There are also multiple locations and outfit changes within the video which help to reflect the pop genre, with all outfits consisting of bright colours, as well as items such as leg warmers and sweatbands which relate to the 'Fame' theme of the video.

There are multiple medium closeups of Geri, particularly through the rain scenes, presenting her as confident in her new image, with parts of her body being included in the shot as well as her face. By using the rain to encourage a voyeurisitc image of herself, it helps to appeal to the audience.

Concepts:

One of the main concepts that run throughout the music video is the high level of intertexuality, particularly with links to the film 'Fame'. An example of this is when Geri wears a top stating 'famous' on it, which is similar to the costumes worn in the film. 

They also use similar set to the film, with there being a group dance being performed within the street, which is a direct reenactment of a scene from the film. To achieve the filming of this, long shots and wide angle shots are used so that all of the cast can be seen performing the sychronized dance.

Another film that the video has intertexuality with is 'Flashdance'. The beginning of the video is extremely similar to the establishing sequence with Geri being within an audition which even eminates the layout of the judges and their costumes. This may be used due to Halliwell wanting to present a new version of  herself, with her saying 'Can I start again?'. As she is restarting her career as a solo artist, it is likely 

that this is linked to her wanting to rid herself of the old views of herself being the 'chubby' Spice Girl, which is what the media portrayed her as.

This has influenced my research and planning as it I have a better idea on social comments within a concept/narrative, I may choose to use this in my music as it is a very effective way to get a point across.