POP- NEW RULES (DUA LIPA)

https://www.youtube.com/watch?v=k2qgadSvNyU

Dua Lipa, a Londoner songwriter, started to become famous due to her various covers uploaded to YouTube. Warner Music Group signed her in 2015 where she has developed as a contemporary R&B/pop artist. For instance her debut studio album “Dua Lipa” which was released 2nd June 2018 included "New Rules" which was her first U.K. number one single.

·PROPS:

At the start of the music video, when the girls are at the hotel, they are wearing one colour-basic clothing. The artist is seen wearing a yellowish-palm tree printed shirt worn on top of a tight dress, as the other girls wear fluffy socks, shorts and a small top. The use of this clothing clearly sexualises their body and portrayed a stereotypical idea of how a “girls’ sleepover” must look like. The fact that Dua is not wearing the same clothes as the other girls is a strategic psychological set up in order to make the viewer concentrate more on what she is doing as she subliminally stands out from the rest just by wearing different clothing. In the next cut the girls are seen sitting on a row, brushing each others’ hair which, once again is making reference to the stereotype of a “girls sleepover”. Yet again, Dua’s outfit stands out from the rest as she is wearing a white dressing gown (sat in the middle of the row) while the other girls are wearing colourful gowns (blue, green, yellow). This scene cuts to another on win which the girls are seen wearing a short and a top, suggesting how they have flourished, both physically and mentally (overpassing their ex’s). As the group goes outside to the swimming pool they are seen wearing pool side clothing. Dua is seen wearing yellow sunglasses, connoting happiness as it is a bright colour. This creates a contrast between her previous outfit which was lifeless (white) and she is now wearing colourful clothing/ accessories. Throughout the whole music video, Dua Lipa is seen wearing heels and being the tallest of the group, making her stand out from the rest. By the end of the music video, all women are wearing heels, symbolising how they have al developed as independent women who do not need their ex.

·MUSIC:

The feeling of being hurt in the past is portrayed in the song along with the slow tempo and beat. This is combined with an upbeat high tone on the foreground, which makes the audience concentrate on the happy and catchy rhythm. When the pre-chorus is coming up, the beat starts to sound much more precise and fast as it gets harder and much more steady. This creates an effect of it reflecting a much more aggressive tone via the use of high tones and pitches. the beat then starts to speed up and it suddenly stops in order to create a dramatic effect and give more power to the upcoming chorus. As the chorus starts and moves into the next verse, the base of the song reappears much faster and deeper pitched. This keeps on happening al throughout the song. On the whole, the song gives out a happy and summer-like vibe.

· MISE-EN-SCENE:

At the start of the music video we are able to see that it is set at night inside a hotel room. The fact that it is set at night might symbolise how at that time of the day your mind wonders to someone you miss/used to love and how you don’t have them any longer in your life. The fact that the girls are together at night represents how they are together in the tough times. The lighting inside the bathroom is low key (blue tone         → grieving) as Dua draws a heart on the mirror and one of the girls wipes it out, symbolising how she is telling her to get over her ex. As it gets to the pre-chorus, the hallway is flooded with warm lights symbolising the journey towards forgetting about their ex. Furthermore, the moment when she is scene going backwards in the hallways represents how she is being ragged backwards into the dark again as she is not totally over him. As the second chorus comes up, the light tones are much more brighter as they the filming is now set at the swimming pool (natural daylight). This suggests how there has been a change in their way of thinking (much more positive).  

· CAMERA:

The main focus during the whole music video is Dua Lipa as she is the star of the video. There isn't a single shot where she is in the frame. When they are inside the hotel room, the camera follow Dua around as she lyp syncs the lyrics because she is the main focus. The use of continuos filming is very peculiar because it is very hard to do as it is difficult to create the sense of flooding around steadily (for example the hallway scene). There are also many close-up shots of her face showing her feelings through the use of facial expressions (gets happier as the video develops). The camera switches between close-up and medium shots in order to follow the artist's feelings (both inside and outside the pool).

· BRANDING:

This is achieved by using the Dua as the main focus in each frame. She is always dressed differently than the rest, making her stand out from the rest of the girls. For example when all the girls are sat down brushing each other's hair, they are all wearing bright colour gowns and no accessories yet Dua is seen wearing a white one and a big necklace. Another way in which she stands out from the rest and is easy for the viewer to understand that she is the star is the fact that she is always taller than all the other girls. This can be achieved in different ways, by positioning the camera strategically from a lower point of view, or making Dua wear heals while the other don't.

· VOYEURISM:

Women are sexualised during the whole video by the way they are dressed and how much skin they are showing. For example the use of crop tops and tight dresses. This is then followed by them wearing only dressing gowns, making the viewer think that they have just gotten out of the shower. Then they are seen wearing swimming suits. This type of portrayal can attract both genders as it is very subtle due to it being done through the use of clothing.