Icona Pop - I Love it (Extended Analysis)

Task Three #2:




Before the song even starts, "Icona Pop - I love it" is displayed and a quirky introduction of the singers has been recorded. Upbeat dance songs often have small introductions before the video starts, as it sets the video up and makes it more of a bigger event. Dance songs such as this one and their videos often feature parties and DJ's, as that's the scene the artists aim for, and the target audience that would often be involved in parties. The outfits worn outside are unusual due to the flowing ribbons, however this has been done for effect, not for a fashion purpose. The outfits worn indoors are stereotypical and conventional party outfits, such as black dresses, shorts, t-shirts etc. 

The editing of the song ties in with the beat, and this makes for a more "dancey" feel, as people move to the beat of the song naturally. Mirror and tiled effects have been used to create a modern and techno influence, as straight forward editing is too simple and not as exciting as using different techniques. I am interested in using some of the mirror and tiled techniques in my video, as i think it looks effective and innovative. Light dots/leaks are also used and move around the shot in time with the beat.

The video can be classed as an illustrative video, due to the fact the duo are singing along to the song. There are elements of narrative in the video, as various shots are used of them on tour, going into bedrooms and in the streets. Halfway through the video the lyrics flash up on the screen, and this is used as an amplification tool. 

Several different camera shots have been used, and when Icona Pop are singing along, close ups and mid shots are used to display the fact they're singing along clearly. Shots are also blurred and hard to distinguish, adding to the feel of the video, and also adapting conventions to create a more modern and enjoyable video. 

There are no intertextual references included in the video, as any drinks, food or CD's used have no labels. There are also no other songs or artists mentioned in the video or song, at the end of the video the words 'film by Fredrik Etoall' are shown.

Task Four #2: 

Why did you choose the text you are analysing? 

The song has recently become very popular, and is universally known. I enjoy the editing styles and think it's quirky and enjoyable to watch, and have taken ideas from it that I can possibly use for my music video.

In what context did you encounter it? 

I first saw the video when watching the top 10 video charts on VIVA

What influence do you think this context might have had on your interpretations of the text? 

I heard the song around a year ago and liked it ever since, and I think because I liked the song I was expected to like the video, which I did. The fact it was in the top 10 charts for music videos also gives the impression everyone else thinks it's good, causing me also to think it's good. 

Which conventions of the genre do you recognise in the text?

-Parties
-Dancing
-DJ's 
-Laughing and having fun with your friends
-Swearing
-Low lighting, neon lights
-Conventional outfits

To what extent does this text stretch the conventions of it's genre? 

The video and song are very similar to other club songs with this style of beat and lyrics, as it features dance scenes and parties, therefore it doesn't really stretch conventions as a whole. However there are smaller shots that are unusual such as the lyrics flashing up on screen, using a variety of texts and layouts, as this isn't normally done in this way. The outside scenes are different also as outfits and shots like these aren't as common as the party scenes. 

Where and why does the text depart from the conventions of the genre? 

See answer above. It has developed conventions in this way to entertain the audience and appeal in a way that means the video can be watched many times and not get too boring, 

What sort of audience did you feel that the video was aimed at, and how typical was this of the genre/style of music?

I think the song is aimed at teenagers/early 20's as it appeals to the party scene, and these are the ages most known for partying and having fun. It's typical of pop music to assume it's for a party purpose, as most parties play mainstream well known songs so that everyone has something they know to dance along to. 

What sort of person does it assume you are?

Fun, likes to party, 'I don't care, I love it'; implies they do what they want etc. 

What assumptions seem to be made about your class, age, gender, ethnicity?

After watching this video people will think teenagers only care about having fun and going to parties, which can be true but not in every case. This video seems to portray people of a middle class, as posher, upper class people aren't portrayed as partying all the time and getting drunk, due to being respectable and richer. 

What interests does it assume you have?

Partying, drinking, having fun, dancing.

What relevance does the text actually have for you?

I think it's a bit of fun and it's enjoyable to listen to. I don't think it's to be taken literally or seriously, it's just a song created for the party scene, as it's something people can enjoy listening and dancing to. 

What knowledge does it take for granted? 

People are always spending money on going clubbing or partying, and they know that they need upbeat and fun songs to dance to, which is exactly what this song is - It's appealed to the target audience using pre-conceived conventions and ideas.  

To what extent do you resemble the ideal reader that the video seeks to position you as?

When this song comes on I always sing along and dance a little, it's entertaining at parties as everyone knows it and it's easy to dance to. 

Are there any notable shifts in the videos style?

There is a contrast between the party scene, the outside dancing/singing, and the narrative involving car journeys, bedroom, writing on walls etc. 

What responses does the video seem to expect from you?

It means to make the audience dance and sing along, be happy, enjoy themselves etc.

How open to negotiation is your response (are you invited, instructed, coerced?)

I think the audience is mostly coerced into feeling happy and singing along, due to the fact the song is catchy and upbeat. However, I know of people who don't like the song, so there is a choice not to enjoy it, like there is with all music. 

Is there any penalty for not responding in the expected ways? 

By not enjoying or dancing to the song, people may think you're not a fun person or don't have a good taste in music etc. If the song comes on at a party and you don't dance, it's almost like passing up an opportunity to have fun, because even if you don't like the song, it's good to dance to and interact with people. Not joining in = missing out. 

To what extent do you find yourself reading against the grain of the text and genre?

I think the music video and song are directed at the right audience, and fit in with the genre of pop/dance easily. The lyrics can be seen as enjoyable or just having fun, however it could induce a negative attitude towards things, as the lyrics are 'I don't care' and there are small references to violence. However, I don't think that's really a problem.

How typical do you think this video is of music videos?

Very. Lots of modern chart music includes this type of beat, and appeals to the dance scenes all over the world, and the type of people who listen to chart music. The video includes dancing, the artist singing along, lyrics flashing on screen and random shots of people having fun.