Music Video Analysis

Artist: Ke$ha
Song: TiK ToK
Director: Syndrome
Record Label: RCA 
Produced: Benny Blanco and Dr. Luke
Officially released on August 7, 2009

This music video has a strong narrative as well a small performance, with the conceptual idea of a rebelling teenager. I will be using Andrew Goodwin's 'Dancing in the Distraction Factory'- Routledge 1992 to analyse this music video.
 You first see the artist sitting in a bath tub with a quick flash back to which is seen to be a party scene. From this we are not sure whether this is going to be a scene from the night before or a scene that we will see later on. After this you then see her getting herself ready whilst moving throughout the house. Which we later see being her 'family' household. The lyrics, 'brushing my teeth with a bottle of jack' is illustrated by her doing so. Giving a link between the lyrics and the visual.

The Mise-en-scene in the house sets the scene of being a very stable, well mannered household which is juxtaposed to the family member Ke$ha. Who is portrayed as a 'drunken', free spirited young girl against the comparison of her stereotypical polite family. The mise-en-scene in the party clip, contrasts with the family house hold we see at the start. It is loud, bright, messy and full of people having a party. The music itself would be more than likely played at a party which we see, this links the visual and music together. Also linking the audience into the situation in which they can relate too.

The editing that has been used has created a 'tipsy' effect when she sings those links. This links into the lyrics with the use of edits. Making a complete piece of work that portrays the message the artist is trying to get across. The use of black and white flickering throughout, gives a vintage feel to the video as well as adding some depth and interesting instead of using the same image. Close ups are used through the whole clip, this makes sure the audience know who the artist singing is, giving Ke$ha a large amount of coverage which may have been demanded by her label RCA.

Humour is used 1:25, this makes the video and the artist seem relaxed and not taking themselves too seriously. This reflects what the artist is like as a person, as well as a famous face.
There is a strong performance element throughout, with the block performance being her against the yellow wall. This is cut and added in certain moments in the video, were the narrative is not being used.

There are a few references to other artist and famous people thought her song viva lyrics- 'wake up in the morning feeling like P-Diddy', ' unless they look like Mick Jagger' humour is then used as a lookalike Mick Jagger appears. This giving a light hearted feel to the music video as well as interlinking the lyrics and visual.

The music video as a whole reflects the genre of the song. Being a dance-pop/electro pop tune, images of parties, bright lights, quick editing, humour all reflect the genre in the stereotypical way. This not being a negative nor a positive just the expected visual for this song and its audience.

There is a form of negativity toward women in the way that she is dressed. Her clothing and make-up is very provocative which shows Ke$ha as a sex symbol and this concentrates less on her song. However this way of portraying her will be attractive to males, which therefore gives Ke$ha a larger fan base. But can also make her lose younger viewers as their parents may think that it is inappropriate for them to watch. Ke$ha may be seen as a role model to younger girls and this is giving them a negative view in the way that they should dress and interacted with other people and view their self.

There is a link between the first scene we see and the last, both of these being Ke$ha in a bath.  The main themes in this music video are the sense of partying, having a good time and not caring. Throughout the whole music video there is a strong narrative to a girl waking up from a party and then doing it all again, with parts of performance. The music video uses lots of visual, music and lyrical illustrations plus humour. To give this music video as a whole a substance. I feel it is aimed at the typical teenage market for this genre of music and the video works well to market it. With also having provocatively in it but not over powering it, so males will enjoy it as well as females, without feeling uncomfortable.