Katy Perry's target audience is aimed at girls between the ages of 14 and 17. Her vibe is supposed to come off to young girls as an older sister or a friend. Her music is supposed to reflect on some of the anxieties some young girl have and become someone to admire and want to be, appearing sexy in a non-threatening way.
The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. There is frequently reference to notion of looking (screens within screens, telescopes, looking into the camera etc) and particularly voyeuristic treatment of the female body. Katy Perry's videos appear as "Feminist" but she also appears "sexy" in parts. There is often inter textual reference (to films, TV programmes, other music videos etc - Wide Awake refers back to California Gurls and Firework.
Hot N' Cold (2008)
In one of her earlier videos, Katy Perry presents herself as a victim when she gets rejected at the aisle. However, she is not presented within the "runaway bride" stereotype or any sort of damsel in distress, instead the video is slightly comic as she chases after the groom - she is presented both funny and sexy; later on in the video she sings on stage wearing red with a band playing behind her.
The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. There is frequently reference to notion of looking (screens within screens, telescopes, looking into the camera etc) and particularly voyeuristic treatment of the female body. Katy Perry's videos appear as "Feminist" but she also appears "sexy" in parts. There is often inter textual reference (to films, TV programmes, other music videos etc - Wide Awake refers back to California Gurls and Firework.
Hot N' Cold (2008)
In one of her earlier videos, Katy Perry presents herself as a victim when she gets rejected at the aisle. However, she is not presented within the "runaway bride" stereotype or any sort of damsel in distress, instead the video is slightly comic as she chases after the groom - she is presented both funny and sexy; later on in the video she sings on stage wearing red with a band playing behind her.
Firework (2010)
Katy Perry encourages her younger viewers to celebrate their inner difference and individuality within the Firework music video. When she sings about fireworks it is a metaphor for everyone's own uniqueness - in the video she is walking around in a beautiful long dress passing all different kinds of people who each have a "spark in them". This is another inspiring video for her younger fans who struggle with self-image, being an outcast and or just standing out from the crowd. She tells them not to dismiss that individuality, but to embrace it because it is something that nobody else has. The firework that comes out of Katy's chest also appears with all the other people.
Last Friday Night (2011)
A video with a distinct story line, Last Friday Night (T.G.I.F) involves Katy Perry appearing differently than she has done before - she is stereo typically "unattractive" here with glasses and braces, unpopular with the "in" crowd. The video shows her undergoing a make over to go from nerdy to sexy. The video is colourful and fun, showing young girls that it is okay to stand out from the crowd. For example, even when she undergoes her make over she doesn't look entirely perfect; we see this as soon as the camera pans up her body from the bottom of the stairs and her shoes are different colours - she looks prettier and more fitting but she doesn't look perfect, and her message here is that it is okay and completely acceptable not to be.
California Gurls (2011)
This music video displays Katy Perry in a new light. She appears within a sexy new image, there is a lot of nudity hints within the video and she sings alongside Snoop Dogg. At this stage in her life she was going off the rails within the sense that she was not appealing as much to her target audience. She failed to send out a positive message to young girls in her new music video - this was the time where she was dating Russell Brand and he was considered a bad influence. This video alone contrasts with her previous works.
Wide Awake (2012)
Katy Perry reconnects with her teenage fans in this music video to act as almost an apology. This video is very metaphorical as she shows her past experiences and mistakes with Russell Brand after he publicly shamed her when they broke up. "Wide Awake" starts up as the continuation from her "California Gurls" video; the video features a little girl who acts as her past self, and when she meets the "prince charming" character, she punches him at the very end. Katy Perry starts creating music like she had done before, with female empowerment and a role model to young girls.
Roar (2013)
The message in "Roar" is similar to the "Firework" music video, The high production values and special effects to make it look like Katy Perry was stranded in a jungle. The self empowering positive message promotes that women can be strong and independent without men. There are humorous elements in this video once again, and elements of being sexy but not to attract a man, rather for her self confidence instead.
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