Goodwin's Analysis: Jessie J - Price Tag

Jessie J's music video for her song 'Price Tag' incorporates many of Goodwin's points. These points include:

• Links between lyrics and visuals - This video shows some images which tie in with the lyrics being sung. This gives the video a more entertaining element as the audience can see pictures and images that match up to the lyrics. Some of these images are more literal than others. For example, when the lyrics say "when the sale comes first" Jessie J puts up her index finger, signalling 'number one'. Or when she sings "it's not about the money, money, money" the video shows her standing in front of a tree made of money. Another example is when she sings "forget about the price tag" we see her standing with a large price tag. However, some imagery is not as obvious. Such as when the lyrics say "why is everybody so serious?" the image of three men dressed in suites appear. This implies the men are "serious" and perhaps seen as 'boring'.   

 

"It's not about the money, money, money..."

"Forget about the price tag..."





















"Everybody look to the left..."



"When the sale comes first..."











"Why is everybody so serious?"

  



• Genre characteristics - Jessie J is classed under the genres of pop and RnB. The video includes popular traits for a pop video including bright colours and a lot of visual aids such as props. Props used in this video include the big bear, the tree full of money, the price tag and car. The video also features Jessie J in a number of costumes and outfits which is another concept typical of pop and RnB music videos.

• Notions of looking - This music video doesn't really include notions of looking usually shown in RnB videos such as a female being portrayed as an object or men being represented as cheats or gangsters.

•  Intertextual reference - 'Price Tag' has contains an intertextual reference to Jessie J's previous music video 'Do It Like A Dude'. This appears when she sings the lyrics "and it wasn't low blows and video hoes" showing Jessie J in the same outfit as her previous video and dancing in a similar way. This is portrayed as a 'mickey take' to herself which makes the video have a humorous element to it.



Jessie J - Do It Like A Dude



"Video hoes..."













• Demands on the label - Jessie J is part of Lava Records, Universal Republic Records and Island Records. Jessie J has developed a motif of being an 'independent' and 'strong' women. This reoccurs throughout her music videos through aspects such as styling and outfits, dance moves and lyrics. This all contributes to Jessie J's current and individual look which is portrayed throughout her music videos.

• Structure - The music video 'Price Tag' is a performance based video as it doesn't tell a particular story. However, it is not taken from a live performance. The video shows different clips of Jessie J in various outfits and scenarios. This makes it more interesting for the audience as there is a variety of scenes which keeps it entertaining to watch.