Textual Analysis- Iggy Azelea- Fancy (Hip Hop)

First of all this music video is basically a replica of the 90's film 'Clueless' however he artist has adapted it in her own way with subtle changes so that it fits the hip hop genre. The video has used many shots as the same as in the film, mise en scene is virtually the same as well. However unlike the 90's film clueless where the main characters persona has the 'good rich girl' persona, in this music video Iggy portrays the exact opposite as she is flicking her hair and has a confident persona. She is also dancing whilst wearing a short skirt which suggests that she is doing that for 'sex appeal' and not to portray the rich girl image. This intertextual reference brings in a wider audience compared to if Iggy Azelea was to not have done it as it brings in fans from the film 'Clueless' and also fans of Iggy Azelea therefore creating a wider audience. It also means that viewers and the target market are left to make up their own interpretations as to why she has done this and made the entire music video an exact replica of the film clueless.
Although almost all the music video is a parody of the film 'Clueless' here are just a few similarities but there are many more throughout the video:

The music video when referring to Andrew Goodwin's theory could be seen as an amplified music video this is because the lyrics to the music video don't exactly match the lyrics but the idea that she is 'fancy' is amplified throughout the video. Therefore it could be seen that the target market to the music video are people who like to create their own meaning of music videos for example, why has she chose to reference to 'Clueless'. I think that she has done this because the album in which the song is taken off is called 'The New Classic' therefore as 'Clueless' is a 'classic' 90's film and the artist herself is quite new to the music industry she could be trying to get across that she is 'The New Classic'. I believe that this music video could be seen as some what unconventional in the hip hop genre but I think that this is because the artist her self is quite unconventional to the hip hop genre as she is a white female rapper therefore the music video needs to be different and make her stand out in order for her to be marketable.

Throughout the music video there is a narrative which is shown through the intertextuality however in connections to the song lyrics the video doesn't exactly match therefore leaving it up to audience interpretations. The video however has the artists in the music video singing throughout the video which helps adds to the idea in which is amplified throughout it is that she is 'fancy' this is because when the artists are singing you can tell that they're trying to portray a persona of being 'fancy' and confident and better than everyone else. This is shown through the use of mise en scene for example, in a long shot of one of the main singers in the music video at 0.41 she is sat at a table with 4 other people in which they're looking at her which means all the attention is on her even though there isn't a close up shot suggesting that she is the dominant one in the scene even though she is dressed as a posh female and she is sat with males who are stereotypically considered as the dominant ones. This could then suggest in the wider sense that she is not just the best and considered the most dominant in the music video but in the music industry, emphasising the narrative of the song. In addition by having her singing in this scene and also not having a close up it shows that the singers are like leaders of groups to show she has people around her which could be considered as a 'posse' and even though she is in a long shot the fact she is singing draws attention to her and the artist becomes even more domineering and the powerful one in the shot.

When the singer Iggy Azelea is singing next to the court she is also dancing in a way which objectifies women (all the people dancing at this point are women) however it could be considered that the women just become more domineering. The fact that the women are all wearing sporting attire suggests that they have power and strength physically thus emphasising power which seems to be a theme throughout the music video. There are also other references towards wealth, power and status, at 1.18 there are 3 people in a car which could be considered as a luxury car and also the car is deep red which has connotations of wealth and power, there are also three people in the car one of the people in the car is the singer and there are two other which could be considered as her 'posse' all of this signifies power and wealth which thus adds to the narrative of the song.

The editing is quite fast paced due to the song being fast paced which helps create effective cuts which go with the rhythm of the song which can make it seem more entertaining. This is predominately all throughout the song. An example of this would be where the artist are at a party at 1.36 not only do the cuts go with the rhythm of the song but some shots are in slow motion this gives the effect that time is slowed down. I think that this is done to demonstrate skill and style as it is slowed down as people are dancing, it makes it clearer to the audience the expression on peoples faces which over exaggerate that they're having a good time. The fact that this happens after the artists arrived at the party suggests to the audience that the people at the party are having a good time due to the artist being there. Thus suggesting that they're better than everyone else and have power as they're able to make everyone else have a good time.

After analysing this music video I am able to understand the conventions of the hip hop genre and therefore if I was going to then make a video from this genre, these are the genre conventions which I should include:

• Having an intertextual reference to make the music video stand out and make the video have a deeper meaning.
• Have the artists singing throughout the music video. 
• Have the artists seen with people around them which could be considered their 'posse' and also with expensive items which all signify power which is a common them throughout the music video.
• The artists should be seen in sports wear to signify power and strength.
• The artists should be seen to be dancing and wear short/skimpy clothes which objectify women as this is also a convention of this genre.
• Have many cuts which go with the rhythm of the song and also slow motion to show skill and expression.
• Have long shots used to signify power to show that the artists have many people around them and they're then the dominant ones in the scene.