CALIFORNIA GURLS

MUSIC VIDEO ANALYSIS

CHRISSIE BISHOP

BRIEF BACKGROUND INFORMATION

California Gurls, by Katy Perry and Snoop Dogg was produced by Dr Luke,
Max Martin and Benny Blanco. The record was directed by Matthew Cullen
and was inspired by the work of Will Cotton who was also artistic director.
Originally the single was intended to be sent to mainstream and rhythmic
airplay on 25th May 2010.
The song made it to number one on the Billboard 100 and remained for six
weeks. This gave Perry her US number one single and Snoop Dogg his
third. The song reached number one in over 10 countries including, United
States, UK, Canada, Australia, Scotland, Ireland and New Zealand.
California Gurls was particularly aimed at a younger audience, including
both girls and boys.

ANALYSIS
The music video begins with an image of a board game. This, as well as the pink, candy floss clouds suggests an element of hyperreality. There is a
play of words Candyfornia instead of California.The whole video seems to imitate the classic film The Wizard of Oz (1939), through the use of
pastiche, with Katy taking on the role of Dorothy as she saves three candy characters (who are replacing the characters of the tin man, the lion and
the scarecrow as she skips across a candy lane (the yellow brick road). The video is heavily based on candy and all things sweet. The audience are
then introduced to featured artist, Snoop Dogg, who is dressed as Sugar Daddy in a sweet patterned suit. Through mise-en-scene, his clothing can
be intertextually linked to Gene Wilders costume as Will Wonka in Willy Wonka & The Chocolate Factory (1971). Audiences will immediately identify
the similarities of their sweet patterned clothes and brown cane, associating Snoop Dogg with the hyperreal sweet land. By placing him over the
game board, and close up shots of him putting Katy Perry into the game, which creates a God-like status. This hyperreal candy land is based in
Hollywood which is an intertextual reference. This also references the board game Candy Land, with much of the set decorated with cupcakes, ice
creams, cotton candy, and lollipops. There is also a lot of teddy bears and dream-like scenarios; Katy is seen to be conforming to Laura Mulveys
theory of the Male Gaze as she is seductively eating candy floss, lying bare on a pink cloud and using direct address to the camera by giving eye
contact. The lighting is very bright and everything is colourful to make the video seem like a fantasy. Katy wears a lot of eccentric outfits, such as a
corset and tutu with a lot of sweets stuck to it as she wonders around a forest of candy. Shes wearing a purple wig which makes her seem very
childish in a teenage dream. We can also see Katy waving to over-sized gummy bears who appear to be alive which uses personification. An
element of parody is seen in the music video, as the references to Willy Wonka is reinforced as Snoop Dogg is followed by these gummy bear
workers. This is an intertextual reference to Willy Wonka as his workers are Oompa Loompas so the audience can relate to the bears and gain an
understanding of what their purpose is. We can see that Snoop Dogg is rolling sugar dice; controlling Katy on a board game which signifies that the
video is not real. Other props involve Katys friend floating in a bubble gum balloon and Katy saving her with her stiletto heel which is clearly very
unrealistic. The candy canes at one point turn into snakes which symbolizes that even a dream has its faults. Katy then proceeds to climb the candy
cane and is floating in a candy floss cloud. Whilst in the cloud, Katy is nude which signifies her growth within the video, in contrast to her previous
child-like behaviour. At another point, Katy crosses another candy cane over a very dark town which is actually chocolate. The gingerbread man is
saved by being given a heart by Katy to make him happy similar to the Tin Man in The Wizard of Oz who doesnt have a heart. Half way through
the song, Katy switches outfits into denim daisy dukes and a bralet which is like cupcakes and cream; the lyrics match the visuals of the music video.
The next person she saves is stuck in a sweet wrapper. They then proceed to find a castle which is like Emerald City and she then stays in this
wonderland. The director uses pastiche to self-consciously imitate the fembot scene from film Austin Powers: International Man of Mystery (1997).
This is reinforced through the use of mise-en-scene where the Katys hair is styled in a similar way and she fires whipped cream at the gummy bears
from her chest. She quickly defeats the army after which the stunned king throws down his staff and surrenders. The video ends with "Sugar Daddy"
buried up to his neck in the sand by the women, nonetheless admiring their beauty and wishing that women everywhere could be California girls.

FURTHER ANALYSIS
It is obvious that the genre Pop is portrayed through different music conventions. In California Gurls, there is an obvious relationship between the lyrics
and the visuals. Shown in the screen shot to the left, is the singer Katy Perry climbing a candy stick. She is surrounded by Chocolate ice cream, clouds
and an icing imitation of Hollywood. This portrays a sense of surrealism as the idea of a candy made world would be thought of as a dream. The
screen shot is followed from the lyrics, Youll be falling in love. This clearly connects the lyrics with the visuals in a way that reassures the audience that
everyone would love to live in such an illusory world. Quick editing has been included in this video to create an interesting effect. It is obvious that the
record companies have demanded different angles of Katy Perry including a vast amount of close ups. Close ups, are a huge success in a pop video
due to the popularity of the artist. The audience edge to see the singer close up, this can result into imitated styles and facial expressions attracting
more and more audience numbers. The record company aim to attract a larger audience number with the close ups that could include, pretty, icon shots
as well as sexy which would therefore attract both genres. Camera work shows shots of Katy Perry ranging from long establishing shots to close ups.
As an attractive singer the importance of shots showing her legs and more feminine parts have been included to attract the male audience whereas
focus on props such as shoes and lipstick and the outfit have been aimed at the female gender. A screen shot to attract males A screen shot to attract
females There is an obvious narrative structure within the video, with a title of California Gurls but an opening shot of a board game. The idea of
Candyfornia is produced. It is obvious that the main idea behind the video is to do with candy, rather than incorporating a beach theme. Perry acts as a
piece in the board game, set out to free the women of the land. Taken from the inspiration of Alice in Wonderland, and Charlie and the chocolate
factory, California Gurls seeks to create a strange narrative story. Throughout this music video, a strong narrative structure is shown; there are quick
shots which show the main singer in different locations. The video has been edited, so that we are aware of the background story of the song. Katy
Perry makes quick costume changes which describe the length of her mission in this board game. In the music video, Katy Perrys outlook is portrayed
as very girlie and innocent like. Examples of these are shown from the images above. Katy Perrys constant change in outfits, keeps the video
interesting. One of her costumes is a brownie outfit and she has her hair in bunches, this is one of Katy Perrys more childish look attracted young
teenagers whereas the outfit of her on the beach in shorts and a bikini top is aimed at the older teenage age group, this is also obvious by the cupcakes
edited on to Katys bikini top. The locations used in this music video portray surrealism, with sweets taller than the singer and edible houses, the
audience is aware of the editing effects used and how the inspiration from surreal stories are combined in. Throughout the video, a strong lighting is
used. Whether the shots include Snoop Dogg or Katy Perry, high lighting is always shown. I believe lighting is used during this video to show happiness
and brightness. If dark shadows were to be used this would turn the video into a horror like scene which would not combine correctly with the lyrics and
music in the song. Low key lighting would more likely to be used during a sad song, such as The end of the road, by Boys to men. Katy Perrys actions
are also very dramatic in California Gurls, again, this adds to the surrealist thought of delight and happiness. An example of Perrys dramatic actions is
when the gummy bear swears at her. Her reaction is over the top and although interesting can come across as very fake. California Gurls reviews have
got better since the video has been released. When the video reached number one, comments such as, This video is so good, definitely Katy Perrys
best. I love the different styles and clichs she portrays. Show how well the audience has adapted to the idea of Candyfornia. Another comment stated,
how the effects were as vibrant and extraordinary as any dream like world should be. Again this is positive to the publicity of both the video and Katy
Perry. Overall the critical reception was generally very good. By publishing the video online this proved the video editing and overall idea was good.
Results of this included attracted a larger audience, for example not just those watching from television. Furthermore, the genre of Pop is portrayed
predominantly well throughout Katy Perrys California Gurls. As it soared to number one in over 10 different countries, it not only attracted the teenage
audience that it was aimed at, but different age groups such as adults as well. I believe the video has been considered considerably well allowing the
relationships with the lyrics and visuals to adapt correctly into a dream like world. Although when first listening, the audience would believe the song is
about California, as the video adapts we are aware Perry has changed the narrative structure and done well to keep it running throughout. This video
was very successful allowing the song and video to be pushed to the top of the pops.