Demands of the record label a la Goodwin.
"We need close ups of you, of recurring images and flesh. We need flesh".
THIS IS MASSIVELY UNFAIR, I CAN'T THINK OF ANYTHING MOCKING TO PUT AS A CAPTION. /SHAKES FIST.
CLOSE UPS OF THE ARTIST? Check. Loads of them. I'd counted 15 before I forgot how to count and had to stop.
CLOSE UPS OF RECURRING IMAGES? Check.
- The Mills and Boon style romance novel - to not only make a clear link between the lyrics and the visuals but also appeal to the audience of pre-teen / early teen girls;
- Performance elements - to create an air of authenticity to the audience's understanding of the artist's ideology. This is supposed to be honest and artistically meritricious pop (such a thing can exist). This is, perhaps, undermined slightly by the garage band stylings of Jepsen's band, real life guitars and drums and the like, when the song itself is studio produced, computer generated, synth strings. So what we see isn't an accurate portrrayal of the actual process of recording the song. But then, in terms of performance conventions, watching someone in a studio layer sample and pre-recorded loops on to a song writing package just wouldn't have the same drive, verve or capacity for mini-moonwalking that the chosen performance element allows. But we get regular close ups of this 'performance' to bring the audience into the world of the artist and begin to establish a relationship with her;
- The written code at 3:05 to reinforce the song title, making a direct link between lyrics and visuals;
- The male lead - appealing to the target audience, satisfying the label's need for flesh whilst also managing to allow the parents of the artist's audience to appreciate the slightly self-deprecating tone to the video and not fear that their children are being urged to strip off and grind as with the portrayal of many females in music videos. The artist is wholesome, and even the objectification of the male form is dealt with in an innocent manner rather than a wanton, lustful sexualisation of their teenage years.