Lady Gaga Illusion• This video holds many concepts of typical pop music videos, she is

the main subject of the video which mainly features her dancing alone and performing in front of many fans. There is no clear narrative to this video. The lighting used is very typical, when she is in the desert the light is bright as you would aspect it to be and when she is inside the lighting is dark however a strobe affect is used which could potential make the user feel disorientated as to what is happening, this could have been purpose done to give an ‘illusion’ affect which links into the name of the song. The clothing she is wearing is very conventional to a modern day pop artist, that being is that she isn’t wearing much, she wears extremely short shorts whilst the camera pans upwards focusing on her legs several times during the whole video, she is also wearing a baggy grey t-shirt, messy hair and relaxed make-up which gives the impression that she does not care and is relaxed which is commonly associated with female pop artists. Another feature in this video is when she is dancing with guys and at several points she is forcibly holding a guy to her whilst she is screaming the lyrics in his ear. The fact that there are men being featured is typical for female pop artists however they are not sexualised which s a countertype.

Tinashe 2 on

• The artist Tinashe in this video holds most of the stereotypical pop concepts inside this video, the main being where she is the main feature of the video and mostly features her standing at the front of aa group f dancers and dancing. There is no clear story to this video either. Tinashe is very sexualised in this video, mostly due to the outfits she wears being revealing and where the camera focuses on her midriff whilst she changes, in other genres of music video this would not be acceptable but in this type it somewhat is acceptable. The lighting used in this video is not what you would standardly see in a pop video, a lot of the video is very dark often with dull firelight being the only light source, however with this during most scenes in this video coloured lighting is used, although dull this colour light still brings this video to life.

Shawn Mendes Mercy

• Shawn Mendes comes across in a clean and innocent way in his music and this video represents this, usually in pop videos things like drinking, partying and drugs are involved but not in this video. The main key concept which shows that this is a variation of pop video is that he is the main and only focus in the video, him playing instruments in an empty room and him trying to escape in a flooding car. This video holds a story which links to the lyrics which happens in a few pop videos but is still a key concept, him being in a bad relationship and knowing he is going to get hurt, he is literally begging for mercy to try and ease the pain which is why he is trying and struggling to escape from the flooding car. By doing this relates the video to the song which makes everything link and flow together which unlike some pop videos they have no meaning and feature a clueless artist just prancing around dancing. The lighting used in this video is a contrast to what a pop video should consist off, it is very dark and dull looking compared to being bright and colourful however this is purposely done to link in with the lyrics and story. Shawn is shown that he does not care in some ways, he is sweating heavily and is wearing basic clothing which again links in with the other concepts with the video and shows him as an artist.

Ellie Goulding Goodness Gracious

• Out of all of Ellies published music videos this one features the most concepts of a typical pop music video, the min concept which is different to her other videos is the colour, it is extremely bright and colourful with enhancing filters, neon and shiny clothing, upon first glance you can tell this is a typically pop video. Another concept which is used is the artist being the main focus but what makes this video different to Ellies others is that it also features parties and drinking which is seen in a lot of pop videos especially created by female artists. One thing which is different considering this is a very stereotypical pop video is that Ellie is not portrayed in a sexualised way at all, she still seems innocent even with the partying, which like most pop videos a serious subject is not being told/shown and that everything is all fun and happy.