The artist Justin Bieber is portrayed as wholesome family star which will appeal to a wide mainstream audience and the tween age group. He is seen dancing in a bowling alley with a very innocent feel to it as he is trying to get the girl he likes. Even though beiber is chasing a girl there is no sexual element it is and the lyrics in the song back this up. He is dressed like a typical teenage boy and has the beiber trademark hair which is a key selling point in selling Beiber as a brand. As he is cute he appeals to a number of girls and in this video it enhances this as a lot of girls would be wishing they were beiber Baby. The video is very fun as there is lots of dancing in with beiber at the front to show he is the star. Bieber is a star who conforms to authority and establishment who is given a very cute and pure feel by the company he works for, thus the long floppy hair and baby face. He is very much a product of the modern day music industry and has been manufactured to suit the needs of young girls, he doesn’t give of a bad boy image and doesn’t have rippling muscles but still has the look of a teenage pin up. Which the company has used to make more money selling poster, toys, Lunchboxes etc.
The genre of the music falls into main stream pop it is a traditional up beat pop song with a catchy beat and the Baby will ring out in people’s ears after they have listened to the song and this will help audiences remember Bieber as an artist. The video conforms to what the audience expect to see in a pop video Bieber chasing a girl looking pretty and dancing giving the impression he is fun, also shows of Beiber as a dancer to add to his appeal of the young girls and a teen audience. However there is something in the video which subverts the stereotype Ludicrous who is a black rapper is portrayed in a innocent and mainstream fashion, wearing brightly coloured clothes and joining in on the fun at the bowling allay. However I think he just went for the pay check the company offered him and the need to appeal to a wider range of audience and doing a Beiber song would help him do this. It also makes the genre a little more R&B rather than your average pop music making Justin Bieber slightly more street than he looks.
The story the video is giving is Bieber a young teenage boy is looking to get the girl he wants he is chasing her and impressing her at a bowling allay using his dancing skills to do this. We are meant to be on his side in his quest to get the girl and feel for him as he is a young boy in love, which brings a sympathetic image to him and makes the viewers on his side, its also aimed at young who will fall in love with him as there are long camera shots on him giving him a lot of screen time and therefore enables girls to fancy him. He also has an accessibility about him as the cute boy next door who all the girls fancy and is innocent which the video portrays as well as him being fun. The main aim of the music company is to appeal to a widespread mainstream audience mainly teenage girls but also all young teenagers and an older audience, The song will be played on the radio and Bieber will give lots of interviews to get his face out there
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