What is a Music video? Justin Bieber-As long as you love me.

A music video usually is the artist's interpretation on what the song would be if it was in visual form. It is used to put the connotations of song and the lyrics into visual form, express how the Artist is feeling or create an ideology surrounding the song's connotations. A music video is often a very good way for the audience to become familiar with the artist to create a connection, whether that be through relating to their image or by relating to the song. A music video is useful for marketing as it shows the audience who the artist is therefore promotes the artist as an individual. Music videos are also pivotal to the popularity of an artist because unlike other methods of listening to music like the radio where fans can't see their idols, you can in the video. Record labels often ask for as many close ups as possible as indicated in the Goodwin theory.

Choreographed dance routines often appear in Music videos with the artist often at the front, this is to make the artist look as good as possible to make the fans idolize them making the sale of records more likely.  There is often many chances to see the artist performing within the video to reinforce that it is them who is the artist.

Justin Bieber is a pop artist that dips in and out other genre through the use of collaboration. Popular music [or its abbreviated name pop] is a style of music aimed to attract a mass audience, for obvious reasons pop adjusts to the changes of its audience so that it can stay relevant. Bieber's target audience is a predominantly female audience between the ages of 10-19, the teenage years, this demographic allows Bieber to provide the fans with the product that they want because the ages are similar and the gender is often the same, therefore he's marketing strategy can remain the same throughout his audience. Pop songs often are shorter in length than other genres- to fit better into the radio strict format of timings. The genre of pop also has basic song structures of a verse chorus manor, the chorus’ are often repeated and are usual the same lyrics with few changes another characteristic of the pop genre is a catchy tune- a method to make the songs more memorable. The demographic for most pop products because of its nature excludes as little audience as possible, ages 12-34 and doesn’t target a specific gender however the balance does slightly tilt towards female audiences.

This music video whilst breaks many conventions of the stereotypical video, it also followers many. Unlike the common video this video has a high level or verisimilitude, with the narrative staying constant and easily relatable from the audience to the artist. An explanation for the artist choosing a video that is parallel or as close to real life as possible is that now he is famous and is in the media’s gaze it is the closest he will come to ‘normalness’, a plea to fit in as such, an example of this is seen at the beginning of the video where Bieber is walking freely and almost worriless within a train station.

From watching the video the use of theories and formulas become clear. Bieber and the character of the father show signs of the Oedipus complex throughout especially in the sequence of conflict. The conflict connotes the struggle for male dominance in the life of Bieber’s love interest. Laura Mulvey’s theory of Male gaze is also included, this is shown by the director by honing in on the ‘Virgin/whore dichotomy’ with the daughter being characterised as innocent and sweet teen who has a strong sense of family values, especially during the sequence of the conflict in which she cowers away in her bedroom. The final theory that is relevant is Goodwin’s theory. From the six points suggested by Goodwin; the relationship between lyric s to music, music to visual and visual to lyrics. There is a considerable amount of star image motifs included. This is illustrated through the countless close ups of Bieber and the use of mid shots to show Bieber performing, which is a marketing tool to raise brand awareness of the artist and record label.

The main different between this video to other is that it was created in the style of a short feature film. Although it has been done before it is uncommon to see, this makes the video feel more unique and giving it a competitive advantage on its rival products. This gives the product a higher popularity than its alternative because it has a sense of added value as Bieber is giving the fans more than alternative artists are, giving the audience more incentive to buy or watch his product.

Despite the narrative being slightly cliché it has a cloak of enigma surrounding it, captivating the audience and enticing them to watch it again. This is because the audience will want to pick up on parts of the story that they may have missed first time around or it may be to piece together unanswered questions. Most methods using enigmas deliberately miss  parts of the story out to disorient the audience by placing the audience in a state of confusion, although this confusion is never uncomfortable as this could deter fans from the song and the artist, but ultimately the record label. By the audience re-watching the video it increases the memorability and in turn t he reputation of the song and artist-which could help sell records and make the artist profitable.