The document discusses several key points about dance pop music videos: 1) Dance pop videos primarily focus on partying and dancing to reflect the genre's name, targeting younger audiences who enjoy such activities. 2) The videos heavily feature the artist through close-ups and long shots to promote their image and brand. 3) Bright colors are used to attract attention and convey a happy atmosphere matching the music.

1. themselves as their brand image and to sell
the product. They use their appearance to
From the video deconstructions, I learned attract their audience with make-up, long
Video Deconstructions
that dance pop music videos are mostly hair, and tight-fitting, revealing clothing.
about partying and having fun. There is a The video sexualises the star.
lot of dancing in the video’s which reflect
back to the name ‘dance pop’. It suggests The colours used in the videos are very
that the target audience is young as all the bright to attract more attention and stand
actors/dancers/singers who appear in the out. Pathetic fallacy is used as bright
music video are mainly between the ages colours connote a happy atmosphere. This
of 18-25. Also, the fact that the music is used a lot in dance pop music videos as it
video’s mostly consist of partying and relates to and matches the vibe to the song.
dancing further adds to the audience being
young as this is something in which Lastly, the videos are mostly hybrid
teenagers do. according to Andrew Goodwin’s theory as
they are a mix of performance and
The music videos mainly concentrate on narrative. Another point which supports
the Artist, with many close up’s and long Andrew Goodwin’s theory is that the artists
shots of them. This means that Artists in also have their own individual style such as
the genre of dance pop usually use Kesha and her heavy, bright make up.

2. Digipak Deconstruction
The research shows that digipak deconstructions are very informative as they include information on
not only the album, but the artist and record company as well. The digipak deconstructions show that it
is popular for dance pop artists to have themselves on the front cover. This is because their image is
recognizable so their audience know immediately whose album it is. Bright colours are used to stand
out and connote a happy vibe. The bright and feminine colours used gives off the idea that the target
audience is female. It also refers back to the colours giving off a optimistic vibe.
Again, in the adverts the Artist is centre of From the Artist research I learned that the
Adverts
Artists
attention and uses their own specific look audience is dance pop is mostly teenagers.
to make them identifiable and stand out. This is because I found that the Artists
The images of the Artist are from appear on magazine covers such as
professional and organised photo shoots Seventeen and Elle Girl which is read by this
and are far from natural. The Artist is group of people. I also found out that it was
usually pulling a pose and an expression important for the Artist to put across their
which is mostly serious. The images are own individual look as this is what makes the
generally from their album cover which different and how their fans identify them.
makes the advert more recognizable. For example, Miley Cyrus was easily
recognizable in Hannah Montana because of
Bright colours are usually popular her famous blonde wig.
especially feminine colours such as pink
however black and white are sometimes I also discovered that dance pop is a very
used to give off a vintage and timeless well-liked genre as the sales of the records
look. The name of the artist and album is were very high and were sold at a global
written across the advert in large to inform scale.
the audience of who they are.

3. Target Audience
From the target audience research I
Distribution Methods
learned that the most popular genre’s I found that dance pop music was available
were pop, rock, and RnB. I found that through many large stores. This demonstrates
those of younger ages favoured pop and that dance pop music is a very popular genre as
RnB whereas those of older ages enjoyed suppliers know that the albums and singles will
country or rock music the most. definitely sell. This told me that my products will
be targeted at a mass audience.
Another factor I learned about the
audience is that it is mostly Caucasian girls Something else it shows is that dance pop music
who like pop music. This may be because can be bought from a number of online stores
the music is usually simple and such as Amazon and Itunes. Programmes such as
catchy, and they can relate to the lyrics of Spotify allows people to listen to the music
the songs. without having to purchase the songs.
Promotional methods used are TV adverts and
I discovered that my target audience are Artist’s having their own facebook or myspace.
girls aged from 8 to 25 years old. Because This updates their audience on their music and
of the age of the audience, many of them what they are working on. From their large
spent a small amount of money on music number of friends, again you can understand that
each month. I also learned that those In the audience is a very large group of people from
this age group frequently watched all over the world.
television, listen to the radio, or search
the internet. Due to this, pop dance The research as a whole mainly taught me that
artists usually make their music to be dance pop is an extremely popular genre and
easily accessible online or on television because of this is also commercial.
for their fans to listen to.