Feminist stand point

An initial idea I have for my music video is to produce it with the artist appearing independent and strong, and seen to challenge ideas of the power bloc that women cannot be this. Thus I intend to challenge these ideas and produce my music video from a feminist standpoint.

This standpoint features in many past, strong, female artists, and given Beyonce's brand is similar to these, I hope to feature shots and scenes which show the female in a positive light. For example, previous work by Nicki Minaj - Super Bass (below) features shots of Nicki, mainly alone but at her level, not low angle shots which are often shown for women. These shots make the audience see her as the one in control; the subject, rather than the object (Simone de Beauvoir, 1949). She is also shown with men, but these appear as her inferior, as she plays with them as if they are just her fun, not in control of her. However, the lyrics of the song, suggest stereotypes of women being in love and chasing the men, which goes against the other feminist points the song uses.

I want my actor who will play the role of Beyonce to appear as in control, and powerful. Along with the lyrics of the song, which show Beyonce to be partly in control of the relationship. Thus, I will play on these lyrics in the way the actions are choreographed. For example, In Nicki Minaj's - Moment 4 Life. In this shot, Nicki is shown in royal colours of gold and the location behind her also appears grande. It gives connotations based on her being in another room of the house, that she owns this house, which goes against the ideas that women are not workers and are reliant on men. However, the song focuses on how she could gain a man's attention, which reinforces how women are dependent on men and shows men as superior (Germaine Greer, 1970).

Although at the same time, my artist will be shown to be embracing her femininity. Thus, a large focus will be put onto make-up, hair and clothing, not only as a way to target the audience, but a way to show her still as feminine. For example, in Jennifer Lopez - I'm Into You, it shows her in various make-up levels, ranging from bare to full glam (as shown below). In order to show my artist as interested in clothing, but not appear too attention seeking, I will not use overly revealing clothing as a way to gain attention, instead I will use her dance moves as a way for her to steal the attention, unintentionally. I will need to consider what type of eye make-up I will use in order to fit with the pop/ R&B genre.