A2 Media Studies

1. Katy Perry – If U Can Afford Me
Michael Nguyen, Kelly Sutton, Eloise
Maidment and Ben Crofts
K

2. Katy Perry – Target Audience
The target audience we are aiming our music video at
is for teenagers and young adults between the age of
13-20.
We have based our target audience on Katy Perry’s
already established fan base.
Her audience presently are mainly female; this is
because of her girlish and preppy lyrics within her
songs.
E

3. Katy Perry – Target Audience
In Katy Perry’s most recent music video ‘Last Friday Night’ the video
represents teenagers quite stereotypically through house parties, teenage
‘urban tribes’ (geeks etc) and the cast in the video being mainly teenagers –
reinforcing our idea of Katy Perry’s teenage target audience.
E

4. Our ideal fan
Age: Teenager, 13-21 – Mostly Female
Dress sense: Fashionable, Up-to-date
Job: Part-time, Full-time student
TV: Reality, Soaps, MTV, Likes comedy genre
Technology: Use social networking to communicate
with artists such as twitter, follows artists own
website
Interests: Shopping, Parties, Hair, Concerts,
Socialising
K

5. The Pink Pound
We also believe Katy Perry appeals to LGBT
audiences.
The appeal of the pink pound is that a lot gay couples
don’t tend to have children so they have a lot more
money of which they can invest in artists which they
can relate too such as Katy Perry.
The pink pound generates and adds to the large
amount of money for artists.
K

6. Treatment for our music video
As our chosen song is of pop genre we will need to make our
music video is fun, quirky and upbeat. This will mean lots of jump
cuts between scenes when editing.
As the lyrics are strong we have based our initial ideas on the
lyrics ‘If U Can Afford me’.
Representation – this will play and important and obvious part in
our music video as our initial idea is to represent Katy Perry as a
fun character with guys of different stereotypes; Jock, Geek,
Biker and a ‘normal’ guy.
Our first idea of how to reflect this through a visual image of a
music video is to have several stereotype guys in a street scene
watching and wanting her attention.
B

7. Treatment continued.
Katy Perry and her image is young and sexy. This is
reflected onto her music video that she produces. The
concept is usually brightly coloured.
Our idea is Katy Perry walking down a busy highstreet
as these different teenage stereotypes attempt to
win her attention fitting with the lyrics ‘If U Can
Afford Me’.
We will need to include numerous costume change to
be consistent with Katy Perry’s current music videos.
We decided that using different kinds of stereotypes
can relate with different types of locations.
B

8. The DigiPak
Here, in the digipak for Katy Perry it is
consistent with her music video for the song
‘California girls’ Interestingly, as the music
video was based on sweets the actual image
on the CD was a sweet.
We want to keep this ‘young’ brand identity
for Katy Perry. An idea we have had is the
CD for our digipak will be shaped as a pound
coin fitting with the lyrics.
As Katy Perry is a pop artist, the general convention is voyeurism, as you can
see from the digipak for California girls we would therefore want to continue
this theme of a voyeuristic image.
M

9. The Magazine Advert
A convention of all magazine adverts and digipaks are
they are very similar in terms of images, style etc.
This is so the audience can recognise the digipak in a
shop quickly and easily based on the magazine advert.
For our magazine advert we want to keep it simple
with bright colours reflecting Katy Perry’s ‘young and
fun’ brand identity.
Keeping the advert simple will mean our audience is
more attracted to read it and pay attention to it
M

10. QR Codes
As an incentive and to get fans more ‘involved’ in our
digipak release we will offer them the chance to
download exclusive content such as phone screensaver
which can be obtained by scanning a QR code on their
smartphone – a technique that many record companies
are now using and taking advantage of the technology
available to our target audience.
Try scanning this QR code which
links to Katy Perry’s website.
MB

11. Costumes
As Katy Perry is known for her innocent yet sexy style we have
decided to use individual stereotypes such as geeks, jocks, biker
and ‘normal’ and then giving them the Katy Perry touch.
- For the geek look, we’ve thought of high waist shorts with
braces and checkered shirts with the addition of long socks and
pig tails to give the ‘preppy teen’ look.
- For the jock/princess look, we want to use an American style
varsity jacket for the guy and for the girl we would bring in the
idea of a cheerleader with pompoms and pigtails.
- For the biker look we wanted to include leather jackets with
biker boots and dark clothing with dark eyes to add a seductive
look to it.
- For the ‘normal’ guy we would follow the trends and styles of
now but then giving them the Perry perks with a clean and fresh
outlook.
EK

12. Location
Our idea of our main location is a busy high street.
This gives us a couple of possible locations:
Weston-super-Mare high street
Bristol Cabot circus
Bristol Castle park
We will narrow down our choices by taking
photographs of each location and analyse the pros and
cons of each.
BM