This document discusses concepts and effects from the Icona Pop music video "I Love It" that the authors want to incorporate into their own rendition. These include displaying lyrics on screen in different fonts and sizes, using artificial lighting for high contrast shots, duplicating the screen for close-ups, incorporating black and white footage to set different moods, setting scenes in a studio made to look like a club, featuring a variety of people, and using sparklers to add magical effects. The goal is to engage audiences and reference themes of freedom and fun through bold visual effects.

1. RESEARCH:
CONCEPTS & EFFECTS

2. Icona Pop
From the music video ‘I Love It’ by Icona Pop
there are several features we want to include in our
rendition of the music video. There are also
different features we want to incorporate from other
music videos which we think will make the video more
engaging to the audience and more dynamic.

3. Icona Pop: Lyrics on the
Screen
This feature of having the lyrics come on the screen bit by
bit we thought was a good feature to incorporate on the black
and white footage we may decide to do. It’s also another
method of incorporating a close up of the faces as shown. But
also the effects of the text will make it much more engaging
and different as we can have break the lyrics into different
parts and have them in different fonts and sizes and add in
shapes as shown in the image on the right. Basically there are
no limits which is a reference to our narrative of being free
and of the lyrics showing up at different intervals etc.
Also the image below shows the transition of the lyrics and
the format of them being in columns, which is something we
will keep in mind. Also the lyrics create a good contrast with
the black background creating a bold contrast. It also seems
like they were filmed separately as neither make eye contact
or do anything to acknowledge the other one there. This makes
it personal and isolates them and possibly the pain and
emotion they feel in terms of the lyrics and the break up.
Additionally, the pop genre is all about
vitality and energy and being bold which is
exactly what this effect will allow.

4. Artificial Lighting & High
Contrast Shots
In the club scene below we similarly want to incorporate the same club
atmosphere of the bright lights to produce high contrast shots as shown below.
It denotes a medium close up shot showing the two stars and their hands in
close proximity to the camera. The artificial lighting allows a high contrast
shot of the hands which feature the chorus ‘I Love It’. This could also be
classed as mise en scene as they use the black marker, in order to make the
lyrics seem bold which is emphasised by the lighting. Also it shows them having
fun in the club as they’ve drawn it on. Additionally the theme of friendship
is denoted with both stars having the lyrics on the hand denoting their bond
and how they rely on each other and how they make up and share each other
experiences.
We are also going to use montage editing to have different shots from
different locations featuring the main chorus, ‘I Love It’. For example Beth
and Christina mouthing it to doing a love heart with their hands, drawing
attention to the strong bond they have. In terms of
rule of thirds, you can see how the position of
their hands and the lyrics is on a line of interest.
It draws attention to the shot as does the added
element of the lighting.

5. Duplicating the screen
In the music video by Icona Pop the duplicating of
the screen features
The effect of this makes the video more appealing and
different engaging the audience and links with the
upbeat song by having bold effects. It also allows us
to do extreme close ups which a key generic
convention of music videos according to Andrew
Goodwin. This will allow us to show Christina and
Beth lip synching and draw attention to their star
image allowing us to promote them more enabling more
sales.
We would probably incorporate it when during the
chorus:
I don't care, I love it.
I don't care, I love it, I love it.
I don't care, I love it.
I don't care.
This will allow us to get a range of close ups. To
draw attention to them during the close ups we could
use bright lipstick if we decide to shoot this during
or between the club scene. We could also have the
background as being black and then have an artificial
light on them to create a high contrast shot and make
t stand out more visually.

6. Black and White Footage
The black and white footage is used continuously
throughout. As it’s used during various scenes such as;
when the lyrics come on the screen, or when they’re alone
in shots which could be to connote loneliness or emptiness
also the top right image denotes a personal moment of
happiness as you see them both laughing .
Additionally the location of this shot would fit in with
the hotel bedroom scene. Where we could incorporate the
black and white footage to denote a change in atmosphere as
Christina reflects on her relationship with her Ex. It could
also signify her mixed feelings and emotions and the overall
physical exhaustion from clubbing alongside the mental
exhaustion of letting go of her ex. This would allow
creative interpretation from the audience and make them
think and make there own assumptions. The creative
interpretation links in with the narrative structure we
chose which is amplification.
In terms of narrative theories it relates to Levi-Strauss's
concept of the conflict of binary opposites, with the black
and white footage and the connotations of that and the
effect of it.

7. Club Set
In the Icona Pop video ‘I Love It’, the scene above is supposed to
be at a club but is actually a set made to look like a club.
Similarly we are going to use the studio at college and adding tape
possibly to make the square boxes shown above and use the black
curtain as the backdrop and use the studio to look like a club.
Also by having numerous people dancing together and using close ups
and fast cuts it’ll create the illusion of a club atmosphere . We
will also have flashing lights to add to the club like atmosphere and
show everyone having fun.

8. Different People
A feature in Icona Pop’s music video ‘We Got the World 'features a
variety of people such as the long shot of the elderly women in the
top right corner. It features a variety of people from different
backgrounds and ethnicity, for example the Indian security service
Woman and from all walks of life which is denoted through mise en
scene of the clothes and the location of the shot. As the behind the
old women we see a flat and building apparatus littered around. From
the elderly women’s clothes you can tell that it’s cold as she’s
bundled up and wearing wellies. The purpose of the various people in
their own scene is to show life and compassion and love. Also the
young women’s little dance towards the end challenges the
stereotypical view of elderly women being stern and weak which is a
regressive view.

9. Sparklers
In her music video ‘Hit the lights’, Selena Gomez features uses sparklers in
a vast open field at night. The artificial lighting highlights her features
against the darkness of the night, making her look more youthful and radiant.
The genre of the song is dance and the meaning behind the lyrics being about
having fun and taking risks which links with the narrative we’ve got about
having fun and living in the moment.
The sparklers would be building on the idea of taking risks as is the fact of
lighting them in an empty field alone.
Also the sparklers add a magical effect and Selena Gomez ran
around and twirled with sparkler, which is almost a childlike
instinct or behaviour and denotes her as being free and in
control, as shown in her music video ‘Hit the Lights’. This is
why we want to incorporate this aspect into our music video.