Analysis of music genre- Dance Flo-rida

Music videos are important in building a relationship between the audience and artists, familiarising the audience to the artist as if advertising themselves. Mainstream music videos are successful in doing this by conforming to the conventions and characteristics of the music genre. This therefore satisfies the audience as it fulfills their expectations.

The Flo-rida's musc video opens with a long shot of two luxurious cars stopping outside a venue situated in New York City. This is used  to reveal the destination, evoking the busy, central city life style. However the focus is on the cars as the over indulged entrance instantly makes a statement as the doors glide open making it appear as if they are superior. This adds to the materialistic conventions which are portrayed throughout pop videos, however this is a dance track but due to flo rida being a pop artist it focuses on these elements. This is relatable to many pop videos for example in the Boyfriend video Justin Bieber is driving various rare, exclusive cars to make him stand out, impress and  create that wealthy image. There is a close up which later follows this when Flo Rida puts his clenched fist, up to the camera, similar to a fighting action, at the same time revealing his watch while the lyrics say "I got money to blow. The watch is used as part of his image and to further suggest his wealth, supporting the lyrics. The action, as if literally punching, adds to his huge ego and confidence and further relates to the motion as if punching up. 

There are various fade edits which are used to move smoothly between each scene which could suggest the easy flow of his lifestyle, these edits are generally used quite often to further suggest their carefree, simple life.  Other edits are used such as split screens showing long shot of the city and a high angle of the club to help emphasise the atmosphere of people dancing. It also allows us an insight into Flo Ridas luxurious lifestyle of city life and work followed by nights and and clubbing in the city, to a certain extent these worlds cross over but the images are suggesting two different worlds. Although he is continuously surrounded by luxury and expense where ever he goes.  Whether it is work or socialising he does it in style and has a brilliant time, at the same time attempting to suggest that he is in the best place for it. This clip is trying to create that idealised image of what people long to have an easy going wealthy lifestyle where money can literally be thrown away. The mise-en-scene supports this through the further general use of the iconography with sunglasses and champaign used, champaign as it can be the most expensive and sunglasses to further suggest the star image. The use of sunglasses protects his real persona but expressing another persona which the audience admire, portraying the Richard Dyer theory of the artists being used as a product to sell and advertise their music.  The sunglasses could metaphorically suggest, literal stars as if this is what he aims for, looking up to a bright future. 

The mise-en-scene setting of Flo Rida in the club allows the lyrics to specifically match the music video,not only this it also reveals, adding features of dance into the music video. People would watch this and assosciate this song as a dance/club song rather than just a pop song, perhaps appealing to a wider audience.