Sunday 23 August 2015

Task 2 - Research Into Existing Products: Lady Gaga "Paparazzi" - Analysis




The opening and story specific moments in this music video are shot almost like a short movie. This is the beginning of the artists, Lady Gaga, experiment at blending elements of music video and movie together. The opening shot appears as though the audience is looking at the sky through a camera lens, giving us a forced perspective of what to look at. The various shots of the luxurious villa and the expensive interior draw heavy attention to the basic point that Lady Gaga is successful and wealthy, very similar to Johnny Cash's "Hurt", in the sense that the artist is at the end of her rope so-to-speak, and her fame is in fact on the decline, but done in a less somber tone. 



The 1940s noir style titles that appear through the opening are reminiscent of Golden Age Hollywood movies, which is done to convey again that Lady Gaga is experimenting with the genre of video she has created. The constant emphasis on trying new things and experimenting is very prominent in Lady Gaga's life as she encourages her fans (The Little Monsters) to be freaky and try new things, as expressed numerously in her fashion. 

Again, close ups of spilled jewels and her own currency thrown over her bedroom is done to convey that she is a very successful artist. The lack of care and safe keeping of her items can also convey that the artist is portraying what happens to any artist when they've been successful for a time and are almost on the decline, both in fame and in the media, as a sort of open question like - "So what's next?" The "Dr. Dre Beats Headphones" in the same shot is just one of the examples of product placement throughout this entire video. Done simply to promote a fellow artists product for a large sum of money. The same placement being shown in earlier videos such as "Poker Face"Dior being another that the artists wears almost throughout the entire video. The blue and white colour scheme allude to the location being in Sweden. Alexander SkarsgĂ„rd is Swedish also, and they are talking in Swedish. The location of the villa is actually in Los Angeles, called Villa de Leon, but first impressions from the audience would show us that she's in an exotic setting with her exotic setting, when in actual fact she's in the same place where it is very popular for celebrities to live.  

The hidden paparazzi is able to take shots of the two on the balcony as they are kissing, and the boyfriend quickly notices them. He may have allowed them to take photos of them because if anything was to come of it, he would be able to get his face out in the media and get noticed by someone. As the situation becomes increasingly tense with both characters becoming erratic over the paparazzi, the pitch and speed of the shutter on the camera effects becoming higher and faster, reflecting the rise in tension. However when Lady Gaga sees the camera she freaks out and ultimately falls from the balcony. Sparking headlines such as 'LADY GA GA HITS ROCK BOTTOM', which in terms of the narrative begins her descent into not being relevant in the media. However, it also begins her assent to becoming relevant again as she tries different tactics throughout to gain media attention and get her fans back, which is resolved at the end of the video. 


As a creative decision, she customises her neck brace and contorts herself to appear as though she is near disabled after the accident. The metallic gold leotard she wears which is seemingly a homage to the 1920s movie "Metropolis", crafting Gaga herself as the character Maria, who in the movie aims to bring the two opposing sides together in unity. the two sides in the video are perhaps allusions to the Paparazzi and Celebrities, or Celebrities and their fans etc. It is most likely that her "impression" of disability would cause a high amount of controversy, but it did not cause any. In fact coming up to the release of another one of Lady Gaga's song releases "Lovegame" was deemed to controversial due to it's lyrics and music video. Gaga instead released "Paparazzi" which was                                                                     acclaimed for it's popularity and 'good club nature song'. 





Her latex attire she dons as the song reaches the chorus is perhaps done intentionally to engage some media reaction and ironically make headlines, within a song about making headlines. After the chorus ends there are various shots of supposedly Lady Gaga's assistants around her house who having seemingly died or committed suicide. An interpretation of this could be that with Gaga taking a hiatus away from the spotlight, those who used to help her now have no purpose in life now that they can no longer serve her and so they commit suicide, or it may be that the boyfriend killed them all. Both being dark interpretations of these dark images already in this video. Close to the finally of the song, quick flashes from cameras have Lady Gaga backed into a corner which clearly represents how at times she may feel as though the media and paparazzi, as their livelihood depends on her, force her to stand and pose for her. Creating both a visual representation of how Lady Gaga may feel with all the media attention she gains leading it to sometimes become to overwhelming, representing her as a victim of the media and fame. 


The ending to the video sees Gaga back at some kind of estate with her old boyfriend, in her hand she reads a magazine with the headline 'THE NEW IT GIRL' and NO MORE LADY GAGA'. Acting as a representation of how the media attention can be all over a star one day and then gone the next. Similar to how Lady Gaga portrays she feels hounded by the media in the segment just before, she explores how the complicated relationship between balancing fame and love, or if she can only have or the other.








Lady Gaga herself described the song as being 'a real, genuine, powerful message about fame-whoring and death and the demise of the celebrity, and what that does to young people. The video explores ideas about sort of hyperbolic situations that people will go to in order to be famous. Most specifically, pornography and murder. These are some of the major themes in the video' 

(Chorus)
I'm your biggest fan
I'll follow you until you love me 
Papa-paparazzi (This line in particular is as though it's from the perspective from the Paparazzi themselves. Claiming how they will follow her until they love her. Creating a subtle sinister tone to the meaning, and in turn a sinister tone back onto the Paparazzi)
Baby there's no other superstar
You know that I'll be
Your papa-paparazzi
Promise I'll be kind
But I won't stop until that boy is mine
Baby you'll be famous (Although similar to the line earlier, this focuses on a 'boy', which could be calling back to the boyfriend in the video, and Lady Gaga herself is represented here as the Paparazzi. Reflecting the same sinister tones in following someone behind the lens of a camera)
Chase you down until you love me
Papa-paparazzi




After Lady Gaga's fall near the beginning of the movie she is spiralling down with a mesmerising spiral behind her, perhaps foreshadowing that by the end of the video we will all be mesmerised by her. The spinning mesmerisation and other themes of paranoia and suspicion are very similar to the opening of the movie "Vertigo" by Alfred Hitchcock. The segment of paranoia and stalking shown at the start of the music video also is representative of John Ferguson stalking Madeleine Elster. The final scene follows similar conventions of early thriller motifs in the sense that the character has been shown going through their struggle and problem, established in Act 1, they have battled in Act 2, and Act 3 ends with the revenge. 


In particular, this last scene focuses on Gaga herself murdering her boyfriend to gain that same fame she had and thus stabilising the Theory of Equilibrium, which was broken in the beginning of the video. The controversial fame behind Gaga leaving to go to jail is comparable to the same controversial fame that followed Marilyn Monroe for years. The various sex scandals, sex symbol and dark past always kept her in the spotlight until her death.