Pia Mia - Do It Again

Pia Mia - Do It Again

Representation

• The video and song has an authentic feel to it, with Pia being an 'island girl' from Guam. The overall vibe of the music video is quite relaxing and calm as opposed to stereotypical RnB and pop songs which have a more energetic feel. There are many shots to showcase the beauty of the island that they are located in, with regular camera shots of hula dancers, which creates an authentic image of Pia. Although the music video arguably uses many close ups and extreme close ups of Pia, it is effective because of the fact that this is essentially her debut song and video. In addition, the video uses Andrew Goodwins 'star image' theory where promotion of the star through the video using frequent close ups and recurring motifs to represent the artist.

Institutions

Analysis

Genre

• Pia Mia Perez, known professionally as Pia Mia, is an American singer, songwriter and model from Guam. Pia Mia started by posting videos of herself singing on video sharing site YouTube, later going on to star in commercials and music videos.
• Pia Mia was introduced to Chris Brown's manager and record executive Abou 'Bu' Thiam in 2013. She began working on material with producer Nic Nac and has since entered a relationship with him, including a cover of Drake's 2013 single "Hold On, We're Going Home". Later that year, Kim Kardashian published a Keek video showing Pia Mia performing an a cappella version of her song for the rapper and Kanye West at the Kardashian family home, which generated interest on social media.
• On May 4, 2015, Mia released "Do It Again" as the lead single from her debut studio album. The song, which featured vocals from Chris Brown and Tyga, became Mia's first charting song.

• The song is a hybrid of pop and RnB, which is highlighted in the music video.
• Some of the pop conventions that the music video uses are the close ups of the main artist, Pia and all of the artists being seen as a 'unit' - dancing and having a good time with their friends in a party like scene.
• There are many RnB conventions of the music video such as the attire, the male gaze (sexualisation of Pia, with extreme close ups of her face and body), the choreography and the urban feel of the video in general.

• Throughout the music video, there is not much variety in the camera shots. The most predominate shot used is the close up which highlights Pia's physical beauty. This method is used throughout with fast paced editing to contrast with the tempo of the song. The opening scene shows the island (could potentially be the island she grew up in) and then fades into an extreme close up of Pia. There are some wide shots which showcase all 3 artists, (at a lower angle) dancing around in a party scene. This enhances their 'bond', in which all fanbases love to see as it makes the video more enjoyable to watch. In addition, the wide shot of Pia and Chris highlights their 'friendship' as he places his arm round her as opposed to a sexual relationship. This allows the audience to view a potential friendship blossoming. Overall, the meaning of the song is ignored as all elements of the music video: props, lighting, location, costume and camera shots is used to construct Pia's star image and her USP (being a successful young RnB Islander artist).

Audience

Narrative

• The target audience for this video would be primarily females because Pia's fan base are more females than males. However, because Tyga and Chris Brown (extremely popular Hip Hop and RnB artists), are featured in the video, their fans would also be engaged with the video. Furthermore, the male gaze theory (Laura Mulvey) is made apparent in the video, with Pia dressed seductively. This would inevitably increase the percentage of male viewers as Pia is constructed as a attractive young female, taking over the RnB scene. In addition, it is appealing to the fans of all individual artists to see them engaging together as friends, dancing around and having a good time.

• The video features Pia Mia, Tyga, and Chris Brown. It opens with Tyga rapping over an ocean cliff, then moves to Mia driving in a white Jeep Wrangler by the coast and later performing a dance routine on the beach. Then Brown sings his verse in a cave before all three artists show up at an outdoor party. Other scenes include Mia rolling in the sand on the beach and walking along the shoreline.
• Although there is no specific narrative to the music video, it is very apparent that the purpose of the video is to showcase Pia's 3 elements as a new artist - her star image, her signing ability and her dancing ability.
• Furthermore, this could also represent Andrew Goodwin's other subtopic of his music video theory called disjuncture. This is when the song's meaning is ignored, as it is because of the lack of narrative.