The electro pop music video for Iggy Azalea's song 'Fancy' was directed by Director X. It was released on 4th March 2014 and has had over 618 million views on YouTube. This video received four nominations for MTV Video Music Awards including Best Music Video, Best Pop Video, Best Female Video and Best Art Direction.
The video was made as homage to the American comedy film 'Clueless'. The setting, costume, props and typeface are all used to recreate the look of the film. In the music video the costumes are all 90's inspired teen outfits. They feature a lot of checkered, colourful and layered items. Mini skirts and crop tops with knee high socks appear heavily throughout the extras and main characters. For the boys, baggy shorts and t-shirts with trainers were often worn.
The hair accessories used were bold looking. Hats, pompoms and scrunchies added to the childlike 90's vibe to the costume. They played a big part in helping the video authentic.
Iggy's iconography is her hair and body shape. She's well known for being curvy and having long blonde hair. The music video features shots of fancy cars in LA. This is popular with pop music videos as it gives the impression of a desirable lifestyle.
For the main part, the music video was set in a high school. The school that they used in the video was the exact same school that they used in the movie 'Clueless'. This reenforces the connection between the two media products. The hallways and classrooms that have been used in the video are brightly coloured with light artificial lighting. The lighting in the club scenes, however, are lit with red lights to create a fun party atmosphere. This separates these playful scenes with the school scenes.
The editing has fast cuts between the singer and the extras to show as much as the scenery and as possible. This adds to the 'Clueless' feel to the music video as it gives more chance for the visuals to be able to link in with the film. The cuts also hit the beat of the song.
Slow motion is used when the cheerleader is thrown in the air, close ups of the characters in the car, when people enter the party and some scenes of dancing party members. This is done to make the characters look cool. This also links in with the movie as they use this technique to get the same effect.
Jump cuts are used to cut to close ups of the singers. They cut these to hit the beat of the song.
The title of the song and the singer were intercut with the narrative near the start of the music video. They chose colours and a font to match the Clueless title in the film.
A dolly and track is used in the class room scenes when Iggy is stood at the front of the class. The camera tracks towards Iggy to emphasise that she is at the most powerful position in the class. She towers over the rest of the students from being stood up when almost everyone else is sat slouched over their desks. This makes it obvious that she is the most popular person in the room. Also, panning is often used to show the setting and the characters, such as at the party scene.
Close ups of Iggy are featured in the music video. This creates a clear image of the artist, boosting the brand's image.
Iggy and Charlie show a lot of confidence when singing and dancing. Their performance is meant to portray popular characters that run the school, again similar to the movie Clueless. The 250 extras also show huge confidence to add to the popular image of the students.
Voyeurism is present in this music video. A scene with Iggy and the three dancers are shown at a voyeuristic angle. This is to draw the male audience's attention to the artist and the lyrics. They are also dancing in a provocative way, emphasising their curves.
The visuals of the music video amplify the lyrics. The song is about someone that is showing off their fancy lifestyle and the video shows people being popular because of it.
The target audience for this music video is 15-30 year olds. It's a teen and young adult audience that like pop/rap music and/or the movie 'Clueless'.
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