MVA Jennifer Lopez - 'Jenny From The Block'

Before analysing and interpreting the music video for Jennifer Lopez’ song ‘Jenny From The Block’ I figured it would be wise to gain an understanding of the song, it’s lyrics and their meaning. This is because this particular music video follows a narrative and is relatively concept-based in that it reflects and relates to the lyrics a great deal thus being able to translate its meaning.

After studying the lyrics to ‘Jenny From The Block’ I get the impression the song is about ‘JLo’ her personal life. It seems she is insisting that she is down to earth and genuine despite being world famous. Many stars and celebrities let the recognition and popularity go to their heads and they get arrogant and big headed. I think it is through this song that JLo is reassuring the public, her fans that she is not arrogant or big headed she is genuine and close to earth. I think the song also explores an air of loyalty to her roots and background; despite coming a long way from ‘the Bronx’ she’s still aware of her previous life and where she originated; she is unchanged. These are just a few ideas and themes that I believe the songs contains.

Similar to the Huey Lewis’ video ‘Jenny From The Block’ contains a section of pre music footage. By that I mean footage which occurs before the song has started which acts as an introduction to the video providing an insight as to variables such as themes and concepts.

In this case the pre music footage contains scenes of JLo at what seems to be her home (at least her fictional home for the sake of the video). The footage is shot through an almost CCTV like security camera creating a fly-on-the-wall style feel similar to that in such reality television show as Big Brother; we the audience are viewing her in her habitual zone. This pre music footage lasts no longer than a minute and sees JLo doing every day things like using the telephone, listening to an mp3 player, laughing with friends who accompany her, nestling in a lover’s arms. This creates an idea that she is normal despite being a global icon relating to the concepts and themes I mentioned earlier. To add to the ‘spy looking in’ effect the picture has been edited so that instead of a normal frame on our screens we see the image through a circular frame similar to that of a fisheye lens. This circular effect gives the feel of looking through a peep hole or spyglass.

After the pre music footage, as the song begins we jump to the exterior view of JLo’s apartment revealed through a low angle-establishing shot. In quick succession the camera zooms closer to the window of the apartment in which JLo is standing this is now seen through a low-angle long shot. The idea of spying on JLo and watching her every move are not lost at this point; through out the duration of the low-angle establishing shot to the low-angle long shot the camera is shaky and unbalanced giving a handheld feel suggesting an outsider is filming.

We then jump into what looks like Manhattan, New York. The camera jumps frequently between long shots and medium shots of JLo to Medium shots and Close ups of a rap group D-block (formerly known as The Lox) who accompany Jennifer Lopez with vocals on the song.

As well as being concept based and following the narrative of the lyrics there is a performance side to the video also. The footage I mentioned before switching frequently between JLo and D-Block through a variety of different shots and angles is predominantly performance based. The rest of the video contains concept and performance based footage. During the performance based footage we see JLo in a series of different outfits. This seems to be a common thing with music videos regarding the genre that is popular music. The alternating costumes and clothes is a way of making the subject appear more appealing and attractive it also to an extent avoids boredom for a viewer; the frequent costume changes being interesting to look at as opposed to the same thing. On the other hand this is a good marketing opportunity for companies and clothes makes to get their products out there; many impressionable young females will watch the video in admiration and desire to copy JLo, thus her setting trends and the fans imitating her dress sense.

The concept based aspects of the rest of the video fit in and around the performance footage. I noticed two almost contrasting themes to the concept related footage. A lot of the video contained more scenes of JLo seeming normal and like an average woman, down to earth and genuine. These scenes were the following: JLo dancing to herself with her mp3 player in, walking her dog, dating her boyfriend, filling her car with petrol (with boyfriend), swimming with her boyfriend, which are all relatively normal every day things.

On the other hand the other theme which seemed to exist was a glamorous, materialistic type lifestyle. We see JLo basking in the sun on a large Yacht with friends then again later on with her male friend. We see JLo picking out expensive jewellery, being spotted and photographed by paparazzi suggesting she is known and recognized. During the last minute of the video we see the couple emerge on a balcony together in bathrobes where JLo hands a gift to her male friend suggesting materialism and wealth. It’s scenes like these which relate to her lyrics “I used to have a little, now I have a lot”. Perhaps this suggests the ‘normal every day style’ footage is the old JLo and her past and the new JLo is the ‘glamorous sophisticated’ side we begin to see.

I think this is a successful video as the use of a narrative is a very popular medium; where the video relates to the lyrics. I think the target audience would be females in their teens, specifically between 12 and 17 years old. I believe it is at this age when females (not all) are most impressionable and likely to follow trends set by their idles which is partly why the frequent costume changes are incorporated.