Chloe x Halle "Do It"

General Conventions Analysis

GC1: Lyrics and Visual Narrative
• The video is performance based and has a limited narrative. Theorist
Carol Vernallis states that music videos appear disjointed, as they
are too short and brief to have a real narrative. 
• It's looped, the video ends at the same place it began, which
encourages rewatching.
• There is narrative enigma at the
start of the video, a dark set is seen
with fragmenting mirrors
GC1: Lyrics and Visual Narrative
• Carol Vernallis also said that "music videos are a visual response to the
narrative suggested in the song, which means that was is happening
onscreen reflects the lyrics". This is seen in the video in the dance
movements of the performers.
• Below are examples for the words "no", "pictures", and "uber"
• Throughout the video
the singers constantly 
lip synch, showing the 
performance based 
emphasis
GC2: Genre Characteristics
• The genre of the song is R&B which combines elements of pop,
electronic, and soul
• The genre requires a smooth vocal arrangement but also combines
elements of hip-hop and pop
• This is seen in the video as the production is very high quality with a
studio shoot and their image is heavily curated
• This song falls under a fast-paced R&B style so the conventions differ
from a slower paced song
GC2: Genre Characteristics
• Elements of the genre are seen in the use of
choreography, symbols of power and wealth, as
well as upbeat/confident lyrics
• The perfected, curated style is also seen here as
the girls have a flawless appearance in hair and
makeup, as well as tailored clothes
• The genre revolves around signifiers of wealth
and desire, seen in the video by the perfected and
luxury style, and anchored by elements such as
jewellery, expensive clothes, and a curated image
GC3: Intertextuality and
Postmodernism

• Lyrically, there is an intertextual

reference to the rapper M.I.A,
“Cause the bag the only thing I’m
tryna chase/I’m M.I.A”, who
often raps about money
• The video is postmodern as it is
an incomplete narrative, that
jumps between scenes and can be
viewed interchangeably and on a
loop
GC4: Representations
• To present themselves as perfect and wealthy, the
singers are shown wearing heavy but well-done
makeup, as well as styled hair and tailored clothes
• The clothes are modest yet still revealing, such as a
blazer dress, or a skin-tight body suit
• This caters to Mulvey’s male gaze theory as the
secondary audience is males, who enjoy seeing
revealing elements of women’s bodies
• They also wear high heels, which elongates the legs
and makes them appear taller and slimmer (male
gaze)
• To create an idea of wealth and luxury, the girls also
wear a lot of jewellery, both in their costumes and as
accessories
• These elements create desire and aspiration within
the audience
 • Although many aspects of the video cater to the secondary male audience, the

GC4: target audience for the video is females aged 12-21, with many aspiring to be like
the singers

Representations • This means that sexual elements need to remain limited to broaden the audience
appeal and allow for younger children to watch it
• In the video it shows up as:
• Dancing with male models but not explicitly (e.g. twerking)
• Balancing between modesty and nudity (e.g. legs covered in trousers but crop
top worn, skin tight suit covering the entire body)
GC5: Cinematography and Editing
• As the song is upbeat, the editing is fast paced to
match the beat and pace of the song
• There are a lot of bright/warm colours and lights
used to match the R&B genre conventions
• Towards the end of the video, the editing
becomes faster, jump-cuts between scenes, and
many of the shots are at a dutch angle to create
a sense of climax
• Flashing lights, mirror shots, and dark lighting
are also included for mystery
Notable Marketing
• The singers created a TikTok dance challenge
featuring the choreography in the video
• A remix of the song with big R&B/Rap artists
Doja Cat, City Girls, and Big Latto was released
shortly after
• Several performances of the song at awards
shows and late night TV shows were uploaded
onto YouTube
Possible Inluences
• The fragmented narrative and loop of the video
• Change of scenes and outfits
• TikTok/Social Media dance to be recreated