Saturday, 2 April 2011
Katy Perry - ET
Katy Perry's Teenage Dream album campaign is a prime example in how to convert a nation of pop lovers to your cause - and with the run of four stellar singles she's released from the album, I can safely say I count myself among those converts.
If it's consistency you're looking for, then Katy delivers; something the brilliant video for ET seems keen to establish. You don't see many artists lavishing this much care and attention on the fourth video from their album, yet here we have a stunning science-fiction flick, brimming with CGI. Normally the fourth single is just hastily thrown out there as an afterthought to mop up the last of the album's sales before the artist moves onto the next project, but here it genuinely feels like this is the next project.
The other thing I love is that Katy isn't afraid to go out there with her outfits. You feel these days that some artists are almost intimated by the ever-prevailing nature of Lady Gaga's vastly extravagant creations, so much so that they don't even dare to attempt anything on that scale. But in the ET video, Katy arguably goes one better with her 'alien' attire. Certainly, it's visually striking - and for me, genuinely chilling, as opposed to the often quasi-comical or just outright bonkers Gaga outfits. For a song that is all about 'other-ness' and things coming from beyond our world, it fits perfectly.
The whole visual feel of the video is sumptuous - very Final Fantasy meets the Fifth Element. Kanye gets to ride in one of those cool futuristic sphere things that could have come straight out of Girls Aloud's Untouchable video.
ET works so well because it's a thing of contrasts, the harsh, mechanical beats with Katy's airy, supernatural vocals... her astounding beauty (particularly in the final vampy get-up) with the unsettling nature of the alien touches. You're never quite sure how you should feel, bewitched or frightened, enchanted or scared. One thing's for sure though, it's a great song, made even better by a brilliant video.