Research and Planning- On the Floor

Jennifer Lopez – On The Floor

"On the Floor" is a song recorded by American entertainer Jennifer Lopez for her seventh studio album, Love? (2011). Featuring Cuban rapper Pitbull, it was released by Island Records on February 8, 2011 as the lead single from the album.

The start of the video is of a black car in a dark alley way, the car lights almost blinding the camera. Two brands have been displayed in the video (BMW and Swarovski). This shows that the video is sponsoring various brands. Due to these advertising companies investing in this video give the audience an idea that this music and artist is particularly popular, and will ensure more sales. 

We see a mid-shit of Jennifer Lopez dressed in black leather with her hood up. This presents the air of mystery that she is concealing her face, despite the face we know who she is; the black leather represents the idea of sex appeal which “J-LO” uses a lot in her videos.

In the video we see Jennifer switch between 3 main costumes, Silver, Gold and Black. The gold costume represents the idea of royalty, especially in the setting that she wears it in. “Gold Jennifer” is in what looks to be like a V.I.P area of a dance club, perhaps the owner of the club, sitting leisurely with a serious expression on her face, on a black velvet and gold rimmed three-seater. The camera angle is low which emphasises her importance and hierarchy in the video. In the shot, the entirety of her is shown showing her grandeur like she is the Queen of the club.  

“Silver Jennifer” is in a dark lit gold room where she is wearing a silver one piece garment, that is tight fitting, complimented with silver jewellery and dynamic make up. The silver also presents the idea of royalty but there is no scenario attached to it. In this outfit she dances and poses whilst singing the lyrics, appearing as separate to the actual music video scenario. A mixture of close ups and full-length shots are used to focus on the performance side of the video.

I half way through the video Jennifer in the black costume and Jennifer in the Gold costume somehow collide together. Jennifer in the black costume enters the club, to walk up to the stage, she is noticed by the crowd and almost worship her as she walks to the stage. “Leather Jennifer” is on a higher level than the dancers on the dance floor which gives the impression that she too has a hierarchy to everyone else. The camera then cuts to “Gold Jennifer” who sits up with a concerned expression as if something has caught her eye.  This is when the video shows some elements that it is a narrative piece as well as a performance video too. Mid-shots are used for both of them showing their facial expressions and the face that they are the same and different at the same time.

The element of dance and performance s very strong in the last scene where 'Leather Jennifer' is dancing among the crowd and also lip-syncing and making eye contact with the camera and using a variety of shots within this. 

In this video the idea of money and partying is key as it is all shot in a club, with the exception of the 'Silver Jennifer's' performance parts. This is also exemplified by the use of the expensive brands e.g BMW and Swarovski.