Rihanna's music video for single 'California King Bed' is highly conventional of the pop genre, particularly from a female artist. Her costuming remains clean and white which conventionally suggests purity however as an artist in general and in this particular music video Rihanna uses sex appeal and costuming to appeal to a mass audience, including men being attracted to the artist and young females who may see Rihanna as a role model and inspirational figure.
However, in juxtaposition to the purity of the colour 'white', Rihanna's deep red hair, warm make-up and warm lighting which creates connotations of seduction and portrays Rihanna as the artist and subject of desire. The luxurious setting of the video, the large apartment and white furniture further links to the conventions of a pop music video as it portrays the artist as rich, luxurious and expensive - not like the 'average' person but instead as someone that could be considered more important.
As with most music videos, for the majority of the shots, the artist is central within the frame which is conventional of any promotional video (particularly popular music genres such as pop and rock). The video also features an actor as Rihanna's love interest, the actor himself fits the conventions of a pop video male - muscular and conventionally attractive which attracts females and is inspirational to males.
The video is effective as a promotional tool for Rihanna's single 'California King Bed' as it sells her as an artist by making her the central figure to the video and promoting her as attractive/sexy/etc which appeals to many audiences and is very typical of contemporary selling techniques in the music industry.
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