Fancy by Iggy Azalea ft. Charlie XCX
I don’t know much about Iggy Azalea as a rapper. She seems…fine? Whenever, I listen to hip hip, I often find myself paying more attention to the production (the beat, samples, hook) and probably have less of an informed opinion on how sick the flo’ is.
I imagine rap aficionados might tell me her flo’ isn’t that sick. And aesthetically, I could imagine why.
This being said, it must be difficult to be a white female rapper on the hip hop scene, but that’s what I think makes this video so brilliant.
It seems like the hardest part of coming up with a music video concept is making your artist look cool (which is so subjective), and figuring out who their audience is. Because Iggy is a pretty normal looking white girl who’s rapping is…fine, logic follows that she’s probably not going to be picked up by the urban community any time soon.
But you know who else listens to hip hop? ME!
And probably many other twenty-something girls who love a good dance party, a good hip hop beat, and who will immediately connect to this video in spite of (or perhaps because of) having our 90’s nostalgia shamelessly exploited.
I don’t know how many times I’ve seen Clueless as an adolescent, but it’s such a great concept to have a part of your childhood re-imagined in this way. While the 90’s outfits seemed fashionable to us back then, the yellow plaid and school girl skirts now look so outrageous, so throwback, they come off as hey, hipster! Every scene this video references is pitch perfect and instantly recognizable. The tennis court was a brilliant opportunity to have a sexy line dance against the fence (albeit, they clearly had to edit around Iggy’s dancing— am I being too hard on her?) The video was able to take Clueless, the least gangster movie of all time, and make it gangster! But not too gangster.
The final party scene is shot in slow motion, and then is sped up at certain points when they need the lyrics to be sync. There’s a certain glamour that comes with this look. It’s shot the way a cinematographer might shoot Ludacris throwing money and champagne over loose women on a yacht somewhere. The camera is always moving, which is another nifty trick that for some reason always seems to make things look badass and expensive. Because the music is so minimal, the editor can speed up or slow down the action to hit the beat. I love how their arms fall in slow motion then suddenly ramp up to snap with the rhythm!
This video instantly won my heart as a textbook lesson in how to give the swagless swag. I think about this all the time. So in spirit of Clueless, I hope you appreciate and watch it, but not too sporadically!