Textual Analysis of 'How We Do' by Rita Ora

Rita Ora - 'How We Do (Party)'

The video opens with shots of people dancing in a club-like area to show the atmosphere the song brings. Many pop music videos include dancing in them, especially if it is an upbeat song. Various party scenes are shown throughout the video, matching the lyrics as the song is about partying.

The costumes worn are bright coloured, and in some cases very little clothing as this is the typical type of clothing scene in pop music videos. The artist, Rita Ora, wears a variety of costumes throughout the video, some more revealing than others. This is to give sex appeal to the male audience, ensuring that the product caters for all. She is also seen doing seductive poses to help attract the male audience. In one scene, Rita Ora is scene sitting on a bed which could be taken as being quite suggestive. Many close ups of the artists face are shown to promote her.

The use of props helps set the atmosphere as drink is shown in the video along with random things such as animal heads, silly string and a snake. Many pop music videos include random scenes that don’t necessarily go with the song, to help keep the audience interested.

A variety of locations were also used, including the artist, Rita Ora sitting in a flower garden which doesn’t have anything to do with the song but is a bit unique.

Towards the end of the video, we see a party scene where everyone is dressed with UV paint. These bright colours go with the codes and conventions of a typical pop music video as this attracts the audience and keeps them interested.

Here is the music video to 'How We Do' by Rita Ora: