The Katy Perry 'Roar' video uses popular messaging app 'WhatsApp' to deliver the single off of her newest album. The video features Katy Perry and her friends in a group chat typing out song lyrics and interjecting them with the occasional emoji.
The video uses popular emoticons like broken hearts and monkeys covering their mouths to convey the words like "broken" and "quietly." Since texting is such a popular way to communicate, this video is a clever way to utilize an app like WhatsApp to relate to her young fans.
For the brief portion of time Katy is depicted in the video, she is still shown holding her phone in the video while on the toilet and while talking a bath.
Messaging App Music Videos
The Katy Perry 'Roar' Video Was Made Almost Entirely on WhatsApp
Trend Themes
1. Messaging-app-based Music Videos - With the rise of messaging apps, music videos tailored specifically to these apps present an opportunity to market music to younger generations.
2. Incorporation of Emojis and Emoticons in Music Videos - The popularity of emojis and emoticons can be harnessed by artists to enhance the aesthetic appeal and relatability of their music videos.
3. Celebrity Social Media Endorsements - Using social media in innovative ways to create content allows for increased collaboration with celebrities and influences, adding value to both.
Industry Implications
1. Music Industry - Utilizing messaging apps and incorporating emojis in music videos can allow the music industry to engage younger audiences, tap into social media's influence and expand their audience.
2. Mobile Applications Industry - Messaging apps like WhatsApp can be used by more industries and brands to advertise and create unique content for customers.
3. Social Media Industry - The integration of messaging apps and social media platforms through collaborations like Katy Perry's WhatsApp music video highlights opportunities for advertising and marketing collaboration between celebrities and brands.