For the majority of the video, our artist uses direct camera address. Looking directly at the camera allows a feeling of intimacy to be created between the artist and the audience and also emphasised the sensual vibe of the performance. 

 

 

Jorja Smith's video for ' Beautiful Little Fools' also uses direct camera address throughout, and so do other videos for alternative pop artists, such as Halsey.

Therefore clearly this performance style is a typical convention of this genre of music. 

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