Genre Theory - Jason Derulo - What If?

Codes & Convetions
I chose to analyse this video because it fits my ideas in terms of form, and I think it's really cleverly executed.
Like most pop videos, the protagonists are a couple, and the song is based around love and it's ups and downs. Also like a lot of modern pop videos - the song is predominantely narrative and there's no band in the performance element and the singer features heavily in the narrative.
However, in a lot of ways, this video defies the normal conventions of it's genre. Firstly, even though he is male, he isn't surrounded by women nor is the female wearing anything provocative. It also is all in reverse, which is rearely done within the genre and is about sacrificing love as opposed to gaining it. By defying some of the codes slightly, Jason Derulo makes the video more exciting to watch as we as the audience don't know what to expect, this then satisifes our need for experience new things. It also meets the audience needs by making both characters act out realistic scenes allows us to better relate.