I watched the Black Magic music video the day it was released on the Little Mix Vevo channel on YouTube. I had already heard the song and was unsure of whether I liked it or not, so I wanted to see what artistic license they had taken with the music video. I remain unimpressed, you can skip to the end of the post to watch the video if you wish.
The song itself is energetic and fun, in spite of my lukewarm feelings towards the video, I admit that the song has grown on me.Th music video too has a fun feeling reminiscent of classic chick flicks such as She's All That. The four girls begin the video dressed to appear unattractive and nerdy and this is achieved by wearing glasses, making goofy facial expressions and covering as much skin as possible in loose, plain clothing. Which leads me to my first issue, the message being communicated by this act is not something I agree with, changing such superficial things about your appearance does not make you ugly or unattractive. It's ridiculous and something I am inclined to take personally, I wear glasses and by insinuating that I am unattractive because of that is ignorant, shallow and frankly just rude. This is something that should not still be happening, beauty comes in all shapes, sizes and appearances. It is a social construct. By wearing glasses and carrying a pile of books implies that other girls who wear glasses and like to read and have braids in their hair are unattractive by default. This is not the case and it sends a negative message to everyone.
As the music video continues a popular girl pushes them lightly out of the way so she can get to her boyfriend who the band members are clearly crushing on. The scene cuts to the library where Jade searches out a book and then gets hit on the head by a spell book. All girls start chanting spells while sitting in a circle in a bedroom, thus spurring their transformation/makeover.
Now in the place of thick-rimmed spectacles, backpacks and braids are skirts, shorts, perfectly curled hair and high heels. They begin to use their newfound powers to make the girl, that really did nothing to warrant their ire, fart, yes fart, in order to embarrass her in front of the boy they fancy. Consequently, suggesting that it is perfectly fine for girls to put each other down in order to gain favour with a boy.
Overall, the world is overwrought with young girls struggling with body image and this video does nothing to help that. It just confirms all of their fears that if you don't dress like a fleet of paparazzi are following you you're never going to be liked or popular. It suggests that validation should com from others when in reality it should come from within. I am aware that there are intentions are mostly good but they could have done something much better with this video. It sucks.