Music Video Part I

Jewelry videos consistently reflect how comfortable the members are with displaying their sexuality, and even though members change, emphasis on that sexuality is front and center. In “Again,” Jewelry members’ femininity is represented via f water as they dance and walk along the beach in flowing black dresses. However, in later videos like “One More Time” viewers see the move to familiar studio environments where a storyline is not used and the focus is on free-style dancing. In “Everybody Shh,” a storyline is employed, and costuming offers Jewelry a chance to show playful and adult sides of their sexuality while moving about in masculine environments (garage, basketball courts). In “Vari2ty,” Jewelry chooses to focus on adult themes of mature female sexuality, complete with stilettos and dancer poles combined with implications of domination and seduction. By 2011, the group had a complete member turnover from their original roster, and the MV for “Back It Up” reflects a sexy, but innocent image. In 2012, the group returned to upfront assertion of their female charms, using suggestive choreography and a luxurious environment to showcase their confident sexuality.