Although there is no female vocalist in this band, they are a similar style in that they are considered alternative and less mainstream. I wanted to deconstruct this video because I think there are definitely elements from it that we can use.
Institution and Audience
How might this video be consumed?
This video would be consumed through focused viewing in that they are a specialised band with a niche audience, or rather are not in any charts and so do not get a lot of air time on both the television and radio, with the only exception really being the NME music channel. So people would generally be watching this video specifically to see the new video for the band and to keep themselves updated.
However, having said that, it is like any other music video in that it can be consumed through ambient viewing if it is put on in the background just for musical purposes as opposed to visuals.
Institutional context of the video.
The record company for this album was XL Recordings, who are a London based record label that started in 1989, dealing specifically in fresh talent and who claim to be 100% independent and free from the corporate record label culture. Meaning that they will want to maintain the band's own image and try to keep them looking unique and creative, which they successfully do through their music videos.
This particular video was directed by Dave Ma, using the production company Pulse Films, a company who thought there needed to be more freedom in creativity in the world. And who say on their website about music videos:
"Always insisting on a bespoke and high production value approach in all the music video work we undertake, we are extremely proud of our award winning and consistently high output both in the UK and the US."
Although the purpose of the music video is to promote the band and to sell their records, the record label also seems to want to preserve the creativity and individuality of the band shown through their choice of production company and director, as Dave Ma has directed many music videos some very well known, and is making a name for himself as one of the best new directors "bucking the trend for the bland" [The Quietus]. Which suggests that they are thinking more about the creativity involved in a music video than just using it as an advertisement, but it is still evident that they are following conventions and are still highly concerned with the band image.
Genre and Narrative
What are the forms and conventions evident in this video?
Using Goodwin's theory there are some forms and conventions evident in this video but there are also many unconventional aspects. The genre characteristics fit with the alternative style, in the video's general style, use of costumes, band image etc. most prominently shown in the goggles all the band members are wearing.
There is a relationship with the lyrics and visuals in that they are singing about "a whole new way" which is represented in the video by the light imagery. The video starts of at night, and as the song reaches its climax and the revelation of a whole new way and a whole new vision is revealed the sun comes up giving the landscape a whole new visual style and effect. This is a more conceptual interpretation of the song but can be considered conventional as it represent a link between the lyrics and visuals no matter how disjunctive it may be.
There is a link between the music and visuals in that the light filter over the top of the image is in time to the beat of the music for the most part. There are points when they are not connected, as many of the visuals and cuts themselves are not, but there are certainly a few points where the cutting rate, movement of the camera and the light filters are in time to the background music.
This film is highly conventional of a music video in that there are several close ups of the lead singer, with the majority of them focusing on his mouth, with him constantly lip syncing along in these shots. There are also several close up shots of the rest of the band members, showing it is about the whole band and not just the singer. There are apparent star image motifs in that the band are still the same as they have always been, typically dressed in black with skinny jeans and generally having a sort of alternative appearance, their image is something that they are well known for and so their music video should adhere to that and present it accordingly.
This video is unconventional in terms of Goodwin in that there is no notion of looking; no mirrors, reflections, there are no women either that may be voyeuristically looked at, even though the song mentions a girl several times. Adding to the idea that this video is very conceptual based as it doesn't need to show literally what is said in the lyrics.
There are possible some intertextual references or at least inspiration, but I cannot think of anything at the moment, and have not been able to find anything as of yet on the Internet. This video however is very similar to their previous ones for this album in the use of colour and light filters, but is unconventional in that they are in an outside location where normally they use interior locations and that it is a sunny, open location where usually they are in claustrophobic, dark locations, perhaps typical of their band image.
This video is conceptual based I think for the reason I have mentioned above, but there is also a performance element in it, in that the lead singer is lip syncing along. It is unconventional though in that the rest of the band members are shown in the video alongside the singer but none of them have their instruments and so are unable to perform.
Is this an example of illustration, amplification or disjuncture?
I think this is an example of amplification, because as I have mentioned above, there are some links with the lyrics but not over literal links. This is more of a conceptual video, that could be considered arty. The light imagery is one of the clear links in that it is adding a new way of seeing things both in terms of the songs lyrics and for the viewer of the video, it is considered by some to be a very powerful image. The reason is cannot be illustrative is because simply there is no female actress in it, in order for this to demonstrate a literal meaning of the lyrics a female would need to be evident and there clearly isn't one. This could be considered disjuncture as it does seem to have no connection at all with the lyrics but it is open for interpretation, some would suggest it is a video ignoring the lyrics, and others like myself, would suggest that it has a link even if it is only very slight.
Could this video be considered art?
I think this could be considered art in that it is a very unconventional video in its subject matter, even though it is conventional in production. VideoMaker Magazine says that; "the invigorating art form of making a music video has grown to be one of the most influential and individually stylistic modes of production in the industry. From the first frame to the last, music videos serve as a blank canvas to your mind's eye, a place to show the world what you can really do when let loose with a camera." Suggesting that music videos in themselves are considered art in that they are able to do whatever they want, and this video demonstrates that. There is no clear narrative, the light filters over the top disrupt the visuals and can make the audience uneasy, even the choice of costume can be considered artistic in that their goggles to others may seem a little odd, but to the band may be a fashion statement, such as is becoming the norm with artists such as Lady Gaga. I think that this can be considered art in that it is a creative and absorbing piece of video that serves as entertainment but also perhaps as inspiration.
This video can be considered postmodern because of the choice of costumes. Also in its production, the use of layering visuals and filters on top of one and other, although this is conventionally the layering of ideas it can be seen as having the same effect by layering the actual images. Perhaps mainly because of the asynchronous narrative and the rebellious nature of the video in that it has no narrative and therefore is breaking away from the conventional Grand Narrative.
Media Language
What is the 'message' or purpose of this video?
The purpose of this video is primarily to advertise the band and sell the single. But the video can be considered to have a meaning. One way of interpreting this video is that it is suggesting optimism and hope, that the idea of a whole new way and the prospect of the sun coming up inspiring and helps raise spirits. But then again it can be interpreted that there is no meaning and it is just a band walking around a field before sunrise, but that is a perhaps pessimistic ignorant view of video. This video will have different meanings for different people as everyone interprets things differently, but ultimately I think if anything it is showing the band rising, perhaps symbolising their growing popularity as this video was made after they won the 2009 Mercury Prize. And the idea of optimism and moving forward.
What visual techniques are used to do this and why?
The light filters over the visuals help to build up to the climax of the video, as does the visuals starting off in the dark and getting lighter, fitting with the ideas mentioned above. The quality of the video is set to a grainy feel, giving it an old feel without making it look bad quality. There must be a filter on the video but only a very subtle one, this makes it seem more authentic and makes the band seem more genuine and interesting. Keeping with their band image of them being an indie alternative band that are apart from the mainstream.
Is there any intertextuality/references to popular culture?
This is a very cliche shot that has been used in countless films, music videos and photographs.
Other than the use of lighting and silhouettes I cannot think of any other intertextual references.
Representation
How are the band/artist represented?
The band are presented as very individualistic by the choice of their costumes, particularly again with the goggles.
The band are also presented as being quite alternative, and apart from the mainstream by the use of a desolate location in which they are the only people. And by a music video style that is different from other things being produced at the moment, it is not high budget and polished but is not lo-fi home made feel either, it is happily in between, suggesting the band are differentiating themselves from others, emphasised by their costumes and perhaps even in their music.
This helps sell their products because it is ultimately advertising them and their image. If people think they look good they may be more inclined to purchase their music, they may buy their music simply because they like it but the band's meta-narrative certainly helps. And that narrative is of a creative group of individuals from London all sharing in the love of obscure music, something that is perhaps expressed through this video.
How are different social groups represented?
There aren't really any social groups being represented in this video other than the band themselves, and they represent the sort of genre and style of their music, the creative individualistic arty style that is representative of them but of not many other people. Because there are no other actors, genders, age groups in this video there isn't much to say.
It can be suggested that this video is playing with the conventions of gender as the band members are considered to be fairly androgynous by some people, because of their thin legs, choice of clothing, use of makeup and their hairstyles. But I'm not sure if it is fair to comment on how this video represents it as such when that is just the band image, the video only serves to promote that image and sell it rather than raising questions about it.
What is the ideological discourse?
This links to the above point in that if there is any discourse at all it is to do with gender as nothing else is really expressed in the video. All that can really be said is that do these five men represent real men? Do they challenge or reinforce the dominant view of men? I think that they challenge the dominant view and in the video [and with everything else they do] are confident in their own image regardless of what other people may think. Which can be considered as a very postmodern outlook to have. I think the artist is challenging this view purely because they are individuals and so want to be seen and treated as such rather than just be classed with everyone else.
The idea that the star is an image is very relevant here as this particular band are well known for their extreme image, the tight black jeans, pointy shoes and their distinctive hair cuts. This is evident by the tracking shot of their legs towards the end of the video, and in their costumes.
There are a large number of close ups to help construct the star image, and although fitting with the conventions of music videos also fit Dyer's theory in that they present the star as an image and a commodity. Meaning that the consumer is repeatedly able to view the star in detail and the star in turn through the extra-diagetic gaze makes a connection with the audience.
exemplary analysis Katie,well done
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