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ANALYSING MUSIC VIDEOS

WHATS THIS TO DO WITH?


When I began thinking of the sort of music video I wanted to create I knew that I wanted a video that was experimental and meaningful and music whose lyrics suited that. But before I can do that I must stimulate ideas! Therefore I have analysed three music video from a genre of music which I am considering using for my own music video. All three videos are from the indie music genre.

MUMFORD AND SONS-THE CAVE


The first video I have analysed is Mumford and Sons "The Cave" which is both a narratively led and performance based video. The video is shot in a remote location in India and although there is no definite storyline it follows the travels of the band and what looks like one of the local bands. What instantly sets this video and that of the "indie genre" is its initial slow pacing. The introduction of the video is not accompanied by the song but is actually a short exchange between the two bands. This subversion from conventional music videos is one way in which it can be defined as "indie." Moreover the clothing of the band is indicative of the "indie genre", some of the band members wear sunglasses and converse shoes whilst one wears the distinctive fedora hat. Moreover all of them carry their instruments with them. The introduction of the video is not accompanied by the song but is actually a short exchange between the two bands. This subversion from conventional music videos is one way in which it can be defined as "indie."

Moreover the clothing of the band is indicative of the "indie genre", some of the band members wear sunglasses and converse shoes whilst one wears the distinctive fedora hat. Moreover all of them carry their instruments with them. Meanwhile the band whom they exchange their instruments with wear a military style costume, perhaps suggesting the oppressive and violence within their country. This concept is reenforced by the song's lyrics which speak of struggle, "The harvest left no food for you to eat" and understanding "...I will change my ways/I'll know my name as its called to again" implying that the exchange represents cultural unity and tolerance. Such deep and philosophical topics are common within the indie genre where the emphasis is on the music rather than the artist. The earthy colours create a sense of realism which, again is indicative of the indie genre, rather than creating a false sense of reality or a sense of hyperreality which is seen in pop music videos the indie genre explores reality, both its grittiness and its beauty, its struggles and its joys. Although this is not necessarily a conceptual music video it does evoke emotions and creates a symbolic and surreal viewing experience.

LANA DEL REY-VIDEO GAMES


The second music video I've analysed is Lana Del Rey's "Video Games" which is a conceptual music video. The video is a montage of clips, some of which are original with close ups on the artist and some of which are old and re-used clips which create a surreal viewing experience. Moreover the use of soft and muted colours re-enforces this surreal and other-worldly experience. The performance is sombre and intense which matches the sound and lyrics of the song. Whilst the video does conform to the voyeuristic way in which the female artist is presented it goes one step further and explores a celebrity's exposure to fame and the effects of constantly being watched. The animated clips and the retro style home video clips creates a sense of hyper reality, an idea commonly linked to the way in which the celebrity lifestyle is presented. However these clips are in contrast to the darker clips showing crowds of photographers and excessive attention to a glamorous looking girl whose clearly drunk. Like Mumford and Sons the video seems to explore a deeper meaning however the montage of clips seem unrelated to the song making the style of the video avantgarde. I think that because the genre of music is classified as "indie-pop" this video follows some of the conventions of a pop music video, in particular the sexualised way in which the artist is presented.

BIRDY-SKINNY LOVE
The last video I've analysed is Birdy's "Skinny Love" which falls under the "indie-folk" genre. The video is shot in a desolate period house and in a wooded area. The video is performance led with numerous shots of the artist moving through the house and at the piano performing. Additionally there are numerous shots of the decor of the house which overall creates a ghostly and artistic video This ghostliness, along with the lyrics of the song seems to suggest that the girl is somehow haunted or has experienced her first sense of loss. The artists period clothing re-enforces this ghostly feel of the video. There is a contrast between light and dark in the video rather than a focus on colours. This style is indicative of the indie-genre which strays way from the vivid colours and cinematic look some music videos adopt. Whilst this is a performance video there is no choreography or seemingly scripted moments which, like Mumford and Son's "The Cave" makes for a conceptual and surreal music video and evokes certain emotions.

Created by Mary Heimsath

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