Generic Research: Case Study 1 (1975)

 'Me & You Together Song' - The 1975

The video for 'Me & You Together' by The 1975 pays homage to the 2000s era, reflecting the upbeat pop style of the Noughties. The video depicts several scenes of two people coming together and pursuing romantic endeavours. There are multiple narratives that follow this sequence: two people meeting at a party, neighbouring teenagers seeing each other through their bedroom windows and several other couples at the party. Alongside these narratives, The 1975 also perform the song, this performance of which eventually merges with the multiple narrative as the lead singer- Matty Healy, crowd surfs the party whilst still singing the song.

1) Opening Shots

The video opens with one of the leading narrative characters playing a CD, and the song subsequently begins. I really was fond of this idea and like how it reflects the 2000s atmospheric tone the rest of the video embodies.

2) Band Performance

The video also nicely ties in the narrative with a fun lively performance from the band- exhibiting their star qualities as performers. The 1975 are also known for their live performances and quirky concerts, which is reflected here. 

I really like the use of a split diopter shot which retains both the close up of Healy and the band in the background in focus. 

3) Film Camera 

Towards the end of the video, in the party scene, the audience is shown a shot of someone with a camera and then given a brief slideshow of film photography. This not only reflects the zeitgeist of the 2000s that the 1975 are wishing to emulate but is a very satisfying and cohesive stylistic choice.

Similarly, across the video we get brief clips and close ups presumably taken on camcorder, which is implied through the grainy and handheld shots.

4) Mise-en-Scene + Editing

The video has consistent uses of cohesive aesthetics and lighting, with symmetrical shots and maximalist settings. There is also a merge between performance and narrative as the video endures, it eventually all intertwines- representing the chaotic nature of the mv. The video also features fast-paced editing and mobile camerawork.

5) Intertextuality

Throughout the video, there are several layers of intertextuality scattered throughout different scenes. For example in a couple of the 'adolescent bedrooms' there are posters of iconic 2000s pop culture such as Sinead O'Connor, Bjork, Evil Dead. Also spread across the floor there are copies of DAZED magazine and many intertextual references can be found in the t-shirts worn by characters (Play-boy, Superman, Von-Dutch..). In the final party scene, if fans look closely, 'easter eggs' can be found graffitied on the walls- these are either lyrics to the song, the bands name or secret messages.

6) Post-Modernism

Once the song ends, the video encompasses an arguably 'post-modern' ending where the camera dollies out to reveal the man-made sets and filming equipment. All of the actors and extras also begin to depart and clap, presumably celebrating the 'wrap' of filming.

Generic Research: Case Study 2 (Pavement)

 'Harness Your Hopes' - Pavement

The music video for 'Harness Your Hopes' was released almost 25 years after the song due to its rising popularity on social media platforms such as TikTok. The video depicts a Pavement fan entering the world of the band and iconic scenes from their career as she solves some kind of 'mystery'. This is achieved through placing herself in their most popular music videos through green screen and dressing up in similar costumes of the band. It could be useful to consider Henry Jenkins fandom theory when analysing this music video as it is evident of participatory culture and fan-made media; it pays homage to Pavement's artistry and influence as a band.

1) Opening

The music video opens with a fading circle transition that focusses on the centre of the shot. This establishing shot sets the scene of an eager fan avidly trying to 'solve' some sort of mystery. Roland Barthes would perhaps call this an enigma code as it draws the audience to question what is being 'solved'.

2) 'Solving the mystery' + Intertextual references

Within the set that is reminiscent of classic TV detectives solving crimes, there are several easter eggs and intertextual references to songs by Pavement and lyrics of Harness Your Hopes ("Terror Twilight" is another one of their albums, "Gold Soundz" is one of their most popular songs, "molasses syrup molasses" is a reference to some of the lyrics in HYH).

3) Tiles

As the fan enters different scenes, each of these are depicted on bathroom tiles, separating the different stages of Pavement's career. This is an interesting graphic to use and ties in cohesively with symmetrical shot work.

4) Screens within screens

The notion of framing is used within this transition to an iconic music video of Pavement's 'Cut Your Hair', which is set in a barber shop and each member of the band gets their hair cut. The use of a screen within a screen is most likely something I would like to utilise within my own music video.

5) Mise-en-Scene of opening

The mise-en-scene of the opening is chaotic and filled with many small details where fans can engage within participatory culture and identify. It is also an homage to the influence of the band 25 years on.

6) Mise-en-Scene of subsequent scenes + Green Screen

The main character of the video is depicted to join Pavement in a series of videos through the use of green screen. Her hair, makeup and costume also aligns with each scenes she enters. The mise-en-scene of these shots are cohesively symmetrical and aesthetically defining with the contrast of grainy 90s film and modern high quality graphic.

7) Scene Transitions

The fan is given the liberty to enter each new scene through a prop that has been identified in the 'solving crime' process. This ensures smooth ties within the narrative and is a fun detail as each new object brings a different part of Pavement's career that we are able to join.

8) Graphics and SFX

The music video uses very subtle graphic across the music video which anchors the synthesised rhythm of the song and pastiches typical 90s iconography. It also perhaps adds to the sense of surrealism of the narrative.

9) Performance

Generic Research: Case Study 3 (Rodrigo)

 'Brutal' - Olivia Rodrigo

'Brutal' is one of the songs from Rodrigo's debut album and the music video deals with the misleading promise of youth and the challenges of disappointing those around you not only as an adolescent but as an artist in the crude music industry. It is describe as a punk-rock take on teenage angst and throughout the music video, Rodrigo also establishes her authentically emotional pop persona and early 2000s-esque brand identity.

1) Opening

Before the song begins, the video opens with a pastiche to classic video game screen and introduces all of the versions of Rodrigo that we will see throughout the video. This post-modern 'choose your character' homage is not only reflective of the songs themes about struggling with identity and expectations but is a cool graphic reminiscent of the 2000s.

2) 'Looking' / Screens within screens

It would be useful to consider Goodwin's music video theory and the notion of 'looking' when analysing some aspects if this music video as transitions through scenes are linked as the camera enters different screens. This ties the narrative of the video thematically and ensures smooth transition from each character.

3) Livestream + Intertextual References

There is a short section where one of Rodrigo's characters directly addresses the audience and screams the lyrics to the camera as if she is 'live-streaming'. The concept of a livestream in itself is not only an intertextual reference to social media platforms and 'Instagram' but it can be seen in the comments of the livestream, 'viewers' are sending messages which are actually titles from Rodrigo's album ('hope ur ok <3', 'good 4 u girl!', 'you're a traitor!'). There are also several other easter eggs found in this section: 'I love your guts!', 'learn to parallel park', 'I want to be like messy'.

4) Animation

Also throughout the video, different graphical face filters are used anchoring the maximalist style and 2000s iconography. 

5) Mise-en-Scene

As we enter each scene, there are aesthetically cohesive establishing shots, with monochromatic uses of colour and house style. The hair, make-up and costume for each each character is distinctively unique and bold. Small details can be noticed in the background of scenes (the 2000s apple computer, the bedroom posters etc). The uses of symmetry are pleasing for the eye and quantify the high-quality cinematography.

6) Camerawork + Angles

Low-key lighting paired with a low angle shot.

The camera dollies out during the outro.

A repertoire of camera angles are utilised throughout the video (in the pictures above: low angle, medium angle and high angle). These varying shots switch up the pace of the and can connote polysemic meanings. The use of symmetry is always consistent and direct address is incorporated at times matching the angsty and punk tone of the song.