Ok Go - White Knuckles

This is another music video that I take inspiration from. Ok Go are renowned for their impressive single shot videos, containing complex routines all shot in one take. This video shows how much planning was involved, more so than some other heavily edited videos. I would like to attempt a single shot video for this years project, with a slight twist.

Metronomy - The Look

This is the single The Look by British band Metronomy. I really like the simplicity of this video and how it contrasts with the multiple textures of the song. The band is relatively unknown and so are featured a lot in the video in order to make themselves familiar with their fans. I am quite interested in including this element of simplicity when it comes to creating our music videos.

Digipaks.

A Digipak is an alternative type of packaging to 'Jewel Cases' (standard plastic cases) for DVDs and CDs. Usually used for single releases or special editions, Digipaks are made out of card and are designed in a way to fold out and expose the CD/DVD within. Usually a plastic holder is part of the casing in order to keep the CD in place. Due to the less robust material, Digipaks are more susceptible to damage and abrasion than the regular Jewel Cases.    

Textual Analysis of Music Videos.

Foster the People - Pumped Up Kicks.

Directed by Josef Geiger, this video is for their first debut single Pumped Up Kicks released in 2010 in the US, followed by the UK release shortly after. The band would most probably fall under the category of 'indie/alternative', however the musical tones stretch across various genres; 60s rock, motown, 80s pop, electronica etc. The song, written and recorded by frontman and founder Mark Foster, tells the story of a troubled and delusional youth with homicidal thoughts. Foster stated in an interview "I was trying to get inside the head of an isolated, psychotic kid." and that he wanted to "bring awareness to gun crime in America" as well as saying "It's a 'fuck you' song to the hipsters in a way—but it's a song the hipsters are going to want to dance to." The dark and revengeful lyrics contrast heavily with the upbeat melody; as does the video to the single.

The video in actual fact has no obvious relation to the subject matter of the song, almost disguising the lyrics with light hearted visuals of the band members touring small venues in LA. The video has absolutely no story to it, relying only on footage of the band going about their busy lives. As this is the groups debut single it makes sense to create a video focusing wholey on the members of the band, establishing who they are and what they're like, drawing in the 'appropriate' target audience. As the band is made up of young men (in their early to mid twenties) the audience is likely to be roughly around the same age, as they will be more able to relate to the general subject matter of the songs. This kind of video is also an opportunity to showcase these attractive young men, drawing in many female fans, which probably make up a large quantity of this bands fanbase. The activities in which the band take part in, such as surfing, drinking, playing frisbee and general 'larking about' will also appeal to large groups of people, spreading to broader target audiences and even further confirming their audience type. The video actually promotes Foster The People's audience with footage of fans at different gigs, of which being mainly young adults. With much of the video being recorded at concerts, it encourages viewers to, not only look more into the band, but go out and buy the group's releases as well as purchase tickets to live gigs in order to be part of the same vibes and experiences.

In relation to the melody and rhythm of the song the video does match in. Although the editing is quite fast paced, the actual footage itself is frequently slowed down; creating more of a calm, almost melancholy vibe. This, indirectly, could be seen as representative of the dark and brooding lyrics.

Robert's got a quick hand.

He'll look around the room, he won't tell you his plan.

He's got a rolled cigarette, hanging out his mouth he's a cowboy kid.

Yeah he found a six shooter gun.

In his dads closet hidden in a box of fun things, and I don't even know what.

But he's coming for you, yeah he's coming for you.

All the other kids with the pumped up kicks you'd better run, better run, outrun my gun.

All the other kids with the pumped up kicks you'd better run, better run, faster than my bullet.

Daddy works a long day.

He be coming home late, yeah he's coming home late.

And he's bringing me a surprise.

'Cause dinner's in the kitchen and it's packed in ice.

I've waited for a long time.

Yeah the slight of my hand is now a quick pull trigger,

I reason with my cigarette,

And say your hair's on fire, you must have lost your wits, yeah.

All the other kids with the pumped up kicks you'd better run, better run, outrun my gun.

All the other kids with the pumped up kicks you'd better run, better run, faster than my bullet.

All the other kids with the pumped up kicks you'd better run, better run, outrun my gun.

All the other kids with the pumped up kicks you'd better run, better run, faster than my bullet.

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