Research (Genre): Analysing Unconventional Music Videos

Arctic Monkeys - Fluorescent Adolescent:



This video breaks the main convention of music videos, by not including the actual recording artist in it. Also, there is obviously no performance footage in the video, and instead, a rather complex narrative that isn't very easily understandable. The use of flashbacks, such as at 1:35 means that the video has taken on a non-linear narrative, which is unconventional, according to Pete Fraser's theories. The video has no direct relationship with the visuals, but it can still be seen to represent the meaning of the song, through the confusion and loss of innocence portrayed by the clown.

The images of the children from 1:35 juxtaposed with the violence by the river represent a loss of innocence, that comes about through adolescence. The suggestion that it is the same character can be seen through a match dissolve, and the similar clown costume. The much more complex connotations embedded within the production of this video (such as the violence representing the metaphorical "war of emotions" occurring within an adolescent mind) would not be quite so easily accessible by a mainstream audience, and this is one of the impacts of breaking conventions. The actor, in the clown costume, is almost representing the main artist, as there are lots of close ups of him, and he can be seen lip-syncing to the vocals. Here, the conventions have been subverted, and changed, as the main artist isn't even in the video.

The cinematography has quite an "amateur" feel to it. This is achieved by using hand-held footage throughout, with no stable motion. Although the editing fits the pace of the music, there are far less close ups than would be seen within a more conventional video. This leads to much less of a forming attachment between the audience and the artist, especially seen as though the artist isn't in the video.

Coldplay - Strawberry Swing:



This video subverts generic expectations written by Pete Fraser, as although the main artist features in the video, there are no close up shots of him, and the video doesn't actually contain any live action footage. This completely breaks the conventions of the 'Music Video' genre, with the entire video being a stop-motion animation made up of still images. The video is entirely based around a narrative, as we see lead vocalist Chris Martin in the stop-motion style set-up. There are intertextual references to comic books, and superheros, with the mise en scene of the costume that he is wearing at 0:39:

Whilst breaking conventions of the 'Music Video' genre, this video retains a style that is very "Coldplay". This video is therefore a perfect example of successful artist branding, which I will come back to later on in my research process.