Institution
The XX are an English indie pop band with four members: Romy Medley
Croft who plays guitar and vocals, Oliver Sim does bass and vocals, Jamie Smith
does the production, beats and mixing
The
song chained is featured on the album Coexist and is about a relationship
coming to peaceful yet but still sad end. The song has a slow tempo and is part
of a very relaxing album, which deals with themes such as heartbreak, intimacy
and loneliness. The album was released in 2012 and it was the band second
release. It went to number one in the album charts in its first week in the uk.
The XX are signed too 2 record
labels: Young Turks and XL Records. Young Turks is Independent, and
is owned by Beggars Group. XL Recordings is an English independent record label
owned by Richard Russell. It originated as a 1989 offshoot of Beggars Banquet
Records and is part of the Beggars Group of labels.
Audience
The primary target audience of this
video would be both men and women aged 15-30 that are interested in indie music
and pop music and maybe some forms of electronica.
Narrative
The narrative of the video is fairly
loose but there is a basic structure. The video focuses on the three members of
the band diving and sinking in the water. The video is less of an advertisement
for the band that focuses on the star image of the band and more of a set of
aesthetically pleasing visuals that amplify the lyrics. The lack of narrative
in this video links to Carol Vernallis’ theory that music videos should not
have a complete and structured narrative like a film would have. They should
have a looser narrative with room for the interpretation of the audience so that
the video is able to enhance the music and not distract the audience from it.
The narrative of the video is not
geared towards the male gaze and the band is not represented in a voyeuristic
way this challenges Goodwin's theory concerning voyeurism . This is typical of the indie genre, which tends to focus more on the music
and maybe a more aesthetically pleasing video rather than the objectification
of both women, and in some cases, men. However there are exceptions to this.
Editing
What I have taken away from this video
In my own video I intend to use some elements that are featured in this video such as the super slow motion under water shots, varied shot types and composition and the grey blue colour pallet. As well as this I intend to use a simple narrative structure as this video does. However I would like to include more shots of the band lip syncing and playing their instruments which would adhere to Andrew Goodwin's star theory and demands of the record label more closely.
Editing
The video is edited to be in time with some
of the beats of the song and the pace of editing somewhat speeds up when the
tempo of the song starts to speed up slightly or when there is a build up in
the song. These things link to Andrew Goodwin’s theory that there is a
connection between the visuals and the beats of the song and the idea of
‘thought beats’ and seeing the sound. The editing does not completely fit with
all the beats to the song however. As a whole the pace of editing throughout
the video is fairly slow and slow motion is used a lot. This creates a dramatic
looking video and fits with the artistic and moody tones that are often present
in the indie genre.
What I have taken away from this video
In my own video I intend to use some elements that are featured in this video such as the super slow motion under water shots, varied shot types and composition and the grey blue colour pallet. As well as this I intend to use a simple narrative structure as this video does. However I would like to include more shots of the band lip syncing and playing their instruments which would adhere to Andrew Goodwin's star theory and demands of the record label more closely.
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