Deadcrush
link to video
Institution
Alt J are a four piece indie band from Leeds who signed with Infectious records in 2011. They have released 3 albums, An Awesome Wave (2012), This is all yours (2014) and Relaxer (2017). The band have become increasingly successful in the last few years and have had a heavy touring schedule and this has lead to the departure of bassist Gwil Sainsbury. The remaining members are lead singer and guitarist Joe Newman, drummer Thom Green and guitarist Gus Unger-Hamilton. They have won awards such as the Mercury Prize (for an awesome wave) and they have had three Brit Award nominations.Infectious records was established in 1993 by Korda Marshall and is located in London. The parent company of Infectious records is BMG Rights Management, an international music company specialising in music distribution and publishing. BMG rights management was established in 2008. Since 2009, infectious records have signed many emerging indie bands such as Alt J, Superfood, Drenge, the Sherlocks and Vance Joy.
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. The audience for this specific video also may have an interest in art and science fi cinema due to the confusing but artistic nature of the video and sci fi aesthetic.
Narrative
The video does not have a strong narrative but it does have a story of some description behind it . The story is not immediately clear to the audience and is some what convoluted but the video does have some meaning. It is based around each of the band members dead crushes: Sylvia Plath, Anne Boleyn and Lee Miller. A collection of small glass circles and a projector make up a super computer that brings each of these characters into existence at the same time. The idea of the ultra modern super computer and sci fi aesthetic in contrast to the historical figures (dead crushes) links to Sven E Carlsons Binary Oppositions theory that binary opposites help to drive a narrative. In this case the past and the future. There is some development through out the video but this is unlike the development of a strong narrative story that would be present in a silent film like Narrative Clip (Sven E Carlson).
Editing
The video is edited in time to the beats of the song and this adheres 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. This draws more attention to the artfully shot videos and would appeal to the target audience.
Narrative
The video does not have a strong narrative but it does have a story of some description behind it . The story is not immediately clear to the audience and is some what convoluted but the video does have some meaning. It is based around each of the band members dead crushes: Sylvia Plath, Anne Boleyn and Lee Miller. A collection of small glass circles and a projector make up a super computer that brings each of these characters into existence at the same time. The idea of the ultra modern super computer and sci fi aesthetic in contrast to the historical figures (dead crushes) links to Sven E Carlsons Binary Oppositions theory that binary opposites help to drive a narrative. In this case the past and the future. There is some development through out the video but this is unlike the development of a strong narrative story that would be present in a silent film like Narrative Clip (Sven E Carlson).
Editing
The video is edited in time to the beats of the song and this adheres 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. This draws more attention to the artfully shot videos and would appeal to the target audience.
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