The video is unique in it's dream like tone, and use of disturbing imagery as well as humour throughout. The stylistic choices made by the director could be described as 'Avant Garde' and although the video follows a narrative, it is unclear to the audience if this is linear, and furthermore of what connects the unhinged and surreal sequence of events. This disorientation and obscurity is conventional of the psychedelic genre, and the use of a retro style VHS aesthetic helps to add to the audiences understanding of the satirical and playful nature of this. The video also has an urban grit, developed through the brief sequences travelling between two houses, and the use of these two enclosed and dark locations. We would expect to see this kind of location being used in an alternative and independent young artist, as themes explored in these kinds of videos are often related to the depression, hardships, relationships and existentialism within urban areas. The use of everyday costumes and dark lighting also emphasises this concept of everyday struggle and fight with 'the system'.
The video challenges convention through it's use of seemingly disconnected sequences, depicting surreal and unrelated imagery alongside the narrative. These sequences serve to develop the tone of the video, and place an emphasis on the lead singer himself. The use of VHS stylization and surrealist imagery can be seen throughout Demarco's music videos, such as 'ode to Viceroy', which focuses on the melancholic themes of addiction and daily life. this motif is incredibly typical of the alternative rock genre, with examples such as 'Sabotage' by 'Beastie Boys' 'Flux' by 'Bloc Party' and 'Guillotine' by 'Death Grips'. Arguably another convention adopted by Demarco within this genre is the rejection of convention, and the gravitation towards controversial and taboo themes. This style arguably challenges Goodwins opinion that a record label will have certain demands of a band in order to paint an iconic and sellable image that can reach as big of an audience as possible. Alternatively Demarco throws away the expectation of reaching a mainstream audience in order to maximise sales, and instead chooses to create an unconventional, juvenile and at times disturbing image in order to sustain and please his small but devoted fan base.
The video does however follow some conventional aspects of the rock genre, or 'typical genre characteristics', some as simple as the focus on Demarco's character, using his humour and charisma in order to sell the personality throughout his work. we are also driven through the narrative by Demarco, following a sort of 'day in the life', placing an emphasis on his leadership and innovation within his band. This convention has been prolific in the marketing and iconism of musicians, specifically within the rock genre for decades, with bands like 'The Jimmi Hendrix Experience' relying on the notoriety of their lead man to carry their success.
The camerawork throughout generally supports this technique, with Demarco rarely being out of frame and constantly being the centre of focus within the composition of shots. Furthermore the use of a fish eye lens throughout creates a focus on the centre of the shot, which more often than not is Demarco, and also serves to create a distorted and dream like tone, and carries connotations of being trapped in Demarco's twisted mind. This concept of a disjointed and spontaneous psyche is further illustrated through the use of fractured and mirror like visual effects overlayed on some shots. Another aspect of the camerawork/editing which have an effect on this centralisation on Demarco are the unhinged and spontaneous cutaways we see to nightmarish visuals, although used humorously in tone, these sequences are unnerving, and cause a feeling of uncertainty in the audience in relation to the true meaning and sentiment behind the video.
In terms of the conventional portrayal of an alternative/indie rock band. the juvenile and delinquent representation of Demarco and his peers creates a camaraderie which is instantly recognisable for the audience, and furthermore extends to fans of Demarco who also potentially share the same sentiments and attitudes, using this as a means to create a cohesive fan base.
No comments:
Post a Comment