The Music Video i have chosen to analysis is Sunlight by Modestep. Modestep are a four-piece Dubstep band from London that formed in 2010. The music that they make always has controversial videos which always spark up a debate. The music video for the song 'Sunlight' shows a group of old people doing things that you wouldn't expect them to do, for example they get drunk and party which you would expect teenagers/young adults to do. Modestep have reversed the the stereotypical view of a 'Older' person and applied that image to a young teenagers behaviour. The consequence, is that the video comes across very humorous.
The close up of the record obviously is important, firstly the Modestep Logo is on the record which is a form advertising for the group. A record instead of a MP3 links with the charatcers we see, the 'Older Generation'. Previous shots before this is a stereotypical image of a old lady cooking in the kitchen where everything is calm and normal. When she puts the record on the mood changes.
The next shot is of Modestep themselves singing in the video, This is a theory which Sven E Carlsson creates is called Commercial Exhibitionist which suggests that the performer is trying to sell an image. And in this case Modestep have included themselves at a gig to publicise themselves.
The characters in the scene are riding BMX bikes and scooters which you wouldn't associate with people of their age. They wear old fashioned clothes such as tweed blazers and trousers however they act a lot younger. Again the colours used are vintage and the same colour correction is used throughout the video. Obviously Mise-en-scene was a big factor and small details like dark airy clothes match a person of their age. They are also in the middle of the road which could mean that they have no care for anything and they just want to live their lives to the fullest which is mimicking the teenager lifestyle.
The old man in this shot has a beer hat on his head which is highly amusing for a person of his age to being doing this. He also looks very happy which shows that he is enjoying himself and having a good time. The room that they are drinking in is very empty with only a table, chairs and speakers. The walls are white and not much light is coming through the windows so the scene looks dull however the faces and activities being shown in the scene are far from dull.
Generally all the shots are medium/close ups but this is a very controversial shot. This image of a old lady getting intoxicated by illegal substances. For a teenager this is humorous as it is now accepted as part of our culture.
All three characters are sitting on a bench on the street drinking, they are all still in the same outfits that they started in so they look vintage. The colours all fit perfectly with the plot of the music video which makes it all more believable. After they finish drinking they throw their bottles at the wall making the bottle smash everywhere. This would not be expected from the older generation but because they have adopted the teenager uncouth behaviour it is alight on this occasion.
The final shot the clip shows the characters in the garden dancing with a policeman who seems to be really getting involved. The old woman had the policeman's hat on, the speakers are blaring the music and the old man is being the DJ. The mise-en-scene is very different to what would be expected for a rave as they are in an overgrown garden, the DJ equipment and speakers are on an old table however the way its filmed makes it look very effective. Also the major difference is that you wouldn't expect people of their age to be raving. Generally this video fits into the disjuncture theme of one of Goodwins theorems. There are no real signs of Illustration or Amplification. This video is very unusual because it doesn't include any of Shores theory's.
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