Chosen genre: EDM/Dance
Narrative:
This classic song by Swedish DJ Avicii perfectly captures why narrative makes a music video so great. One can apply Todorov's theory of equilibrium here as it follows the linear pattern of: equilibrium, disequilibrium and new equilibrium. Arguably, a multiple equilibrium sentences as well as a condensed equilibrium exist within this video. The multiple sentences of disruption depict a couple robbing many people, including pubs and even a bank. This is then interrupted by a scene that cements the couple's romance through a few steamy shots. The condensed equilibrium is evident here too because within a minute, the first robbery has already taken place. There could also be the irregular structure of equilibrium at the start, then the new equilibrium is only momentary when one of the protagonists dies. That's the disequilibrium again. You can also apply Propp's character theory here, stating that the two protagonists are the heroes and the police the villain. Furthermore, this metanarrative is almost like a movie and makes the consumer feel like they are watching a story unfold. This also features the artist in one of the scenes, often a telltale sign of a metanarrative.
Mise-en-scene:
German DJ Alle Farben makes wonderful use of the clothing and other aspects of mise-en-scene to create a very eye-pleasing music video. The Andy Warhol-like colour scheme makes for a postmodern feel. The positioning of the props, including the plants and the set of steps further pushes the 'perfect; aesthetic. The costumes worn by the actors is a mix of retro clothing, shiny trousers and harshly angled glasses. This makes the audience feel empowered as the brash style of fashion almost boosts confidence. The lyrics also support this message. The use of no low-key lighting relates to the genre and is expertly shown by the bright colours featured. The camera guy is dressed to suit a comical perspective where the sweat stains enhance his 'funny' appearance. The chequered shirt makes this feel like it's a music video from the 80s. The video almost plays itself as both artists involved in making the song star in the video as a performer and a set director. The actor movement is meant to be minimal but the use of the bike makes this video not completely static. The constant pink and blue background is noteworthy because not much is changing part from where the actors are and what they are doing.
Camerawork:
'The Nights' is a cult classic from Avicii making use of the different camera angles and filming techniques to create a beautifully put-together video. The video uses a lot of mid-shots and POV shots to make the viewer to feel like they can live through the actor's experiences. The long shots of the city skyline and a rather cool pool divebomb shot are also present. The handheld camera shot simulates a vlog-style video where it's filmed on a selfie stick. The shaky shits make for a much more grounded shot, making it up-close and personal. The selfie-stick shot is also accompanied by a little twirl which could also be interpreted as a 360 shot as well. The side shots add a certain accent of art and finesse to the whole product as it gives a different feel to the shot, making us see more angles makes us feel like we're seeing something exclusive. The long shots of the night sky, peppered with stars, is a very nice shot which makes use of the time-lapse moments which portray the stars to be moving in a dazzling fashion. The handheld camera, as well as the tracking shot, adds a certain element of time progressing. This puts it in great sync with the lyrics.
Editing:
'Tremor' makes use of very simple footage but adds pace and effects to make this a great experience for the listener. The track has no lyrics apart from the add-in of a few words. This makes it a bit easier to match the pace of the song with the editing. The thumping beat acts like a metronome as it acts as a breaker for each scene, which is just snippets from the DJ's various shows. The slow fade-to-fade cuts, alternating back to an actor which is staring at screens, is like the beginning of a rollercoaster as this is as slow as it will get. From the moment the beat drops, the pace of the editing as well as the effects picks up massively. ALternating between the artist's shots, consisting of long, mid and close up shots. The flash editing makes you feel like you're there at of of their shows. The 'glitchy' effect is supposed to make the song, much like this subgenre, a very gritty and alternative feel. The use of black and white shots are significant as this draws more attention to the music. The genre of EDM is meant to be energetic anyway, this song amplifies that energy into something tangible.
Conventions:
'Sugar' has most of the conventions stated by Andrew Goodwin in his theory. There is a link between the visuals, lyrics and the song title. 'Sugar' is supposed to be this sweet thing, but here it's used to tag anything one might love. Sugar aso gives you a 'high' which relates to the actions of the disgruntled police officer who goes on a joyride. This fits the EDM genre as its so fast paced and crazy that it suits the listeners of the genre. The whole song is an intertextual reference as its a remake of Baby Bash's 'Suga Suga' which released almost two decades ago. The intertextual references to GTA V with the actor and the whole police costume is an easter egg for gamers. The actors are looking at the road because they are driving. The video doesn't sexualise women but it does the opposite. Instead of the typical 'steamy car wash girls', it's the male actor who's doing that, somewhat drifting from the typical conventions of a music video. The video is a narrative as well as a performance by the vocalist. Both artists feature in the music video, the singer more than the DJ.
