Textual Analysis/Detailed ResearchKieran Panchal

Holocene – Bon Iver

https://www.youtube.com/watch?v=TWcyIpul8OE

Identify the institution responsible for the creation of the video and the codes employed by the institution

• The video was directed by Nabil Elderkin, under the company NABIL Direction.

• Nabil is originally from Australia, but is now based in Los Angeles, USA, where he carries out the majority of his work.

• The company's portfolio is vast and previous clients include Foals, Alt-J, The Weeknd, Bon Iver, Kanye West, Nicki Minaj, Skrillex, Arctic Monkeys and Frank Ocean.

• The company/director have a very specific style. Many of the videos focus particularly on narrative and carefully-crafted cinematography and mise-en-scene.

Identify the institution responsible for the creation of the video and the codes employed by the institution

https://www.youtube.com/watch?v=1u_Lf5QEsJM

Above is a showreel of Nabil's work, followed by a collection of stills that enable us to gauge an insight into the general tone of the pieces. From looking at the shots above, we can see that Nabil's directoral style is fairly consistent throughout his filmography. Firstly, the location is significant in all of his videos. Typically, they are set in vast rural settings, however they are all significant to the narrative and contribute to creating an effective mise-en-scene. In addition, the colour grading is fairly standardised throughout much of his portolio. Nabil always adapts the colouring of the video to the mood created. Generally however, he uses very natural and agrestic colouring or grading with little contrast and saturation, creating an ambient feel.

What are the key selling points of the video?

• This video is very unique, meaning that it stands alone from most other music videos. Firstly, the narrative is dissimilar from many other videos, as it features just a single youthful character on journey. This allows us to create a strong emotional attachment with the character.

• Next, the locations used are very distinctive. It is clear that the production team carried out extensive location scouting research during the planning of the video. Although the video is shot in various Icelandic locations, the seamless editing creates the impression that it all within one area. The vast locations entice the audience into watching.

Target Audience

Holocene - Bon Iver

18-45 Year Olds Outdoor/Adventure Lovers

Both Male and FemaleBon Iver Fans

Icelandic people

Fans of Nabil's portfolio

Families

Aspiring film makers

How successful is the video? Which elements work and do not work for you?

In my opinion, this video is exceptionally successful, mostly due to the way that the on-screen visuals connect with and accompany the soundtrack. The most effective ways in which it does that is through the use of slow camera movement, and complimentary slow editing which links and fits in with the narrative and overall feel of the video. The only aspect of the video which I feel that I could be improved upon would be the lack of variation within the narrative, as whilst the location is constantly changing, the character’s actions do not – which can make the video feel repetitive.

Visual CodesThe location in this video is arguably one of the most important aspects. The use of the different rural and natural locations, such as glaciers and deserted mountain areas creates a sense of surrealism and adds an escapist element to the piece, arguably making it appear more aethetically pleasing.

Throughout, the colours are kept vibrant and warm, and the grading is relatively minimal. This enhances the natural mise-en-scene whilst creating a happy and joyous undertone.

In addition, the only props used in the majority of the piece are ones that could be found naturally or in nature, such as a stick and a rock. Once again, this adds to the organic feel of the video, enhancing the natural feel of the mise-en-scene.

Audio CodesThroughout the video, the sound is entirely non-diegetic – a common convention of music videos. The song used is Holocene by Bon Iver, an alternative track focussing heavily upon soft falsetto vocals and minimal guitar and piano layers. The low tempo and ambient feel of the song compliments the soft and slow visuals idyllically, and both work together to create a particular immersive experience for the viewer.

Narrative and Enigma CodeWhen asked about the meaning of Holocene, writer Bon Iver said: "It is a metaphor for when you're not doing well. But it's also a song about redemption and realising that you're worth something; that you're special and not special at the same time." I feel that the director, 'Nabil', encapsulates this perfectly in the video whilst leaving us asking lots of questions.Throughout the video, as a viewer we are taken on a journey, following a young child as he embarks upon a journey, visiting many vast but picturesque locations. In my opinion this reinforces what Bon Iver claims to the song to be about, as it contextualises the tiny existence of humankind in relation to our surroundings whilst showing that as humans we still have the ability to achieve. As a viewer we are left asking many questions such as who the character is, why he's there and why he's alone, however, I feel that this adds to the ambience and ambiguity of the piece making it more effective overall.

Technical CodesThe use of subtle camera movement is prominent throughout this video, with slow zooms and tracking shots being used frequently throughout. The framing orients the viewer within the mise-en-scène and the movement of the frame provides the illusion of the viewer journeying through the world of the narrative. Simply, the use of subtle camera movements allows us to get more involved in the film piece and removes any static element in the shot.

Long shots are used frequently and particularly effectively throughout the video. I believe that these are so significant as they create the vast sense of space and allow us to take in the expansive locations, which are unique to this video.

Slow motion shots complimented by slow paced editing can also be observed when analysing this video, such as when the character is skimming stones into the glacial pool. This combinations dramaticise the piece and add to the calming and soft atmosphere created in the remainder of the video.

Late Night - Foals• https://vimeo.com/60057960

Identify the institution responsible for the creation of the video and the codes employed by the institution

Once again, the director of this video was Nabil Elderkin of 'NABIL Direction' in line with the aforementioned Holocene by Bon Iver. I have chosen two videos from the same director as I will be using his work as my greatest source of style inspiration in the creation of my own product. For further information on this institution please refer back to slides 3 and 4.

What are the key selling points of the video?

There are many aspects of this video that make it particularly appealing to an audience and set it apart from other similar products. Firstly, the format of the video is unique. This is because it uses narrative, performance and conceptual elements within it, meaning there is a breadth of both denoted and connoted information and meaning for the audience to consume. The amount of enigma that comes with this further entices and hooks the viewer in making them want to continue watching. Also, within the narrative, the themes that are represented and run throughout the video (death, birth and sex) are all issues that are a part of life for everyone, making it particularly engaging as well as relatable for the consumer.

Target Audience

•

Late Night - Foals Ages 16-25

Male and FemaleIndie/Indie Rock Fans

Math-Rock Fans

People of Romanian Origin/Residence

Students

People living in Oxford/Surrounding areas

Musicians

How successful is the video? Which aspects work/ do not work for you?

The success of this video is reflected by its nomination in the 6th UK Music Video Awards in 2013. The video was competing in the 'Best Rock/Indie Video', against 'Block Party - Ratchet', 'Darwin Deez - Free', ' Is Tropical - Dancing Anymore', 'Tame Impala - Mind Mischeif' and 'The Civil Wars - The One', as well as in the 'Best Colour Grade' category. Although it did not win the Best Rock/Indie category, it claimed 1st prize in the Best Colour Grade (credit to colourist Aubrey Woodiwiss). To be nominated/win this national competition is highly prestigious and competitive, reinforcing Late Night's success. There are many other aspects of this video that I consider successful, but in particular, I feel that the portrayal of the concept of the video works very well, in that it creates a thinking point for the viewer, which is something I look for in a video product. One directoral decision that I do not consider to have been worthwhile was the choice to emit the keyboard player Edwin Congreave from performing in the video. This is because I feel that it creates a false representation of the band to viewers.

Visual CodesFrom the beginning of the video, the setting and atmosphere is established immediately with the use of an establishing shot, utilising low-key lighting, and presenting a gritty, industrial Eastern European setting which is continued throughout. Following this, we go inside the bar to see Foals playing to a small audience. The sense and atmosphere within the location is represented exceptionally well, with the dark dingy setting.

The mise-en-scene remains consistent throughout and is particularly effective, with the low-key lighting helping to create a sense of tension and melancholia. To further intensify this, a dark colour scheme is used throughout, with black formal costumes and old fashioned props being used. Other props also help reinforce the gloomy and sombre ambience. In particular, the frequent use of blood connotes the infliction of injury and helps to fortify the dismal undertone.

Audio CodesAlthough the main audio used in this piece is the music track, synchronous diegetic audio has also been used in some cases, which is becoming more of a common convention of modern music videos. In this particular video, the sounds of background Russian dialogue add to the immersive experience, allowing the viewer to feel more focused on the setting.

In addition, diegetic sounds of screaming can be heard as a character is giving birth/having sex followed by the sound of cries from a newly born baby. This enhances the viewing experience for the audience, as it allows for an even greater connection with the visuals resulting in greater involvement with the narrative being shown on the screen. This helps to further emphasise the significance of the story.

Narrative and Enigma CodeThis video would be categorised as a hybrid music video as it contains elements Performance (when we see shots of the band playing), Narrative (when we're shown the chronological story of the events taking place within the building) and Concept (the band start bleeding which gets heavier as they continue to play).

This music video can be interpreted in many different ways. In my own point of view the piece is particularly symbolic and contains a significant underlying message. The way that the video is so open to interpretation in itself is an example of enigma code, as it leaves us asking many questions as viewers. Firstly, the location is thought-provoking, as it allows us to ask ourselves why Foals, a well-established British rock band are performing in a desolate bar in Eastern Europe. The main enigma however, stems from the narrative and conceptual elements of the video. An example of this is that we are unsure of the characters' backgrounds, especially that of the man who is shown attempting to commit suicide. This ambiguity leaves us asking questions again, as it makes us inquisitive and eager to learn about his life and circumstances. Additionally, as aforementioned, towards the end of the video the singer, Yannis, begins to bleed from his nose, before spreading over the entirety of his body. This is also ambiguous, as we are not shown a reason for this taking place but are left to make our own assumptions of the context surrounding this.

My own personal interpretation of the narrative is that the message being delivered here is that all humans are bound together by blood, and that regardless of our circumstances or where we're from we are all the same. I feel that the video portrays this very effectively.

Technical CodesOne of the most significant shot types in my opinion is the Steadicam shot. This gives the impression that the shot is from the point of view of one of the characters in the scene, making the viewer feel although they are included and that they are a part of the story.The video uses close up shots throughout which also work very effectively. The extreme close up and close up shots show texture and detail distinctively, creating an aesthetically pleasing viewing.The editing is also significant in this video. This is almost an example of montage editing, as all of the different story lines are being shown simultaneously. The fast paced cutting creates a chaotic feel and adds to the immersive experience.

Running Wild - Drengehttps://www.youtube.com/watch?v=mimom_NdOWU

• Director: Edward Lovelace• Production Company: Pulse Films• Executive Producer: Zak Ravzi• Producer: Rik Green• Editing Company: Ten Three• Editor: Billy Mead• Colourist: Houmam Abdallah

Running Wild was directed by renowned director Edward Lovelace, who has an extensive portfolio - also working with the likes of The Vaccines. Not only does Lovelace work within commercial music video, but he also has wide experience in the film industry, working on Documentary features such as Greg: Portrait of a Boxer and The Possibilities are Endless. Much of Ed's work is uniquely stylised. In particular he often utilises old 35mm film cameras and black and white/grainy filters. This gives his creations an authentic vintage and original, gritty aesthetic.

Identify the institution responsible for the creation of the video and the codes employed by the institution

Identify the institutions responsible for the creation of the video and the codes employed by the institution

• Founded: 2005 by Thomas Benski• Award Winning Production and Talent Management Agency• Based in London, Paris, New York & Los Angeles

"Our aim has always been the same: to tell stories. We strive to create moments of culture, independent of platform or medium. We nurture and manage an exceptional roster of international talent in feature films, television, digital, commercials and music videos and specialise in producing smart and innovative work that focuses on narrative and striking visuals."

Music has always been an important part of Pulse's DNA and has driven the international success of our music video department. We have worked with the most celebrated names in the industry and continue to deliver award-winning music films, content and videos

Identify the institutions responsible for the creation of the video and the codes employed by the institutionPulse films do not have an extensive portfolio of music videos, however they have produced a plethora of film products - mostly in the genre of music documentary. The fact that they particularly specialise in this genre means that the company are experienced in this field, transferring into music video production. Some examples of the most successful films in their portfolio are: • Arcade Fire - The Reflektor Tapes• Blur - No Distance Left to Run • Katy Perry - Part of Me• LCD Soundsytem - Shut Up and Play the Hits• Take That - Look Back, Don’t Stare• Backstreet Boys - Show 'Em What Your Made of• The Libertines - There are No Innocent Bystanders

What are the key selling points of the video?

This video is particularly unique in how it uses narrative. Whilst the majority of other narrative form music videos rely exclusively on the visuals to express the narrative, this video uses an additional audio track in the form of a narration from one of the characters. This makes the product more immersive and involving for the audience. In addition, the narrative is factual, and follows a real life family telling the story of the generations living on a farm. Whilst most narrative music videos contain fictional storylines, this is a factual piece - which is also a selling point for the video.

Target Audience

Running Wild - Drenge

16-20 Year OldsDual Gender

People living in Derbyshire

Agriculture

Alternative-Rock Fans

Festival go-ers

NME Readers

How successful is the video? Which aspects work/do not work for you?

This video is highly successful. The most successful aspects of this video in my opinion are the prominent use of slow camera movement, as it creates the impression of a natural lifestyle. In addition, the sustained use of a shallow depth of field provides great detail and allows us to focus on each of the characters on more of an individual basis. My biggest criticism of this video however, is the involvement of the performance aspect. In my opinion, I feel that the video should have been produced as a narrative only rather than hybrid video (narrative and performance). In my opinion, the video would have been more effective if the band 'Drenge' did not appear in the music video, as I feel that it takes away and acts as a distraction from the narrative. The appearance of the band does not contribute to the story in any way, and therefore their appearance is unnecessary in this particular case.

Visual CodesImmediately in this video, the rural location is established through the use of long establishing shots. This is reinforced with the title 'Throwley Farm, Derbyshire', that promptly allows the audience to identify with the setting, permitting them to become immersed in the video from the beginning.The use of colour grading is one of the most effective visual elements, as I feel that it is the most important factor of creating the overall tone of the video. In particular, the colours used in this video are very dull (with greys being prominent), unsaturated with little contrast, creating a feeling that the mise-en-scene has been stripped of all positivity.The dirty costume, make up and props used are typical of what would be found in this kind of setting, creating verisimilitude and a sense of reality which could be argued to enhance the experience for the viewer.

Audio CodesChallenging the conventions of a traditional music video this music video uses a narration. This takes place over the track ' Running Wild' when there is an absence of vocals. Alternatively, on occasions the soundtrack's volume is decreased to allow for the narrative over the top. In my opinion the use of this narration is very effective, as it gives the viewer an autobiographical insight into the characters' lives, allowing them to form a stronger connection.The track Running Wild, is an alternative rock song, which contrasts greatly with the feel of the video for effect. This is an example of juxtaposition.

Narrative and Enigma CodeAlthough the tone of the song contrasts greatly to that of the video, the meaning of the song 'Running Wild' is ingrained within the video. Running Wild tackles the fear associated with getting older, concepts that may in fact scare the band. The instrumentation of the track represents this fear as well. The lead guitar seems to stalk the listener, to warn them of letting their adolescent years slip away. The video represents this also, as it is the story of the generations of the family living on the farm and how the younger generations will follow on from what's left behind of their ancestors.

The narration continued throughout reinforces this and helps reduce much of the enigma. However as an audience, we are still intrigued to ask further questions about the lives of the family shown.

Technical CodesWhen looking at many other music videos I found that generally, camera movement is incorporated into establishing shots. However, in Running Wild, no camera movement is used in the establishing shots. In my opinion, this helps construct an impression of still and motionless life which reinforces the narrative of the video, which is fortified with the slow pace of editing.

Steadycam POV shots are also used extensively and effectively throughout this video. The use of these makes the viewer feel greater involvement in the video as it creates a first person effect. In addition to this, the continual camera zooming movements suggests that we are following the family on their joruney; again connecting to the piece's narrative.