JT - Video Deconstruction 1.

http://www.youtube.com/watch?v=aQClR22WV0Y

Genre and Narrative

The video ‘Fire’ by Kasabian, an alternative rock band, is one which is based on a narrative and is less about performance of the band. As this video is narrative based and contains meanings and has a story line which must be followed, this offers repeatability as new things can be discovered on further viewings and certain elements may be missed. The notion of looking is used during every verse as the main singer, Tom Meighan, is pictured looking into a window and the singers reflection is shown. But the reflection of the artist is blurred which could connote a sense of unknown and maybe the audience not knowing everything about the artist/band. Also by looking at himself in the mirror the artist could be reflecting on himself and what he is going to do. The concept of the music video is an example of disjuncture as the there is no talk in the lyrics about a literal bank robbery. But there is some link as the artist is shown in the reflection lip synching the lyrics. This video could easily be considered as art. This is as this film is more like a short movie with music over the top rather than a commercialised music video which is similar to many others. Whereas this video has a fresh idea that has been made with the view of creating a short stylistic film. It offers challenging views in regards to the music industry and what people in the music industry are perhaps more driven by rather than the actual music. This music video is certainly postmodern as it blurred the boundaries between a short film and an advertisement for the band and the song which essentially what all music videos are. This creates a new type of media which has not been seen before. The visual style of this video is very stylistic by using long timed shots with a yellow wash to give it a western feel such as in the opening shot.

Media Language

The editing during the verses is very slow paced such as when the singer is looking in the window and the CCTV shots; this matches the music as there is not a real heavy or fast beat. This could also be used to add anticipation and build it up slowly up to when the robbery takes place. When the robbery is taking place the editing does speed up to match the music to show a sense of excitement and urgency. The close up shot of the singer in the reflection of the mirror is used frequently within this video with the use of first person mode of address which makes it feel as if the singer is singing to us personally. By doing this it establishes the singer with the audience and creates a parasocial intimacy between the two. A close up is also used of the driver of the car; this is used to build some anticipation as there is clear determination in his eyes. Another technique to build tension is before the song has even started there is a sound of ticking and also a voice over to give the feel as if this is building up to something. A medium shot is used at the start of the video which enables the viewer to start to build an idea of what is going on and where. Long shots are also used to show a crossroad, within this shot the bank the band is robbing is visible and also the viewers are able to see the police cars turning up. This shot gives a deserted feel as there is not much life or industrial buildings. As the band escapes the building the camera looks up to the characters so we as viewers automatically are placed with the band and look up to the band as if they are the good ones and we should idolise them. The mise-en-scene plays a large part in this music video. The costumes and the lighting give the band a feel of messiness, rebellion and shows they do not conform to the norm which links in to the message of the video of the band focussing on music not the money. All members of the band have fairly long hair and are not clean shaven. The costumes are not conventional clothes you would expect a band to wear. A sense of aloneness and desertedness is portrayed all through this music video. This starts from the very first shot where large countryside is shown and it is clearly daytime but there are no cars or people seen. This is also shown when a tracking shot is used from the car driving alongside one of the band members as all the shutters are up and there is no other life. But once they get into the bank to carry out the robbery there is quite a lot of people within the bank. The post filmic effect of slow motion is used on a number of occasions in this music video. This is when the bag is thrown against the wall and it is revealed that the band stole sheets of music rather than money; this shit is repeated twice within the video. Also just as the band enter the room where the safety lockers a dream like effect is used by slowing down the music, slow fading between the shots and putting an eerie sound behind the music. With the use of mise-en-scene it is clear the band want this video to come across as American, but the band are from the UK but they may do this to appeal to a wider audience. A yellow wash is used throughout this music video; this is done to create the style of a modern western film. This shows intertextuality between western films and music videos which is evidence of music videos being post-modern. These colours used give a feel of warmth and again make the audience feel closer to the band and less distanced.

Representation

Within this music video the band ‘Kasabian’ are shown as being anti-heroes and the audience are positioned on their side. This is as we are positioned with the band before they carry out the robbery and with them as they escape and have a shoot off with the police, as this is being carried out us as an audience are placed on the bands side against the police. But the robbery which the band carries out is shown as a good robbery as we are placed with the band and they steal papers of music rather than money and use guitars as weapons replacing guns. This shows to the audience that the band is more intent on making music and music they enjoy than doing it solely for the money. This is also clear through not too glamorous locations, the clothes and messy look to the band members and also the use of music symbols such as a tattoo on the driver of the car and also a symbol hanging up in the car. This helps the band to sell their product as they are shown as being a real band that are focused on music rather than commercialise themselves and try to make as much money as possible. This would sell themselves to true music lovers who appreciate bands and artists for their music. Also the video is like a short credible film as apposed to a performance video which shows that the band themselves have some credibility and originality. The ideological discourse within this music video is on fame and wealth within the music industry. It can be argued that in this day and age artists are now forced by record labels to make music the way the record label want them to to enable them to make as much money as possible. This video challenges this belief as the band is shown to put music over money and show they are in control. The band Kasabian may do this as they do not wish to be labelled as another band which does focus on money, they want to break away from this and clearly get away from any such label. Using Dyer’s critical framework on ‘Stars’ it is evident that the band are shown to be ordinary yet extraordinary. This is as they seem like normal guys from the way they dress but as they are carrying out this unordinary act of a bank robbery they are shown to be extraordinary and the audience shown idolise these characters.

Institution and Audience

The music video ‘Fire’ by Kasabian would be consumed by focussed viewers as apposed to ambient viewers. This is largely due to the narrative within the video which would be difficult to follow unless you were focused on the video. This music video would appeal to the fans of the band as there is a message within the music video which would only be understood by a focussed viewer and the deeper message would show to the fans they are a real credible band. The record company, Columbia, would play a significant role in a music video like this. This is as Kasabian are a very large and well-known band across the world so the record label would want them to be shown in a positive way. Also they want them to be shown on the music channels they want as they represent the band and obviously pay them a lot of money for them to be on their record label.