FUTUREHEADS Video: http://www.youtube.com/watch?v=0XwQ1W9_yP4&ob=av3n
A tracking shot filmed on hand held camera introduces the video for Beginning Of The Twist and low angles capture such props as a clapper board, a green screen and studio lighting. This demonstrates a behind the scenes feel accompanied with diegetic sound and background noise. The music begins with quick pace jump cuts showing close up’s of a detailed, hand drawn storyboard. Each shot of the drawings changes in time with the song and reflects upon the instruments heard at that point. This artistic and rare approach to a music video reflects upon the unique conventions of independent music, which The Futureheads are known for. During a close up of a drum stick count in, there are pink animated explosion shapes that flash with the sound of each hit. This renowned cartoon like, comic book image suggests exciting and child like connotations, which implies that the band don’t take themselves too seriously and are willing to have fun with making a music video. The image could also symbolize a superhero quality, insinuating the passion The Futureheads feel for music, as if it gives them power. A wide angle shot then sees the band perform with characteristic energy and classic indie legs apart stance, the routine is shown in front of the green screen through the perspective of the camera television. Although seeming slightly incomplete, the bright colour illuminates the band and almost enables viewers to feel included in the action, hinting that Futureheads are a band very involved with the fans.
A tracking shot filmed on hand held camera introduces the video for Beginning Of The Twist and low angles capture such props as a clapper board, a green screen and studio lighting. This demonstrates a behind the scenes feel accompanied with diegetic sound and background noise. The music begins with quick pace jump cuts showing close up’s of a detailed, hand drawn storyboard. Each shot of the drawings changes in time with the song and reflects upon the instruments heard at that point. This artistic and rare approach to a music video reflects upon the unique conventions of independent music, which The Futureheads are known for. During a close up of a drum stick count in, there are pink animated explosion shapes that flash with the sound of each hit. This renowned cartoon like, comic book image suggests exciting and child like connotations, which implies that the band don’t take themselves too seriously and are willing to have fun with making a music video. The image could also symbolize a superhero quality, insinuating the passion The Futureheads feel for music, as if it gives them power. A wide angle shot then sees the band perform with characteristic energy and classic indie legs apart stance, the routine is shown in front of the green screen through the perspective of the camera television. Although seeming slightly incomplete, the bright colour illuminates the band and almost enables viewers to feel included in the action, hinting that Futureheads are a band very involved with the fans.
The band continue to perform surrounded by an obvious and constant change of setting, as if mocking videos that rely on editing skills and high technology to be successful. Incorporating the rotation of sketches and scribbles falling around the band’s performance, during a rolling shot, introduces an element of chaos and creative struggle yet them continuing to play could suggest they are dedicated and passionate musicians. Through various panning shots and extreme close up’s the video shows front man Barry Hyde dressed in distinctively individual attire, a bow tie, waistcoat, skinny jeans and tee-shirt. This quirky style adheres to the expected conventions of an indie/alternative band and the combination of formal/ casual wear suggests a blend of maturity and youth, as reflected in the sketchy, artistic themes of the video. Whilst singing “my head feels like it’s just about to split” a head shot films interaction with a makeup artist as a continuity shot shows the cameraman’s hand signalling Barry to move to the left. This captures all the little aspects of the video making lifestyle, possibly to allow viewers the opportunity to understand the entire process. The element of disorientation and humour within the entire video strongly highlights each band member’s personality and friendship, for instance a medium shot placed inside a hand drawn story board window shows the band laughing, which will engage an audience looking for entertainment. I love the creative, messy style of this video and would enjoy developing inspiration further into my own work. I feel however, that it would bare extremely close resemblance to the original so I may simply incorporate the quirky elements of the work and the natural representation of the performers.
FUTUREHEADS Advert:
In this London art gallery, cakes spell out each letter of the lyrics to Futureheads album title track, The Chaos. This inventive and memorable approach to advertisement highlights how creative and unique Futureheads are as a band and introduces completely new ideas of self promotion. The exhibition is rare, impressive and exciting, similar to the band’s music. Furthermore, members of the public were also able to eat the display and all proceeds were donated to charity. This produces an excellent image for the band as it highlights their generosity and willingness to engage with fans. The idea of advertising through food demonstrates a wonderful message, possibly aiding listeners with reassurance in a world where the media is often focused on weight loss and body image. This suggests less of a political outlook but more a positive and uplifting one. With such a creative style of endorsement, this may appeal to a niche market as less people may have had the opportunity to see the display, however, those who did will most likely already be interested in artistic and experimental events. In promoting their work towards that audience so imaginatively, The Futureheads may have gained a new surge of interest through the publicity and attention created by this inspiring promotion technique. Through subverting from expected styles of advertisement, The Futureheads are strongly supporting conventions of the alternative, independent music scene and letting their music literally speak for itself.
FUTUREHEADS Advert:
In this London art gallery, cakes spell out each letter of the lyrics to Futureheads album title track, The Chaos. This inventive and memorable approach to advertisement highlights how creative and unique Futureheads are as a band and introduces completely new ideas of self promotion. The exhibition is rare, impressive and exciting, similar to the band’s music. Furthermore, members of the public were also able to eat the display and all proceeds were donated to charity. This produces an excellent image for the band as it highlights their generosity and willingness to engage with fans. The idea of advertising through food demonstrates a wonderful message, possibly aiding listeners with reassurance in a world where the media is often focused on weight loss and body image. This suggests less of a political outlook but more a positive and uplifting one. With such a creative style of endorsement, this may appeal to a niche market as less people may have had the opportunity to see the display, however, those who did will most likely already be interested in artistic and experimental events. In promoting their work towards that audience so imaginatively, The Futureheads may have gained a new surge of interest through the publicity and attention created by this inspiring promotion technique. Through subverting from expected styles of advertisement, The Futureheads are strongly supporting conventions of the alternative, independent music scene and letting their music literally speak for itself.
FUTUREHEADS Digipack:
Connotations of importance and seriousness are implied through the use of black, dominating, capital letter font, as if The Futureheads are boldly stamping their print on the music industry. Naming the album ‘The Chaos’ implies unstable themes of confusion and disorientation, which seems to be reflected in the artwork itself. With arrows darting outwards in no particular direction, radio transmitters implanted into the earth and the core of the planet exposed, possibly reflecting the music itself – loud, chaotic, energizing. Maybe hinting that the core of their musical efforts are also being exposed. Although illustrated with heavy themes of science and pressure, the album cover is still neatly structured which could imply that despite the chaos and comercialism surrounding the world, The Futureheads are still focused on making music. The arrows symbolize direction, the world symbolizes completeness, perhaps this suggests the band have created something entirely fresh and wholesome. Furthermore, the colour scheme of the cover art is stereotypically masculine, relating to the gender of the band, however the arty design lead image subverts from traditional expectations of album covers consisting of a band photo. This could be due to The Futureheads being known as an ‘indie band’ and therefore making a statement that they are opting for a more diverse and creative side of advertisement.
Connotations of importance and seriousness are implied through the use of black, dominating, capital letter font, as if The Futureheads are boldly stamping their print on the music industry. Naming the album ‘The Chaos’ implies unstable themes of confusion and disorientation, which seems to be reflected in the artwork itself. With arrows darting outwards in no particular direction, radio transmitters implanted into the earth and the core of the planet exposed, possibly reflecting the music itself – loud, chaotic, energizing. Maybe hinting that the core of their musical efforts are also being exposed. Although illustrated with heavy themes of science and pressure, the album cover is still neatly structured which could imply that despite the chaos and comercialism surrounding the world, The Futureheads are still focused on making music. The arrows symbolize direction, the world symbolizes completeness, perhaps this suggests the band have created something entirely fresh and wholesome. Furthermore, the colour scheme of the cover art is stereotypically masculine, relating to the gender of the band, however the arty design lead image subverts from traditional expectations of album covers consisting of a band photo. This could be due to The Futureheads being known as an ‘indie band’ and therefore making a statement that they are opting for a more diverse and creative side of advertisement.
Arrows flying from the centre of this CD disk could symbolize the effect of Futureheads’ music, implying their sound is sharp, piercing and striking. Perhaps the design was also applied considering the visuals of the CD when playing, as the arrows would look very effective when spinning. The interesting artwork within the album and the ongoing continuity between the cover, disk, track listing and insert, all help to portray The Futureheads as a creative, innovative group who clearly take time in considering the aesthetic aspects of their work. The circular, revolving pattern behind the track list for example, insinuates pulsating or themes of a continuous rotation, again relating to the spinning of a CD or even hinting at the strong future within the band. This spinning/space motif also appears on the insert page beside the disk, the image not only suggests the earth being swallowed by a black hole but it also slightly resembles a vinyl record. This connection between music and the galaxy suggests that songs might be as important to the band as space and time, which could potentially appeal to other music lovers.
ARCTIC MONKEYS Video: http://www.youtube.com/watch?v=TlYJKfunfC0
A wide angle head shot captures Arctic Monkeys drummer Matt Helders stood quite threateningly and confidently in front of an American flag. His head is tilted to one side in a cocky, sarcastic manner and his face is disguised with ‘classic rock star’ sun glasses and a dark neck scarf. The American flag motif appears almost ironic as Arctic Monkeys are known as a local, home-grown band from Sheffield yet here they are in a desert with motorbikes and naked models. Although this highlights the incredible worldwide success and popularity Arctic Monkeys have gained, it also suggests that in the process they may have disregarded their original roots and therefore gained a wider mass market. Throughout the entire video there are various dissolves and jump cuts focusing onto a beautiful, scantily clad young woman. This adheres to the expected connotations of mainstream pop or hip hop rap videos, yet is quite surprising for an indie rock video as they usually tend to focus more on the band performance or a creative narrative. Guns and motorbikes are also seen as frequent motifs within various zoom shots to compliment the masculine ranch lifestyle which appears throughout the video setting. This implies a manly, hard working and aggressive feel which is stereotypically likely to interest a specific type of male audience and therefore possibly appeal to a more niche market. An over the shoulder shot continues, showing Matt weight lifting whilst a very thin and attractive female dives into a swimming pool and undresses, the drummer pays no attention and a low angle shot shows him walk away, drink in hand with a large knife over his shoulder. Not only does this potentially alienate over half of AM’s market, but it also introduces a terrible representation of women being seen as sexual objects or trophies. Various low angles then show numerous raunchy and suggestive scenes, although highly racy, degrading and quite violent it does however relate strongly to the lyrics within the song and also adheres to the expected conventions of the rock n roll lifestyle. Further reference to the lyrical content is present through the frequent ‘Suck It And See’ labels engraved into various items such as an extravagant cigarette lighter and a grungy, distressed denim jacket. Perhaps the song/album title motif is included as a subliminal or obvious advertisement technique, or as an explanation for the continuing sexualised behaviour. The video opening begins with a medium shot showing Helders’ photo on a missing poster, perhaps this explains his out of character retreat to the desert, the character could have lost himself or the poster could simply be acting as an excuse. The shots in this video are executed to a high quality and the lighting is very complimentary but the only inspiration I would take from this would be the idea of using a motif in relation to the song lyrics as I think it helps to strengthen the relationship between the music and the visuals.
A wide angle head shot captures Arctic Monkeys drummer Matt Helders stood quite threateningly and confidently in front of an American flag. His head is tilted to one side in a cocky, sarcastic manner and his face is disguised with ‘classic rock star’ sun glasses and a dark neck scarf. The American flag motif appears almost ironic as Arctic Monkeys are known as a local, home-grown band from Sheffield yet here they are in a desert with motorbikes and naked models. Although this highlights the incredible worldwide success and popularity Arctic Monkeys have gained, it also suggests that in the process they may have disregarded their original roots and therefore gained a wider mass market. Throughout the entire video there are various dissolves and jump cuts focusing onto a beautiful, scantily clad young woman. This adheres to the expected connotations of mainstream pop or hip hop rap videos, yet is quite surprising for an indie rock video as they usually tend to focus more on the band performance or a creative narrative. Guns and motorbikes are also seen as frequent motifs within various zoom shots to compliment the masculine ranch lifestyle which appears throughout the video setting. This implies a manly, hard working and aggressive feel which is stereotypically likely to interest a specific type of male audience and therefore possibly appeal to a more niche market. An over the shoulder shot continues, showing Matt weight lifting whilst a very thin and attractive female dives into a swimming pool and undresses, the drummer pays no attention and a low angle shot shows him walk away, drink in hand with a large knife over his shoulder. Not only does this potentially alienate over half of AM’s market, but it also introduces a terrible representation of women being seen as sexual objects or trophies. Various low angles then show numerous raunchy and suggestive scenes, although highly racy, degrading and quite violent it does however relate strongly to the lyrics within the song and also adheres to the expected conventions of the rock n roll lifestyle. Further reference to the lyrical content is present through the frequent ‘Suck It And See’ labels engraved into various items such as an extravagant cigarette lighter and a grungy, distressed denim jacket. Perhaps the song/album title motif is included as a subliminal or obvious advertisement technique, or as an explanation for the continuing sexualised behaviour. The video opening begins with a medium shot showing Helders’ photo on a missing poster, perhaps this explains his out of character retreat to the desert, the character could have lost himself or the poster could simply be acting as an excuse. The shots in this video are executed to a high quality and the lighting is very complimentary but the only inspiration I would take from this would be the idea of using a motif in relation to the song lyrics as I think it helps to strengthen the relationship between the music and the visuals.
ARCTIC MONKEYS Advert:
Complimenting the simplistic artwork of the album itself, Arctic Monkeys’ Suck It And See poster is loud and effective, very much like the music it is advertising. The monochrome lack of colour seems to have the opposite effect of actually becoming more noticeable, because the vast white space seems to border the band name. This will ultimately beat competition from other posters if presented on a record shop wall, which is where an album of this genre is likely to be advertised. Because only relying on text, the font for ‘Arctic Monkeys’ is what makes the poster so compelling. Written in the shape of a ripple, resembling a wave or a motion, it could symbolize that they are band who move with the times, or maybe just follow where the wind takes them. Without the use of images this could suggest that the band are fully relying on previous success to advertise their new work, this could be chancy or simply hint that Arctic Monkeys are risk takers. The scale of the text used however is so dominating it almost appears intimidating or inescapable, highlighting that Arctic Monkeys have left a large imprint on the indie rock music scene and will continue to do so with the new album. Suck It And See being written in capital letters almost screams ‘listen o me!’ it gives nothing away, excluding the massive band name the poster is almost anonymous. This therefore persuades fans to buy the album even more so, out of curiosity.
ARCTIC MONEYS Digipack:
The simple and minimalistic approach Arctic Monkeys have taken for their fourth album shouts “Here is our music. Think what you want of it. That’s all”. It’s straight to the point. They haven’t smothered the album with colour or images or visuals, it’s simply about the sound of their songs. Perhaps this is a message insinuating that artists today focus more on appearance and performance and technology instead of the actual music. Maybe this basic stripped back album cover is the statement that people within the music industry needed to see. The title, similar to Futureheads with the use of capital letters and bold black font, is positioned right in the centre- straight where viewer’s eyes immediately look. The title provides all that is needed Suck It And See = ‘try it and you’ll understand’. It’s tempting, it’s daring, it’s demanding. This could even reflect upon Arctic Monkeys new musical direction, a more complicated and heavy sound. Leaving everything to the music itself could insinuate that the band feel confident in their song writing ability, seeing it as enough to carry the album alone. Their signature logo dominates the entire top corner, its black circle almost looming over the cover in a slightly threatening and inescapable shadow, reminding listeners that Arctic Monkeys are a band very much about telling the truth of the everyday.
Making up for the lack of images present within the front cover, track listing and insert booklet, the photo inside Arctic Monkey’s Suck It And See is mysterious and desolate. The rolling hills tinted with a yellow glow symbolize happiness and warmth yet this seems to contradict with their dark and expressionless silhouettes. The band’s presence in the image has connotations of loneliness as they are the only signs of life within the uninhabited, isolated location. This could imply that they may be seen as the last withstanding popular indie band of the time, or that they stand alone in their own league. Bassist, Nick O’Malley is seen to be holding a large, sharp object which could impose threat, warning or intimidation, as if ready to defend his music. All members are dressed in casual ‘indie’ clothes however, this compliments the expected codes and convention of their music genre and their body language represents a nonchalant, informal feel. Hands in pockets and looking in no particular direction, as if unimpressed with the situation, this could be purposeful in possibly adhering to the stereotypical expectations of careless musicians.
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