For this case study I will be analysing primarily the music video for the song 'How I Know' by Toro Y Moi as well as several other relevant texts. Toro Y Moi is one of the pseudonyms used by American recording artist and producer Chaz Bundwick. He is well known as one of the originators of the electronic sub-genre of Chillwave, a stylistic combination of Lo-fi production, eighties synthpop and use of effects similar to that in the genres of Shoe-gaze and psychedelic. It is a genre that heavily utilises nostalgia and retro appeal, as part of the eighties revival of the 2000's, and this can be seen reflected in the style of the video.
The video, directed by Jordan Kim, follows the exploits of three young guys who decide to explore a haunted house. From the premise, to the mise en scene to the way its shot and acted, as well as many references to movies of the genre, this video is clearly a homage to the B-movie horrors of the 1980s. As Katie Wales says, 'Genre is an inter-textual concept' and in order to stregthen the genre aspect of the video, it is filled with various inter-textual horror references. For example, the white noise blaring TV at 2:25 could well be a reference to 'Poltergeist' (1982) an infamous and much revered 1980s horror movie directed by horror auteur Tobe Hooper. In particular, it pays tribute to the campier, cheaper and arguably more hilarious side of horror featuring in its 4 minutes: death by bubblegum, a staggering headless corpse and even a dance breakdown finale. Far from just referencing the horror movies of the decade. other 80s movie trends are also referenced with enthusiasm. The lighting, all neon blues and pinks lends itself nicely to the nostalgic feel of the video, used in a similar way to the 80s throwback thriller 'Drive'. The characters all seem like references to various high school stereotypes, the nerd, the jock and the fool, and there's even an element of romance.
By calling back so heavily to the decade, the video links to the audience appeal of the shoegaze genre, which depends on nostalgia and the retro aesthetic. One theory by Nicolas Abercrombie states that 'Genre permits the creation and maintenance of a loyal audience which becomes used to seeing programmes within a certain genre', and by referencing and using aspects of the horror genre, the music video also inherits a certain amount of the horror audience.This is useful for the text as it affords it more attention and allows it to promote the music to a larger group. As well as attracting an audience, it also increases the audience enjoyment of the product, as, as Denis Mcquail argues, Genre is a practical device used to help produce productions efficiently that consistently meet the target audiences expectations. When the audience watch the video and read it as a text within the horror genre, they will recognise many genre characteristics and references, and audience pleasure, but will also have their interest maintained by the novelty spin that the video gives to the genre, another audience pleasure. The genre also helps to inform the tone of the video, which matches the tone of the music, again helping the song to be promoted. Genre is often used in this way, as an easy route to attract certain audiences, and not just in this particular text.
Another video that references and uses many aspects of the horror Genre is the video for 'We Are Water' by LA Noise Rock band Health. In a similar way to 'How I Know', the nature of the track's sub-genre is reflected heavily in The music Video. Where as 'How I know' appeals to its audience through the construction of a heavily nostalgic and light-hearted horror inspired video, reflecting the genre of the music, this text reflects an altogether darker and more sinister iteration of the horror genre.
This video, directed by revered surrealist comedian, writer and director Eric Wareheim, evokes the more serious and dark genres of the slasher flick, with a mise en scene highly similar to those used in Torture-porn flicks of the type popularised in the 2000's. Films such as 'Hostel' and 'Wolf Creek' are referenced through similar use of rusty browns and bloody reds, the two colours that dominate the mise en scene of the video. This is complimented with use of instantly recognisable aspects of genre and archetypes such as the crazed psychopath and the vulnerable victim, the setting of a desolate forest and the premise of the frantic chase. By using the genre in this way, a frantic, panicky and abrasive video is created, which like the previous text, compliments the music it is promoting. The uptempo but oppressive tone of the track lends itself well to the grit and gore of the horror genre, so the video is an obvious choice.
However, though the video conforms heavily to the genre, it also challenges and subverts many of its typical elements. The ending of the video, for example, when the fleeing victim reveals himself to be a man in drag, this is a highly subversive aspect of the video, challenging the typical two dimensional, cisgendered character types seen in the genre. In a similar way to 'How I Know' the text also features comedy to offset the horror and represent the alternative nature of the music. The video's use of black humour (for example, when the victim stabs his assailant in the genitalia) works to set itself apart from the often deathly serious genre it references, and reflects the music more effectively than if the video had not used it.
Genre is a highly useful tool for attracting and maintaining the attention of audiences, as these two examples demonstrate. When producing a promotional text, genre can be a highly effective way of attracting an audience and delivering audience pleasures. If a music video can do that then it can fulfil it's purpose, promoting the artist and song, effectively, making it a successful text. Horror is a very popular and successful movie genre, attracting large and varied audiences, so by linking in with the horror genre, these two texts work to inherit a section of that audience. I would argue that both videos use the genre differently, but ultimately successfully and are highly entertaining texts.
This video, directed by revered surrealist comedian, writer and director Eric Wareheim, evokes the more serious and dark genres of the slasher flick, with a mise en scene highly similar to those used in Torture-porn flicks of the type popularised in the 2000's. Films such as 'Hostel' and 'Wolf Creek' are referenced through similar use of rusty browns and bloody reds, the two colours that dominate the mise en scene of the video. This is complimented with use of instantly recognisable aspects of genre and archetypes such as the crazed psychopath and the vulnerable victim, the setting of a desolate forest and the premise of the frantic chase. By using the genre in this way, a frantic, panicky and abrasive video is created, which like the previous text, compliments the music it is promoting. The uptempo but oppressive tone of the track lends itself well to the grit and gore of the horror genre, so the video is an obvious choice.
However, though the video conforms heavily to the genre, it also challenges and subverts many of its typical elements. The ending of the video, for example, when the fleeing victim reveals himself to be a man in drag, this is a highly subversive aspect of the video, challenging the typical two dimensional, cisgendered character types seen in the genre. In a similar way to 'How I Know' the text also features comedy to offset the horror and represent the alternative nature of the music. The video's use of black humour (for example, when the victim stabs his assailant in the genitalia) works to set itself apart from the often deathly serious genre it references, and reflects the music more effectively than if the video had not used it.
Genre is a highly useful tool for attracting and maintaining the attention of audiences, as these two examples demonstrate. When producing a promotional text, genre can be a highly effective way of attracting an audience and delivering audience pleasures. If a music video can do that then it can fulfil it's purpose, promoting the artist and song, effectively, making it a successful text. Horror is a very popular and successful movie genre, attracting large and varied audiences, so by linking in with the horror genre, these two texts work to inherit a section of that audience. I would argue that both videos use the genre differently, but ultimately successfully and are highly entertaining texts.
Reflecting a confident knowledge of music genres and spoof horror films. Level 4 but the examiners may not give full marks as this clearly deserves because you have not integrated references to specific media theories in your analysis.
ReplyDeleteThe track is hideously bland (reminds me of piped music in a lift..this is clearly deliberate) but the music video markets it well because of the ironic references to horror and spoof horror
.I will give you level 4 for this case study because you discuss genre splendidly.
BUT....BEWARE
In your case studies, evaluation and in the examinations you need to respond in a theoretical context to access the level 4 grade band
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