The Maccabees - Love You Better - Video analysis

This is the music video that has been produced for The Maccabees' song "Love You Better", it has been filmed mainly in the dark with light only on the members of the band. The light that has been used has had an effect added to it which seems to be moving, this creates the illusion of movement when the figures are mainly stationary. This lighting effect creates a psychedelic feel which relates to the laid back attitude of the band and the slow-paced nature of the song. There are many close-ups of each member of the band used in the first part of the video, playing their instruments, this is almost an introduction for perhaps audience members who are not familiar with the band. There are more close-up shots of the lead singer, this is because he'll be seen as the main member of the band. During the chorus, still shots of the band each playing their instruments seem to be examined, using a panning shot. A moving light effect has also been added which enhances the psychedelic feel of the entire video.

I chose to analyse this video as it is by the same artist who has produced the song I have chosen for my music video and is a similar sound.

History of the Music Video

The phrase "music video" was first coined in 1959. French artists seem to have produced the first type of music video although they were wildly different to the music videos we are so used to seeing these days. Musical films were a main influence into music videos as they contained so many similarities, this can be seen in Madonna's video for "Material Girl" which directly takes influences from the Marilyn Monroe film "Diamond's are a Girl's Best Friend" and also Michael Jackson's video for "Bad" which was influenced by "West Side Story".
Music videos became initially popular in the 1960's when the Beatles produced them so that their fans in other countries were able to see them perform. They gained substantial popularity in the 1970's with major artists such as Bob Dylan, The Who, Pink Floyd and The Doors producing them which meant these acts gained an enormous amount of attention from other countries who may not have heard of them before.
With music videos becoming more and more popular globally, programmes such as Top of the Pops began airing in the UK and similar programmes becoming accessible in other countries.
In the 1980's MTV launched in the USA and because of this the music video became a central part of popular music marketing.
Also in the 1980's non-representational music videos started to be produced by artists such as Bruce Springsteen and Queen. Michael Jackson released possibly the most influential music video of all time in "Thriller", this video set a new standard for music videos, showing what was possible when the artist had substantially large funding.
MTV was also responsible for bringing alternative and hip hop music to mass audiences through music videos.
In the 1990's, music videos with budgets ranging into the millions started being produced by directors who are now seen to be influential such as Spike Jonze. MTV was also launched in numerous countries, making artists famous in even more countries due to their music videos.
The 2000's saw music videos become instantly accessible via the internet. Websites such as YouTube and MySpace helped to boost artists popularity as well as introducing little known artists to an audience of millions. Music videos are also available to purchase from iTunes and can then be placed on iPods, making it possible to watch music videos anywhere, anytime.

The Maccabees Video

This is a fan made video of the song I have chosen to produce my music video for. This video has also been a source of inspiration for the style of video I have chosen to make.

The Maccabees - "About Your Dress"

I have chosen this song for my music video, I chose this song because it has a strong ideology. The lyrics explain the narrative of the song quite clearly.


It’s just what all young lovers do
It’s just what all young lovers do

I noticed you
You stood out like a sore thumb
The most beautiful sore thumb I’d ever seen
I took you out
And I showed you a good time
Danced all night, and I waited ‘til the time was right


You say
Never wrong, never right.
Never wrong, never right
Echo, echo, my mind
I say
It’s just what all young lovers do

Do you recall
The night that we first met?
And how I burnt your dress with my cigarette
I don’t know why
But I’m playing this game, for you
I’m guessing it’s just what all young lovers do

You say
Never wrong, never right.
Never wrong, never right
Echo, echo, my mind
I say
It’s just what all young lovers do

Yes they do (Never wrong never right never wrong never right)
Yes they do

Echo her
Echo her
Echo her
Echo
It’s just what all young lovers do (x4)


Analysis


The line "It's just what all young lovers do" is repeated throughout the song, I interpret this to mean that a man meeting a woman at a club and dancing all night has become normal and what everyone does when they're young. In the past women didn't go out drinking as much as they do now and it has become a regular thing which isn't frowned upon and is widely accepted. This shows how times have changed and gender equality has developed and changed.
The line "You say, never wrong, never right... I say it's just what all young lovers do" I have interpreted this to mean that the woman that the song is written about is indecisive about becoming involved with the man but the man just thinks this is typically what all young people do, this could also be about sex.
"I don't know why but I'm playing this game for you" I believe means that the man doesn't really know why he's becoming involved with the woman when she's so indecisive about him. Also I think he just sees this as a game that all young people go through when trying to find themselves a partner.
This song shows the clumsiness of young love and how the couple might not know what to do or how to act with each other so they try to imitate other couples and trying to get their relationship to conform the mould of other relationships.

Brief

Create a promotion package for the release of an album that includes a music promo video, together with two of the following three options:
- A website homepage for the band;
- A cover for it's release as part of a digipack (CD/DVD package);
- A magazine advertisement for the digipack (CD/DVD package).
You must create your own "identity" for your artist or performer. You are able to use the title of the track but must produce a new, original branding for the artist or band. This must be constructed to reflect the genre and appeal of the performer. Therefore, if your song is by Beyonce then you can't use the name Beyonce or images of her on your DVD/CD covers or any of your production pieces, however, you can still use the name of the track.