Florence and the Machine - Rabbit Heart Raise It Up
Florence and the machines music video is a brilliant example of an Alternative/Indie music video. It contains a story (Narrative) which seems to either been inspired by the poem, 'The Lady of Sharlott' or Mannet's painting of Orphilia floating in a stream. The music video is very bright and confusing at times. Many arty techniques are used to identify the artist and therfore can be branded as the artists particular style. These include Florence's different outfits, setting of the video, even the way in which it was edited with increased brightnes. The video is very delicate and compliments the song well which makes it an even better promotional tool for the target audiences. It also makes Florence stand out as the narrative is unusually and cultural which audiences may be interested by. This shows that the director has a good instinct for what he wants in their music video to make it a promotional success to advertise the band and more importantly, the song.
There are more performance shots that are linked in with the narrative. All of the costumes are flowing and of bright colours perhaps to represent innocence and purity which fits in with the songs meaning and the narrative of the video. Florence is made to seem very angelic and using an almost perhaps fantastical set and mise en scene emphasises this. This image of the artist links in with their actual public image which means that they stand out from other Alternative/Indie artists to audiences just as Lady Gaga stands out in the pop scene.
There is a slight blur used to again make the video seem dated, mystifying and enchanting. The colours throughout the whole video have been edited so as there is a higher yellowish tinge to it which seperates it from reality and distances the audience from Florences 'dream like world', this makes the video seem more interesting as the audience are detached from the set and are watching a fairy like scene.
The actors in the video are very remenisant of hippies in their movements and costume. This again links in with the fantastical and mystifying element to the video, the director wanted to portray love, peace and purity through the use of the hippy stylized mise en scene involved in this video. All of the actors have light coloured hair which again links in with the idea of purity and innocence.
Because of the haunting song, the video also had to seem perhaps ghost like and in a way odd. I think the director has captured the song well and used the music to influence decisions on events in the video. For example at the end when they pull up the table to make a coffin around Florence, they way in which they thrust up the sides fits in with the beat fo the music and makes it seem professional and interesting.
Overall the video is very fantastical and atomospheric and the themes of purity and innocence that come across in song are reflected on Florence as a person.
Florence and the machines music video is a brilliant example of an Alternative/Indie music video. It contains a story (Narrative) which seems to either been inspired by the poem, 'The Lady of Sharlott' or Mannet's painting of Orphilia floating in a stream. The music video is very bright and confusing at times. Many arty techniques are used to identify the artist and therfore can be branded as the artists particular style. These include Florence's different outfits, setting of the video, even the way in which it was edited with increased brightnes. The video is very delicate and compliments the song well which makes it an even better promotional tool for the target audiences. It also makes Florence stand out as the narrative is unusually and cultural which audiences may be interested by. This shows that the director has a good instinct for what he wants in their music video to make it a promotional success to advertise the band and more importantly, the song.
There are more performance shots that are linked in with the narrative. All of the costumes are flowing and of bright colours perhaps to represent innocence and purity which fits in with the songs meaning and the narrative of the video. Florence is made to seem very angelic and using an almost perhaps fantastical set and mise en scene emphasises this. This image of the artist links in with their actual public image which means that they stand out from other Alternative/Indie artists to audiences just as Lady Gaga stands out in the pop scene.
There is a slight blur used to again make the video seem dated, mystifying and enchanting. The colours throughout the whole video have been edited so as there is a higher yellowish tinge to it which seperates it from reality and distances the audience from Florences 'dream like world', this makes the video seem more interesting as the audience are detached from the set and are watching a fairy like scene.
The actors in the video are very remenisant of hippies in their movements and costume. This again links in with the fantastical and mystifying element to the video, the director wanted to portray love, peace and purity through the use of the hippy stylized mise en scene involved in this video. All of the actors have light coloured hair which again links in with the idea of purity and innocence.
Because of the haunting song, the video also had to seem perhaps ghost like and in a way odd. I think the director has captured the song well and used the music to influence decisions on events in the video. For example at the end when they pull up the table to make a coffin around Florence, they way in which they thrust up the sides fits in with the beat fo the music and makes it seem professional and interesting.
Overall the video is very fantastical and atomospheric and the themes of purity and innocence that come across in song are reflected on Florence as a person.
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