Saturday, 23 July 2016

Task 2.1: Research Into Existing Products: Textual Analysis of the Music Video "Gold" by Imagine Dragons




Details of the Video:

  • Directed by Isaac Halasima
  • Uploaded to YouTube on the 21st of January 2015

The video is solely performance based, showing the band in a warehouse or a studio playing the song.

Mise en scene:

Due to the minimalist approach used in the music video, lighting plays a key part in the mise en scene. Towards the start of the song, bright purple lighting moves in time with the beat towards the camera, mirroring the drum beats at the start. This movement also implies the negative emotions moving towards the King Midas character within the song. Multiple flickering lights, surrounding the band begins as the clanking sounds start and begin to turn into a melody. The lighting used in these parts of the song reflects the seemingly random noises unite to form the basis of the song. The lighting throughout the verses of the song is generally very dark and cold in colour. This directly contrasts the bright and golden lighting during the choruses and towards the end of the song. The lighting colour obviously reflects the topic of the song whilst reinforcing the destructive and corruptive power that the "Midas touch" holds. The beginning and ending of the music video are similar in how the band stands still as the crew producing the video move around them and the lights behind them fade off. This could symbolise how the topic of the song is based on a myth which seems irrelevant once reality is reintroduced.






Editing:

A slow motion effect is occasionally used during close up shots of the band members in the slower parts of the song. This helps to exaggerate the change in tempo whilst adding a new perspective of the band in order to keep the audience interested. Shot transitions occur in time with the loud sounds which coincide with the beat at the beginning of the song, this ensures that the visuals and audio appear to belong together. The fade to black at the end meets the codes and conventions of the majority of music videos.



Camera shots, angles and composition:

Close up shots of the band members are integrated into medium and long shots of the setup. Some extreme close up shots of the instruments are used when they feature heavily in that part of the song. The close up of Wayne sermon's golden guitar is especially effective as it links to the theme of the song, and is't just an alternative viewpoint of the song being performed. The shots showing band members silhouetted against the bright lights behind them was particularly artistic and gave the impression that the performance of the song was just a small aspect of a much bigger story and myth. 





Sound/ Lyrical context and analysis:

As the music video is performance based, the only real connection that can be made between the visuals and the song content is the gold lighting used during the chorus of the song. This matches the idea that the song is inspired by the tragic myth of King Midas who wished for the "golden touch".

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