Analysis of a Music Video in chosen genre

Half Moon Run: Full Circle
Genre: Indie Rock
Origin: Montreal, Canada
Similarities to The Oh Hellos: The instrumentals (in particular the guitar) and lyrical structure.
Note: Although Half Moon Run are categorised as Indie Rock, the instrumentals and dynamics are very similar to that of the Acoustic/Folk genre.

Concepts and theories:

• 'Genres permit the creation and maintenance of a loyal audience which become used (to recognizing the conventions of a genre)'
• Genres is... in a constant process of negotiation and change'

Andrew Goodwin's theory of conventions which apply to this particular music video:

• Music videos demonstrate genre characteristics.
• There is a relationship between music and visuals.
• There is a relationship between lyrics and visuals.
• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.
• There is frequently reference to notion of looking.

This still supports Andrew Goodwin's theory: 'reference to notion of looking' (the mirror in the background). Other examples are seen at 1.43 and 2.04

The music video begins with panning close ups of (winter) leaves, trees and flowers.  These shots immediately establish the conventions of the acoustic/indie genre; a natural and 'organic' portrayal of both the artist and the music. The panning movement also reflects the progression and dynamics of the guitar, creating a relationship between the music. At this moment, the narrative is still very much ambiguous, but an 'organic' theme is established, enhanced by the guitar.

This particular shot supports the theory of  'Genres is... in a constant process of negotiation and change' (winter shot).

A Close Up of delicate flowers, is enhanced by the soft focus pull and 'washed out' grade.

Though it isn't for certain, it could be argued that this music video was shot on actual film; hinted at through the 'flickering' look/overlay. This choice creates an aesthetically beautiful video, with acoustic genres often choosing to be visually 'pretty'. However, this video in particular has developed this aspect by having a winter setting; the season (bear plants and harsh white light) could be presented as cold and unwelcoming, yet the overall product looks very pretty and delicate, therefore conforming to the genre convention. The use of natural, bright lighting and a faded gradient, along with casual yet comfortable and familiar clothing further supports this.

Mise-en-scene, exhibiting natural lighting, as well as clothing.

Although there are many 'montage-like' shots, there is still significant focus upon performance narrative; argued as a stereotypical genre characteristic due to the importance of the music to the band and the audience. 

Relationship between music and visuals; instruments are within shot when you can specifically hear that instrument, reminding the audience of the importance of the music.

The very casual approach to the performance has been edited into a sequence almost as picks up shots in between the beautiful shots of nature. However, this choice of editing cleverly reminds the audience of the main focus throughout the video, whilst not over-exposing the band, conforming to their 'laid back', 'organic' image.  In terms of the band, the shot type(s), combined with the artists themselves often being off center frame (but still fitting to the rule of thirds) represents the band as having a somewhat casual persona; their music is professional and polished, as opposed to themselves. Also, close ups, as well as obscure angles and shots of the face and hands, creates a strong sense of intimacy and personal experience between the artist and the audience.

As well as the performance narrative, there is an evident relationship between lyrics and visuals. For example, there is a repeated reference to the cutting of circular fruit, portraying the lyrics 'Full Circle'.

Following on with the representation of the audience, within this genre,  the viewer is to /wants to feel a sense of relaxation and familiarity with the artist. This is therefore reflected through the extras (3 women), who look very comfortable, within the cosy house setting and (supposed) company of the band.

This obscure angle has evident use of focus pull, which softens the harsh object in the foreground, creating an aesthetically pleasing as well as intimate shot.

Focusing upon the editing of the video, standard cut transitions are used. This supports the simple and natural theme, allowing the shots (of performance and nature) to be fully appreciated as well achieving a clean and professional edit.


Influences upon our Music Video:

Predominantly, the close up's of nature have influenced us, as not only are they aesthetically pleasing, but they are somewhat of a convention for an acoustic music video. This is important as we want to maintain a loyal audience through our music video (therefore conforming to conventions) yet slightly develop our outlook upon the genre.

Along with many other acoustic music videos, 'Full Circle' by Half Moon Run particularly influenced us through its use of imagery and motifs, which are carried on in terms of marketing. For example, at 2.15 we see an extreme long shot of birds flying in a circle in the air; this image has then been used as their single artwork, creating an immediate link between the two medias. Therefore, we have taken this into consideration, especially in retrospect to our action code of the arrows, which are very symbolic within our music video.

The shot which has been replicated upon the band's single cover.

Also, within the music video, we see the slight use of reverse. This has also influenced our choices within Post Production because the small section looks particularly interesting; as the section is so small, it's almost a quaint detail within the video. However,in terms of our story line, the use of reverse will lend itself well in terms of our protagonists 'revelation' and heartbreak. 

Single cover/digi-pack.

Performance:

Although this particular music video does have major influences upon our own ideas, the performance narrative is a hard aspect to avoid; a convention within folk/acoustic music videos. However, several aspects have informed our decision to avoid a strong performance based narrative. Aside from logistical reasons (such as a band not being available who would visually, fit the criteria), we feel that the song's strength is within the instrumental, which appeals very much to movement and a journey. We understand that within performance the artists can move about whilst playing their instruments. However, we want to achieve a very evident sense of movement (from location to location) which a storyline would better express. We also want to avoid the lyrics getting 'lost in translation' through someone possibly mouthing the lyrics.

However, we do feel that some sort of performance element would strengthen our music video. Therefore, with access to an acoustic guitar, we can experiment with shots referencing to the instrument; whether this will be subtle placements of the guitar within the mise-en-scene, or, a more practical approach with someone playing the guitar.