Music Video Analysis - 'Chocolate' by The 1975

As our song choice for our music video is of the indie genre, I decided to analyse a video of the 1975 who create music which is of the same genre as London Grammar (chosen artist). I have learnt many conventions by analysing this video, which I hope to apply to my own music video, particularly the use of the black and white effect.


Background information on The 1975:
The 1975 are an English indie rock band which consists of four members; Matt Healy who is the main vocalist and guitar player, Adam Hann who plays the guitar, Ross Macdonald who does bass and George Daniel who plays the drums and contributes to vocals. They have released several EP's and one of their albums hit number 1 on the album chart in September 2013. The fact that their album reached number one means that they have a wide range of audiences who listen to their music, not just those who are interested only in the indie music genre. They are signed to  many record labels which are: 'Dirty Hit', 'Polydor UK', which are both British music record labels and 'Vagrant' and 'Interscope', which are American music record labels. The band have a significant feel to their music and style which makes them unique and an interesting band.


Lighting / Colour:
The music video has been edited in to a black and white format throughout because The 1975 are known to always have everything in black and white; their clothes are black and white, their pictures are, their artwork is and so are the majority of their music videos. This is done so that the band stands out significantly from other artists and so that the band are recognised in a specific way which they have control of. However, in this particular video the black and white effect establishes quite a dull atmosphere reflecting the nature of the song. The lighting does not enhance the 'high' of smoking marijuana but highlights the actual dependence that some people have on it and that it is not as amazing as everyone would think. The use of black and white also portrays a sense of being detached from reality which could be seen as a visual representation of the feelings that are felt while smoking marijuana.

In certain parts of the video, there is the use of spotlights upon the band members that make it only visible to see their silhouettes, this makes those particular shots more abstract and mysterious.

Silhouette created by using a bright spotlight- lead singer

Silhouette created by using a bright spotlight- all band members

Narrative:

Direct visual representation of smoking marijuana in the video.

The music video itself does not follow a particular narrative but portrays a vibe of just passing through life through featuring different concepts throughout such as driving in a car for what seems to be a long time due to the mood of the lyrics and visuals. The term 'chocolate' in this song symbolises marijuana and the lyrics are based around that kind of lifestyle. The lyrics: 'No we're never gunna' quit it, no we're never gunna' quit it no' are stating that there is no way of getting out of that lifestyle. The fact that the word chocolate is used to replace the word marijuana makes the song appear secretive, suttle and a lot less explicit by not directly singing of the drug. Some of the lyrics such as 'and my car smells like chocolate' are visually represented throughout the video, shots of the band in a car reflect this lyric. The lyrics also briefly mention a girl, who is most likely a lover to the main band member and the music video establishes a relationship between these people through the visuals. Further towards the end of the song, the lyrics are about getting away from the police otherwise they may get caught with their 'chocolate', this represents one of the negative aspects of being caught with marijuana and the lyrics state that they are very aware of that. The narrative of the lyrics also imply a sense of immaturity and hedonism, supporting the drug.

The band roaming in a car in the video

Mise-en scene: 

The video begins with a mid-shot that zooms towards the lead singer in some type of dark, isolated subway. You can tell that it is in a subway due to the large long LED lights, the brick wall and hand rail that it is included in the shot. This location makes it feel as if no one should really be there. The tone of the song however contradicts the visuals because the song is upbeat yet this location is dark and dingy. The arrangement of everything in the shot is very simplistic. 

Opening subway shot. 

In every mise en scene, the lead singer is present throughout signifying that he is of importance and is the main focus of what's occurring in the visuals. Also, the joint that he is smoking is in most location shots which highlights its focus.

Focus/emphasis on lead singer in car location.

There are several but few different locations that are used which are in a subway, car and studio. All the locations are basic but effective due to the set-up within them.

Location: In car

Location: Studio.

Location: Subway 

Costume and Props: 
The lead singer and the band wear simplistic black clothing throughout the video apart from some of the studio shots where the lead singer is shirtless. This style of clothing conforms to the indie genre as in most indie videos, costumes are not over-complicated, they are just simple. However, when the lead singer is shirtless with the girl in the studio shots, it reveals a more bare, vulnerable appearance in comparison to when he does have clothing on. This suggests that when he is with that girl he is more of a soft person and not trying to keep up the image of smoking marijuana. The most prominent prop throughout the music video video is his joint of marijuana which is significant in the narrative and the lyrics, showing how he does smoke it regularly. The overall costume look is that which the 1975 tend to wear in most of their media. 

Camera angles and shots / editing work: 

The video begins with a blurred out mid-shot, featuring the lead singer of the band and the camera is zooming in slowly further towards the lead singer as if the audience is just entering the narrative and video themselves. The angle of the camera makes it seem as if the audience is actually there watching him smoking, yet he is wrapped up in what he is doing. 

Blurred establishing mid shot at beginning of the music video.

The camera shots/angles in the car location would be expected to be a bit rocky due to the movement of the car but in this particular video, the camera produces a still smooth shot of the car driving. It seems as if the camera is attached right at the front of the car.

I think it is effective how there is the use of close-ups featuring the lead singer breathing out the smoke from his mouth and the camera really captures the detail of it.

Close up shot of smoke.

Close up shot of smoke.

I think that this particular shot is effective because the 360 degree shot emphasises each of the band members together and symbolises that they would not be the same if say one of them were not there.

 In terms of editing, there are quite a few shots, throughout  the whole video, but the shots are held for a while, not suddenly alternating quickly. I think that this is effective because it allows the viewer to look and see what is actually happening in the video. I like how that in the beginning of the video it changes from distant mid-shots to a close up shot when the lead singer begins to sing which gives some clear identity to who is singing. The editing in this video definitely contrasts with the editing in an upbeat mainstream pop music video for example.