Analysis of promo video number 2

For my second video analysis i wished to analyse a music promo video which is strongly contrasted to the Pop genre, the artists are Slipknot and the song is called 'Before I Forget.' It was released 2004 which the album 'Vol 3' soon followed.

The song and band strongly seem to follow the conventions of Rock Music in which, Slipknot are creating music for that certain genre. One first key convention in which they strongly use is the idea of guitar dominating the song to create a catchy and memorable tune. A convention of rock music is also the guitar usually being played through an amplifier which can alternatively completely change the sound of the guitar in this case resulting in the heaving guitar sounding very dark, loud, dominating and creating a lot of energy and excitement for the song. Another convention is the idea of Rock musicians like to be seen with 'their' band, performing in music promo videos or in live performances, other artists such as Marilyn Manson and System Of The Down also comply with this convention of the idea of the group being a 'band.' Another convention in which is very popular is the idea of the music and the artists image being very controversial. Historically, Bob Dylan was the first rock artist to break out in America in the 50s, he broke the rules from singing hopelessly about love and romance, to singing his views on the country and what was going on within the world at that present time, the controversial image he created himself as an artist created a lot of bitter talk, however people eventually did admire him, therefore start doing the same: breaking the rules, deifying to conform and sing about their personal views of the world, and how they are personally feeling. The bands image is also a strong convention of a Rock group, their image always seems to be controversial, shocking and sometimes slightly horrific for the audience to see, it's redefine the audience about the idea of how they're rebelling against society about how society wish for that band to conform, they're rebelling against that, which is basically what Bob Dylan first became famous for.

With this promo video not displaying much information about the artist on a personal level, there is still some strong indication about their ideas and views of society in which again, is a convention. One connection between the visuals and the lyrics is the idea of the lyrics being strong and sounding angry in the first place, this is then sung in such a way, screaming in fact, that the audience are literally forced to listen to them. It also reinstates the original and conventional emotion in which Rock artist are conventionally supposed to feel and also connotes the emotion the band are feeling as they perform this song and sing word by word.

Another convention of Rock bands is obviously the idea of rebelling against society, Slipknot have also followed this convention by giving themselves a harsh and iconic image. Slipknot are more well known for their horrifying masks which cover their face thus hiding their identity, it gives the band strong media attention which results in their music becoming more well known globally and also gives the band that element of mystery, they tease their audience by not showing their identity and instead perform in horrifying masks. Members of slipknot also have long multi-coloured hair which again is rebelling against the stereotype of how 'men' should 'look' within society and also they have many tattoos which are shown in close-ups in the video 'Before I Forget' which are also seen as controversial and strong minded.

There isn't a strong relationship between the lyrics of the song and the visuals in which we see, the only strong link i could point out was when 'Stapled Shut' was sung, a close up of obviously the lead singers mask which has staples stapling the whole mask together all the way down the middle. There is also a strong contrast in what they are singing, and where the actual video is set. The lyrics state 'Claustrophobic, sealed in tight,' these lyrics are strongly contrasted as they are performing in a white building, in which, in interior design is supposed to make rooms look larger, and deceive the idea that areas are larger then they actually are and also, at the end of the video they all walk out of the area so they're not physically 'Sealed In Tight.' There seem to be no other imaging which represents with the lyrics they are stating.

This video does not have a narrative structure involved, it doesn't have a storyline at all with what they are singing. However i feel this is a strong way in getting your lyrics heard, as with pop music they usually hide the competent singers with image, choreography and upbeat happy tunes, and to be honest it's almost like the sales for records like that depend on such an amazing music video because there's no depth to the song, whereas Rock musicians use cleaver and ambiguous lyrics therefore there doesn't need to be as much covering the simple lyrics with choreography and for the video to include a narrative structure as much.
The editing within the video seems to gain speed in between 'cuts' faster towards the end of the song, which is understandable as that is the last time you're going to impress the audience with that song, the last one minute or so, therefore by increasing the fast editing, it creates excitement and almost an adrenaline rush as the energy in the artists has been amplified for that last minute in which defines whether the audience will like that track. The chorus I've noticed cut edits every 1/2 beats of the song in the chorus whereas in the verse it's a steady 'every two beat cut' and within the last chorus the cuts speed up to a cut every beat within the song.

The record company seem to be selling this track by: the controversial and iconic image of Slipknot, and also the cleaver, ambiguous lyrics in which the artists are singing, and by their energetic, passionate performance. The image which is offered is the idea of rebelling against society and singing about how they personally feel and their personal ideas within society. However, a mass audience may be able to connect with their image as they may see it as 'the outsiders' 'the rebels' in society, are able to succeed in producing their own music, with no industry pushed image or industry pushed performing. Their image comes across as strong, energetic and passionate, and the idea of them playing as a bad creates the sense of friendship and also how they seem like ordinary people behind the horrifying masks by enjoying to perform with their 'band mates.' Also through product placement with 'Vans Slipons' the track could also create a wider target audience as if a member of the audience was a strong fan of 'Van Slipons' shoes (The left), just seeing that product within the promo video could strongly convince and convert that audience into buying that track. With product placement it could also work vice versa with that certain product wishing to be placed within that music promo video due to the idea that people will see that certain artist 'promoting' that product. Another example of product placement within a music promo video is 'Dr Dre Monster Beats' headphones which are used in Lady Ga Ga's music video 'Eh Eh (Nothing Else I Can Say).
This certain video actually is very original to other music promo videos in which Slipknot have done, usually the band perform with their 'masks' on, even in the music videos this is what makes their band so iconic. However, with creating a music promo video with their masks off it creates a sense of mystery and also a sense of controversy with the idea you can actually see parts of their faces in this video, of course they still include the masks due to the iconography in which they carry. One strong comparison in which is included in many others of their videos is the idea of 'performance.' In their other music promo videos such as 'duality' and 'wait and bleed' they are performing with all of their band as a group. Also a strong comparison is the idea they play their instruments their own instruments in a lot of their music videos such as 'duality' and 'wait and bleed.'The masks are the only motif which appear in video after video, after all it's their iconic horrifying masks in which people recognise them by.

There doesn't seem to be much notion of looking within this video, however I'd defiantly say the video could dwell the audience to feel to narcissistic emotions towards the band, as they could be seen as amazing artists as they are strong minded with their image and lyrics and also they are very strong and passionate with the idea of rebelling against society, the lyrics state 'I'm caught up in the cattle' - Before I Forget, this could suggest the idea of how it frustrates them and makes them so angry, the idea of conformity within society. Also their Before I Forget promo video the lead singer is seen with dirty finger nails, multi-coloured hair and it's obvious they have strongly rebelled against the ideas and stereotypes in which society believes men should look and what type of music they should produce, and instead they are producing music which they want and also dressing themselves how they want. There is also an element of fetishism from this band, as they represent power and strength to the audience who also feel the same about conforming to society's wishes, as if Slipknot have become that successful without conforming and becoming an everyday 'sheep,' then why can't a member of the audience as well?

There is no narrative structure to this video, it is very much performance based. It's basically all performance, the band are playing their own instruments and the lead singer has as much time as any other band member. This represents the idea of friendship, teamwork and also passion.

In conclusion there is defiantly an aura or passion, mystery and strength in which surrounds Slipknot within their videos, i feel there is some definite contrasts in which how pop artists are marketed and how Rock bands are marketed. Some definite comparisons between them however, both include the idea of being controversial and crave media attention which is needed for records to sell, however Rock musicians like slipknot seem a lot more daring then pop musicians, Rock music isn't only controversial by their image, it's there performances, interviews, music promo videos, attitudes and they always seem to take their controversy to the maximum, there really seems to be no limit with rock musicians however pop musicians like Britney Spears will only take her controversy so far, perhaps it's because she attracts such a mainstream audience it's unhealthy for her career to pursue controversy as much as Slipknot, as slipknot do only attract such a niche market. Another definite contrast is choreography, with choreography being a strong convention within Pop music, Rock music hardly includes choreography within it's music promo videos, and instead what seems like 'live' performances by the Rock band, by playing their instruments. Both sets of music promo videos include mickey miming, however there seems to be something a lot more raw and 'live' about Slipknots music video whereas Britney Spears didn't seem as much. A comparison is the idea of both music promos being very much performance based, however Britney's had more concept based, with the idea of a song being called 'circus' and it actually being shot in a stereotypical circus.
For a completely contrasted genre to Britney Spears, i was expecting more contrasting elements between both the music promos, however it's interesting how both music videos are pretty much the same recipe as one another, they are basically trying to sell the artists image and the artists song so very interestingly the same conventions for The Music Promo Video have been used.