Media institutions. Florence and The Machine are signed with Moshi Moshi, IAMSOUND and Island. The institutions will have an idea of how they want the music video to look like, and how they want the music to sound like. Their decisions in the music industry is what they think will make the public like Florence and The Machine. The text is distributed by music T.V programs such as MTV, The Charts, pacific channels that show their genre of music and so on. Gigs and tours distribute their music and iTunes. How the text is distributed is very important, it overall will gain Florence and the Machine more popularity.
Media Representation.
In this music video the artist promotes herself and her single. It is clear that the purpose of a music video is just that. It is through visual representation that we can see a story forming, however I believe that the title of the song 'Rabbit Heart' is abstract to the actual performance she is giving to camera. She is representing being happy and in love, her attitude is shown through her dance movements, her slow, delicate movements give off codes off romance. Her outfit in the video has connotations of a goddess (maybe the goddess of love). The long flowing dress shows her innocence, as a short dress normally connotes promiscuity and sexuality. Her target audience will know that she is not the type to reveal herself, and she can relate to her fans by doing this.
Media Values and ideology. The ideology of this music video is a girl losing a boy and becoming a stronger person. the text shows this through the lyrcis, I think the music video is abstarct and doesnt match the lyrics. The lanaguage of the piece is shown through dance and portrays a delicate and gentle side to her. Her pale skin and red hair concludes her image and makes her looks captivating.
Media languages and Forms. Her white dress connotes purity and innocence, and this is exactly what I want to portray in my music video. The yellow tint to the whole of the music video brings a relaxing theme to the song, and the themes and images in the video creates meaning and links with the lyrics. Her dress in the song shows fluidity when shes dancing and reinforces the dream like world, the yellow tint also add's to the idea of a dream. The bright light shinning through in different directions reinforces the angelic theme, and her angelic behaviour. In the text she sings 'the looking glass so shiny and new' as she holds up her sparkly silver sequined scarf. This to the audience makes them think that her idea of something shiny and new is her desire- clothing-. Also the scarf is transparent like glass, and as the music begins it sounds like diamond charms that are also 'shiny and new', the link that she has made creates meaning. I feel like the video is quite abstract to her lyrics and the props that she uses sometimes apply and others do not. I think the mise-en-scene like I have said is peaceful and angelic and her costume matches the serenity tenor created. I don't understand the 'Alice in Wonderland' take in the video and I feel like this is what makes the video so abstract at times. From the lyrics I can see that they represent what goes on on screen. She sings 'and turns me to gold in the sunlight' the yellow tint to the whole of the music video reinforces this line and connotes a warm loving feel to the music video, which links to her song title 'Rabbit Heart'. I think the close-up shots in her music video her shows her innocence, also her power, overcoming the ideology of the music video. The long shots show her delicate dance moves, kind of representing how she has been hurt, but also how she is cheering herself up. The last line in the lyrics 'this is a gift' reinforces that she has accepted what has happened and seen the bright side of things, this represents what she wants to portray to her target audience.
Narrative. As I have said I think the music video is very abstract, and even though their is meaning and ideology behind the lyrics the structure of the video is hard to tell. In this music video the 'hero' and 'villains' are created by the narrative function which is love. The male been the villain because he has broken the woman's heart, so overall, there is no designated hero, Florence is portraying a victim who has had their heart broken. However this is only my perspective and thoughts of whats going on in the video. Florence herself says that her lyrics 'This is a gift/It comes with a price/Who is the lamb?/And who is the knife? the rabbit heart is a reference to fear and she is afraid of whats abouts to happen. Of being in the spotlight.' (referenced by Wikipedia). This supports my idea of the music video been abstract. Different individuals can have a completely different perspective on it.
Genre. The genre of this single is Alternative rock and Art rock. The producer of the song/music video is Paul Epworth, he also works with the genre Indie. When an artist and a producer with the same tatste collaborate, they will know exactly what the song should sound like, and what will make it special for the audience they're targeting.
Media Audiences. I think their target audience are for young people and older who enjoy the music genre's Indie pop, indie rock, art rock, baroque pop, soul and experimental. Mainly 16+. I think the abstract music video gains fans who are have artistic characteristics and they will be able to watch the music video through web 2.0, also through music channels on Sky and iTUNES make songs available to download instantly. I don't think to watch a particular genre of music you have to be of certain class, gender or age, it totally depends on the taste of music the audience likes. As part of a institution they have to know what their target audience demographically like and psychographically.
Lyrics to the song 'Rabbit Heart'.
The looking glass so shiny and new
How quickly the glamor fadesI start spinning slipping out of time
Was that the wrong pill to take (Raise it up)
You made a deal and now it seems you have to offer up
But will it ever be enough
(Raise it up raise it up)
It´s not enough
(Raise it up raise it up)
Here I am a rabbit hearted girl
Frozen in the headlights
It seems I´ve made the final sacrifice
We raise it up this offering
We raise it up
This is a gift it comes with a price
Who is the lamb and who is the knife
When Midas is king and he holds me so tight
And turns me to gold in the sunlight
I look around but I can´t find you
(raise it up)
If only I could see your face
(raise it up)
Instead of rushing towards the skyline
(raise it up)
I wish that I could just be brave
I must become a lion hearted girl
Ready for a fight
Before I make the final sacrifice
We raise it up this offering
We raise it up
This is a gift it comes with a price
Who is the lamb and who is the knife
When Midas is king and he holds me so tight
And turns me to gold in the sunlight
Raise it up raise it up
(repeat)
And in the spring I shed my skin
And it blows away with the changing wind
The waters turn from blue to red
As towards the sky I offer it
This is a gift it comes with a price
Who is the lamb and who is the knife
Midas is king and he holds me so tight
And turns me to gold in the sunlight
(repeat)
This is a gift
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