Thursday, 1 October 2015

Music Video Goodwin Analysis: Galantis

Galantis' music video for 'Peanut Butter Jelly' demonstrates the characteristics that fit within the conventions of EDM. The music video does not follow a narrative instead it features a set of people in a supermarket abruptly revealing their dance outfits under their regular clothing. 
Fast paced editing and cuts is used as the music begins to quicken in pace- this is a convention within the EDM genre which adds to build up and encourages the audience to get excited.

At the end of the video, the people are shown to dance in the supermarket as a group. This is conventional within the electronic dance genre however it could also be seen as uncovenrional as they are not dancing at a club or party. 

 A relationship between the lyrics and visuals of the music video is illustrated. For example, the camera cuts to a mid shot of a cashier surrounded by money once the lyrics 'do it like I owe you some money'.

Additionally there is a relationship between the visuals and the music which is shown through the use of fast camera cuts when the music begins to quicken. This creates a build up and a sense of anticipation and excitement for the audience. 

A convention of electronic music typically does not show the artist's face instead a logo or a distinctive image is used. This is shown in the music video at the beginning and at the end as the camera tracks two people walking wearing jackets with a feline image on it's back. The audience may know that these are Galantis as they are able to distinguish their trademark image as the feline reoccurs in their other works.

Towards the beginning of the music video the camera crabs to the left and follows a woman walking- she is shown to be eating ice lolly which can be seen as a phallic symbol. This could reflect Laura Mulvey's female gaze as further in the music video the woman is shown to dress in little clothing. A mid shot of the woman focuses on her backside and another shot focuses on her body which further establishes voyeuristic treatment of the female body is represented.

As the music video can be seen as random, it can be suggested there is no intertextual reference. 

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