ALTERNATIVE ROCK - MACRO ELEMENTS

By

Cara Martin-Gowing

EFFECT/WHY ARE THEY USED?

The clothing in Alternative rock music videos reflects the roots of Alternative Rock by having casual clothing, however because of its many crossovers into other Rock genres, the choice of clothing can range into Britpop (plain casual clothing) and Punk (casual, ripped clothing - occasionally leather is involved in their outfits).

NARRATIVE

The storyline(s) for a music video generally follows the lyrics to the song playing.

Thomas Brodie-Sangster in The Luka State's '30 Minute Break' - The narrative in the music video follows the lyics as the character is seen with multiple cuts and bruises from their partner's abuse while the words "Don't go back to him" are sung in the background.

COSTUMES

'30 Minute Break was released as a double A-side vinyl alongside 'Matter Of Time' in August 2013 - The music video was directed by Oliver Kember (http://oliverkember.com/the-luka-state/)

The costumes used in Alternative rock music videos are typically made up of informal clothing to create a light air about the band.

Headman Chris Martin from Coldplay's 'Fix You' - Clothing is casual and informal, accompanying the generalised location in the background.

'Fix You' was released on the album X & Y in 2005 and the music video was directed by Sophie Muller (http://www.rsafilms.com/uk/directors/commercial-directors/sophie-muller/music-videos/)

MAKE-UP

In the majority of Alternative Rock music videos, makeup is kept to a minimum, making it very subtle to the viewer's eye.

SETTING

Alexandra Daddario in Imagine Dragon's 'Radioactive' - The actress is wearing minimal make-up (mascara and eyeliner).

EFFECT/WHY ARE THEY USED?

In Alternative Rock music videos, the settings are generally seen to have a darker atmosphere to them - The locations are also very generalised and there is no specification to them.

The narrative in Alternative Rock music videos is important and effective as it reflects the message behind the music and the lyrics being sung - For example '30 Minute Break' has the lyrics reflecting an unhappy and unhealthy relationship and the music video reflects this in the form of portraying the relationship as an abusive one, exploring the idea of domestic violence against men.

Two members of The Fray in 'You Found Me' - Locations appear to have a dark, general yet simplistic feel to them, which fits in well witht he genre of Alternative Rock.

'You Found Me' was released on the album The Fray in 2008 - The music video was directed by Josh Forbes (http://www.joshforbes.com/filter/home) and was influenced by Wim Wender's 'WIngs Of Desire' (https://en.wikipedia.org/wiki/Wings_of_Desire)

'Radioactive' was released on the album Night Visions in 2012 and the music video itself was directed by Syndrome (http://www.syndromestudio.com/c-6/music-video/)

EFFECT/WHY ARE THEY USED?

EFFECT/WHY ARE THEY USED?

The use of dark, generalised settings is typical of Alternative Rock music videos - The focus is more on the subject of the video and the music rather than where they are, therefore making it effective in promoting themselves and selling their product as their target audience is focused on the artist/the storyline and becomes hooked.

The use of simplistic make-up in Alternative Rock music videos is effective because this genre is known for have a simplistic feel to its image - clothing styles, make-up etc. It creates less of a focus on what the band may look like and more on their selling point - their music.

ALTERNATIVE ROCK - MACRO ELEMENTS