To create a well thought out music video, we need to look at existing products and analyze them. Therefore, for our brief, I am looking at analyzing existing music videos.
The first music video I am analyzing is "Your Love is my Drug" by Ke$ha. I chose this video because the cartoon elements and the setting have always interested me and I wanted to explore the uniqueness of this video further.
First Impressions of the Track:
- it conveys a passionate infatuation and love affair with somebody
- the lyrics are very optimistic
- the strong drum beat conveys adventure and a quick moving, wild and passionate relationship.
- the fact that the drum is the main instrument illustrates no need for modern, fancy instruments; a drum has been used for centuries and the particular drum beat gives off a native feel.
The Music Video
The music video is described by Ke$ha in her "Kesha Calls 'Your Love Is My Drug' Video 'A Psychedelic Trip Of The Mind'". MTV News. MTV Networks (Viacom) interview - 21/05/2010
"I wanted it to be like a psychedelic trip of the mind, comparable with being so disgustingly in love with someone that you lose your head."
In general the video represents the power of love. It depicts a world without modern technology and utilities; Kesha is in the desert with only her lover. They do not need anyone else or any technology etc; they lead a very rustic lifestyle, but are blissfully happy with one another. The video uses a lot of creative imagery and symbolism to represent how strong and powerful their love is, for example the statue of venus, the goddess of love.
There are also many references to drug usage, both in the video and in the song, for example in the lyrics Kesha calls herself a "lovesick crackhead". In addition, the video shows kaliedoscope effects and cartoonistic elements to represent the effects of a drug; to show that Kesha's world is a fantasy when with her lover.
Addiction to her lover is also explored by him being the only other character in the video; therefore focus is only on him and the couples' relationship. The transition from day to night shows how complete their infatuation and obsession is; the viewer effectively sees a whole day in her world and the viewer sees how it only revolves around her partner.
This music video ties in with the album name “Animal”. Ke$ha is quoted to have selected this album title as it is suggested that “humanity liberate themselves, letting free their inner most repressed desires, inner lusts, setting free ‘the beast within’”. This links with the video of “Your love is my drug” and contintues the house style as the scenery of an empty desert in the sunshine connotates freedom and liberation, and animals are used as motifs throughout.
The music video starts with a shot of Ke$ha waking up.
0:03
The opening scene is sunrise, picturing Ke$ha curled up sleeping; which could imply a dreaming stance she appears to be oblivious to the world around her which is emphasized by the lack of other objects in the frame. Her and her lover are sleeping next to each other in the desert and her head is rested on the stomach of her love interest, which is an intimate position and suggests security. This scene implies that they do not need any material possessions, solely each other. A close up to her face shows a happy and content expression. Her and her partner seem to match the scenery, with beige coloured clothes and wild hair and make-up. This implies the way Ke$ha feels; that life in the relationship is idyllic and everything seems to fit. This is further implied by her body language; Her closed fist and peaceful expression imply security.
0:10
An establishing shot of the location shows where she is, which is absurd i
n itself: her and her lover are alone in the desert. Whilst this seems odd, she appears perfectly at ease, which implies that her lover makes everything seem normal and right. The fact that the establishing shot comes after a close-up of her is interesting; it suggests that the main importance of Kesha's life is her and her situation, and location is only a secondary concern. She is so engrossed in the world of the other person that any place
can feel like home.
The mise-en-scene is barren and could be seen as unfriendly and uncomfortable. However, Kesha's comfort in this atmosphere is suggestive of how comfortable and content she is in her relationship; it is adaptable and can conform to any situation.
At this point, the music still hasn't started and there is just a sound effect of the wind. This conveys unpredictability, the viewer is unsure and a bit confused about the location. However, as soon as the music starts with an electric, jazzy sound and Kesha runs freely down the hill we are given a sense of liberation and can enjoy the video.
0:21
Kesha riding an elephant mirrors her embracement of nature and the desert lifestyle; she can do without cars and other technology when with her love interest. In addition, an elephant always connotes strength. Here lay the implications that Kesha's relationship is strong and can overcome all barriers. In addition, the headdress that Kesha wears is a native american headdress used for spiritual ceremonies. Therefore, the relationship can be seen using this as a spiritual connection. It conveys the fate and naturality of her attraction.
The editing once the music commences consists mainly of quick cuts, which conveys the speed and power of their passion-fueled love and adoration for one another.
0:23
Kesha's striding feet symbolize her control over the situation, and the fact that the shot starts with her feet and pans up shows her direction and how headstrong and confident she is about this relationship. The shadow implies how sunny it is, which uses pathetic fallacy as Kesha's relationship seems cheerful like the weather.
0:25
Her confident strutting mirrors the happiness of her situation. Her body language is open and free, implying the liberation and freedom she feels in this relationship. As a matter of fact, the whole setting implies this; the empty and barren desert gives her space and freedom. In addition, the full-length shot implies her comfort and happiness she feels in this situation. Her clothes furthermore imply comfort: they are of neutral colours and appear co
mfortable for her environment.
The long shot of her shows her whole body, implying that there are no secrets, just honesty in her relationship.
0:30
The white tiger mask which Kesha wears seems supernatural and also implies unpredictability. The fact that Kesha is wearing a white tiger mask illustrates how she is a tiger and she has these elements inside her. As her and the animals around her become one as she is pictured wearing a tiger mask, this could show how her and her lover have become one.
The lyric at this point is "I got a sick obsession" which implies how in tune her and her lover are. The use of the tiger mask implying how they become one conveys the "sick obsession" and how warped her relationship is.
Holding hands suggests intimacy and passion. Looking at the body language, Ke$ha's partner has her hands firmly clasped in his, suggesting that he will look after her and protect her from anything.
0:38
A close- up shot of Ke$ha's face conveys her happiness and ease at her situation. The close up captures her full facial expression and she is looking head - on at the camera, mirroring how there are no secrets in her relationship, just full-frontal honesty and happiness.
0:44
The first cartoon element is used here, as a heart raises between the couple while they are walking along holding hands. The heart looks hand-drawn and rather childlike - possibly suggesting how the relationship does not have strings and is fun and happy. The fact that it is between them shows their mutual affection and adoration for one another.
This scene is just after the lyric "what you got boy is hard to find" but contrastingly, her and her partner coming together appears reasonably easy, which is emphasized by the childish heart. The fact that is is "hard to find" but they come together easily connotes how the reaction is fate.
0:48
The close up of a kiss again implies intimacy and happiness. It is another example of their blissful relationship and how infatuated they both are.
0:59
The kaleidoscope effect made whilst editing gives the impression of being under some form of hallucination drug. This ties in with the name "Your Love is my Drug", and we see the effects of the mentioned "Drug". This is supported by the fact that Kesha actually sings "your love your love your love is my drug" as the kaleidoscope effect comes into form.
1:08
Ke$ha's dancing in the desert connotes happiness and a feeling of at ease of her lifestyle. She is camouflaged into the background, wearing light coloured clothes which match her setting. This conveys the naturality of her being in this situation and how comfortable she is here.
1:18
I acquired this quotation from
http://www.astrology.com/dreams/boats/2-d-r-154420
" Boats - symbolic meaning
Depending on your experience with them, boats can represent riches, travel, isolation, danger, romance, or complete and utter frustration. Rowboats and canoes are often found on fairly placid lakes and streams. In dreams, they may be way out of context on the high seas, therefore implying a kind of broken peace. Normally, the setting of the boat says much about its symbolic meaning.Different types of boats may vary in meaning, but possible options include isolation, danger, escape, and romance.
Sailboats often appear in similar environs as rowboats, but tend to mean either riches or frustration: sailboats can be very affluent and romantic to the dreamer, however, being dead in the water for lack of wind is another option.
Power boats often show a sense of power, control, wealth, competition, or travel. Danger is not often a problem, except in cases of failed motors.
Sinking boats can reveal a fear of water, drowning, or incompetence. More often, they are a metaphor for feelings about a particular aspect of life. To determine this, look at who is on the boat or conspicuously absent from it. Also, see if the reason it is sinking, which may seem nonsensical, is available in the dream.
Is the boat one that you recognize? Is the general feeling one of happiness and leisure or one of fear and anxiety? "
This portrays that while boats do have a general symbolism of journeys, the main symbolism can be found by looking at the setting and characters on board. Here, the people on board are just Ke$ha and her partner, and it is in a familiar setting for the video. The fact that the setting is abnormal conveys how the relationship is perhaps unorthodox, however the situation it is in; on a solid ground, suggests security and safety in the relationship. Ke$ha takes a front seat and appears to be navigating, where her partner is paddling. This implies how she is headstrong and dominant in the relationship, however the keenness of her partner's face does not look like he objects to it. The boat overall represents a journey; and the fact that they are on this journey together suggests uniting and a strong relationship, one that would not be swayed by turbulent seas.
1:32
The cartoon scene - 1:44 onwards
This scene is completely cartoonistic, conveying fantasy and fascination. The sea setting can suggest how deep the love is; the fact that the fish are swimming to the tune of the song implies how every person and creature is affected by the love they share; thus conveying how strong it is. In addition, the hallucinations can be put in to visualize the effects of this "drug".
1:47
Intertextuality is used here as there is a reference to The Beatles - Yellow Submarine. Ke$ha is quoted
"This video was inspired by the Beatles' Yellow Submarine movie, the animation aspect. There's a little bit of [that] in there too"
Montgomery, James (2010-05-05). "Kesha Calls 'Your Love Is My Drug' Video 'A Psychedelic Trip Of The Mind'". MTV News. MTV Networks (Viacom). Retrieved 2010-05-21.
This intertextuality is effective as it reminds people of the world - famous song Yellow Submarine by arguably the world's greatest band.
"In the town where I was born,
Lived a man who sailed to sea,
And he told us of his life,
In the land of submarines,
So we sailed on to the sun,
Till we found the sea green,
And we lived beneath the waves,
In our yellow submarine,
We all live in yellow submarine,
yellow submarine, yellow submarine,
We all live in yellow submarine,
yellow submarine, yellow submarine.
And our friends are all aboard,
Many more of them live next door,
And the band begins to play.
(Trumpets play)
We all live in yellow submarine,
yellow submarine, yellow submarine,
We all live in yellow submarine,
yellow submarine, yellow submarine.
(Full speed ahead, Mr. Barkley, full speed ahead!
Full speed over here, sir!
All together! All together!
Aye, aye, sir, fire!
Captain! Captain!)
As we live a life of ease(life of ease)
Every one of us(every one of us) has all we need,(has all we need)
Sky of blue,(sky of blue) and sea green,(sea of green)
In our yellow(In our yellow) submarine.(submarine) ( Haha! )
We all live in yellow submarine,
yellow submarine, yellow submarine,
We all live in yellow submarine,
yellow submarine, yellow submarine.
(fading)
We all live in yellow submarine,
yellow submarine, yellow submarine,
We all live in yellow submarine,
yellow submarine, yellow submarine."
These lyrics, though simple, give a strong sense of security. This is emphasized by the repetition and simplicity of the song. It shows that, even in abnormal situations, with people who you love you can easily be happy.
This bears a strong similarity to Ke$ha's video- it conveys how happiness can be found in your loved ones, no matter the location. Although the setting is obscure, Ke$ha appears to live a simple life, but seems to blissfully enjoy it.
"what you got boy, is hard to find
i think about it all the time
im all strung out my heart is fried
i just cant get you off my mind"
This passage conveys complete obsession with her lover. Interestingly, she does not mention the setting of her love in the video - the audience has no idea that she is in fact isolated in the desert until they see the video. This can convey how her partner is her world; location etc. does not matter.
This is additionally the start of the second chorus, so can convey the hallucination effects of a drug as the words at the time of the scene are in fact "your love your love your love is my drug".
1:50
This is a portrayal of the statue of the "Birth of Venus" - the goddess of love. The fact that this is used reinforces how she feels love and the fact that it is altered a bit to match the scene of the music video conveys how love is applicable in all situations.
1:58
Ke$ha is here depicted as a mermaid, which represents : sensuality, sexual desire, passion, feminity and temptation. These representatives show the attraction between Ke$ha and her lover. She is shown with all these appealing characteristics, which reassures that he has mutual love for her. In addition, the mystical element conveys more effects of a "drug"- hallucinations or possibly "trip drugs" where the taker embarks on a fantasy journey.
This element shows a fantasy cartoon; the bright colours mimicking Kesha's passion and excitement. The scenes portray how Kesha can be whoever she wants to be.
2:05
Ke$ha wearing a fish net implies that she is trapped: she has fallen into the net of love: her lover has 'caught' her.
The line here is a bridge - "i don't care what people say the rush is worth the price I pay". With the use of the net, she seems very enclosed in his world, meaning that she doesn't have to "care what people say". However, some bad elements of the love are described - the "price [she] pay[s]" - could that be the disconnection from the outside world? The desert scene and lack of other people certainly convey this. However, Kesha, caught in her net at this moment in time, states how "the rush" of being so in love is "worth" everything.
The pair standing on the rocks is significant because it portrays how they are equal to each other; standing on the rock they are defiant and unbeatable. The fact that they are standing together and at the same level conveys that they have the same feelings for each other and one is not more dominant than the other.
The camera angle is slightly looking up, which gives them an almost godly feel - the relationship has elevated them to the terms of a god.
symbolism of a rock = "denotes permanence, solidity, and integrity. It signifies safety, refuge, and protection"
(http://www.houseofnames.com/xq/asp/keyword.rock/qx/symbolism_details.htm)
The fact that Kesha is glowing illustrates fun in their relationship. It could also be a representative of how she is always seen- even in darkness it can be visualized how in love she is. The fact that it is shot in a cave gives a threatening situation to Ke$ha's love- it is dark in juxtaposition to the bright outside desert- but the fact that glow paint is used shows how the love can overcome all situations and settings.
The paint is applied in the style of tribal paint- which again represents how Ke$ha does not need a modern lifestyle and is happy to live tribally and rustically as long as she has her partner.
This scene, in a way, concludes the whole video. It shows the only characters being Ke$ha and her partner - Ke$ha being a rock and her partner being the moon. The natural elements convey how they both embrace naturality with ease. The elephant which trumpets hearts illustrates the main theme of the video, in addition to seeming friendly- portraying acceptance and happiness.
2:51
Kesha is happily dancing in the desert, like earlier. The repetition emphasizes her freedom. Furthermore, the cartoon bird can serve as another symbol of freedom; birds are often seen as spirit guides of liberation, due to their ability to fly. By using the bird flying across the screen, it can be suggested that Ke$ha feels bird-like and supernatural, as if she too is free and can fly.
2:54
The campfire scene is intimate and romantic. The firelight connotes mystery, but the lighting also seems positive, drawing on the positive elements. In addition, the two people are the only objects illuminated, suggesting that not much else really matters; only each other and their happiness.
3:03
The fact that the music ends on this setting suggests that this is a permanent location and their love is forever as the music ending is representative of 'the end of the story'. Their body language is comfortable and relaxed, both are smiling and there is a strong positive element. The fact that the song starts at waking up and ends in the evening suggests that this is a full cycle; their life follows will follow this optimistic pattern from now on.
Another use of the music following the pair from night to day connotes how wherever they go there is music; lots of quick cuts enable the video to have a lot of different scenes. Music often conveys happiness, and that is definitely the case here, music is constant throughout their day where activities take place in many different locations.
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