Genre conventions- Industrial/ electronic music video's #5

Music video analysis #5 - Head like a hole

Act: Nine Inch Nails

Track: Head like a hole 

Year: 1989

Director: Eric Zimmerman 

Genre: Industrial/ Electronic

Link:  https://www.youtube.com/watch?v=ao-Sahfy7Hg
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Main audience: The main audience demographic for this video would be male, aged 15-30. This is due to the dark themes and all male ensemble. However the themes are not dark enough to deter a slightly younger audience away from this production. These dark themes include the oddly dressed Trent Reznor and psychedelic visuals.

Relationship between the visuals and lyrics: The relationship between visuals and lyrics in this video are seen to be mostly amplifying and illustrative (Goodwin lyrical classification theory). The main link between the lyrics and visuals would be heard in the chorus with Reznor delivering the line "Head like a hole, loss of control". And with this he is seen to be writhing in anger. This reinforces the discomfort the singer is feeling.  

The industrial side of the music is shown in full force with the massive amount of wires entangling the respective band members. This notion of the band being consumed by technology is highly pertinent in this video, and it clearly demonstrates this when the lead singer is suspended upside down from the ceiling, or when the bands instruments and bodies are draped in wiring. The video also has many destructive elements to it as the band are seen destroying many of the instruments at the end of the video. This reinforces the aggression and power of the song. In addition to this there are several instances of star treatment and close up shots of Reznor to create an aggressive atmosphere.

Aggressive close up

     

In addition to this the low-key lighting and Gothic costume is ever present and can be identified as a major convention of the industrial genre. This is identified by the band members black clothing and Reznor's dreadlocks. 

Gothic attire 

Throughout this video there are a number of after effects used including that of quick cuts, and colour filters. The video is seen to have some performance elements to it as well as some abstract graphic sequences including that of a clip of an Indian man spinning a wooden pole around. This clip is played several times throughout the video and is accompanied by a rotating head which is coloured with the same clip. This makes for a psychedelic effect to the video. This then happens again when a rotating head, Indian man and synthesizer are all blended into one. What is of note is when the camera shot is cut, there is a spinning effect placed in between to give a disorientating feeling to the audience. In conclusion these effects all connote the notion of madness and confusion.

Psychedelic visuals 

Influences to consider:

- Performance elements
- Gothic clothing