Music video analysis #2- The Smashing Pumpkins- Cherub rock

Music video analysis #2

Act: The Smashing Pumpkins

Track: ‘Cherub Rock’

Year: 1993

Director: Kevin Kerslake

Genre: Alternative rock

Link: https://www.youtube.com/watch?v=q-KE9lvU810

Main audience: M 15-34+ Audience from the 90’s + Aspirational teens (15+)

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Genre characteristics: Psychedelic influenced visuals and florescent colours. The footage is also seen to be visually distorted or damaged giving a disrupted and effect of discontinuation. However despite this, there are several artistic licences taken up due to the showcasing of imagery in many parts of the video. Many of these more artistic elements are conventional of the alternative rock genre. In addition to the performance style of music video which is also highly common for the rock genre as a whole.

The band performing in the forest area.

Artistic imagery of an angel.

Performance/ Narrative: The video does not showcase any one narrative under closer inspection, however what is visible is a performance by the band, which is sometimes in synchronization with the song and other times is not. This is a key convention of the alternative rock genre and a highly pertinent feature of this video.

Performance style: Some of the performance is in synchronization with the music, however some parts are not. Some elements of the performance do not necessarily translate to the idea of the band members playing their instruments. A prime example of this would be when the lead vocalist and guitarist reaches for the sky as he sings. This clearly reinforces the fact that the music is out of synchronization with the video at many points throughout the performance. And reinforces the notion of a star treatment towards him due to the fact this artistic license is not granted towards the other band mates. 

The lead vocalist/guitarist poses.

Looking/mode of address: There are many points throughout the video where the lead vocalist and guitarist looks at the audience as he sings. This idea is also translated through when the lyrics of the song also address the audience with personal pro-nouns such as "you" in the line “If you don’t stare”. 

Direct eye contact with the audience.

Star treatment: The video puts a focus on the lead vocalist and songwriter of the band due to his image being the main focus of the band as a whole. But still manages to give appropriate attention to the other band members in the process of this.

Pace/ Variation of pace: The video maintains a consistent pace and tempo which synergizes with the music.

Shot variety: There are a large variety of shots ranging from oblique shots to long-shots and close ups of the lead guitarist/singer’s face and guitar playing. There is also a consistent range of low angle shots on the respective band members reinforcing their importance in the band as well as the impact on the music.

Estimated No. of shots: There approximately 5 different shots in total throughout the video. (Long shot, Close up, Extreme close up, Medium-long shot, Low angled shot).

Long-shot

Long shots are used here to demonstrate the bigger picture to the audience due to the lack of ordered thought in this video. This long shot clearly shows the band playing in the Forrest location with their instruments with a florescent coloured background.

Close up

The close-ups in this video are highly related to the notion of the star treatment of the group members and in particular the lead vocalist and principle song-writer of the band. This is a prime example of a close up on the lead vocalist and guitarist Billy Corgan.

Extreme close up of the guitarist's jaw bone.

These extreme close-ups make for disorientated frames and contributes to the ambiguity of the video production.

Medium-long shot

Medium-long shots are used in this case as they are optimal at demonstrating a performance aspect of the video due to their capability of being able to show the artist and instrument alike.

Low angle shot of the bassist.

Low-angle shots are used to demonstrate a superiority. In this case, this low angle shot creates the notion of superiority over the audience due to the audience having to look up to the bassist.

FX: Various after effects have been used to formulate the vibrant lighting and imagery scattered throughout the video. The effects also connote a distorted, ‘messy’ and disorientated view throughout the video. These will have been edited in by the director and the band after filming. 

Location/+Mise-En-Scene: The video is set up in a forest where the band members each play their respective instruments. Their clothing suggest their artistic nature due to the liberal connotations of patterned clothing and long hair (Shown on the drummer). The low-key lighting is highly conventional of the rock elements to the music however this is greatly juxtaposed by the vibrant colours and imagery of artistic elements of society (Statues of angels and SIFI style blueprints). This demonstrates an artistic and more vibrant appeal into the music video.

Sub-culture: The alternative nature of the music video hints towards the bands association with alternative culture and rock music due to the slight flamboyancy and artistic elements of the performance.

Notable shots/ framing: Many shots throughout this performance are notable due to their oblique nature. They are highly non-conventional of mainstream editing and music video’s in general. This distinct distorted imagery is a distinct indicator of the separation of this band and their music from total mainstream forces and popular music. 

Director style: Having been criticized for his style of direction and editing the director (Kevin Kerslake) took with the production, his destructive and distorted effect on the video is distinctive enough for recognition. It is said the director employed several destructive techniques when developing the film to create the dirty and broken effect on the final piece. However the details of this claim have not been proved.

Elements linked to your idea: This video could greatly link to my video through the large amount of low-key lighting.