Music video analysis #3- The Hives- Hate to say I told you so

Music video analysis #3

Act: ‘The Hives’

Track: ‘Hate to say I told you so’

Year: 2000

Genre: Garage punk

Link: https://www.youtube.com/watch?v=Uz1Jwyxd4tE

Main audience:  M 15-25. Aspirational youths (15+).
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 Genre Characteristics: Many of the genre characteristics seen in the video are hand in hand with the genre of music itself. These characteristics range from the instruments to the bands performance style. The video showcases the band performing which is highly conventional of the genre due to the usual low budget of the productions. The video shows the band playing their instruments of guitars, and a drum kit which is highly conventional of the genre. Another characteristic to identify would be the bands matching attire and 60’s mod style. This includes their matching clothing and hair styles.

Performance/Narrative: The video is all a performance act reinforcing the notion of a 1960’s style performance. The song features the band performing with various after effects and practical effects such as a freeze (FX) and a mirror (practical).

Looking/ mode of address: Throughout the production the vocalist of the band looks into the camera and subsequently at the audience. A prime example of this would be when his face is superimposed upon a cream coloured background. He makes direct eye contact with the audience while his face is enlarged. 

Star treatment: Although the lead vocalist is given some element of star treatment through his face being superimposed upon a cream background. However for most of the video the entirety of the band are given equal attention from the camera. In addition to this the breakdown involving the bass player just shows the players face for an extended period of time.

Bass player's breakdown focus

Representations: Through this video a representation of youth can be made as the band are highly lively and dance and jump about often. This works hand in hand with the garage punk genre as this is conventional of youth and 'punkish' attitude.

Pace/ Any variation of pace: The production remains fairly consistent all the way through in terms of pace (Conventional of punk music) however there is a breakdown with only the bass player playing the main riff. This reflects on the video as the bass players face is shown for an extended period of time as he plays alone. However after this break down, the pace is restored to its normal tempo.

Shot variety: The video showcases a basic variation of different shot types including that of medium-long shots, close ups, and long shots.

Medium-long shot

This medium-long shot shows both the guitarist and drummer playing their respective instruments and has been used due to it's capability to depict both performers playing their instruments.

Close up

This close-up of the lead vocalist shows the intensity of the performance and how engrossed and passionate the singer is due to the sweat visibly seen on his face. This also creates an intimate bond between the audience and band.

Long shot

This long shot is used as it perfectly depicts the entire band in one shot, performing and dressed in matching outfits in union.

FX: There is a large amount of effects used in the editing process of the production. These effects include that of superimposed imagery (Patterned black background and vocalist’s face) as well as fade on the performances (giving an aged look to the video) and a freeze on some of the band members during the performance.

Locations/ Mise-En-Scene: There is only one location used in the video, and it appears to be a 1960’s esc studio with a black floor and cream back-drop. In terms of costume the band all wear matching clothes demonstrating their unity and brotherhood. In addition to this they all sport similar hair styles (short and mod influenced). In terms of lighting, lots of high-key lighting is used to create a vibrant and energetic atmosphere.

Sub-culture: The subculture of the 60’s mod movement is a highly reminiscent theme throughout this video due to the indicators of the Mise-en-scene through the production.

Directors style: The director has used a mixture of standard filming and highly distorted visuals. Much of this has been achieved through editing (Jump cuts utilized).

Elements linked to your idea: I would perhaps take influence from the idea of visual distortions in my video much like what has been achieved in this production.