Music Video Analysis #3

The World is a Beautiful Place and I Am No Longer Afraid To Die - Low Light Assembly

Language

The debut music video of The World is a Beautiful Place and I Am No Longer Afraid to Die is controlled by not much narrative but displaying the bands image. This is through the video featuring calming shots of the actors swimming in light green water, which is noticeable on the front cover of their album ‘Whenever, If Ever’. This reflects the bands image through their shoegaze influences and calm tempo in which they produce their songs.

In terms of cinematography, this video uses a range of long and short distance shots. This is normally to reflect the feeling which is going through those jumping into the lake through birds and worms eye shots. There are several shots which are underwater to reflect the calming feeling of swimming and floating in a lake which is as desolated as the one which is pictured. There is also usage of panning downward which is very slow to suit the mood which comes with the video and the depressing manner in which the song is presented. The editing in the music video is far from excessive where the shots only differ between the top of the cliff and under the water. Only simple transitions are used here.

Ideology

Low Light Assembly does not take any themes from the song through to the music video. The lyrical nature of the song brings ideas which are represented throughout their album Whenever, If Ever where the band are trying to keep a peaceful mind-set to the negativity around them. The ideology shown in this video is simply to enjoy the little things in life.

Institution

The World is a Beautiful Place and I Am No Longer Afraid to Die belong to a record label named Topshelf Records which are one of the leading American labels for ambient punk and alternative rock (mainly featuring bands which converse with the 90's emo revival). This label belongs to bands such as Pianos Become the Teeth, Touche Amore and Into It. Over It..

In this sub-genre, there is often a lack of high budget music videos (if any at all). The bands which belong to this label often make it to a maximum of two videos which are always only shown online through social networking sites. Being a part of such a small independent label, they only have a small fan-base. The video was directed by Alex Henery who has a large role in the hardcore and punk scene through creating a range of video products.

Audience

Through this representation, their alternative genre is shown through simplicity where the video is used to enhance the lyrics of the song. As the band take inspiration from a variety of ambient bands using a minimalistic approach is appropriate here to appeal to their target audience. Although this area of alternative music is dominated by 90's inspired emo orientated style, the audience is often young to old adults unlike what the stereotypes give imagery for. This is primarily because of the era in which their influences came from with bands such as Sunny Day Real Estate and Mineral.

Representation

There is representation shown in a variety of ways where  colours are used in the mise-en-scene of the video showing healthiness and calm whilst the actors (or band) jump into the lake. This works in convergence with the lyrical nature of the song related to appreciating where you are at any given moment. The band are shown as mellow and peaceful people in the video through these uses of mise-en-scene. This is because of the lack of intense narrative where the main focus is a group of people jumping into a lake as a basic human enjoyment.