Music Video Analysis #2

 Analysing Music Videos

The song I have chosen is 'Born to Die' by Lana Del Rey on her single album 'High by the Beach', this music video was shot during November of 2011 and published on 14th of December 2011. The artist is licensed by UMG (on behalf of Polydor Records) and Interscope Records as her Record Label; the director being Justin Parker and Lana Del Ray herself. The director of the music video was 'Yoann Lemoine' a previous director who worked for popular artists such as 'Katy Perry' and 'Taylor Swift'. 'Born to Die's' music style has been described as alternative pop, baroque pop, indie pop, sadcore and trip hop. In regard to the style of her vocals on the album, Del Rey stated: "people weren't taking me very seriously, so I lowered my voice, believing that it would help me stand out.

I feel there is subtle links/relationships between the lyrics and visuals, the opening dolly shot showcasing a traditional art museum featuring renaissance art as well as high quality designs of architecture. Within the lyrics, the stanza "but I'm open at the gates", fabricates representation of heaven/religious imagery, as well as the tone of song imitating one of a choir in a church. Furthermore, the lyrics "can you make it feel like home if I tell you you're mine", this is matched with footage of her engaging with a partner, emphasising the love interest and implies the song is about a past/current relationship in the artists life. Moreover, towards the ending of the music video, the light source shifts drastically, matching the lyrics "I was so blind', the footage being difficult to interpret and from the view of the audience we only see flashes of the artist, putting us in the shoes of the character. At the very end of the narrative music video, the lyrics, "we were born to die" are stated, matched with vivid imagery of the death of the protagonist in the hands of the love interest, the cutting on action amplifies the meaning of the lyrics and leaves the audience in a shocked state of the graphic imagery shown.

The opening shot of the music video is the artist and a partner stood nude in front of the American Flag, this strange patriotic imagery demonstrates the love interest within the narrative and that possibly the song involves the criticism or love of America. This imagery I feel matches the lyrics as a high noted patriotic like audio is presented with this, although you could interpret the audio and visuals contradict each other aesthetically pleasing wise. 

The artist, 'Lana Del Ray', is well known for her fifties/sixties type style, dressing in a retro, un-modern way is a use of her iconography fashion symbolism. The artists tone of audio relates to this era in many ways and so matches aesthetically within her clothing style. Symbols/iconography the artist often uses is use of male figures in her music videos, illustrating an abusive or unhappy relationship, this approach demonstrates that her albums/singles are often about heart break or mental health. The artists video style, often consists of many tracking shots of the singer, almost like a montage of her in different settings throughout her music videos. The style of footage is normally shot in a very melancholic and depressing tone, this style of video matching her lyrics and mood in many of her music videos. Her genre of music is a mix of 'baroque style' and 'rock dream pop', her low voiced audio and traditional symbolism I feel juxtapose each other but in many compliment her style and emphasise her as a unique artist.

The record company that signed, 'Lana Del Ray' (Polydor Records), did not emphasise for the artist to use an increase of close ups, although in her music videos many of the footage is almost like a montage of the character in different settings and styles. Record companies do this to emphasise the artists strong image and to even further advertise the singer.

The artist developed her own iconography of having a very traditional retro style, setting trends in 2011 of flower crowns and long dresses. In the past when the artist was at her peak of fame, many fans thought that Lana Del Ray was a persona, that she did not reflect her true identity to the public and created a false idol character' although earlier this year in 2020 she pronounced she never made a persona and was always her original self. Although there is no use of voyeurism, there is a repeated amount of illusions and forced perspective throughout the music video; this creates an eerie and confusing atmosphere and almost forces the audience to watch further to see what happens in the next scenes. Although there is no clear intertextual references within the Lana Del Rey music video, there is a repeated use of animal/violent imagery, fifties/sixties retro fashion, lighting illusions and references to heaven/religious imagery.

The very start of the music video uses a mix of direct mode of address and indirect mode of address, the main character glancing at the audience as the audio starts to play, while the secondary character is in indirect mode of address looking away. This mix allows the audience to look at the mise-en-scéne and to interpret the foreground and background in their own way; the juxtaposition of the American Flag and the nude couple creates confusing and strange imagery, the footage being on the screen for 12 seconds allows the viewer to fully elucidate the imagery. Throughout the music video, there is a mix of direct mode of address from the artist to the audience and indirect/informal mode of address when the secondary and main character are interacting. Furthermore, they use transition/tracking shots in a serious mode of address to demonstrate the setting and tone of the rest of the music video or aroma.

Throughout the music video there is a mix of locations, each varying from a traditional setting, to unlit parking lots and hotel rooms; each conveying a different part of the narrative.

Scene #1 - This opening shot of the music video showcases a master/establishing shot, portraying a patriotic theme involving the American Dream. This is the first shot we see of the main character as well as the love interest, alluding to the audience who the narrative will revolve around; as well as this, there is a great use of lighting, highlighting the angled characters, clearly stating who the music video will involve. The composition of the characters invokes the music videos conventions, the song being about relationships and lovers.

Shots #2 and #3 - These transitioning shots are used in a cross cut, to move the narrative along; the two shots again being establishing shots to set up the story.

Shots #4, #5 and #6 - These wide and mid shots uses a dolly shot to showcase the setting and introduce the lyrics within the music video. The strange use of iconography of the two tigers (also a use of CGI) are unknown references but may have been used as exaggerations and emphasise of the opening of the narrative. The characters clothing and fashion style mimics religious imagery, invoking the idea that the setting may be based in a heaven like narrative. The white clothing colour scheme and flower crown even further emphasises this.

Shots # 7 and #8 - These wide lens shots introduce the love interest, the dark and ominous setting contradicts the loving embrace shared in this interesting scene. The right side of the camera angle showcases a car, invoking the idea that the two characters may be running away together, the duffel bag even further emphasising this. 

Shots #9 and #10 - These two extreme close up shots firmly establish the love interest within the video; the dark and unlit atmosphere creates an eerie and uncomfortable tone, producing an idea that the love may be toxic/abusive or unforgiving. The lack of light and foreboding tone foreshadows the later events in the music video.

Shots #11 and #12 - These two close ups/mid shots give a clear view of the protagonist, her facial expressions and actions matching the melancholic music and tone of the video. The lighting highlights the characters face, creating an almost angelic like aroma.

Shots #13 and #14 - The first medium close up is darkly lit, only just showing the main character; her expression fitting with the melancholic lyrics, possibly in a state of depression. However, the next cross cut/cutting on the beat introduces the love interest at her side, the lighting now even further darkened alludes that he might be the cause of her sadness. To add to this, the above eye line shot and overhead scene generates an awkward composition of the audience watching the two lovers, I feel purposely done by the director/writer.

Shots #15, #16 and #17 - These mid shots showcase the character in a darkened room, once again portraying her depressive tone, matching the coinciding lyrics. Shot 15s close up helps demonstrate the characters emotion while the two mid shots create the illusion of movement of time, moving the narrative along. The dark and ominous lit atmosphere, foreshadows the later tragic and grim ending of the music video.

Shot #18 - This audiences point of view (POV) allows the viewer to be in the shoes of the character; the fast tracking shot creating the illusion of a moving car. Again the unlit set creating an ominous feel, although the light in the central composition (light at the end of the tunnel) of the shot generates a symbol of hope.

Shot #19 - Again this point of view (POV) from the perspective of the viewer generates more light from the cars headlights, although this is not introduced in a positive way as the audiance is perceiving the shot from the undercarriage of the car.

Shots #20 and #21 - These two extreme close ups (ECU) generates a tighter relationship with the characters and viewer, both of them looking in an indirect mode of address away from the audience through a murky car screen. The grimy shot establishes a bleak outlook on the rest of the narrative, foreboding a a tragic event later about to happen in the music video.

Shots #22 and #23 - This extreme wide shot/establishing/master shot and mid shot showcase the character in a dark unlit room. The first wide master shot demonstrating her walking through a door filled with extreme light, foreshadowing her soon death later in the music video. As well as this her white clothing has connotations of purity and femininity, later to be destroyed with blood in the next shot of the music video, again emphasising her tragic death.

 Shots #24 and #25 - These mid shot and extreme wide shot/master shot demonstrate the ultimate ending of the narrative, the love interest holding the body of the artist, showcasing her tragic death. The dark atmosphere is illuminated by background imagery of a fire, illustrating the cause of death was a car accident. The grim imagery of blood and death set a tone for the end of the music video, her blood stained clothes a visualisation of the artists pain. The love interest holding the protagonist in this composition holds almost religious imagery like a renaissance painting. 

Shot #26 - This ending wide shot imitates the beginning panel, ironically holding the same imagery. I feel this is strong symbolism/meaning of the artist showcasing even after an abuse/toxic relationship she will still stay loyal/faithful to her partner. The ending shot mimicking the first panel closes the music video with a solved narrative.

Throughout the music video uses special effects (CGI) of animals and fire, the two aspects fo the video only used to generate emphasise on the lyrics or other visuals, both lacking an extreme amount of meaning. Each shot is edited to be an almost montage of the artist, the panels all showcasing the character in different settings, lighting and tones to move the narrative along but the central focal point always being the artist. I feel in editing of the music video there was a use of filters overlaying the footage to add a grim texture to the scenes, even further emphasising the dark and ominous tone of the music video.

The music video we see is extremely patriotic, the beginning and ending both portraying the American Flag, as well as couple demonstrating the 'American Dream'. The music video mainly surrounds around the theme of broken relationships, the American theme imbedded slowly into the video as a symbol of the highlight of the relationship demonstrated in the music video. The music video implies the dangers of toxic relationships as well as the personal life of the artist; the narrative showcasing the artist dying in a car crash by the hands of the love interest. Thus showing the audience a melancholic message of betrayal, regret and toxicity, being a message aimed towards more women than men because of the gender stereotypes in the music video. I feel this is a typical kind of music, especially of a female audience talking about breaking up, broken hearts, etc. The music video is speaking to a female target audience, the main character being a women who is the supposed protagonist. This enables a wider female related audience feeling sympathy for the main character and being able to relate to the character, creating like ability to both the music video, song and artist. I respond to this representation negatively, with the stereotypical use of 'damsel in distress' used for the main character, although aimed at women it doesn't empower them but depress the audience. Stereotypes demonstrated in the music video is the masculine male character having tattoos and driving a fast car, the woman being sexualised in small amount of clothing and feminine features exaggerated. To exaggerate this the director killed the female lead to showcase the downfall of women normally in our society in context of toxic relationships with men.