Sample analysis of a music video

Jamie T - Sticks and Stones

Released in June 2009, 'Sticks and Stones' was the first release from Jamie T's second album, 'Kings and Queens'. It has a number of interesting elements from a study viewpoint, and I'm going to look at how it functions as part of a pop video in general, and how it ties into genre.

In terms of Goodwin's analysis of music videos, it conforms to most expectations - it has genre characteristics, evident in its post-punk stylings, and its use of the rebellious bunch of lads as its central characters. There are numerous close-up shots of the artist, as he performs his function as commercial exhibitionist, and there is a clear relationship between the music and the visuals, both in terms of theme and style (the urban (suburban?) nature of the lyrics exhibited clearly in the locations chosen), and the specific links between the lyrics and the images;
"I'll be stuck at Hampton wick"

"Hold three fingers down, hold the other 2 up, and I'll sing this proud"

There is also the clear link between the beat of the song and the editing, another key convention that is followed in this video. Jamie takes on the role of both commercial exhibitionist (be in no doubt, although others feature, he is the 'star' of this video, the only one privileged in the role of lip-synching to camera, and clearly established as the 'leader' of the gang, not just a follower), and televised bard. The televised bard is evident through the personal and anecdotal content of the lyrics, and the way this is put forward as well in the images - Jamie is as much urban poet as he is singer, very much in the mold of The Street's Mike Skinner.

In terms of the type of video (performance, narrative or artistic) Sticks and Stones incorporates elements of all three. Although not performance in the strictest sense (there is no live audience, and in fact no interior shots at all for a performance to take place in), Jamie is lip synching and rapping in time to the soundtrack, although we see no evidence of any other musical instruments or input. The video is split between Jamie apparently performing, and then engaged in his other antics. Again, although not a pure narrative video, the song itself contains a number of little vignettes, and these are illustrated in part through the visuals (being jeered at at the station and standing up for himself, and being chased home through the suburban alleyways).

There are also artistic elements, most notably the use of the clown, which appears in a haze of smoke at the start and end, and which appears at first glance to have no connection at all with the largely 'urban realist' nature of the lyrics and song, and which can be read in a number of ways. Is Jamie himself the clown, a self-effacing and slightly mocking comic character rather than serious Jack the lad? After all, the lyrical content about going out fighting etc, and the 'vandalism' depicted in the video could lead to Jamie's image being misconstrued. The clown may also be to depict Jamie's more artistic/imaginative/creative side, particularly as he is invited to the barbecue Jamie seems to be holding in his back garden. Finally he may be there to generate some colour and visual interest in a video which is otherwise rather grey in its depiction of suburban life.

The look of the video is cheap and the aesthetic is distinctly 'home-made', regardless of whether or not this is actually the case. Lots of shots appear hand held, and there is some deliberately 'clumsy' framing, but actually there is evidence of some money having been spent on this; some of the dolly shots are too smooth to just be handheld, and the use of the perspex screen to protect the camera when they are throwing things at it show that despite the impression created, this isn't just a bunch of lads larking around for the camera, as if this is what they do all the time.

The editing is also very proficient - again, it feels 'jerky' and rough and ready, but this is part of the design and image, and actually the editing to music is very skilled, and pretty far from ad hoc, 'just thrown together' footage.

This annotated version of the video shows some of things to look out for:

http://www.youtube.com/watch?v=1DiSM1p8o2o

We also see how Jamie is marketed via his image - Jamie's audience presumably don't care if he's good looking or not, and so unlike the type of video where the artist is beautifully lit and expertly shot, Jamie's image is much more 'real', emphasing the persona created, of a 'real' Jack the lad, one of the boys, out with his mates, dangerous, edgy, drinking lager, and dressed in the uniform of urban youth, complete with gold chain, baseball cap etc. He at times deliberately makes himself look bad, because this is part of the REPRESENTATION that he is trying to create - that being a pretty boy etc. is 'unmanly' for this group of lads - note also the absence of women anywhere in the video.

The implication of course is not that Jamie is gay - far from it - but that the 'power' of the gang / the group is all important, and Jamie is a particular type of lad. This is recognisable to the target audience, or at least something that the target audience would be able to aspire to. They all appear to be having a good time, there is a lot of smiling and laughter, so it is clear to see how this would appeal to a certain section of the audience and market. Jamie's audience is more likely to be young men, and the balance between creative musician and 'one of the boys' needs to be carefully balanced.

Genre

The genre of this particular song, and therefore video, is quite difficult to ascertain. On i-Tunes, Jamie T is listed under 'alternative'. Rateyourmusic.com describe his genre of music as folk with heavy influences from other genres such as punk, reggae and hip-hop. Wikipedia (which one always has to take with a pinch of salt as it is user generated content) describes his music as part of the post punk revival, Indie rock, and alternative rap.

Image-wise, we can see how he can be viewed as alternative - the video does little to make him look good or attractive (a key distinction between indie/alternative and more populist fare), and so the emphasis is seemingly on the music rather than the image, although the image, as mentioned before is carefully created. The cheap looking effects, the everyday, non-glamorous locations add a certain authenticity, and there is a sense that Jamie is singing about the things that have happened in his life. Certainly it is made clear that Jamie is the artist and writer, not just a performer singing someone else's songs. The rebellious images of smashing the glass also add to the alternative sensibilities, and the idea that this isn't just mainstream music.

The hip hop influences are clear in the choice of urban locations, and the dress of Jamie and the inclusion of a 'posse', although the subjects and approach are undeniably British (English) rather than American. The punk elements are also evident through the rebellious images, and raw feel of the editing, as well as the subject matter - working class boys celebrating their culture. As mentioned before, it has been made to look quite cheap, even though it isn't, and this fits in neatly with punk's 'home-made', unprofessional ethic.

Now of course there is a lot more that could be said, but this blog has attempted to deal with language, audience, representation, narrative and genre, and it has also attempted to include a number of elements to illustrate the salient points, such as freeze frames, and annotated videos, and it also attempts to reference some of the information included, and extra research done - all good things for the real blog.