Alternative Video Analysis: Alt-J - Breezeblocks

This video is creative and new, as the whole of it is in reverse, meaning the narrative starts at the end, and finishes at the beginning; something that hasn't truly been explored before in many other well known videos. The videos explores the theme of domestic violence. 

The lack of artist or band in the video is common in indie or alternative music, as they prefer to demonstrate an event or story, more than perform their song for a video. The video's narrative has amplified the lyrics 'She may contain the urge to run away, but hold her down with soggy clothes and breezeblocks' as the story shows a man in a struggle with a woman, leading to him killing her using the method from the song.

Various different camera angles are used due to the movement of the video; no-one is ever really standing still. Low lighting has been used to portray the violent and depressing tone that the video aims to show. 



Why did you choose the text you are analysing?

The video is different and interesting to watch. Every time I watch it I notice things I didn't before and it's also interesting trying to piece it all together, and switch the video round in your mind to work out the reason behind the murder. 

In what context did you encounter it?

I liked the song, then watched the video on YouTube not really knowing what to expect

What influence do you think this context might have had on your interpretation of the text?

I watched the video with an open mind, as it was the first time I had seen it; I don't think it really influenced my thoughts, as I decided for myself whether I liked it or not

Which conventions of the genre do you recognize in the text?

-Narrative without an artist singing
-Theme portrayed and explored 
-Casual clothing, nothing over the top
-Continuity editing

To what extent does this text stretch the conventions of it's genre?

It's a heavy and serious subject that contrasts with the more light-hearted and fun themes in other music videos, and because the topic portrayed is very real and gritty, it's not so much as an Indie music video, it's deeper than the superficial, manufactured bands in the pop industry.

Where and why does the text depart from the conventions of it's genre? 

One of the conventions rarely even thought about is the fact the footage usually plays in the usual start to finish way, yet this video is unique and has reversed all of the shots; bottles that start broken end up whole, and people who begin the video dead, come back to life. 

What sort of audience did you feel the video was aimed at (how typical was this of the genre/style of music?)

Because the band weren't that well known when this song was released, they probably wanted to do their own thing, so they could make a name for themselves. The director of this video was Ellis Bahl, and so fans of his work would have checked this video out. I don't really know who the intended audience is, as it's not a stereotypical video and it's unlike others in the genre of music. I'd say the music was aimed at teenagers/early 20's, however it may appeal to other age groups, therefore the video appeals to the people who like the music

What sort of person does it assume you are?

Depending on how you react to the video, it can either mean you enjoy watching violent things or you understand the horrors of violent deaths and domestic abuse. 

What assumptions seem to be made about your class, age, gender and ethnicity?

Because the woman can be seen as the victims in this video, assumptions could have been made that females are the weaker gender, but that we should also feel sorry for the women and victims things like this have happened to

What interests does it assume you have?

I can't say it does assume we have interests in anything, as the video is unlike most peoples normal life, and can't really sum up an age group as a whole, or things that define people such as teenagers

What relevance does the text actually have for you?

It doesn't really hold any relevance to me. The clothes used and the setting are similar to every day life and the type of things I wear and have in my house. As a media student I can appreciate the work and effort that it must have taken the producers and camera men, and I think the editing technique is innovative and something I can attempt in my music video

What knowledge does it take for granted? 

The video has taken advantage of the need to be eye-catching, introducing an interesting editing technique that makes the viewer think about the action and then stays with them for a while 

To what extent do you resemble the ideal reader that the video seeks to position you as?

I'm a fan of the song and a few others of Alt-J, so the fact I like their music makes me the intended audience, however I don't think there is a specific audience for the video, except their fans

Are there any notable shifts in the video's style?

The video is consistent the whole way through, therefore there are no shifts in the style

What responses does the video seem to expect from you? 

I think the response that's most common would be shock, due to the fact the music video portrays a murder, however the audience may also be intrigued due to the nature behind the murder, and who is the true victim

How open to negotiation is your response (are you invited, instructed or coerced to respond in particular ways?)

It is thought that the dead woman found out the man she was seeing was married, so in spite she ties the wife up and attacks her lover, causing her to die because of his act of either anger or self defence. This is meant to provoke a shocked reaction from the audience at how cruel and disturbing the male character is. Thinking this is more of an instruction, due to the fact that if you root for the killer who isn't even an anti-hero, and is just a disturbing, cheating character, this makes you a slightly disturbed person yourself, in the eyes of society. 

Is there any penalty for not responding in the expected ways?

You might be seen as a horrible or disturbed person, because of the violent nature of the video

To what extent do you find yourself reading against the grain of the text and genre? 

I only see the brutality and violence of the video, but I still enjoy watching it for the unusual reverse footage and working out the motives behind the characters; it's almost like a small crime thriller

How typical do you think this video is of Music videos?

Because the lyrics are amplified through the use of visual characters and movements, it's typical of a variety of music videos. However the theme and reversed footage is something different and that not many other people have explored in depth, and the violence of the video makes a change from the parties and light-hearted singers having fun in their own video