The document provides an analysis of the Marshmello music video for the song "Alone". It summarizes the following key points: - The music video was directed by Daniel Burke and has characteristics typical of EDM genres like upbeat pacing, vibrant colors, and dark lighting. - The video tells a concept-based story of Marshmello as a loner who gains popularity after his secret talent as a DJ is exposed. - Visuals like lighting, shots, and colors change dramatically during the beat drop to match the music and draw in viewers. - Close-ups are used to emphasize Marshmello's costume and mixing board during the drop. The video promotes Marshmello's brand

1. Textual Analysis
By Jack McGee

2. Introduction Marshmello - Alone
Marshmello is a DJ/Record Producer who created the song which I’ll be analysing
first, named Alone. The music video was directed by Daniel Burke, who’s directed
three other of Marshmello’s music videos being Summer, Moving On and Find Me.
Marshmello Daniel Burke

3. Genre Characteristics
I expect to see video with a slow beginning but quickly hyped up, along with
incredible use of lighting. EDM is generally a genre for partying, therefore it
undoubtedly includes a lot of fast paced editing and splashes of vibrant colour in
the music video(s). More than likely the lighting will be dark, to represent the
scenery of a night club. I expect to see various performers dancing, dressed up
and being eccentric like too.
I’m expecting to see props, such as a DJ Board or computer to show digital music
is made. The entire music video won’t be colourful, during the opening scenes i'm
expecting to see some serenity as the music leads up to the drop.

4. Video Characteristics
In the music video, Marshmello - Alone, the director has followed the principles of
what makes a classic EDM music video. Using various lighting techniques along
with a splash of vibrant colours, along with fast pace shots. The shots range
between close ups, long shots and medium shots. These shots are used to reveal
specific details, such as things that Marshmello has written (letter to meet the girl
at the tree). The shots appear to give off a summer vibe, the light use of a yellow
haze representing summer time is used for the majority of the clips (shown below).
The music itself is as I expected it to be, slow in the start as it leads up to the drop.
The music is upbeat, similarly giving off summer vibes.

5. Is the music video Performance, Concept or Narrative Based?
The entirety of the music video is concept based only. From beginning to end the only sounds present are the music, which contains no
vocals. Marshmello is a DJ, therefore his music contains no vocals. The EDM genre in general rarely contains a narrative based
performance because the music videos tend to portray an exciting story of partying. Although there are some EDM Artists that create
narrative based music videos, these tend to not be as upbeat as performance based EDM Videos.
Performance Concept Narrative

6. General Technical Aspects
The music video is 3:19 minutes long, and there are a total of 118 shots used.
Two locations are used, The School and Marshmello’s home. Within the school
there are multiple different locations used within the grounds such as the
classroom, hallways and yard. Marshmello’s home only uses the shot of outside
his house/street and his room. The number of performers are roughly between 30-
40, unfortunately I couldn’t get an exact number but the two main performers are
Marshmello and the Girl who exposes him as a great DJ. There are no costume
changes for Marshmello however there are for the other performers, the music
video is meant to take place over two days therefore one for each day. The music
video story keeps interest due to him (Marshmello) starting out as a loner,
however, as his secret to being a professional DJ gets exposed he makes friends
and becomes popular.

7. Music And Visuals
In the music video the relationship between music and visuals is shown very clearly. During the opening scene(s) the shots
are very calm with high key lighting and no dramatic changes in colour. The only fast paced editing shown is when
Marshmello appears to be bullied and when he’s getting ready for school. As we draw closer to the beat, were introduced to
Marshmello’s room where he produces music. There’s low key lighting in the room, and as the beat drops the lights, camera
shots and pacing dramatically changes. Various vibrant colours pop out and lights flicker, the camera shots consist of close
ups and medium shots whilst primarily targeting his costume and mixing board. The editing pace speeds up, similarly to the
opening shot and bullying scenes. The beat drop is the cause of the dramatic change in video style and is used in a way
which draws in the audience to not only the music but the visuals.
In the screenshot below you can see that the scene used natural
light and a open framed medium shot. This is to put emphasis on
the serenity existing in the scene.
As you can see this shot is very different from the other one. The
low key lighting and green/blue colour makes the scene similar to
one of a night-club. The camera angle is low and is a close up
shot.

8. Are there close-ups of the artist and star image motifs?
The record label is very clearly trying to sell the track as what it is, an EDM Song. The hype build up, summer vibes and overall joy
expressed in the music video is what Marshmello appears to be. He’s someone who’s trying to spread joy through his music and the
record label has clearly expressed this. Marshmello is constructed as to what a ‘normal’ teenager would be, someone trying to enjoy
their hobbies and school. Although he’s shown generally lonely he makes friends quickly due to his music, the record label and the
artist himself are connecting with their primarily younger teen audience.
This isn’t the first music video Marshmello has created, and isn’t his last. He has established a brand identity, throughout all his music
videos there is a clear pattern of his life, or the persona he’s created. The music videos follow the creation of Marshmello, whether it is
based on a true story or not though is unknown. He passes through highschool then moves onto getting a job, to college. It’s an
interesting concept and keeps the views up due to it essentially being a story slowly revealing itself. There is no change in the
Marshmello established identity, he still appears with the same personality as in the Alone music video, friendly and popular.
As you can see from the
screenshots, he’s just trying to
enjoy himself. It’s a
representation of being a
teenager, partying and trying
new things.

9. Conclusion & Reflection
The music video has taught me a lot about the E DM genre. A large majority of the
EDM videos focus on partying, drinking and sometimes the notion of drugs.
However, this is a false representation. There’s a vast amount of teenage
audience amongst the EDM genre, taking up most of it’s listeners. The drinking,
drugs and partying may very well be something that happens but it’s not
something that should be promoted. Marshmello has challenged this
representation by showing that EDM isn’t just about these things, but, about
enjoying oneself. This has helped me understand that in my own music video It
doesn’t necessarily have to be revolved around the stereotype of partying and can
be about something that creates happiness instead.