According to Goodwin’s TechniquesMusic Video ResearchBy Hanan Mohamed 13KMHLITTLE LION MAN- MUMFORD & SONS
Genre Characteristics Although unlike the other videos I have analysed this is a group and not a single artist, the convention of them performing alone in a room still stands as does Marling in ‘New Romantic’. Their floppy long hair and stubble correlate to Iron & Wine’s Samuel Beam and the actor in Marling’s Rambling Man, showing facial hair on men to be a common folk rock characteristic.
Relationship between Lyrics andVisuals & Intertextuality This entire music video is a performance video and so there are no moments that are explicitly referenced to the lyrics – apart from the moment when the artists are lip syncing the words. There is no intertextuality within this video, which has the advantage of causing the audience to focus solely on the audience and establishing their image in their minds firmly before dissolving the band identity in anything else with a previously established strong identity e.g. A well branded film.
Relationship between Music andVisuals At the same time the bass drum was hit hard, a band member stamped on the ground – actually acting out, visuals directly correlated to the sound. Then the actual bass drum was shown as the pedal hit the skin, and a band member strumming a guitar Throughout as this is a performance video as the music plays the band is shown directly on the screen with close ups of them playing their instruments.
Demands of the Record Label To sell the band as artists they develop a strong persona – they’re in suits looking suave, and although they do not have the typical long beard they have not forgone facial hair together and instead have rather manly stubble. Their hair is still fairly long, floppy although not shoulder length. This hints at wildness, letting things grow in their natural way in the theme of nature with folk rock music as well as emphasising their traditional masculinity. There are also constant close ups of each member’s face so that the audience can familiarise themselves with each individual of the band.
Notions of LookingVoyeuristic Treatmentof the Female Body There are no females present within this video, the males are all fully clothes so even they are not treated in a voyeuristic fashion. None of them look directly into the camera so there does not seem to be any notions of looking referenced here as they are all more or less performing to an empty room, albeit with all their equipment and full lighting on.