The video for The 1975's song "Chocolate" depicts the band members engaging in rebellious and unconventional behavior, implied to involve drug use. Scenes show the lead singer smoking and the band driving away quickly, suggesting they do not follow societal rules. The black and white visuals, slow camerawork, and dark tone establish a moody, dreary atmosphere. Overall, the video uses imagery and lyrics to represent a lifestyle of disobedience and substance abuse while developing the band's image as serious artists drawing on real experiences.

1. CHOCOLATE VIDEO ANALYSIS

2. Introduction
• Chocolate is created and sung from the English indie rock
band, The 1975.
• It is taken from their second studio album released in
2013.
• The video that accompanies the song contains clips that
could resemble a performance but is mostly conceptual.

3. Relationship between lyrics and visuals
The chorus includes the lyrics ‘we go where no body knows with guns hidden under our petticoats. We’re never gonna quit it, no,
we’re never gonna quit it, no’. As this is played, we see the lead singer, Matt, in an underground tunnel smoking an unknown
substance. It has connotations of a disobedience towards normal society as him and his band members go to place no one else
goes and won’t quit whatever they are doing. There is a sense of rebellion within the lyrics as another line states ‘now run, run
away from the boys in the blue’, suggesting that they do not care for rules or laws. As this is heard we see the band in a car,
implying that they are
running away from the
‘boys in the blue’, showing
once more lack of care for
rules and laws. As long as
they use these substances
in places where no one else
goes, it doesn’t matter to
them. There is also a juxtaposition of visuals and lyrics as it implies drug use and briefly uses religious connotations as we see a close
up of his body and there is a cross around his neck. It furthers the idea of rebellion as it is defies one of the 7 Deadly Sins. Drug use is
further implied through the lyrics ‘you bite your friends like chocolate’ and ‘oh my
hair smells like chocolate’. It suggests that the use of drugs have caused himself
and his friends to hallucinate the idea of chocolate, hence why they are taking
bites out of one other, under the influence of drugs.
Violence is another aspect that is shown in the video as one the lyrics state ‘we
got guns hidden under our petticoats’. Simultaneously, we see a pan shot around
the band who are dark figures stood in a circle. It resembles violence as the
figures are dark and faceless, whilst stood in a circle and the camera pans gives
a feeling of intimidation as it looks almost as if they are circling us. Again, this is
juxtaposed alongside the religious connotations as wrath and violence is one of
the sins those under the influence of religion can’t commit. The visuals used
alongside the lyrics work effectively and help establish a deeper meaning behind
the lyrics.

4. Relationship between music and
visualsAt the beginning, the music slowly builds tempo and the camera pans slowly along a corridor. As
soon as the eat kicks in, it cuts immediately to another scene of the band in the car. In the verses,
the music quietens which is shown in the editing and visuals shown which all move slowly alongside
the music. When the chorus begins, more instruments are added and the music crescendos.
However, the camerawork and movement never varies or changes. Slow pans are used consistently
throughout the video and never changes. Visuals have been repeated and camerawork is very
limited. It works well at establishing the tone of the song as it is a slow paced song. Despite it
crescendo at the chorus, the visuals help create the dull and dark tone that is present from studying
the visuals and music alongside the lyrics together.

5. Genre
The category this video would fall under is indie rock due to the instruments and conventions used. As it is a conceptual video it
would be classed as an electronic shaman, according to Carlsson’s theory.
Visually stylish:
In terms of visuals, it isn’t particularly stylish as the effects of the video is in black and white which looks unappealing as there is
no vibrant colour used to catch the audience’s eyes. The colours used give a dingy feeling to the video along with the aspects of
drug use and violence, creating a deeper impact of the dark topics within the song.
Rhythmic montage:
The video and music doesn't necessarily correspond with each other in terms of tempo and beat. However, throughout the song,
there are indications to all of the band members as they are lip sync and play a part within the song. The camerawork and editing
remains unchanged as the song continues. As it is a montage of different clips and scenes, it encourages multiple viewings as we
may have missed something from watching it only once. The syncing of the performers and lyrics together adds an aesthetic
appeal as it looks in time with one another, successfully adding an aura of professionalism.
Fragmented style:
Again, as the music video is conceptual with a mix of performance clips, it is fragmented which can be used to keep the
audiences attention rather than it be one long clip. As previously said, it can encourage multiple viewings in case we have missed
something the first time, or don’t understand the concept delivered to us straight away.

6. Mise-en-scene
The mise-en-scene used helps establish the idea that it is a part of the indie genre through codes and conventions. It
is based on real life events which is typical within the indie genre as they tend to lack the budget to pay for high quality
effects and grand landscapes for setting. This is perhaps why there is a constant repeat of visuals and why it all
remains very basic in terms of style. There is a sense of voyeurism as we see the lead signer and a woman embrace
each other with no clothes on. Shore would argue this is used to
represent the ideal life and is only used to keep the interests of young
males with such fantasies. However, this is not the case as it can be
used to show Healey’s past love interest. As there is a lot of close ups, it
can be used to show his emotions and feelings as he reminisces about
the girl, constantly reminded by her as he smells chocolate and
flashbacks to all the time they have spent together.
Yet, Goodwin would argue the use of close ups is for the use of the
record label who demand such visuals to be shown. This helps
contribute to the star image. The lighting used is dark and gives an
overall dingy overlook to the video. This relates well with the
annotations of drug use and violence, suggesting that their lives are
bleak and dull. However, the fact Healey is reminiscing about the girl
could also come into effect – his life is banal, repetitive and dull
without her. Hence, the dark effect used in editing.
The reality of the video appeals to more of the audience as it looks
more real and gives a more professional feel to the video and band,
improving their image.

7. Camerawork
• As mentioned previously, the camerawork is restricted as it only uses
pans and never varies from this slow movement. It helps the set the
mood of the video as it suggests to the audience that Healey is
indeed trapped in a boring and dull world without his girl by his side.
• Yet, if taking into account that the song represents rebellion and drug
use, then the use of camerawork helps to build up the tension as we
are eager to see the result of the rebellion from the ‘boys in the blue’
and the effects of all the drug use and violence. It helps to keep the
audience interested as we are eager to see what happens next.

8. Editing
The editing remains basic and only uses simple cuts to
transition into each scene. This is something expected from
the indie genre as the budget for these music videos are
less than modest. As The 1975 as lesser known than other
indie groups, it is expected from them that it is a basic
video.
The use of the black and white tint along with a dark
contrast helps set the tone of the video but at the same
time helps develop the star image as there are other videos
of theirs that use similar editing techniques. Also, it a
recurring theme throughout their album in which Chocolate
is featured on.

9. Star Image
It is a serious video which tells the audience that despite being new comers to the music industry, they
are serious in what they’re doing and take their job seriously too. As the band itself takes centre stage
as the performers and the actors, it increases the authenticity of their image as they are able to use their
own faces and voices to conceive a personal meaning behind their lyrics and choices in visuals. Any first
time viewers will now expect a certain standard from the band and this is shown in their work. As they
released more singles and produced more videos, the quality has increased even more and the
standards they are making are climbing. This legitimises the band even more by contributing greatly to
their star image as it proves to the audience that they are able to produce a repeatability in the sense of
quality throughout their career.
They illustrate and amplify the meaning of their song with a relative amount of success. The use of
editing itself is very successful because for anyone who is a fan, they are able to see the contrast and
associate it with the band immediately. There is a realistic portrayal of the meanings and we know the
band take it very seriously. As it is based on real life and represents true behaviour, it further increasing
the authenticity of the band’s image as it adds a personal touch to video. It gives the impression that as
it is so real, it could be based on past events in the bands life – they have used their own experiences to
create a music video that is personal to them whilst conveying a message they believe in.
The characters represented are real people which once again increases the star image to a point where
we are able to trust their ideas and views and know we are being presented a true impression of the
band itself. This works well in increasing the fan base whilst improving their image as it is a real image
and ideas presented which many of the target audience can relate to. There is little alienation within the
target audience as we are all able to gain a good interpretation of the meaning behind the song and
visuals without the need for fake characters and fictitious events.

10. Codes and Conventions
Here is a list of the codes I have found trending throughout
the videos I have analysed so far:
Hidden deep meaning behind the video
Fragmented visuals – keeps the audience interested
Realistic behaviour and characters
Serious messages and professional star image

11. Promotional material
Album cover Magazine promotion
The black and white theme is
consistent throughout the first
couple of singles released
from their album
It was published months before
the album was released to help
build up hype for the album