The document provides an analysis of the music video for "Shake It Out" by Florence + The Machine. It summarizes that the video was released in 2011 to promote the band's album Ceremonials. The video was directed by Dawn Shadforth and features Florence Welch performing in an ornate Art Nouveau setting. The elaborate setting and use of rich colors creates a lavish atmosphere that represents the aspirations of indie artists. Through its conceptual narrative and focus on Welch's performance and image, the video establishes her as the iconic face of the band while also drawing influence from films like Eyes Wide Shut that portray women as desirable objects.

1. Case Study on Genre
Shake It Out
Florence + The Machine

2. Track Information
The track was released on 14th
of September 2011 as the first single of the
Album Ceremonials. The track was written by Florence Welch, Paul Epworth
and Tom Hull.
The Video itself was released on the 19th
of October the same year, and was
created by Dawn Shadforth, who is known for her work with Kylie Minogue, as
well as her previous work for Florence + The Machine Drumming Song.
The Tack itself is an Indie/Art Rock and Baroque pop track, with Gospel and soul
elements within, represented by the use of Organs, bells and tambourines.

3. Much can be said for the mise-en-scene in the video, chiefly the use of Art
Nouveau and Art Deco styling throughout the location in which it is filmed. This is
distinctive as a set of styles that are rarely seen in contemporary arts, and is one
that perfectly symbolises the independent nature of Indie music as a genre,
setting it apart from it's more 'mainstream' musical cousin, Alternative –
represented by bands like R.E.M and, more recently, Muse.
The usage of this setting also creates a sense of grandeur and wealth in the
music video; many indie artists write and perform songs that are about
'freedom', or creating something more for oneself in life. This setting perfectly
encapsulates that, as the scale of the scenery creates something for the viewer
to aspire to – as many music videos do in the contemporary scene (Louis
Althusser, and on the other side to some extent Dick Hebdige – depending on
the interpretation of these aspirations).

4. One of the typical conventions of Indie music videos – as shown in Shake It Out
– is the often extravagant use of colour and props to create a visually compelling
piece. For example, the uses of Gold, Black, Red and Orange in contrast
creates a stunning array of colours while keeping within the stylistic palette of Art
Nouveau (Less so Art Deco). This use of colour – along with creative lighting
and filters to bring out certain colour palettes in varying shots – negates the
need for any high-budget artificial enhancement of the video, creating a low-
budget video with a high-budget feel. This is fairly representative of the 'ethos' of
the Indie Genre; creating music that is somewhat unconventional, without many
of the accepted norms of contemporary musical artistry.

5. The music video creates a hybrid of both conceptual art and performance art, as
opposed to either alone (Sven E. Carlsson). This serves to create a deeper
narrative (or Concept, as per the conceptual aspect) for the audience to
concentrate on, and makes the piece a significant visual art work in it's own
right. The performance aspect is a fairly nominal aspect of most indie music
videos; the 'Face' of the band/group – usually the lead singer, in this case
Florence Welch – is the only member of the band present throughout the video,
and as is the case through many of the group's other videos. This exhibits a
trend amongst indie music videos to showcase their 'face' as much as possible
in a video to garner attention towards them in the public eye, and to create a
popular culture icon. Examples of this can be found throughout the music video,
most notably at the very beginning of the video with a close-up of Welch and her
signature deep Reddish-brown hair that has almost become synonymous with
her as a figure.

6. The music video – to some extent – follows the concept of the male gaze theory
(Laura Mulvey) as the video often centres on Welch in an almost voyeuristic
fashion; this can also be considered a product of the attempt of Indie artists to
promote themselves (Or as in the previous slide, their bands, through their own
image). It could also be said that the video is blatantly attempting to pull
inspiration from other media texts such as Eyes Wide Shut, which further
promotes the idea that Welch is perceived as a 'desirable object' in this video.

7. The music video – to some extent – follows the concept of the male gaze theory
(Laura Mulvey) as the video often centres on Welch in an almost voyeuristic
fashion; this can also be considered a product of the attempt of Indie artists to
promote themselves (Or as in the previous slide, their bands, through their own
image). It could also be said that the video is blatantly attempting to pull
inspiration from other media texts such as Eyes Wide Shut, which further
promotes the idea that Welch is perceived as a 'desirable object' in this video.