This document analyzes screenshots from the music video for "FALLBACK" and discusses how they relate to existing music video theories. It finds that the opening shots of friends drinking showcase wealth and conform to theories about heterosexual male fantasies. Later shots of an artist pouring a drink and a woman being handed money also emphasize wealth. A shot featuring a female is seen as sexualization in line with adolescent male fantasies. Overall, the analysis finds that many elements of the video, such as using images to represent the artist's lifestyle and promote performance, conform to Carlsson's view of the music video as a "televised bard."

1. Screenshot Analysis
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Joe Hardy

2. MUSIC VIDEO Analysis- FALLBACK
• This is from the opening moment of the music video. It shows the
friends of the artists drinking expensive alcohol wearing suits which
firsts indicates a sense of wealth which means this moment conforms to
Michael shores theory as it contains heterosexual male views towards
the culture of this genre. It also can conform to Carlssons theory of the
video being a performance as it is a “televised bard” as it shows visual
images to represent the artists general thoughts.

3. MUSIC VIDEO Analysis-
FALLBACK
• This is taken from the first initial shot of the artist, as shown the artist is pouring an alcoholic drink which is
fairly well known and represented through this genre as being a symbol of wealth. These visuals are playing
through the intro of the song and in the lyrics the words “AHLIE” are repeated which signifies a rhetorical
question of “is this correct” which shows that the artist may be misunderstood by the public.
• Overall these visuals represent the lyrics as the artist appears to show disinterest to the audience and the
therefore it conforms to Andrew Goodwin's theory. It also conforms to Sven E Carlssons theory as it is seen
as a televised bard and can be used to advertise the artists lifestyle.

4. MUSIC VIDEO Analysis- FALLBACK
In this moment it shows female sexualisation this means the video can
conform to Michael shores theory of typical music videos can play on
adolescent male fantasies as in this video the first shots involve a sense
of wealth and girls. This video can link to the lyrics as the artists says
“She bad, ahlie. Ahlie” which suggests the girl being “bad” shows the
artist finds her attractive.

5. MUSIC VIDEO Analysis-
FALLBACK
• This shot indicates the idea of wealth as one of actors in the video is
handing the girl actor a lot of money, this means the video conforms to
the theory from Michael shore as the idea of money is exaggerated in
this shot, also there is slight sexualisation with the key which could
suggest that the money is key to the girls heart. This moment could also
refer to the theory by Sven E carlsson “ The televised bard” where a
narrator or storyteller uses on-screen images to represent the artist

6. MUSIC VIDEO Analysis- FALLBACK
• In this moment is exemplifying crime which is usually mentioned or shown
in music videos of this genre. The artist who appears on screen is pulling a
mask over his face to hide his identity which could suggest that the artist is
going to do something illegal which is further represented through the use
of dark clothing. This moment conforms to Carlssons theory of it being as
“performance” style video as its sole purpose is it to promote the artist as
well as the narrative mirroring the visuals on screen