Postmodernism & Me

“Postmodernism is a shortcut to mass audience.”

Postmodernism is when something considered old, vintage, etc. is brought back for the current day. This is a phase we’ve seen throughout many different forms of media, i.e. music and film, and other topics of interest like fashion.

Derrida suggested in his book Grammarology that there is a critical analysis of texts that are considered classic and of a cult status. This would ring true for many music videos, as lots have been known to reference thing that have a cult status. A good example is Marilyn Monroe’s Diamonds are a Girl’s Best Friend from the film Gentlemen prefer Blondes (1953). It was later referenced by Madonna in the music video Material Girl. By referring to something that is considered to have a cult status, an audience is gained due to interest of how it portrays the original.

It is often that genres go through a cycle of: experimental, cannon and post modern. Experimental often establishes the genre, Cannon works with the trend to be culturally and widely understood, and postmodernism is there to add humor once the genre has been exhausted. This development can be seen throughout music videos through this cycle:

Silent films -> Full length talkies -> Music video

Postmodernism can bond with intertextuality heavily. Music videos can pay homage (a form of flattery), pastiche (imagery of one text to comment on another) and a parody (just to make fun of). A music video that pays homage would be a music video like It’s raining men by Geri Halliwell, with its heavy reference to Flashdance. Another music video that could be considered to reference Flashdance is Paula Abdul’s Cold

A music video that would play pastiche to another is Shania Twain’s Man! I feel like a woman, referencing Addicted to Love by Robert Palmer. As Robert’s song features all female “models” who are pretty motionless throughout the video, Shania Twain used men as the models with her in front, showing that if women can be objectified, men can be as well.

Finally, a music video that parodies another is the Backstreet Boy’s Everybody. There are many references to horror films, such as Casper (1995). As typical horror such as werewolves, vampires and such had almost been exhausted by this point with Hammer horror being overtaken by slashers and thrillers, typical horror was only something to be laughed at. This now gains an audience through the humour, as a postmodern society can now laugh together at what is considered uncool put through a slightly more trendy way.

I feel it is important that I have some sort of intertextual reference within my music video. Not only will it give me extra content, but my audience will constantly re-watch to find this 'easter egg' again within my video. Especially if they have an analytical mind and I had a lot of content which is cleverly referenced, watching my music video again and again will be an enjoyable experience to find all this content.

Powerpoint case study

Death cab for cutie from maddie h

This is a powerpoint I made, being a case study on the band Death Cab for Cutie. Death Cab have been one of my favourite bands for many years, so I felt it would be the best band for me to do as I am very well exposed to their brand as a fan. However, as Death Cab have very monotone, and very sad music, I do not think I will do one of their tracks as a music video - whilst it may be visually engaging, I feel ideas would be too hard to come by if I pursued one of their songs for my project.

Working in a group on a mini project - pros and cons

To conclude, working in a group can allow stress and workload to be shared, which creates a happier environment to work in. But reliability can play a big part, and if people aren't available at a certain time, it can make it stressful for the people that remain. There can also be an issue with sharing the workload and dividing it into something that seems fair, but with people putting their opinions across this can actually turn out to be easier than expected. 

From this, I can take away that in my own work I would like to work alone, as whilst I may have more work put on me, I will find it easier to control what is happening. If I am efficient in my planning and production, I won't fall behind and can still produce a music video worthy of a good grade.

Let's analyse grimes - Goodwin theory

The video I will be analysing is Grimes - California. Grimes is an electropop artist, whoms style is very original, and outside the box. Ever since Grimes has been making music, she has been selling this original, alternative style as part of her brand, and California is a prime example of this.

Throughout the California video, Grimes is the main star, with her spending most time on screen, and often alone. This signifies that she is the star, relating her to being the artist of the song, and putting a face to the name Grimes. Now that fans know who she is and what she looks like, they can follow her and recognise her in other places other than this music video. 

Grimes is featured in many outfits throughout the video, suiting her iconic quirky style. Many of her clothes are still skintight or frame the female body, for example, her in the room with many clay heads, a belt is put around her waist to clench it in and still give her feminine shape. Again, being the only person on the screen at most times (and being framed in the centre), the viewer is forced to focus on her. This could be part of Goodwin's voyeuristic point, as we are forced to look at her. There are also a few close ups scattered throughout the video, being used as a selling point by the record label. 

Throughout the whole video, Grimes is lip syncing to her song, giving some sort of relation  to the lyrics and the song. However, in terms of visuals it contradicts the lyrics, which seem to be about abuse from a partner and only being used. Throughout the video, she is smiling and dancing, suggesting that there is good even in bad situations - but this would only be found if you inferred the meaning. 

At the beginning of the video, lyrics featured on the song are on the screen, with background chatter. For a first time viewer of the music video, they will not realise that those are later lyrics until they reach the chorus, and will most likely feel clever for remembering what was on at the start of the music video. 

In reflection, I feel that I can take away from Grime's music video with the sightly strange and out there outfits, as whilst she may be conforming to stereotypes in some forms, her outfits and movements are definitely what make her stand out from the crowd as a pop star. Therefore, I will make sure to have slightly strange outfits and makeup, attracting people to watch my music video due to it being out of the ordinary.