A very influential video for me would be 'Not on Drugs' - Tove Lo. I decided to research a few more of her videos but found that 'Not on Drugs' was the most influential.
The song's music video finds Tove Lo performing the song in a white room filled with colored smoke bombs and various computerized animation. "I choked on the paint, the smoke made me half blind and here is my three-minute trip that shows the intensity and weirdness I feel when falling in love," she told Rolling Stone.
Conventions followed:
- Lip syncing
- A range of editing techniques
- Artists appears in the video
- It's predominantly a performance video
- She changes costume for different scenes
- Editing matches the pace of the video
- Lyrics and video match
Audience:
- Video is fun, colourful & bright - attracts a younger audience.
- She is alone in the video - allows the audience to feel connected with her. This also makes her appear in control and strong which is inspiring to young girls.
- Lyrics are all about love & close-ups are used to convey her emotions - very relatable.
- Pop song with a lot of recurring pink colours - stereotypically a female-orientated genre.
- Most of her costumes are quite revealing like tight skirts and dresses - sex appeal to attract males but also influences her female audience.
The video begins by tracking Tove Lo into an unknown place that looks like a studio but we are not yet able to distinguish the setting.
A variety of shots are used throughout the video, ranging from close-ups to long shots and zooms in order to keep the video interesting and enjoyable. This also creates a disorientating effect for the viewer and alludes to the drug references.
Fast-paced editing is used throughout the video and in the chorus alone there are 33 edits used, demonstrating just how fast the editing is.
This disorientated effect is reinforced by the large variety of settings, such as the warehouse to the side of the road, which keep the viewer captivated.
I particularly like the effects used in this video, as seen above flickers are used and special effects to rewind the video so it appears that the dust is being placed back into the pot.
A connection I spotted with this video and Astrea was that both videos used colours to their advantage and used red and blue to contrast with each other. I found this really dramatic and interesting as it could possibly symbolize two opposing sides coming together.
Laura Mulvey's Gaze Theory:
- The music video doesn't focus on the curves of her body or sexualise Tove Lo which is quite unusual for a pop video.
- However, she is seen wearing skirts and crop tops which still give the music video sex appeal.
- This may have been a conscious decision made by the artist as her fan-base is very young.
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