This video is completely performance based, and so is unusual for an indie-folk song. It also takes place entirely inside, which also defies the convention that the locations should all be natural sites of beauty. Instead the location initially is a dimly lit corridor, with walls bare except for old light-bulbs strung like Christmas lights down the length of the hallway, as seen in a long opening tracking shot emphasising the emptiness. Although bare and unusual, it is not foreboding or harsh, but a warm location, with its own unique beauty, as it is lit with a warm, sepia tone that is welcoming despite the sparseness. Members of the band are introduced one by one as they walk down the corridor playing their instruments and singing. Here more of the typical genre characteristics are introduced, such as the acoustic guitar, and the costumes worn by the band members, which are less of a popular, modern style - more of a sweet, vintage style. For example the female member wears a sweet white dress that symbolises an innocence that is a far cry from the voyeuristic approach usually taken towards the female body in most pop videos. Similarly, at times in the video, pink roses are seen hanging from the ceiling as the trio walk in a tracking shot towards the camera. These are a sign that signifies romance and love, which along with the continued symbols of light (from the light-bulbs on the wall, the back-lit corridor and even an over-cranked shot of a light-bulb smashing) suggest a loving environment created not through gaudy sets and bright colours, but by homely, simple touches which are friendly and invite the audience to connect with the images onscreen. This sentiment, although portrayed quite differently here, is echoed in many other videos of this genre.
Other aspects of Goodwin’s music video conventions included in this video are the relationship between music and visuals, done very subtly through the use of the light bulbs, which pulse slowly in time with a drum beat in the background early on. Later though, as the tempo of the song increases, and more people turn up to listen to the band, the light-bulbs flash quicker, and the camera cuts more frequently, creating a livelier atmosphere. The lyrics also fit the visuals, with the romantic nature of the roses fitting with the narrative of the song “I belong with you, you belong with me, you're my sweet”. Hints of pink are also seen frequently in the background, whilst the minimal lighting makes the fairly dark setting look cosy, similar to the romance of a candlelit dinner. The technique of introducing the band members down the hallway one at a time to start with, before introducing the people who are listening and dancing to the band, also makes sure the focus of the video is on them, and gives ample opportunity for close-ups of the artists individually.
I like this video for its approach to both ensuring it fits with the general theme of individuality and warmth that most indie-folk music has, whilst not succumbing to the almost cliché convention of setting it in a natural location. This seems to me to be a great example of how Neale describes genres as “repetition and difference”, with just enough recognisable elements to be identify with fans of the genre whilst also being fresh, and willing to appeal to a wider audience. I think this mind-set is a good one to have, and is something I would like to take forward into my own music video, as well as trying to adhere to the warm feeling and tone that resounds in this and many other indie-folk music videos.
The audience for this video is quite passive, and not required to think a lot, as there is no narrative to follow, unless they wish to decode meaning from the décor of the location they are left to simply watch the band play. The purpose of this video has a much greater emphasis on building an image for the band, encouraging album sales, and significantly, getting people to see the band play live. The audience targeted is therefore quite a young, festival going age.
'Ho Hey' was the breakout single from The Lumineers debut album (released by independent company Dualtone) and reached the top 10 charts in USA, UK, Canada, Ireland, France, Israel, Italy, Slovakia, New Zealand, Australia, and Switzerland. The song was also notable for appealing to multiple genre audiences, ascending the specific charts for pop, rock and alternative music despite being defined as indie-folk. The music video was released before the single was, but was directed in a way that still appealed to a wide audience, with not too much focus on a specific genre. This proved to be the correct decision once the single was released and was so widely appreciated across genres. Prior to its release as a single or a video, the song received promotion through its usage on an episode of 'Hart of Dixie'. Further cross promotions occurred once the song began to gain popularity, being featured on several TV programmes and adverts, but most significantly in film promotions for Silver Linings Playbook,a romantic comedy which fits well with the romantic themes of the song's lyrics and video. The band also played the song live on Saturday Night Live. This TV performance makes sense as it linked with Silver Linings Playbook, as the film's star Jennifer Lawrence hosted the programme. This is not quite appropriate for my song,as it is not quite as universal in its style, and so wouldn't work as well to appeal to wide audiences on TV, and is probably more suited to internet promotions.
'Ho Hey' has also had a large internet presence, which has become the norm, not just for high-profile releases, but for new artists trying to make a name for themselves. As anyone can create a website or post a video on YouTube, it is a great platform for generating word of mouth and creating interest that can turn into album sales and placement on the charts. The record company 'Dualtone' that represent them are a very niche institution that sticks to the folk, Americana genre, and have not had large mainstream success before. However with the rise of the internet,even small institutions can rise to compete with large labels like Columbia Records, who have represent artists like Adele, Calvin Harris and Beyonce Knowles. Dualtone do however have some links to radio, as well as a firm 'INgrooves Fontana' which specialise in releasing music digitally.
The 'Ho Hey' music video is available to download through iTunes, meaning it can be played on various portable devices from iPhones to iPads, and extends the reach a music video can have, from just being shown on (the less-popular in recent years) music TV channels or on YouTube on consumer's computers, to being seen anywhere at anytime on an iPod screen. Also, the Lumineers have an active Amazon presence, with both the album and mp3 downloads available on the very popular site. Amazon also offer a deluxe edition of the album, which offers a bonus DVD with '25 minutes of music videos, tour footage and previously unseen interviews with the band'. The growing popularity of the band as an image, through fans talking on internet forums, Facebook and Twitter, has promoted this 'deluxe edition', which seems to indicate a desire to see more of the band, as well as just hearing them. The need to see bodes well for the future of music videos, and is something I will need to consider when deciding how much screen time my artist has in their video, as well as when arranging my digipak.
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