How does Bjork's 'Bachelorette' use hypodigetic narrative to feed into the meaning of the video?

Toderov's theory suggests a specific structure to music videos, implying this is needed for an audience to respond to. He suggests there are three acts; the first is an equilibrium where all is in balance, something then disturbs that balance to produce a disequilibrium in the second act and in this act there will be a struggle to acquire balance. Moving on the action to the third act, the struggle will be resolved and a new equilibrium created. I will therefore evaluate how Bjork takes aspects from this and other narrative theories in order to shape and affect meaning.

Bjorks 'Bachelorette', to connote her brand, uses a non-conventional hypodigetic structure. The Chinese box narrative which involves telling a story within another, shapes meaning by progressing the story and then bringing the audience back to the beginning again. This sense of repetition will engage the audience, constantly readdressing where they are in the narrative. This uncomfortable confusion challenges the conventions of narrative and distances the audience from the constrictions of this, allowing focus on the decline of the protagonist with each new start. Going further as the narrative reverts back to the beginning scene which gives the audience a sense of stationary and suggests nothing has been achieved. Challenging Toderov's idea of a three act process of narrative in which a struggle is resolved and all parties are better off, telling the audience that reality does not conform to this structure. Constructing the meaning as a look at reality in the face of struggle and failure. 

The narrative structure of this video uses a hypodigetic narrative to critique the 'superficial, self-serving' entertainment industry. With each story within another, the detachment from the previous increases. Until the first section, reality, begins to decline with the representation of the publisher. Until fully subverted by therefore becoming a tree which of course is a non-sentient object allowing the audience to take meaning. The decline in structure and aesthetic in each progression is metaphorical of the downfall of the protagonist caused by the 'self-serving' entertainment industry. Furthermore, emphasise the superficiality of said industry by displaying distorted versions of the truth within each section. This suggests the industry is so far removed from reality, as is the truth from what is displayed with each section, therefore leaving it emotionless with the ability to operate solely 'self-serving' in tern resulting in the remorseless downfall of the protagonist. Emphasised with the circular narrative as shes is reverted back to where she began, pushed out by the industry.

The video uses an abstract narrative to entice an audience which is expose quite freely to a complex and experimental forms of narrative structures through today's media climate. Poni Hoax's 'Antibodies' is just another example of media's increasing use of complex and original narrative structures. One reason for this may be the need to engage an audience whom has the ability to access a wider narrative pool than that of just ten years ago.Therefore, the increasing trend to step away from Toderov's classic structure is important in the battle entertain an increasingly informed audience. 

Narrative in Music Videos: Theories of Narrative

Initial Concept

My initial concept includes a young protagonist sitting in an ordinary living room on the sofa. Once sat, they do not move for the entirety of the video however focus shall mainly be on them. The video commences as the background will experience numerous time fluctuation, revealing activity in the room around the protagonist when movement is sped or slowed.

The audience will experience the events as the protagonist does but are firmly placed as a participant or onlooker, giving the familiar sense of voyeurism experienced in music videos.

  

Some influences for this video includes another video by the band themselves called ‘Ripped Jeans’ which also shares similarities with the protagonist’s lack of movement compared with the hyper movement of the background. I also drew influence from aesthetic, the use of distortion of time and the interchange of speed of a shot through video such as; ‘Gods Whisper’ by Raury and ‘Lampshades on Fire’ by Modest Mouse. Also drawing influence through the simplicity and delicate movement of ‘Hallow Talk’ by The Choir of Young Believers.

      
  

Initial Concept Map

In order to organise my ideas and help to clearly plan my idea shot for shot later in my storyboard, i map out each significant change of scene or event according to location in the song. this will also prove useful during the shoot as can be used to cue what part of the song all the events take place.

Annotated Lyrics

In order to gain more insight into my chosen song I explore points for amplification. I discovered themes such as loneliness and distortion of time which can be used in my music video, amplified through the movement and context of my idea.

Mood board

In order to gain inspiration for my music video I comprised a mood board of images and themes that will help me to gather the sense and direction I want to take for my video. The mood board shows pictures of loneliness and depression which are themes i wanted to target in my video. The board centres around an ordinary living room setting which I intend to use as the main backdrop to my video. I also included pictures of long exposure photography to suggest a sense of the movement of time which will also be an important theme in my video.

Chosen Song and Permission from the Band

After brainstorming ideas for each song and looking at the advantages and disadvantages of each, I decided on 'Pepper Tea' by 'Bellevue Days'. I felt that the flow and consistency of the song would aid in developing a motif and building a narrative which could be refined during later planning. The next step was to contact the band and ask for permission to use their song for my video. I contacted them through Facebook as their profile indicated that replies are often received within an hour. As promise the reply was swift and brought good news as the band allowed me to go ahead and use their song, as seen bellow.

Evaluating Potential Music

After listening to various podcasts from the website 'Best of British Unsigned' I selected these three songs to research further as potential choices for my music video.

Title: Orange
Artist: North Atlas
Location: Glasgow, Scotland
Genre: Alternative Rock/Electronic Rock
Influences: Biffy Clyro, Nine Inch Nails
Advantages: Clear lyrics to amplify action of video, steady beat gives song movement and directionality
Disadvantages: Repetitive prohibiting narrative growth, heavy beat may distract
Brainstorm Buzzwords: Party, dancing, live action, aggressive, dark mise-en-scene

Title: Pepper Tea
Artist: Bellevue Days
Location: Croydon, England
Genre: Alternative Rock
Influences: Brand New, The Xcerts, Modest Mouse
Advantages: Layers to develop narrative, clear lyrics for amplification, beats build and drop which may aid action
Disadvantages: Slow beat not best for live action, repeat lyrics often 


Title: F.A.C.E
Artist: Lowki
Location: London, England
Genre: Elecronic
Influences: London Grammar, The XX
Advantages: Smooth sound allows more options, allows focus on movement and quality of shots
Disadvantages: Slow beat prohibits movement of action, no clear lyrical theme to amplify 

Researching Unsigned British Music

In order to find a suitable song for my music video I searched the criteria into google. When I had searched for unsigned British bands I came across the website called 'Best of British Unsigned Music'. 

The website produces a podcast every week with unsigned British artists, also providing a map with artists geographical location on which you can click and find out more about a specific band. After listening to some podcast I had discovered some artist i would be suitable and proceeded to research them further.

Genre and Music Videos

Genre by definition is a specific style or category within a wider grouping which shares similar characteristics. Therefore, genre is a grouping of the same codes and characteristics, something which can be utilised by particular institutions and media productions in a number of beneficial ways. Christine Gledhill suggests 'Genres permit the creation and maintenance of a loyal audience which becomes used to seeing programmes within a genre'. In other words, media companies use certain characteristics and codes when producing content in order to target a specific genre audience.

    

For example, Modest Mouse’ video for ‘King Rat’ uses a dark mise-en-scene with various shades of blue in order to connote to this motif which is constantly referenced in the alternative rock genre in which it belongs. This video also uses amplification of the beat as movement falls with it, something also seen in ‘Take a Walk’ by Passion Pit as the ball acts as a physical marker for the movement and pace of the music. Therefore, another example of genre characteristics being used to suggest genre in music videos. Media institutions aim to use certain genre characteristics in order to narrow the target audience, allowing to include as much target audience based content as possible. Nicolas Abercrombie says ‘Television producers set out to exploit genre conventions’ as this allows marketing to a narrow audience. Targeting specific audiences by knowing their consumption makes it easier to market specific merchandise, other artists and attach the band to specific festivals or other promotional events in order to widen profits and further the artist. However, Abercrombie goes on to suggest ‘The boundaries between genres are shifting and becoming more permeable’ which can be seen through Passion Pits use of a bright mise-en-scene in ‘Take a Walk’ (often seen in pop videos), which does not support the usually darker tone mise-en-scene as seen in ‘King Rat’, a characteristic of the alternative rock genre of which they both belong. Supporting Abercrombie’s idea and suggesting that institutions may be shifting from the ridged rules of genre in order to target a wider audience.

Genre is used by audiences similarly to how institutions used genre by from a consumer viewpoint. Genre can be used by audiences to connect to a specific subculture with the genre of music may be associated with. This allows for consumption of music in various ways in which suits the subculture. As Gunther Kress suggests genre is 'a kind of text that derives its form from the structure of a (frequently repeated) social occasion, with its characteristic participants and their purposes' which suggest that an audience’s consumption of music is affected by genre. One example of this is the attendance for genre specific festivals. Festivals such as Download are aimed at the Metal and Hard Rock genre, so attendees can expect a certain subculture associated with this genre to be present, on the other hand Glastonbury is a festival aimed at a mainstream pop audience which will also attract a subculture of its own. As well as being of social benefit, festivals are also an opportunity for consumers to discover other band of the same genre and purchase merchandise for the genre. Therefore, genre can be used by audiences to consume music in a particular way that a-lines with their interests, highlighting the importance of genre and subculture within an audience’s consumption. 

       

However, John Hartley suggest ‘Genres are ideological closure; they limit the meaning potential of a given text.’ Which may suggest genre is harmful for the creative medium. Animal’s ‘House of the Rising Son’, Procol Harum’s ‘Whiter Sade of Pale’ and Moody Blues’ ‘Knights in White Satin’ are all genre related videos from the 1960s, each genre specific characteristics such as performance and the overuse of perfectly choreographed band members in the background. As some characteristics such as performance are used today, some have stayed firmly in the 60s and are now era specific. Therefore, genre characteristics may have some room to evolve and influence/be influenced as we can see from looking at both era of videos. This influences may be from pop culture such as important issues facing a generation, change in social ideologies and views and even simply modernisation which genre must and will adapt to in order to remain relevant and reflective of its audience.

Andrew Goodwin: Conventions of Music Videos

Andrew Goodwin conventions of music videos dictates that each video will demonstrate genre characteristics which are often associated but not exclusive to their genre. For example, stage performance videos are often used by metal bands such as Rammstein's 'Ich Tu Dir Weh' and rock bands such as System Of A Down's 'Chop Suey!' in order to give a sense of energy and enjoyment, often displayed by an audience or an extravagant high energy stage performance. Goodwin also suggests that there should always be a relationship between lyrics and visuals of a video, often illustrating, amplifying of contrasting certain lyrics or the overall message of the song. The Newton Faulkner song 'Write It On Your Skin' uses the movement of the smoke clouds from the houses to amplify the beat and exaggerate the rhythm of the song in order to engage the audience. In this music video for the song 'Upside Down & Inside Out' by the American alternative rock band 'OK Go', certain genre characteristics can be identified using Goodwin's theory.

One example of this video adhering to Goodwin's theory is the amplification of aspects of the music through the movement of the band members in the video. As the song changes, for example; the chorus comes in or instruments become louder or added, the band members move from each position and eventually make it back to the starting position which was them sitting down. Moreover this emphasises the movements made, especially during the chorus where each band member is out of there seat. Goodwin suggest this is common which rock band, a genre where live performance videos are largely used, as movement to music is utilised and emphasised by the changes in instrumentation through layers mostly seen in rock and the quicker more defined tempo of this genre. Therefore, Goodwin's theory of movement amplifying music within rock music certainly applies here.

Alternatively, this video challenges his theory of related style and iconography. Alternative rock and the wider rock genre usually uses a dark, grey toned mise-en-scene which often echos the deeper and sadder topic of song. 'OK Go's' use of bright colours challenges this motif. However, although the theme does not adhere to other alternative rock videos, bright coloured costumes are a recurring feature in other 'OK Go' videos. Songs such as 'The Writing's On the Wall' and 'Needing/Getting' also use this running motif. Intern, suggesting that the band have created an individual style which is recognisable to themselves. Themes such as perspective and 'chain of evens' are also used by the bad to create their own unique style which can then be marketed. This is also highlighted in the bands song 'This Too Shall Pass' where a previous video by the bad plays on the TV (also an inter-textual reference, another Goodwin theory), suggesting the connections of each video and the specific style the band has created mimicking episodes which therefore encourages viewership. This therefore adapts Goodwin's theory of stylisaion and supports the theory of genre as a marketing tool in order to adapt the bands image.

In these videos there is a definite sense of voyeurism. In the video 'This Too Shall Pass' the camera is completely demanded by the sense of movement watched by viewers. In this case this is used to create tension as the viewer watches eagerly waiting to see where they will be taken next, typical of rock music as tension is often used to engage the audience through the music and videos. Also used as a marketing tool to engage audiences; This supports Goodwin's claim that voyeurism is used to expose genre.

Conclusively, this video supports Goodwin's theory and exposes the techniques that may hinder or help artist by establishing an genre through their videos.

Setting Up