Product Analysis 2 - Red Hot Chili Peppers - Can't Stop

http://www.youtube.com/watch?v=ldMUEJBA1tk

• This video is very concept based, with lots of weird and wonderful shots of things that have nothing to do with the lyrics. This lack of relationship between lyrics and visuals (Goodwin) reinforces the abstract aspect of the video, however, a slight relationship is present in parts. There is a strong element of the band performing in the video as well though.
• The audience see the band performing, which is juxtaposed with abstract images. The video is not quite an example of disjuncture, as it still has many genre characteristics, but it can definitely be classified as amplification as a lot of the video ignores the lyrics and shows random sequences.
• CGI is used for the opening shot with the camera travelling through the giant yellow tube.
• The tone of the video is fun, upbeat and energetic, to reflect the song's nature and fast tempo.
• The genre characteristics (Goodwin) that are seen include the band performing, reinforced by iconic shots that are very stereotypical of the rock genre.
• The guitar is held in a way to give connotations of a 'Rock God' as he holds it outwards away from his body.
• The lead singer is seen topless, which is an example of a 'star motif' as he appears like this in many other Red Hot Chili Peppers' videos and it has almost become a convention for them. It is also common within the Rock genre as showing off arm muscles and torsos displays masculinity and enhances 'star image.'
• This is likely to be a demand of the record company (Goodwin) as it gives the band a unique selling point and allows the video to appeal to a wide audience; boys want to be like him, girls want to be with him (female gaze - Laura Mulvey.)
• The video has a strong sense of rebellion as the lead does not want to conform to what the other band members are doing. Examples of these rebellion motifs are when the lead puts his middle finger up to camera. There is a further sense of rebellion related to the connotations of the way the guitar is held in the 'Rock God' manner mentioned above - it is as if the guitarist is saying he is ready to 'go wild.'
• When they are breaking things, it is a very strong characteristic of the rock genre, once again emphasising rebellion.
• Although a lot of the visuals are very artistic and random, there is still a sense of there being a relationship between music and visuals as the chaotic action and fast cuts fit perfectly with the upbeat song and continuing 'rock' music.
• The performance part of the video also creates a strong link between music and visuals (Goodwin) as the audience see the band playing their instruments synced up with the soundtrack - especially the drums and guitar.
• When the harmonies are being played we see the members harmonising in the bins, highlighting how it still keeps the concept side of the video prominent.
• Some of the 'random' concept shots also have a relationship with the lyrics (Goodwin.) For example, when hands are mentioned, there's an extreme close up of a hand. Also, when "stumbling" is mentioned, one of the band members falls over.
• The demands of the record company in terms of selling the band to the fans is prominent in the video as the band are the main focus. Lots of close-ups are shown of every member, but especially the lead singer, who the audience are going to recognise most as the front man.
• The grain of voice theory is very prominent here as the lead singer has a very distinctive voice unique to the band.
• The 'star image' is enhanced by a lot of extreme close ups of Kiedis' tattoos and half naked body - examples of dismemberment and voyeurism are present in this video as his torso and arms are focused on in several shots.
• There are many close ups of lead singer's face singing and looking passionate about song and excited, authenticating him as a performer.
• Kiedis is very energetic in the video, which is a convention of the rock genre, as well as being a feature seen in a lot of Red Hot Chili Peppers videos - it's part of his star persona.
• The drummer also makes the stereotypical 'rock-on' hand sign to show energy and enthusiasm, which is a generic convention.
• The 'notion of looking' is also prevalent in this video when Kiedis is in a house of mirrors with glow sticks - he is watching himself in the mirrors with the audience who are watching him.
• There are also shots of him looking into a circular mirror - the security ones in shops - where he is looking in the mirror at the camera, watching the audience watch him watch himself!
• The video can be seen as a postmodern text as there are many intertexual references to sculptures by Ervin Worme, which is credited at the end of the video.
• There are also intertexual references to Bjork when the lead singer is in a black dress, which looks like it is made out of bin liners!
• There's also a reference to Barney The Dinosaur when someone is wearing a giant purple dinosaur head.