As you may know, I am a Video Editor – and one of the things (probably the main thing) that inspired me to work in television post production was actually music videos.
Music videos are one of my favourite things in the world and I spent hours and I MEAN literally hours when I was growing up watching them Even now in the modern world, I can find myself getting lost on YouTube watching music videos for hours on end – they are an addiction.
This month we look at an artist that I solely made a decision to see him live by looking at his music videos. I tend to go to a lot of music gigs the nights that I work over night because they heighten your energy on shift. I saw that one of the evenings that I had a shift, Yungblud was performing a special album launch show. I had never listened to his music before but knew his name as it kept popping up everywhere. I knew that there was a lot of discussion and news around him at the time so I was intrigued to know what he was like. So I turned to his music videos and tried to make a decision as to whether to see him live.
I had recently watched Gotham and his whole persona instantly reminded me of Jerome. Also I could instantly see the Marilyn Manson, The Cure, Oasis and many more influences in his style and the way he was being portrayed in videos. At this point, I wasn’t sure if I liked him musically but the videos were definitely enough to convince me to go and check him out live. Seeing him live was a fantastic decision as he is a very talented and can put on an amazing show, read the full review here. This month however I thought it would be interesting to look at an artist who I totally judged first by his music videos. So, enjoy!
YUNGBLUD – Parents
Why did you choose this particular video?
I chose this video because this was the first one I ever saw of Yungblud and it was the one that gave me the initial impression of him. To be honest I wasn’t sure about it or him when I first saw it. The video itself has all the makings of a good rock music video but there is more to it then that. It took a while to grow on me but I see the creativity and art around it now that I can truly appreciate it in its entire form.
So, what is the narrative?
According to an article and interview in Alternative Press the single of Parents is “A tribute to individualism”, stating “You are the best judge of how to become the best you. Don’t conform to the outside world’s perception of who you should be if it means losing yourself in the process” When you watch the video there are vivid images to really demonstrate this.
Favourite parts of the video?
The opening of this video is really interesting as an edit. Usually when you cut between shots you don’t do it when a camera is panning and because this one is. it automatically reels you into it. I also find that this opening is already reflecting the singles meaning above as well as connoting that you are entering the world of YUNGBLUD where everything is not what you expect.
The color grading throughout this video is really interesting and really vivid throughout. Each area of the video has completely different colors that are used to push the punk style and the effect. For example the shot above, is coloured a really dark vivid bluey green colour however another shot when talking about Amphetamines is bright pink, then a parent telling him off is in bright yellow and orange colours. I think it is a really effective part of the video because it feels like it is playing off different emotions that are expressed in the narrative of the lyrics. Also, as I have said already Yungblud is a mix of genres and I don’t think you can really define the style that he is, again this video and the work gone into the colour grading feels like this again is a reflection of this and it works very powerfully.
Ever so often throughout the video, messages like the one above will pop up very quickly and in a very sharp and what I would call pointy animation style. If you really listen to the lyrics in this song you will find some of them at first pretty shocking and out there (and that is why I wasn’t sure at first whether to see him live). However, I feel the reason that these are in there is for two reasons – the political point of view and also the fact that they know that the majority of his fans are pretty young so having a message like this one come up in time to a heavy drum beat works well in putting a point across.
The posters that appear in the shed shot are really interesting to look at and when you listen to the lyrics you notice that they are words from the song and when you watch this video in real time you just think that they are protest posters of some sort. I think this is a really clever effect and creates the idea of ‘punk’ without actually being aimed at someone apart from the lyrics. The movements on this shot is predominanlty fast and full of lots of movement which is effective. Nearer the end of the video. this shot starts to slow down and focus more on the emotions of Dominic’s face which you can tell changes. (Also I wanted to include this shot because I really like those trousers, they are so cool).