The 1975 chocolate Andrew Goodwin's music video theory-

Music videos demonstrate genre characteristicsThis music video is in black and white

reinforcing the typical filter of an indie/alternative music video. The lyrics of the song are about drugs which is a common theme to these songs. The music video features a woman with many sexual scenes this reinforces the commonality of this theme in many other indie/alternative music videos. There is also a laid back careless atmosphere, connoting the use of drugs in the music video. We see the band performing in run down places signifying a low budget, this is typical of this genre.

There is a relationship between the lyrics and visuals

‘my car smells like chocolate’

This song is one whole metaphor about drugs meaning so of the lyrics wont make much sense, because of this there may not be a clear relationship between the lyrics and the visuals. There are not many links between the visuals and what the lyrics say, however there are 1 or 2.

There is a relationship between the music and the visualsThe pace of the music is medium, but changes depending

on the part of the song, the visuals in the music video reinforce the medium pace of the song, signifying a relationship between the music and the visuals. However, even when the music pace quickens, the visuals still stay at that medium pace.

The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work

As the main singer seems to be the face of the band, all of the main close ups are on him. This connotes that this is the artist the audience associates The 1975 with. Also many of the scenes are just of him by himself, again signifying that he may be the face of the band.

There are frequent references to the notion of looking and particularly voyeuristic (sexual) treatment of the female bodyWithin this music video, women are sexualised frequently throughout. This is typical for both this band and genre. These scenes can be applied to Strauss’s Binary opposites theory as there is a clear divide between the man and woman. The woman could be seen as weak and vulnerable as she is naked throughout the music video, whereas there are only 1 or 2 scenes in which the man is seen with no top on. This can also be applied to Propp’s theory as the woman could be seen as Princess as she seems vulnerable as she is naked.

There is an often intertextual reference (to films, programmes or other music videos)This song was featured in a teaser

trailer for the film Love, Rosie (2014), this is an example of synergy/ cross media convergence as this advertised both the film and the song/music video. However, there are no references to other films or TV programs in the actual video.

Whether the video is primarily performance-based, narrative-based or concept-based and how element of each is used in itThis music video is predominantly performance

based as the band feature in the music video reinforcing the stereotypes of this genre. However, there is some narrative scenes for example in the car, this signifies Todorov’s narrative theory of there being some sort of narrative in music videos, but there was no beginning, middle and end, and there was no equilibrium, meaning it doesn’t completely apply to the full theory.

Audience feedbackGood audience feed back is vital for

the band as they want to be able to sell as many singles and albums as possible. They main way that a band can sell their singles is through their music videos as the visuals sell the song. As this song has positive feedback, this should be able to sell the song to a wide audience base.