Generic Research: Case Study Two

                                                        Love It If We Made It- The 1975

'Love It If We Made It' is a self-described "gem of hope amongst all the rubble". The music video reflects the song's hard-hitting lyrics, consisting of controversial social and political references, observing the volatile effects of modern society. Rather than being performance-based, the video features snippets of narrative, capturing the zeitgeist of the song- "if we're talking about shocking stuff, and we're relating to shocking stuff, and we're resonating with the song because of that shocking stuff, we have to see that shocking stuff". The song is directed at the youth, resonating with the brief's target audience of a '16-25 year old middle market demographic who like to be entertained'. 

Mise-en scene

 

The video begins with a series of introductory shots of the band and their instruments individually without physically being present, represented by multiple coloured light sources. The anonymity of the performance draws attention away from an audience's personal appeal in the band's physical appearance, redirecting their view towards the serious nature of the following imagery shown.

The music video features several shots of videos corresponding with the song's lyrics (example: 'A beach of drowning three year olds', accompanied by imagery of Syrian refugee found washed up on shore). The video's visualisation of segments of lyrics by associating them with short footage of narrative is a creatively satisfying technique.

Intertextuality

The video's chorus homages Michael Jackson's "The Way You Make Me Feel", making this celebratory segment act as an antithesis to the rest of the song's hard-hitting lyrics.