Music video analysis 2

I have decided to analyse the music video of Magnetic man's - 'I need air'. This music video captures a performance by the artist but doesn't follow the conventions whilst doing this. This video captures the crowd and the atmosphere in which the music creates as almost an illustration to how the audience should react to the music.

The relationship between the lyrics and the visuals of what you see on screen is hard to interpret. The lyrics are not clear to what they mean and could possibly be interpreted in multiple ways. One theory of what the lyrics mean is an account of an individual describing the feeling of being overwhelmed by another in the sense that they have fallen so hard for them they can't breathe as they don't know what to say hence the title: 'I need air'.

The genre of this song is electronic which doesn't really own its own conventions regarding music videos. However the upbeat intensity of the music is reflected in the music video by the reactions of the audience dancing vigorously to the music. This is often common in electronic music videos as the purpose of the song is to uplift the audience to a better mental state which is achieved consequently by the illustrations of the audience at the initial performance.

The use of intertextuality is not very apparent in this specific song as it simply shows one scene and doesn't explore other media products. However it could be argued that the culture behind the music video is illustrated in an unconventional but accurate way. This is down to the uncommon use of filming the crowd at the performance instead of the actual artist which almost educates people on what to expect if they were at a performance of that nature and in the crowd. The music video depicts lots of people all crammed into a large warehouse type room but feeling a level of euphoria and ultimately having the time of their lives. This is good as many other media products depict the act of 'raving' to be of a sinister nature which puts many people off and creates a level of ignorance around it.

The music video is a performance of the song being played. However the camera is focused primarily on the crowds reaction to the sound produced. This is unconventional as 99% of the time the camera is focused on the artists as they want all of the limelight in the music video. This however means that there is no narrative for the viewer to follow and it is simply a case of watching a crowd of people dance.