Avicii's music video for his single The Nights is a conceptual video due to the way the video has been constructed to reflect the lyrics of the video. There are slight aspects of performance within the clip, shown through the lip sync, however this is to add to the concept of reflection rather than to look like a set or performance.
The video clearly appears to fit the alternative genre of music due to the crazy stunts depicted and the pure message within the video. This style of video is uncommon and therefore would hint towards an alternative style. This subverts the genre of Avicii's music which is House and Electronic Dance (EDM). EDM music tends to be produced for being showcased in night clubs and at festivals, therefore it is uncommon for them to be accompanied by videos at all, let alone in the style that has been adopted. Due to this, all aspects of the video contradict the norm for the genre. It is also uncommon for EDM music to have much of a message and is usually produced to get people dancing rather than thinking. The video itself was produced by Rory Kramer, a "professional live-lifer" which is where the intertextual references arise. Rory Kramer dedicates his time in creating a life he will remember, which relates to the theme of both the video that he produced and the song that Avicii produced.
The video adopts the theme of living life to its full potential, shown through the montage of clips of extreme sports and life-changing experiences. The video itself does not appear to tell a full story but rather indicates that it is showcasing the epitome of the story of life. It begins with an added narrative element from Rory Kramer which explains what is to be shown within the video. What entails is a montage of clips that Rory has filmed on hand-held cameras to depict his life and the adventures which he has taken part in, such as cliff diving and hand-gliding. The video ends with Kramer spray painting the message of the video onto a concrete wall; "Live a life you will remember." which caused this to become the resounding image within the minds of the audience and the entirety of the video reflects these key lyrics.
The video features the representation of age as it depicts the way in which Rory Kramer believes he should make the most of his life whilst he is young as he will be unable to have the same experiences when he is older. This presents young adults as being stereotypically reckless and brave. It also stereotypes the older generation as being less able and more relaxed. Avicii himself is not present within the video at all which helps to indicate the way in which the video was not produced by him.
The record company's role within the video is to ensure that the video reflects and compliments the music, rather than overpowering it. This is important for them as, whilst they are attempting to promote Rory Kramer, they must ensure that Avicii remains the central focus. This is difficult when Avicii is not present in the video however has been countered by having Rory lip syncing some of the song so as to allow that to remain the forefront of the video. This promotes the song which in turn promotes the artist. Avicii has a highly active and prominent online presence through social media networks such as Facebook, Twitter and YouTube which he uses to distribute his music and to keep fans updated on albums and singles being released.
The video is set in a multitude of locations including at a surf resort, at the beach and amongst some cliffs. This connotes the adventurous lifestyle Avicii is indicating you should attempt to live. The most dominant colour within the video is the vibrant blues of the sky and the waters. This creates a sense of splendour as well as creating a peaceful atmosphere. All of the writing within the video is made by real graffiti, indicating the way in which the video was completely home-made by Kramer. Kramer's antics within the video give off a sense of him being extremely courageous, uncaring and sometimes stupid in what he does, connoting that he is living his life as much as he can whilst he still has it. My favourite shot composition is at 1:41 when Rory is surfing on the roof of his car, whilst his friend is hanging out of the car window and filming them. This is because the shot perfectly sums up the most joy intensifying experiences that make life so amazing; good friends, adrenaline, having fun and beautiful blue skies.
There are a few instances within the video where camera movements such as pans and zooms have been used to help accentuate the beauty of the landscape. This creates a sense of awe and amazement for the viewer. The editing of the video is fast-paced which reflects Kramer's outgoing lifestyle as well as the beat of the music. Together, this creates a sense of adventure and causes the action to seem more dangerous and exciting. The shot at 00:45 is visually appealing due to the contrast of the black silhouettes against the vibrant sunset. This indicates that Rory Kramer has travelled the world to find such amazing views. The use of the hand-held camera throughout the video helps to denote Kramer's association with the action and enables the audience to understand that it is a documentation of his life, rather than Avicii's.
The target audience for this video appears to be working class teens and young men, potentially also from the upper class, which is indicated by the people staring in the video. There are only 6 females shown in the entirety of the video, each for less than a second, and only two of whom have their faces visible, making it seem as though the video is intentionally not targeting women. This could be due to the stereotypical idea of women being more sensible, less adventurous and a whole lot more fearful than men. Combining this with the genre of the music, it is very evident that this video was made to target young males. The audience are most likely to access the video through YouTube which allows them to share it across other social media platforms such as Facebook and Tumblr.
This analysis will help me when it comes to making my own video as it has allowed me to explore the variety of ways in which music videos can be made and has introduced me to the idea that not all music videos are produced by the artists who created the music.
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