In Unruly Media (2013), Carol Vernallis suggests that the introduction of new digital technologies has given rise to a second wave of music video aesthetics that combines, bends, and transforms media relationships in what she calls the ““mixing-board” aesthetic” (p4). In exploring this aesthetic, Vernallis brings to attention factors to consider when examining these new music videos such as “form, color, editing, technology, and performance” (2013:211).

As an example of some of these factors and the second wave aesthetic I will be briefly exploring the music video Iron by Woodkid (2011). In respect of visual form, the entirety of the video appears to present the preparation and initial start of a battle, however each shot is artfully done that if you paused at any point, it could be argued that it is still photography. The music begins with a blaring horn followed by rhythmic tribal drumming that further symbolises the start of a battle while Woodkid’s soft voice and lyrics seem to depict the internal worry of an unknown soldier taking part.

The entire video is shot arguably in perfectly exposed black and white without over or under exposure that highlights digital cameras “capacity for hypercontrol” (Vernallis, 2013:215) when it comes to colour.

The video is edited so that only certain shots are matched with the music which creates an affect response such as at 00:44 where the owl’s head tilts right when a drum is hit. Arguably digital software allowed this aesthetic edit as both video and audio can be edited together at the same time while “[r]hythmic subtlety in the eighties was often difficult to create” (Vernallis, 2013:217) as videotape would need to be edited externally to the audio mix.

Although more could be discussed, the mixing-board of artistic shots, strong colour control, and tight editing highlights the diverse range that the second wave of music aesthetics can bring.

James Hutchinson (BA 33662498)

References

Vernallis, C. (2013). Unruly Media: YouTube, Music Video, and the New Digital Cinema. New York: Oxford University Press

Woodkid – Iron (Official Video). (2011). YouTube video [Online] added by WOODKID. Available from https://www.youtube.com/watch?v=vSkb0kDacjs&ab_channel=WOODKID [Accessed on 29 November 2023]