Olivia Rodrigo’s music video Get Him Back, shot entirely on an iPhone, exemplifies the deconstruction of traditional cinematic apparatus, as discussed by ‌Rodowick and Casetti. By using an iPhone, the video challenges conventional filmmaking norms, showcasing how cinematic production has become more accessible to everyday people.

Image source 1: Apple advertising the use of the iPhone in the Get Him Back music video (https://www.digitalmusicnews.com/2023/09/13/olivia-rodrigo-iphone-15-music-video/)

Historically, the cinematic apparatus encompassed the complex technologies of filmmaking, such as cameras and projection systems, creating a barrier between audiences and the filmmaking process ‌(Rodowick, 2007). This separation rendered cinema an unreachable spectacle‌. However, the emergence of digital technology has radically transformed this apparatus, as Roderick (2007)‌ suggests, making cinematic tools more user-friendly and widely accessible.

While Get Him Back was filmed on an iPhone, professional accessories like advanced lighting equipment were also employed. Nonetheless, the iPhone’s central role symbolises the growing portability and accessibility of cinematic tools. This aligns with the idea of filmmaking as an “assemblage” rather than an apparatus, where accessible equipment like the iPhone, digital production techniques, and platforms like YouTube all contribute to the process (Casetti, 2015). These components highlight the digital and user-centred nature of modern filmmaking.

Image source 2: Behind the scenes of the Get Him Back music Video (https://macdailynews.com/2023/10/06/apple-premieres-behind-the-scenes-look-at-olivia-rodrigos-get-him-back-video-shot-on-iphone-15-pro/)

The choice of a smartphone reflects a cultural shift in media consumption. As noted by Casetti (2015), viewing has moved from communal cinema settings to personal spaces, with audiences consuming content at home on laptops or smartphones. The use of an iPhone mirrors this shift, demonstrating how societal changes influence media production and consumption.

Finally, the reliance on professional accessory technologies raises questions about future advancements. Could developments in tools like lighting further democratise filmmaking?

Ultimately, Get Him Back illustrates how technological progress has dissolved rigid cinematic rules, redefining cinema as an everyday tool. The video invites audiences to rethink filmmaking and the creative possibilities of accessible cinematic production.

Bibliography:

Casetti, Francesco (2015), “Assemblage” in: The Lumière  Galaxy: Seven Key Words for the Cinema to Come, New York:  Columbia University Press, 60-82.

Rodowick, D.N. (2007) ‘What was cinema’, The Virtual Life of Film. Harvard University Press pp 25-88

Rodrigo, O. (2023) get him back! (Official Video). Directed by J. Begert. Available at: https://www.youtube.com/watch?v=ZsJ-BHohXRI (Accessed: 28 November 2024).

Pauline Fontein 

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