Case Study on Genre- Chvrches (UPDATED)

We have decided to use the song "Bloodstream" by Firehorse as our music video song, an indie synth hybrid sub-genre which will allow us to be versatile whilst planning. When planning I researched various bands with a similar genre and one of the artists I found was Chvrches.

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Chvrches song "The Mother we Share" is a similar genre. The band was nominated for the Best Breakout Band at the 2015 Brit awards. This song is very typical and is similar to their song "Clearest Blue". The music video uses various close ups, such as the close up of the artist's hair and hand (figure 3). This shot intensifies the tone of the music video, giving the main character a sense of power which is later removed as she is isolated. These close ups are well used and are features which we would like to use in our own music video, particularly a close up of a watch during the lyrics "tick tick tick" during "Bloodstream".  There is also a shot of the girl where she is not lit up and all that is seen is a silhouette of her. This shot removes the identity of the girl and can therefore be a metaphor for how
isolation can happen to anyone and it is difficult to notice as in one shot of the girl sitting on the window, her costume makes her fade into the background so she seems invisible and unnoticeable.

The music video by Chvrches also has a section where the usual flow is disturbed. In this part in the protagonist is alone and a development is made in the narrative is drawn to a close. This section in the song is similar to the modulation in "Bloodstream" as we are also using the different section to change the narrative. Although there is now modulation in "The Mother We Share" it is still similar to our song choice due to the interesting motif and it is similar as both songs come to a sudden climax at the end.

The song uses a synth motif in the verse and the camera cuts away on the second note of the motif. This motif is similar to the synth motif in "Bloodstream". The cut on the second note is an idea which we could use in our own music video as the motifs are similar and therefore we can use conventions of the synth indie hybrid genre. This synth motif is almost a trademark of the indie-synth genre. The synth makes the genre what it is and Chvrches exemplifies the indie-synth genre perfectly. A mix of husky vocals with a synth motif makes the genre, therefore making "The Mother We Share" a song that stays within the genre conventions. The synth motif is a generic convention within the indiesynth genre. The music video is purely narrative and tells a story with integrated band shots. Therefore, Goodwin's theory can be applied here as the music video demonstrates generic characteristics through the prioritisation of the story over the band themselves. The indiesynth genre is a branch from the indie genre which focuses on telling stories rather than showcasing the artist themselves.

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The music video uses a bleak colour palette, reflecting the main character's hopelessness and loneliness.The low-key lighting and dull colours in the first "section" portray the main character as alienated and isolated by the rest of the world. This isolation is further illustrated by the mid-shot (figure 1) where the main character is very hidden within the shot due to the costume blending into the background. She also has a very minor presence within the shots, often occupying a single third of the camera. Her isolation is also shown through the use of a shallow focus when she is watching the game of basketball (figure 2). Her isolation is shown as she is on her own due to the shallow focus as she is separated from the rest of the characters. This gives the audience a sense of sympathy towards the girl as she is alone and we experience her isolation with her as her day progresses.

Goodwin's theory can be applied to "The Mother We Share" as there is dispersed band shots throughout, bringing the audience to a separate narrative of just the band in a dark room which shows the audience that the song is part performance and part narrative. Also, Goodwin's Theory states that the demands of the record label includes shots of the band. This is clearly demonstrated as there are band shots throughout the video, showing the audience who the artists are as well as creating a story.

During the crescendo of the video the protagonist exudes blue lights from her body. The blue may represent calm and serenity which juxtaposes against the violent and sudden explosions it creates. The blue light may refer to Chvrches other videos, such as "Clearest Blue" where the blue light is used again and Goodwin's Theory of a link between visuals and title can be applied as the title is called "Clearest Blue" and therefore there is a link between the visuals and title, utilising Goodwin's Theory. The blue used in "The Mother We Share" reflects the protagonist's inner serenity and desire to be away from any chaos or noise. The protagonist chooses to leave the party to release her blue lights. This is symbolic of the protagonist's content to be alone and calm.