The 1975 - 'Sex'
Genre: Alternative/Indie
Genre: Alternative/Indie
The music video for The 1975's 'Sex (Album Version)' was never going to be particularly politically correct. The song title suggests promiscuity and the explicit video leaves little to the imagination. Instead of the male protagonist being played by the vocalist, as previously exhibited in 'The City' and 'Chocolate', he is portrayed by an actor. It's also worth noting that the Sex (Album Version)''s music video is the first of the artist's videos to be shown in colour. All of the videos had been black and white previously, including the 'Sex (EP Version)''s video.
The music video fits the typical forms and conventions of an Alternative/Indie video. Sex, drugs and alcohol all make appearances throughout the duration and these activities have become a typical convention of a music video of the genre in more recent years. Arctic Monkeys' 'Why Do You Only Call Me When You're High?' is a prime example as well as The Neighbourhood's 'Sweater Weather'. The band can be seen performing the track during brief intervals throughout the video but the narrative of the two protagonists is more prominent. The combination of performance and narrative is also a typical convention of an Alternative music video.
The audience of the music video would be primarily fans of the band, fans of Indie music or members of the general public who have heard of the band and wish to listen to them further. The 1975 have a primarily female following however a large quantity of males also enjoy their music and visuals. Most of the The 1975's fans are in their teens.
Institution-wise, The 1975 are able to give their own ideas for music videos. Their record label, Dirty Hit Records is not a huge corporate label like Sony and so they are able to work almost at their own accord. During the production of the music video, the band would require little attention from any stylists or other organisations who wish to market their own products. The 1975 choose to wear their own clothes during their music videos and do not endorse in product placement. The aim of their music videos is to promote their music and that is all. The production of the music video would require a small camera crew, a director and a producer. Matty Healy, the lead vocalist of The 1975, always tends to incorporate his own ideas into the music video and makes sure that the director is aware of his goals or vision for the eventual outcome of the video. The 1975 have a lot of input into their music videos as opposed to manufactured artists like Little Mix or The Saturdays.
The female protagonist is portrayed as intelligent, shown in her dialogue at the beginning of the video, but yet she participates in illegal activities such as taking drugs. She is also seen naked briefly during the video which displays her promiscuity and suggests that she is open with her sexuality. However, the female is not seen in a voyeuristic manner at any point during the video - the audience don't lust for her. The music video disputes typical videos of this decade as the woman is seen naked but only because she is taking part in a sexual act with her partner. The woman is not being objectified or being suggested to be 'cheap' or 'easy' alike current Hip-Hop music videos. The male in the video is instead being portrayed as the naive and stupid character as he descends into a serious drug addiction. The 1975's 'Sex (Album Version)' music video contrasts music videos where women are seen as sexual objects and men are seen as powerful demigods.
The audience of the music video would be primarily fans of the band, fans of Indie music or members of the general public who have heard of the band and wish to listen to them further. The 1975 have a primarily female following however a large quantity of males also enjoy their music and visuals. Most of the The 1975's fans are in their teens.
Institution-wise, The 1975 are able to give their own ideas for music videos. Their record label, Dirty Hit Records is not a huge corporate label like Sony and so they are able to work almost at their own accord. During the production of the music video, the band would require little attention from any stylists or other organisations who wish to market their own products. The 1975 choose to wear their own clothes during their music videos and do not endorse in product placement. The aim of their music videos is to promote their music and that is all. The production of the music video would require a small camera crew, a director and a producer. Matty Healy, the lead vocalist of The 1975, always tends to incorporate his own ideas into the music video and makes sure that the director is aware of his goals or vision for the eventual outcome of the video. The 1975 have a lot of input into their music videos as opposed to manufactured artists like Little Mix or The Saturdays.
The female protagonist is portrayed as intelligent, shown in her dialogue at the beginning of the video, but yet she participates in illegal activities such as taking drugs. She is also seen naked briefly during the video which displays her promiscuity and suggests that she is open with her sexuality. However, the female is not seen in a voyeuristic manner at any point during the video - the audience don't lust for her. The music video disputes typical videos of this decade as the woman is seen naked but only because she is taking part in a sexual act with her partner. The woman is not being objectified or being suggested to be 'cheap' or 'easy' alike current Hip-Hop music videos. The male in the video is instead being portrayed as the naive and stupid character as he descends into a serious drug addiction. The 1975's 'Sex (Album Version)' music video contrasts music videos where women are seen as sexual objects and men are seen as powerful demigods.