A couple of weeks ago we were discussing music as a form of digital media, and the topic of music videos came up. Many artists have music videos done to accompany their music, whether it be a massive artist or even a small and up-and-coming artist. I think this is often done to increase revenue and expand across different forms of digital media, to (perhaps for lesser-known artists) get out there and reach a larger audience. This is not always the case though, as many artists may use music videos to help tell a story, a narrative that perhaps may not be clear in the music itself. One artist and set of music videos that I find differs from these reasonings is Jungle’s latest music videos for their newest album Volcano. One of their songs from this album has recently been circulating social media, along with a snippet from their music video, Back On 74. Jungle is a British electronic music project and band founded by the music producers Josh Lloyd-Watson and Tom McFarland in 2013, having since released four albums.
All of Jungle’s music videos are heavily oriented around dancing which aids in telling a story. When watching the music videos it almost feels as though the music is accompanying the dancers. However, as the music video progresses one becomes aware of all the little notes and beats that are hit, simply by watching the way these dancers move. The choreography is intrinsically linked to every aspect of the music, allowing the audience to, in a way, visualise the music; the choreographer Shay Latukolan says that he lets the music guide him when choreographing.
The music videos for the album Volcano, share the same setting and when watching them all together they tell one large story, creating a visual album like a movie. Typically we rely on the lyrics to tell us the story, if there is one, and seldom the music itself. This brings me back to what I was saying earlier about telling a story and the role of music videos. The entire dance performance is also shot in one entire take and without this music video, the listener would not be able to tell that there is a narrative being told, and what it is, a love story. What I find more significant though is that the listener also wouldn’t be able to (or find it difficult to) interpret the music differently, in each and every individual aspect. After having watched the music videos, I can’t remember what the music was like before listening to it, as I now have a deeper understanding of it. If you haven’t already, do listen to the music and watch the music videos (try listening to it before watching the music videos), and let me know if you too found that it gave you a different interpretation of the music.
references
Vargas, Steven. “What Makes a Dance Infectious? Ask the Choreographer behind 2023’s Hottest Moves.” Los Angeles Times, Los Angeles Times, 30 Aug. 2023, www.latimes.com/entertainment-arts/story/2023-08-30/shay-latukolans-choreography-viral-tiktok-dance-jungle-back-on-74.
McLuhan, Marshall. “The Medium is the Message” In Understanding Media: The Extension of Man, 8-28. Critical ed. Corte Madera, CA: Gingko Press, 2003
Hi Nora! I’m a big fan of Jungle, and I completely agree with the point you make about the significance of the experience an artist create (online and offline). I attended one of their concerts a few weeks ago, and the synchronisation of lights, sounds, and set design were so ‘Jungle’. It is fascinating how important the concept of brand identity is nowadays, and how in this over saturated world it can really portray you as “unique” or authentical. I think it is interesting how these world, the digital realm of the videoclip on YouTube and the actual experience of a concert can be so aligned.
I really enjoyed reading your post! Music videos are such interesting forms of media, they allow for a lot of artistic freedom and experimentation. I really enjoy visual forms, therefore watching a music video allows me to connect to the artist on a deeper level, and as you argued, see a different aspect of the story told in a song. Some artists even create entire storylines and alternative realities through their videos. I think this is the case with Rina Sawayama. Her songs tend to have different layers of meaning, everyone can take whatever they like from them. Through music videos, you can catch a glimpse of her creative process, and style.
The dancing by the music, rather than dance theory, is indeed a big part of their success! Because of it, the feelings of the dance are both more interconnected with the music, as well as more graspable for a general public. The feeling is transmitted in all of its aspects, making it extremely powerful! Great post!