Goodwins Theory in 'R U Mine'

Arctic Monkeys- R U Mine

‘R U Mine’ is an indie/ rock song produced by the Arctic Monkeys. The effect of the video recorder whilst the band members imitate drumming alongside the musics suggests a home- made feel, conforming to the indie genre. This is a performance based video, however it has no real narrative. It is a performance based video as the artists are all putting on a set routine designed for the audience to see, as well as later being shown live footage of the band performing their instruments. Throughout the video, there are also glitches in the camera, therefore suggesting it is not an expensive budget film. The band members all have the 50’s rock look, with plain black tops, leather jackets and rayband glasses. The black and white effect adds a dark diversity to the video to which is effective in making the band look ‘cool’ and ‘tough’.  The fact that they drum along to the music also shows they are able to play the music rather than electronically creating the music. This is also shown towards the end of the video, where we are given shots of the band physically playing the instruments to the song they are playing. All of these points help to add to the codes and conventions of a typical indie genre music video.

The lyrics and visuals have little connection throughout the entire video.  The entirety of the video consists of three different scenes. The beginning starts as an introduction with ‘Jonseys Jukebox” introducing the song. It is then carried off into a voiceover to introduce the band members ‘setting up’ the camera and waiting for the drum beat to kick in. For most of the song, we see the band drumming along and moving around at some moments. The final scene is of them leaving the car and performing with instruments in a car park, surrounded by smoke and women holding flares. This is hardly linked to the music lyrics, to which it seems Alex Turner (the lead vocalist) is singing about a woman.

There are several different shots of the band members, but the camera is all hand held, so instead of cutting to different shots, Alex Turner would reach over and move the camera as if it were a ‘home recording’. This way we see each three of the band members at different points. The main two we see are Alex Turner and Matt Helders (the drummer).  The video motifs seem to be just to see the faces of the band, and the lack of storyline suggests we are to focus mainly on the music and lyrics, however I would suggest this music video falls into the performance category of Goodwins theory- as the band are miming along to the music in a performing manor. There is no main concept to the video nor is there a narrative.

There is reference to ‘the notion of looking’ in the music video. For starters, the band looks directly into the camera, performing into it, rather than acting oblivious that it is there. There is also a small clip where Alex mimes along to the lyrics in what appears to be a screen that shows what is being recorded on a CCTV camera, or the camera you would find in a high-tech car preparing to reverse. This is suggested by the quality of the shot and the words that state, “check surroundings for safety” above the screen. This again adds to the ‘homemade’ feel to the video, as the quality is not at all what it could be- therefore still conforming to the songs indie/ rock roots. The notion of looking through the second camera also makes Turner look slightly rebellious, as he’s getting close to the camera in an interrogative manor. There is also another small shot of seeing Turners face in a close up to a TV screen.

The music video also looks to women as sexual objects, as they are shown wearing provocative clothing and make up to accentuate features- such as dark lipstick. They also wear masks over the eyes, to add a mysterious and sexual effect. Towards the end of the video they are walking around the band with flares, wearing cowboy hats and dancing provocatively around the band members. The cowboy hats also suggest they are dressing up and in ‘role play’. This all adds to the fact that women are seen as purely sexual objects in the video.

There is no real form of intertextual references or hints towards highlighting products within the video. It is solely based on showing off the bands talent in creating music- it is a performing based video with a small sum of narrative hints.

Analysing this music video has been helpful in giving myself ideas to consider when creating my own video. I will ensure to take on board Goodwins theories, such as the notion of looking, and ensure I have made it clear that these theories have been put to practical use within the project. The music video may also prove influential for my own video, with the idea of using a black and white effect, whilst also making the artist hold the camera and move around it, as I think this is a good effect in connecting with the audience and showing the artists face to the audience.