In almost all music videos it is important that the song relates back to the video. The lyrics in the song Rabbit Heart (Raise it up) by Florence and the Machine relate directly back to the video as the song goes, ‘we raise it up, this offering, we raise it up’. Towards the end of the video Welch is shown being pushed out onto a river in a coffin-like box as part of an almost biblical ritual.
In relation to the demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work, this is presented in this video as for instance in Florence and the Machine’s video a great amount of close-ups are used to show off the artist. In fact the first shot of the video is a close up of Florence. You can also see this in Paramore’s video where numerous close-ups are used to show the band.
A frequently reference to the notion of looking and particularly voyeuristic treatment of the female body portayed in the video when Florence is seen with laying on a table and the camera being on her in a voyeuristic like manor.
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