Arctic Monkeys: Whatever They Say I Am, That’s What I’m Not (2006)

Digipak Analysis

‘With That’ – Yungen X Sneakbo 2015

This song is of the Rap (London Grime) genre. I suppose the video reflects the genre in the sense the video is filmed at night, and in London. The stereotype attached to London Grime artists, is that they’re delinquents in society – which is often drawn from lyrics in their music. “We got London on the track. Got my hat low in a rave, fam…” This opening line immediately indicates where they’re from and they enjoy the subculture of raving, which can often involve illegal activity. The two artists are already reasonably established in London, in certain underground scenes, but still are the main focus of the music video – like most videos.

No girls are featured in this video, and therefore there is no element of voyeurism. However women are referenced as sexual objects in the video, lyrics explicit. There are minor intertextual references such as “I got a Segway like madting”, while numerous individuals use them. I would argue that Segway’s are an object of zeitgeist which currently represent wealth, success and being in the click. Several shots at a lower angle, looking up towards the artists, connoting them as superior. There is no real narrative to the video, the concept of being in a gang, being successful and having loyalty and enjoyment is presented.

‘You Belong With Me - Taylor Swift 2008This song is of the American Pop genre. I suppose the video reflects the genre in the sense the video is filmed in America, using a stereotypical high school entourage, presenting a mainstream love story, which lyrically and intertextually link very heavily to the story. The stereotype attached to American pop artists, is that they’re cute and appealing – which is often drawn from lyrics in their music. “It’s a love story”. The idea is of the less popular triumphing over the materialistic. The artist is already globally established but is still the main attention in the video.

Taylor swift is at times viewed voyeuristically. This video contractually images intertextually throughout with almost every lyric being pictured on screen. This can be identified in lyrics; ‘You’re on the phone to your girlfriend she’s upset’. The video narrative like much mainstream pop is very accurate and is almost like a love story is being told in the space of just over 3 minutes.

‘Thnks Fr Th Mmrs’ – Fall Out Boy 2007

This song is of the Soft Rock genre, and was apart of the band’s Infinity On High album. I suppose the video reflects the genre in the sense the video is filmed on stage, and in a dark room, featuring sexual innuendo and smoking. The stereotype attached to the rock band, is that cool, stylish and possess many groupies – which is often drawn from lyrics in their music. “Let the good times roll”, “It’s the wrongs which make the words come to life”. This opening verse immediately indicates where innuendo of doing what they want, which is brought about through the lifestyle and power of the group, which comes with success. The two already globally established and the video currently stands with 51m views on YouTube despite being away from mainstream chart music.

There are obvious elements of voyeurism utilised in the video my the musical video director. The video has very little use on intertextual images and the video is irrelevant to the song, but in my opinion is in place to provide humour and therefore feel good element to the song. The video narrative much like the genre of song is somewhat hipster/underground and holds elements of spontanaeity.