GOODWIN ANALYSISFlorence and the Machine: Rabbit

Heart Raise it up

Elena Procopio

“There is a relationship between the lyrics and the visuals, with the visuals illustrating,

amplifying or contradicting the lyrics”.

There is no clear relationship in this video between the lyrics in the visuals. The clip plays a narrative, which may link to the meaning of the song, however not directly to the lyrics.

“There is a relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting

the music”The visuals illustrate and match the tempo

and themes of the music. The faster the music becomes in the song, the quicker the shots are and there also tend to be more people in the shot.

“Genres are complex and diverse in terms of music video style and iconography”

This video is definitely complex and diverse in comparison to other music videos in the genre. The style is quite vintage looking and has the look as if its being played on a film reel which is conventional. However, some of the themes e.g. Death aren’t so conventional to the genre.

The use of the Alice in Wonderland themed scene is quite iconic and is seen quite a lot as a theme which is adapted and used a lot.

“Record companies will demand a lot of close-ups of the main artist or vocalist”

This music video is very conventional in that it uses a lot of close-ups in the visuals of Florence Welch performing. This promotes her as an artist and helps make her more memorable and recognisable.

“Voyeurism is present in many music videos, especially in the treatment of females, but also in terms of systems of looking. Some

examples are screens within screens, cameras, mirrors, etc.”

There are some features of voyeurism within this music video, however not as many as usually appear in conventional videos. The features of voyeurism within this particular video are more intimate moments that shouldn’t be seen by the viewer rather than the use of screens,

cameras, mirrors etc.

“There are likely to be intertextual references, either to other music videos or to films and TV texts, these

provide further gratification and pleasure for the viewers/ fans.”

There is a clear intertextual reference in this video to the Alice in Wonderland story/ theme. The video uses similar characters and themes to the children’s story that can be easily recognised by the viewer.

The video also seems to show her as an offering, said by some to be a similar theme that feature in films such as ‘wicker man’.

The song shows strong links to another Florence and the Machine music video ‘dog days are over’ also featuring childhood games, masks, outrageous clothing etc. Which shows a strong consistency in the artists style and genre of music.