Goodwin

2. THE THEORY
MUSIC VIDEOS TEND TO INCLUDE:
1) TYPICAL GENRE CHARACTERISTICS
2) VOYEURISM / NOTION OF LOOKING
3) RELATIONSHIP BETWEEN MUSIC AND VISUALS
4) INTERTEXTUAL REFERENCES
5) DEMANDS OF THE RECORD LABEL
6) RELATIONSHIP BETWEEN LYRICS AND VISUALS (CONTRADICTING, AMPLIFY OR
ILLUSTRATE)

3. WOLF – FIRST AID KIT First Aid Kit are a Swedish Indie Folk duo, consisting of two
sisters; Klara and Johanna Soderburg. In 2007, the sisters
started uploading their songs (self written) to myspace.
They also sent music to Swedish radio stations resulting in
requests for gigs, however they could only perform during
the weekends due to them both being at school. With three
albums (the most recent was released in 2014), an EP and
3 Grammis (Swedish music awards), they have created
huge success, both in Sweden and worldwide. They have
toured around the UK, Europe and the USA. First Aid Kit
have an extremely original sound, with flawless and
complimenting harmonies combined with obscure yet
hooking instrumentals. Influences include Fleet Foxes, and
elements of their sound is similar to Mumford and Sons,
Laura Marling and Joni Mitchell.
‘Wolf’ is First Aid Kits third single, from their third album; ‘The Lions Roar’, which was released in 2012. In the first week of
release, the album went to number 1 in the Swedish album charts, and number 35 in the UK album charts. In the UK (as of
June 2014) 76,759 copies were sold, and 250,000 copies were sold worldwide. The single was released on the 17th
September 2012, First Aid Kit explained that ‘It’s about our destruction of the planet, but also about finding the animal within
you. Because we know that underneath a polished, civilized exterior there is definitely a wild creature longing to howl or roar’.
(1) The music video was directed by Johan Soderburg, and was filmed in the Jarvo Hasingland forest, Sweden.
https://www.youtube.com/watch?v=Czj7SyPNRto
(1) http://www.songfacts.com/detail.php?id=27502
(2) All sales/success statistics from either apple music, wikipedia, UK charts or Spotify

4. GENRE CHARACTERISTICS
First Aid kit are from the Indie Folk genre, other artists from this or a similar genre include; Mumford and sons, The Lumineers, Daughter, Of Monsters and Men
and Bon Iver. This is defined as ' a music genre that arose in the 1990s among musicians from indie rock scenes influenced by folk music. Indie folk hybridizes
the acoustic guitar melodies of traditional folk music with contemporary instrumentation.'
Folk music originates from religious tales/scripture etc and the subject of nature is constantly explored and referred to. Other origins include discussion of the
supernatural and folk music was also used to keep rhythm and set pace and sychronisation of mundane tasks in human pre-history and history.
A reoccurring characteristic of the music videos, lyrics and song titles from this genre is the theme of nature and natural earth. This is shown through music videos
from this genre (left) by some of the above artists. First Aid kit use the theme of nature consistently in their videos, and it is a predominant feature/basis of their
music videos.
First Aid Kit use the theme of nature alternatively in ‘Wolf’ (bottom
right), compared to their other music videos (top right) or other
music videos from the genre (left).Despite these videos all having
a clear narrative, the way 'Wolf' has explored nature is a lot more
'dark', than the more cinematic and commercial camerawork
shown in the other screenshots/videos. The content itself is dark
lit, and almost frightening, exploring perhaps a darker and more
'earthy' side to the natural world. Taking inspiration from origins of
folk, 'Wolf' hints at the theme of the supernatural. The song itself
uses many qualities of Traditional folk music and is the closest to
traditional folk out of First Aid Kit's songs. 'Wolf' has a steady and
repetitive beat, that remains the same throughout the whole song,
even while the rhythm is changing, (a traditional folk stylistic
element). The tempo begins at a moderate speed, and
throughout the song gets gradually faster and then slower, and
this is repeated. Folk music is often uplifting and cathartic. The
use of minor chords and uplifting beat creates this effect in Wolf,
and the change in tempo creates a range of emotions throughout
the song. Furthermore, the harmonies and longer held vocals add
to this, as First Aid Kit explore their vocal range.

5. VIDEOS REFERRED TO:
https://www.youtube.com/watch?v=PC57z-oDPLs
EMMYLOU – FIRST AID KIT

6. GENRE CHARACTERISTICS CONTINUED
In terms of costume, it is common in Indie Folk music videos for costumes to be of a
similar colour to the colouring of the cinematography. Specifically, shades from a
similar colour pallette of earthy tones/colours. This is evidently to keep a consistent
and overall tone/mood/theme of the music video and song throughout, as well as
reaffirm the genre and content, for example pressing the idea of 'being at one with
nature', or what the artist is trying to portray through the piece of music. In 'Wolf', the
costumes of First Aid Kit are simplistic and minimal, compared to the layered and
almost intense song and the fast, dark visuals. The white dresses they wear stand out
against the dark background, which emphasises this. White is a common colour for
costumes in Indie Folk videos (see below from Mumford and Sons). This is due to the
positive connotations of the colour; Purity, Cleanliness, Goodness, Balance and
Safety- all of these clearly linking to and complimenting the commonly explored
themes of Religion and Natural Earth.

7. THE NOTION OF LOOKING
A key part of Goodwin's Theory is the artists notion of looking at the camera, which gives the
audience the perspective and feeling that they are being directly spoken to by the artist and
ensures they feel involved. On the whole, humans and specifically, audience members of a
text find this engaging and aesthetically pleasing, as it breaks the barrier between
artist/audience and fame/normal life. This is shown in 'Wolf' throughout, but specifically at
moments between 0:22-0:53, with use of close up and extreme close up shots of the artists,
adding to dramatic and emotional intensity. The closer the shot, the closer the audience are
to the artist. The overall mood of this music video is quite intense and these warmly lit shots
(below) are personal and close, due to the rawness and simplicity. Furthermore, the use of
'notion of looking' in 'Wolf' reaffirms the theme of nature, and 'closeness' to the natural earth
in terms of the artist and audience. In addition, there are multiple references to the
supernatural and fiction throughout the music video, therefore the notion of looking can
contribute to the idea that maybe the natural and supernatural are closer than we think.
Specifically, the humans (artists) in this supernatural and fictional setting making a direct
connection to the audience eliminates distance between reality and fiction.

8. LINK BETWEEN MUSIC AND VISUALS
In his theory, Goodwin stated that there is a link between the visual and musical elements of the
song and music video. This is particularly with reference to the link between song and technical
elements such as camerawork and editing. For example, the edit may cut in time with the beat of
a song, or the camera zoom at the same speed as vocals of a song. This is shown immediately at
the beginning of the song, where the lighting flickers and changes from lit to unlit on a shot of a
character walking, in time with the beat and rhythm of the introduction (0:00-0:08). Throughout the
music video, there is a distinct link between the edit and the song, where the edit cuts to a
different shot in time with the beat of the song. During the chorus, there are breaks of longer shots
with less abrupt cuts, to coincide with the vocals and held notes, rather than lyrics, for example at
1:25-1:42. Where the only shots are (see below), juxtaposing the norm in this video of quick cuts
and a considerable amount of shots. This both illustrates and amplifies the tempo of the music,
and the sharp contrast in pace of edit can further intensify and strengthen the narrative and
desired audience reaction.

9. INTERTEXTUAL REFERENCES
Intertextuality is simply referencing another media text in regards to the original
one. It is used to give the audience a sense of familiarity and therefore
engaging them in the text/product. Wolf explores the idea of religious cults
and numerous references are made to this, specifically, the idea of 'sacrifice'
is heavily implied/referred. (see images). These could be derrived from
tales/myths/scriptures etc. In terms of cross referencing media texts the
below shots are similar to shots in the film 'Kill List' (2011), which was
released a year prior to the Wolf music video. The similarity is with context of
what is happening in Kill List and heavily implied in Wolf, the costumes (which
are almost identical) and the setting, both in a forest.

10. DEMANDS OF THE RECORD LABEL
It is crucial for a record label to create a strong and consistent brand identity for an artist. This is to
ensure the artist is well known amongst the audience/public and they stand out. Furthermore, a
strong brand identity increases how recognisable the artist is, and therefore creates a bond
between the audience and artist, as it gives the audience a sense of belonging. This is done
through music videos, often by including performance shots or having the artist 'in character'. This
evidently creates more of an identity and a link between the actual artist and the song/video. The
fact that First Aid Kit are 'two Swedish sisters' is constantly referred to in reviews, interviews etc.
This is both factual and part of their origins of becoming artists, but also clearly a part of their brand
identity, because it is always emphasized. In their music videos, the shots are predominantly of
them together. In terms of 'Wolf' specifically, this is the case. The video is also shot in
the Jarvo Hasingland forest in Sweden, showing they are embracing and their nationality,
embracing and intensifying their brand identity, whilst simultaneously conforming to genre
conventions, and clarifying this to the audience. First Aid Kit are both part of the narrative of this
video, as well as lip syncing to the song, ensuring it has performance elements. This highlights the
artists as performers and creates a sense of authenticity. By getting visuals of the artists to the
audience, it is always going to increase their brand identity and familiarity.

11. RELATIONSHIP BETWEEN LYRICS AND VISUALS
(AMPLIFY, ILLUSTRATE OR CONTRADICT)
Goodwin's theory states that music videos often have a relationship with the lyrics of a song.
Whether the content/technical elements of the video amplify and illustrate the lyrics or
completely contradict them. At 0:20, on the lyric 'you're a taker, devils maker'. There is a shot of
the artists in a cult/sacrifice setting, linking with the religious/satanic nature of the lyrics. This
reinforces the meaning of the lyrics and can strengthen the meaning of the whole song, as the
audience are able to make a clearer link. This also ensures that the music video is more
relevant as it has further meaning, whereas 'stand alone' visuals with no apparent link or
contradiction would appear both meaningless and without purpose, weakening the video. An
example of illustrating the lyrics through visuals is during the chorus at approximately 1:10,
there are shots of the sisters running through a forest, on the lyric 'when I run through the deep
dark forest long after this begun'. This is a clear illustration of the lyrics. However, in the next
line these shots remain on the lyrics 'the sun would set, the trees were dead'. This is a clear
contradiction, as the visuals consist of a full, growing forest, with nourished grass etc. A
contradiction of the lyrics through the visuals accentuates the lyrics as it presents a clear
juxtaposition, creating a clearer idea of the meaning. The forest they are reffering to in this part
of the song clearly opposes the one we are being shown.