Arcade Fire

http://www.thewildernessdowntown.com/


Clearly this video isn't like your usual music video because it involves something to do with you- once you enter where you live, it sets the video there. This makes the video post modern because it creates a hyper reality. The creators have tried to set the video in the consumers hometown which makes you feel like the whats happening in the video has actually happened where you live. With a modern video this wouldn't be able to happen because there is always a selection which means there's set places the video could be, whereas postmodern has a combination so it's open for lots of settings for the video. I did think it was quite fun to watch the video but it didn't turn out as good as I was hoping it would. For example, the original video was set at night time but the shots used from my village were in day time so it didn't go together well. However, the general idea of what they were trying to achieve was good. I do think there is a future for these kind of videos but more work has to be put into getting the video perfect and believable. As well as this, eventually more interesting videos could be used instead of just someone running.


http://www.beonlineb.com/


This second video was a bit more interesting as it was more interactive. Ways in which I think this was different to a modern video making it postmodern is, when watching a modern you music video you are expected to watch it from a distance. As a consumer you aren't supposed to have any involvement and just be a passive audience and watch the video. Whereas with to make Neon Bible work the consumer is expected to have some participation with the video. To make the video do anything you have to mouse click on objects on the page. Another example of how it's postmodern and not modern is the play aspect of the video over the modern idea that there must be a purpose. This is because the video involves to consumer playing with the video to make it work but being able to do what they want with the lead singer, whereas if it was a modern video there would be a purpose to the video and the actions of the lead singer would lead to something. I don't really think there is a future for this kind of video because I don't think many people would find it interesting. The only people I feel it would appeal to is huge fans of the artist/ group. If you just 'like' the song as a consumer you wouldn't go out of your way to play the video.


http://www.sprawl2.com/


I did not understand this video as nothing unusual happened for a music video and my interaction which I though was going to happen did not?