jamiroquai - virtual insanity

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Jamiroquai Virtual Insanity Video analysis

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Page 1: Jamiroquai - Virtual Insanity

Jamiroquai

Virtual Insanity

Video analysis

Page 2: Jamiroquai - Virtual Insanity

Genre • The genre of this piece of music is Acid

jazz/Funk. The videos for this sort of genre are similar to that of Rn’B, dance and techno, where the artist is shown repeatedly and is the main focus of the video.

• They also mainly involve dancing and a plain setting, either with lights flashing, or bright high contrasting lights.

• This video has a bright white setting in the room, contrasting highly with Jay Kay’s clothes that are dark, making him more visible in the room with the furniture. This brings out the character using the codes and conventions of the genre.

• However, unlike the codes and conventions of dance, there are half naked women prancing around, instead the focus is on the singer dancing on a moving floor with furniture moving around every so often.

Page 3: Jamiroquai - Virtual Insanity

Relevance with the music

• The music doesn’t seem to relate to the video, except for the title. The title is virtual insanity, and the video only relates to this as the furniture moves, and other random appearances from others, such as a cockroach.

• The music itself intertwines with the video like a standard dance/funk video should. When the beat changes, or the tempo, the actions in the video change as well.

• At 2:33, the music goes soft for a sort of break, at this point, Jay Kay starts to dance softly in a now empty room. This relates to the music, and when watching, it is clear to see that it is part of a song that doesn’t involve to much effort for the singer, reflected by the effortless dance he begins.

• Once this part of the video ends, the music begins heavily and the dancing copies.

Page 4: Jamiroquai - Virtual Insanity

The director• The director of this music video was

Jonathan Glazer. • Jonathan Glazer is more known for his

TV adverts than his work on music videos, as he has only done 11 music videos over the last 15 years. His most notable work has been the Guinness advert with the horses in the waves, one of his too films, sexy beast.

• His work on music videos is similar, with a couple being done all in one shot (or appearing this way). Close ups of the artist are also a technique used constantly by this director, and less of a story is used and more lypsyncing than the average music video.

Page 5: Jamiroquai - Virtual Insanity

The audience• The audience for this video is anyone of

any age. The video is so odd that it gathers the attention of anyone. The music however is different, being only really appealing to funk fans. However the video changes the audience, making the song seem better and more appealing.

• The dancing as well brings more of an audience. This is because the dancing is similar to that of Michael Jackson. This brings in pop fans or fans of Michael Jackson himself.

• Looking at the video, I’d say that the main audience that they were targeting was young teens (12) to mid 30’s were the audience begins to change to old school.

• However, the additional features of the video (the crow, cockroach and bleeding furniture) give an audience of alternative listeners as these appeal to that genre.