Music provides a unique reflection of different issues in the society by use of both lyrics and videos. Music videos help to reinforce the main theme of the song, which may include issues of ethnicity, sexuality, gender, class, and religion. The different elements and styles employed in music videos tell a sort of visual story, which is the case with Grimes’ music video titled Genesis. Directed by Claire Boucher, the video is part of Grime’s 2012 album titled Visions (Battan, 2012). The video, which involves both a suburb and desert scene ties into several ideologies including those about sexuality, ethnicity, and fashion.
The most dominant ideology noted in the video is sexuality. The music video shows various scenes that suggest ideologies on sexuality. The video starts with Boucher dancing a sort of free dance, which involves her moving her arms in any direction. The dance may symbolize sexuality as it shows she is free to do as she wishes. The filming of the first scene also involves a sunset in the background (Grimes, 2012). The sunset allows Boucher’s body to be viewed as a shadow, therefore, providing an exotic and sexy look, which illustrates ideologies on sexuality. Another instance of sexuality in the video involves the use of the dancer in with the pink braids, and the metallic sort of futuristic suit (Grimes, 2012). The dancer’s metallic suit depicts her as a sort of warrior, an illustration of strong women. The suit also exposes most of the dancer’s body, with only specific parts being covered; therefore, emphasize, on female sexuality. The outfit also provides a hypersexualized image of the dancer, by exposing her voluptuous figure; therefore, showing the image of the perfect woman. The use of the pink color also illustrates ideologies on sexuality. Pink is often associated with female sexuality; therefore, the use of pink braids and pink nails show female sexuality.
Other instances of sexuality ideologies in the music video include the scene, where a group of women hangs out of a moving escalade while holding swords (Grimes, 2012). This scene illustrates that the women may be going to war; therefore, showing them as female warriors. In the city environment, the women dressed in different outfits, which depict the women as dangerous, while at the same time feminine. Boucher’s outfit shows her as an innocent girl, but the inclusion of the yellow Boa depicts a dangerous side. These two scenes show ideologies on how a strong woman should be, feminine, while at the same time dangerous to anyone that may threaten her. The use of swords and other medieval war weapons in the video also show strong ideologies in female sexuality, as they may illustrate the women’s femininity as a threat.
Other than sexuality, the video also illustrates ideologies on fashion. The various participant in the video dress in different outfits, illustrating a diverse fashion sense. The first instance where the fashion ideology is noted is with the pink braids. The use of different hair colors is quite common in the American entertainment industry. The use of pink braids also illustrates a female fashion sense, as pink is considered a feminine color. The shiny, outfit worn by the dancer illustrates futuristic fashion. Other than the suit, the dancer also illustrates other instances of girly fashion through the high pink shoes as well as the pink nails. Another instance of fashion in the video occurs when Boucher is training with her sword (Grimes, 2012). Her outfit illustrates a sort of biker yet girly fashion style. She dresses in a black leather jacket and wears a black cap with the names ‘PUSSY’ written on it. The jacket and the gloves illustrate a biker fashion while cap and the short illustrate a girly fashion sense. Another instance of fashion diversity occurs while Boucher is in the limo. Her outfit including her hairstyle illustrates an innocent fashion style
Several scenes in the video illustrate ideologies on ethnicity. The video’s main dancer, Candy Brook, a Los Angeles-based model, is a white woman but has been made up to represent a different ethnicity. The use of pink braids illustrates a Latin American ethnicity; therefore, illustrating a sort of marketing strategy. Brook also uses contacts that give her an alien-like look (Grimes, 2012). The alien-like look illustrates instances of ethnic ‘otherization.' Boucher also illustrates an instance of ethnic otherization, by having her hair in dreads. The dreadlock style worn by Boucher illustrates an Asian ethnicity. Although not as widely expressed as other ideologies, Grimes use of elements common in other cultures illustrates ethnicity philosophies.
Other than reading the video based on fashion, ethnicity, and sexuality ideologies, one may also read the video based on religious ideologies. Towers (2014) explained the video as a sort of religious ceremony or ritual. According to Towers (2014), the video employs several symbols, which may illustrate demonic rituals. The dance at the first scene illustrates a sort of pagan ritual. Other than the dance scene, the video also shows the dancer in pink braids to have emerged from the sea. According to Towers (2014), this scene illustrates Lucifer, the fallen angel.
References
Battan, C. (2012, August 27). Claire Boucher on the inspirations and dangers behind her wild new video. Retrieved from Pitchfork: http://pitchfork.com/features/directors-cut/8929-grimes/
Grimes. (2012, August 22). Genesis (Video file). Retrieved from https://www.youtube.com/watch?v=1FH-q0I1fJY
Towers, R. (2014, September 7). Music: Grimes – Genesis (demonic video analyzed). Retrieved from Verum Et Inventa: https://verumetinventa.wordpress.com/2014/09/07/music-grimes-genesis-demonic-video-analyzed/#comments
