"All I Need" Analysis.

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“All I Need”

Analysis

        We were shown a music video of the French Band AIR of the song all I need, directed by Mike Mills. For this work Mike Mills had the full agreement of the band, though they didn’t really knew what he was doing. It was worth it.

        From the very beginning of the clip we get the idea, that the peace that we’re watching something different from the low concept video clips that we usually see on TV. The video is on a wide screen format and the white subtitle. The wide screen and the white subtitles on the black background, that stand out make, the look cinematic and gives the audience the feeling that they’re watching a foreign movie (the subtitles are in French as the clip was produced for the French public). The high concept of the video comes from the fact that the video sees itself as a film and a documentary. We don’t usually get the chance to listen music, watch film and documentary in one, which is exactly what we do with “All I Need”. This clip is not like the usual ones- the band singing, playing on their instruments and dancing. In “All I Need” the audience even don’t get the chance to see the band- low concept videos with a budget of a Hollywood production. In the case of “All I Need” is a high concept piece of product, however made with quite a low budget.

With this project Mike Mills mixes in a great simple way video clip with documentary and film, without making the product complicated, but easy to watch and relax with it. The genre is supposed to be a promo clip; however it does not have all the characteristics of the genre. The clip begins with a girl (the main character) speaking about her relationship and the music begins as some kind of a background and is more like a soundtrack to the film/ documentary/ interview that we’re watching. Then we hear a voice from behind the camera: “So, how did you guys meet?” the clip becomes to look as an interview. The basic genre of “All I Need” is supposed to be a promo clip, but Mike Mills changes it, so it has the taste of an interview, documentary and a film. This kind of change is not common to the promo clip genre, though the change has done a great effect to the audience, the people that prefer to stay at home, than going for a loud night out.

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The main purpose of “All I Need” is to entertain, but also to promote the band- AIR and the lifestyle, which the clip presents. The image of AIR is strongly promoted in the clip, though we never get the chance to see them in the clip (unusual for music videos). As a band that produces lounge music we can easily say that this French band (that have gone very far, because they are popular not only in France but in Europe and the whole world) makes simple, uncomplicated music and create the image of unassuming artists, they’re retro, but ...

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