Red Hot Chili Peppers - The Zephyr Song
There are many different techniques used throughout this video there for example: fluorescent colours, black and white silhouettes (or threshold effects), symmetry, shots of live performances, sexual dancing women, flowers, overlapping and optical illusions. This music video does not connote a narrative to the audience however when watching the video it is interesting, exciting and intriguing. An explosion of fluorescent colour bursts onto the screen when the chorus begins. To begin the video, the music video is slow and steady with a female dancing calmly, this suddenly changes when the chorus begins; the dancing becomes quicker and the background transitions start to rapidly increase in speed.
Institution
Red Hot Chili Peppers are associated with the record labels EMI and Warner Brothers. Warner Brothers are a major label therefore this means Red Hot Chili Peppers have a mass audience in which they aim their music at. In 1990, the group signed with Warner Brothers Records and recorded with the producer Rick Rubin. The album Blood Sugar Sex Magik became the band's first commercial success. Red Hot Chili Peppers is currently made up of four males; Anthony Kiedis, Flea, Chad Smith and Josh Klinghoffer. RHCP has a growing list of ten past members who were previously in the band.
Ideology
This music video portrays females as sexual objects as they are dressed wearing skimpy outfits such as just knickers, and bra-lets. They are also seen as sexual objects due to the way they are dancing. This music video has the ideas of drugs, for example, the hallucinations in this video resembles the hallucinations you receive when taking serious drugs; bright colours, random images. Everyone knows The Red Hot Chili Peppers were drug users during the era of their fame therefore this video portrays their ideas when on the drugs whilst producing.
Audience
Red Hot Chili Peppers aim themselves at teenage boys as well as teenage girls. This age range is their target audience as the teenage years are notorious for experimenting with drugs, sex and drink. The fact that the majority of The Red Hot Chili Peppers songs include drugs, drug phrases or the ideology of drugs becomes famous with this age range as they are new to these ideas.
Representation
The use of colours explores the different hallucinations from the multiple drugs used. During this time, the trend or fashion was drug taking, therefore Red Hot Chili Peppers have created a video to resemble the drugs. They have done this by the use of bright colours, fades in and fades out, dissolves and symmetry.
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