Flume is the stage name of Harley Streten, an Australian electronic music producer, DJ and instrumentalist. His music video for the track 'Holdin On' follows a narrative and performance style. The video consists of shots of both his performance and his travels and journeys to different cities and gigs while being visually intriguing and artistic through the editing style.
The video follows the DJ Flume through his journey of success and performances. Multiple shots are used of flume at home or doing normal everyday activities in contrast of those of him on stage. This contrast shows how music has affected his life and has brought him success. This is shown through shots such as him signing his album covers as well as luggage, cars, and aeroplanes which symbolises his travels and therefore his success and popularity he has gained worldwide. The use of the shots showing him doing everyday activities and what he does away from performing, shows him as a normal and average person; therefore making him more relatable and likable as well as making the music video more personal and down the earth.
The camera work and techniques used in this music video include a number of different angles and movements to create different perspectives and variety of shots. Over the shoulder shots used looking down at the crowds presents to the viewer Flumes viewpoint, therefore the viewer is experiencing it from his point of view and perspective; showing the excitement and reaction he feels whilst performing. High angled aerial shots and pan movements are used to show the size of the crowds presenting flumes popularity as well as close ups of hands clapping and people dancing showing the enjoyment and excitement his performances bring to people. Low angle shots are also used focused on Flume at his DJ set up smiling down onto the crowd, this therefore shows his authority and power his music has on his fans. There are also numerous camera close up inserts of his hands at his desktop and laptop whilst performing his show reflecting the music genre of electronic dance
The most important and successful feature of this music video however is the editing and the way in which it has been used to make the music video unique and interesting to watch. The overlapping of shots in a single frame creates a sense of chaos and excitement as well as making the video extremely abstract and artistic.
The video has also been edited in a saturated purple hue to reflect his purple album artwork which therefore reinforces his self image as well as making this video surreal looking, unique and artistic; which mirrors his musical creativity and individuality. The video itself has been edited in numerous quick fast paced shots which fit along with the beat of the song. Cutting between of lots of short repetitive camera shots creates makes the viewer focus and involve themselves within the music video therefore making it more interesting and visually exciting. Slow motion is also an important feature in the editing of this music video.
Slow motion is used as the song builds up creating suspense and tension which then returns to a regular speed as the beat drops, this is repeated as a theme throughout the music video so the viewer knows what to expect and therefore gain excitement with the suspense; this also tries to portray the feeling of actually experiencing a performance of the artist Flume. At 1:05 slow motion is used as Flume appears through a bright light on stage at a low camera angle with his arms symbolically held out, looking down upon the crowd. Again this shows his importance and power he has with his music over the crowd. The camera shots and movements themselves are simple, it is the use of editing which makes the music video individual and artistic.
Overall, this music video represents the artist Flume as unique and individually separate from other artist and DJ's within the electronic dance music genre both through the narrative and techniques used. From analysing this music video I have learnt the importance of editing and the impact it can have along side a song in a music video and also how props such as a DJ set up and the use of a crowd can help identify the music genre of which it belongs.
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