The blogs this week on stylistic morphing (for whatever reason) reminded me of this homemade Ipod advert I first saw in FTVMS100; re-watching it, it’s actually a superb example of the fetishism of musical objects.
(Click here to view it: http://youtube.com/watch?v=tpb8woJGHu8)
Considering how polished it is, it no doubt took the author (who does not work for Apple) substantial time and effort to produce: this highlights the degree to which he idolizes his Ipod (or at least, perceives others to idolize them).
This fetish is enhanced by the song (“Tiny Machine”) which is about how much the singer ‘loves’ his tiny machine. The song is also well matched to the music: it’s 80’s style and the singers high pitched voice provide an almost psychedelic vibe, meanwhile the Ipods on screen leave colourful trails behind that create constantly shifting and morphing shapes. Together, the sound and music create a sensation akin to a drug trip (or at least as they are usually portrayed on film).
Associating the Ipod with this ecstatic happiness suggests to the viewer that the Ipod is so fantastic it creates this ‘high’ for its user (further reinforcing the extent of the fetish). Through its sound and music (and by the very fact it was made at all) this advert shows the extent to which the Ipod fetish is rapidly catching up with the record fetish as discussed in class.
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I find this an interesting post because in addition to what the author wrote, you can see how, like music, the visual style goes through a sort of stylistic morphing as well.
In terms of morphing between styles, one might see commercials as going between serious and 'popular.' In terms of serious commercials (which iPod has not done many), they are more boring to the viewer but relay more information. However this video definitely takes on a stylized look which is becoming extremely popular thanks to MTV (the use of two or three color sprites that 'zoom' around the screen, generally created using Adobe After-effects).
This brings me to my next point which is music videos created in the same fashion. Here is one of my favorite music videos by Of Montreal for the song Wraith pinned to the mist and other games:
http://youtube.com/watch?v=V4UAUs_KhPg
We can see here music videos go between 'serious' rap videos of thugs and street life, and playful, popular videos made using this cartoony almost surreal style.
Likewise music videos can complete 'genres.' The song 'come to daddy' by Aphex twin borders on insanity, while the song 'rubber johnny' is definitely horror. Aphex twin also has some dreamlike-movies in addition to one or two which are meant to be funny.
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