Closeting - the label-media-public threeway
No really it’s actually a four-way bc the artist does also have a say in it. At least sometimes. Because please be aware that most queers do not want to be closeted. They are afraid to come out! Because the world tends to be VERY violent against us. So we stay closeted bc it’s easier and safer, but it takes a toll. A huge toll. Because we are pretty much lying all the time, sometimes even to people we like, and we are living in the knowledge that some people that are now nice to us would (sometimes quite literally) kick us to the ground or worse. This is not good for one's soul.
Now most of us deal with that with a limited range, maybe 100 people that actually know us.
And now imagine that being millions of people.
Even it being thousands of people is already scary af.
It’s hard to come out for artists!
Because the world in large has been trained to be against/hate otherness.
There is this circle of action and reaction
We have the artist who most likely is a creative soul and just wants their music to be heard. If that artist wants to make it big and is lucky enough to be noticed the label comes in.
The label wants to make money. They take a risk by putting money into an artist and they will make sure that the artist will succeed, because that’s where they get their money back and also earn more money.
How do they make sure that an artist succeeds? They work out an image and narrative that appeals to the general public (GP) and will get them noticed in the most effective way.
How do labels know what appeals to the GP
market research
basic human psychology
Humans tend to prefer the known patterns. There is safety in old patterns. (I’m not gonna dive into THAT topic bc that would go deep into psychology and evolutionary stuff. So you’ll just have to take my word for that.)
These patterns are attended to by media outlets.
These patterns are also generated by media outlets.
And this is where it gets tricky.
GP is used to a certain narrative by media outlets.
X and Y are good things.
Q and R are bad things.
Life is easier when you know where you stand and the media outlets are doing their best to make very clear what is good/acceptable and what is not (in their eyes).
That could be about which country is the bad one but also about what food is the correct one, which music is good or how women and men have to behave to be seen as such and therefore accepted into the flock.
Now it’s hard to see where and how queerness was perceived and established as otherness and therefore assigned as bad.
All we know is that media took that concept and rode it hard. They are still riding it. Even if voices against that approach are getting louder and louder. They have their world view and they stick to their narrative.
So labels not only need to take into account what kind of narrative will work with GP but also what kind of narrative will be accepted by the media and as they are part of media themselves they need to look where they fit in and what their bosses tell them. Because if the media heads do not approve they can boycott the whole thing.
Which pretty much gives them the most power in this situation.
That sounds a bit dystopian and honestly it kinda is.
Because media is controlled by only very few companies and their heads ...
Bertelsmann - CEO Thomas Rabe, male, white, 55yo
National Amusements, Inc. (ViacomCBS) - CEO Sumner Redstone, male, white, died at 97y in 2020
Sony Corporation - CEO Kenichiro Yoshida, male, asian, 61yo
News Corp - Executive Chairman Rupert Murdoch, male, white, 89yo
Comcast - CEO Brian L. Roberts, male, white, 61yo
Disney - Executive Chairman Robert Iger, male, white, 69yo
AT&T - CEO John T. Stankey, male, white, 59yo
are all male, most of them old and white.
Now this all sounds super bad and it is but it will change. Because queers are slowly, slowly getting louder, more vocal. More people come out, more people are vocal and give closeted queers a sense of visibility. More queer people are starting to demand representation.
AND (and this is the more powerful part) the more people are aware of their queerness and feel part of that group, the more the market value of queers in general will rise.
And these corporations will not ignore that for long.
If you’d like to read further about the world of media corperations: here is the wikepedia for concentration of media ownership and here you find an article (from 2017) with some nice info-graphics
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GOLDEN music video analysis
First of all, DISCLAIMER: These are merely the things that I noticed and what I think they could mean. I do not claim that these are H’s brain childs.
Second of all I might have written some stuff double, but I really wanted to publish this before TPWK drops. So YAY to that.
Third of all. Sorry this is really long ^^* Now lets start.
The two main parts that I noticed about the MV:
there is a shit ton of cuts
there are 7 different characters
Let’s have a look at the later first
THE CHARACTERS
In order of appearance
1. The Runner
1.1. clothes
white oversized shirt
half unbuttoned
shorts in soft sand and red colours, one of a kind feedsack shorts (hybrid seeds)
white (but dirty) canvas shoes with soft pink and white laces
gold cross necklace
1.2. symbolism
lots of skin visible through shorts, half-open shirt and shirt being half see-through = openness
canvas shoes are well worn and dirty = steadiness/consistency and loyalty/devotion
shorts: genuine hybrid seeds (Hybrid seeds are bred for higher yield and better resistance against pests and disease. Their seeds will not produce the same plant as the parent)
colours:
white - associated with light, goodness, innocence, purity, virginity, perfection
beige - neutral, calm, relaxing
pale pink - soothing
1.3. behaviour
main protagonist
runs after the camera
looks at the camera nearly all the time
Smiles/sings along/runs hard
chases camera, sometimes under strain but most often running with it
He is the thread that leads through the MV (appears a lot in the beginning, gets strewn in until the end, is the first and the last)
only one not wearing pearls
1.4. special moments
“I know you were way too (camera changes from full-frontal to frog perspective to show the bright sky) bright for me”
“loving you’s the antidote, golden” (greets away from camera)
2:35 not running (during the 28 goldens) ruffling hair and looking around as if uncertain how to proceed, “Because I’m so golden” turns and runs away from the camera, “You’re so golden” camera switches back to frontal
Gonna put the rest under the break because this thing got massive and long
2. Suited Up
2.1. clothes
light blue/turquoise blazer
shirt striped white and soft blue
tartan flares
white lace gloves (not always)
white (but dirty) canvas shoes with soft pink and white laces
gold cross necklace, light blue&white bead necklace (Millefiori+Freshwater pearls)
2.2. symbolism
patterned trousers - giving balance to the monochrome jacket, the pattern is very small, you have to look close to see it properly
striped shirt - two contrasting colours, stripes were historically used for outcasts and people that needed to be contained (servants, jesters, prostitutes, ...) in this case the contrast is low (white and light blue) and not always right away visible
non-formal suit, no tie, top buttons are open to reveal jewelry, sometimes with lace gloves - hides most of himself but not in an uptied way. There is a playfulness about it with the top buttons undone and the lace gloves that do cover his hands but also not. He plays peek-a-boo with how much he reveals
canvas shoes are well worn and dirty = steadiness/consistency and loyalty/devotion
Colours:
light blue - serenity, stability, inspiration, wisdom, calming, reliability but also sadness
white - associated with light, goodness, innocence, purity, virginity, perfection
brown - reliability, elegance, security, healing, home, grounding, foundations, stability, warmth, honesty
2.3. behaviour
goofy and expressive
lots of dad dancing and acting out musical parts
very flirty
2.4. special moments
gloves: in the beginning and the gesturing along with the chimes
no gloves: dorky dancing and car hood flirting
“Of who I am and all I’ve ever known” dorky dancing
hides his hands when he flirts with the camera while singing “I don’t want to be alone”
grinning dancing, camera twirls around him, he twirls and lands on a car hood, flirting with both people inside (they are not distinguishable), his foot is raised up coquettishly, pan around to his face, he smiles broadly
3. Car Driver
3.1. clothes
shirt striped white and light blue
lace gloves
light blue&white bead necklace (Millefiori+Freshwater pearls)
3.2. symbolism
the jacket is gone, leaving the striped shirt in full view
shirt not buttoned up
lace gloves - protection vs being open, purity vs debauchery
separated from camera through windshield - distancing himself from the onlooker
Colours:
light blue - serenity, stability, inspiration, wisdom, calming, reliability but also sadness
white - associated with light, goodness, innocence, purity, virginity, perfection
3.3. behaviour
does not smile
sings and seems mostly neutral and concentrated on driving
3.4. special moments
“take me back to the light” in tunnel, hard cut to outside tunnel, hard cut to inside tunnel emerging from tunnel
last line: “I don’t want to be alone”
4. Waterboy
4.1. clothes
swim shorts striped blue/off-white
gold cross necklace, blue beads necklace (Millefiori necklace+Freshwater pearls)
4.2. symbolism
lots of skin, open hands stretched out towards camera - very open
barefoot - innocence/childhood, freedom from real-life requirements
switch from light blue to a stronger blue (necklace and shorts) - emphasize on that colour
Colours:
blue - serenity, stability, inspiration, wisdom, calming, reliability but also sadness
white - associated with light, goodness, innocence, purity, virginity, perfection
4.3. behaviour
only one depicted in 3 different ways (1. outside of water filmed from inside water, 2. inside water filmed from inside the water, 3. inside water filmed from outside the water)
outside of water: squatting, facing the camera, strong gestures and mimic, slightly crazy
inside the water: diving, sinking, floating, often with eyes shut
Water is used as something to either hide in (camera) or be surrounded with (H)
4.4. special moments
first appearance: “I don’t want to be alone” reaches for and sings to the camera (which is under water and peaking out) “I don’t want to be alone” dives into the water
“I can feel it take a hold” under water, only eyes above waterline and out of view from the camera
“out of my head” starts shaking his head crazily “and I know that you’re scared because hearts get broken” camera sinks deeper under water, when it’s under, H hits the water
“I know that you’re scared because I’m so OPEN” hits the water
5. Fishermans Hat
5.1. clothes
yellow fisherman’s hat
Cross necklace, white bead necklace (Millefiori+Freshwater pearls)
long flared trousers beige with blue flower print
brown belt
white (but dirty) canvas shoes with soft pink and white laces
5.2. symbolism
first appearance of yellow, only hints of blue in the fine flower print
upper body naked, lower body completely covered - ambivalence between showing and not showing but very clearly divided. Covered parts are not guessable bc even the form is hidden
Colours:
yellow - most luminous colour, stands for happiness, optimism, enlightenment, creativity, sunshine but also betrayal and cowardice
blue - serenity, stability, inspiration, wisdom, calming, reliability but also sadness
5.3. behaviour
either pressing his lips together or mouthing along to the instrumentals
swaying to the music
stands on various places on the shore rocks in different distances
lots of cuts
5.4. special moments
only appears during the 28 goldens and the following “Because I’m so open”
only once turned away from the camera 2:38 (extremely short cut, only visible if slowed down to the max)
6. Crystal ball
6.1. clothes
nail polish gold/silver
white beret with black bow/trim
Cross necklace, white bead necklace (Millefiori+Freshwater pearls)
6.2. symbolism
only clothing is the hat, crystal ball is center - technically very open but what you see is upside down and distorted
he holds the crystal ball himself - the distortion and turning upside down of what we see is in his hands
Colours:
white - associated with light, goodness, innocence, purity, virginity, perfection
6.3. behaviour
being upside down
sings along
only fast cuts to him
6.4. special moments
first appearance after “Because hearts get broken”
last appearance “I know that you’re scared because I’m so open” (analysis of that part in the extras)
7. Reflection
7.1. clothes
swim shorts
7.2. symbolism
the person itself is only seen in contour and upside down - no real information and lots of distortion and distraction (upside down, reflection on the water, tinted red and yellow, clouds and stones mix into the picture)
Colours:
yellow - most luminous colour, stands for happiness, optimism, enlightenment, creativity, sunshine but also betrayal and cowardice
blue - serenity, stability, inspiration, wisdom, calming, reliability but also sadness
red - love, lust, sexuality, sensitivity, romance, joy, strength, leadership, courage, anger, danger, malice, wrath, determination
7.3. behaviour
this could be the 4th version of the Water Boy but as there are so many differences I put him extra
we only ever see the dark reflection of him
always upside down
dances in swaying motions
7.4. special moments
the whole composition looks a bit like an eye
appears 3 times during the 28 goldens
Constants in all roles are:
silver and golden nail polish
Both stand for wealth
silver additionally stands for kindness, psychic abilities and is believed to be the mirror to the soul, helping us to see ourselves as others see us
gold associated with illumination, love, compassion, courage, magic and wisdom but also sparkle and glamour
golden cross necklace
pearls (and Millefiori beads in light blue or blue)
only the Runner doesn’t wear them (it’s not clear for the Reflection but based on the shorts I’d say the styling is the same as for the Waterboy)we all know how H is wearing pearls now basically everywhere so him wearing them in the MV is no surprise
Pearls are said to attract wealth and luck, offer protection, balance karma, strengthen relationships, symbolize purity, generosity, integrity, loyalty, used for purifying wate
The millefioriare glas beads that depict flowers. Flowers symbolize fertility, health, flourishing
these necklaces are pretty and colour coordinated to the outfits but they also seem to be a blessing
when there are shoes it’s white (but dirty) canvas shoes with soft pink and white laces
which can stand for steadiness/consistency and loyalty/devotion
Main themes
a journey that starts in a tunnel and ends on a open road, both (beginning and ending) are unprovoked
conflict between openness and secrecy, how much is shown and how much of that is the reality?
Now to the cuts
The editing of the video is brilliant and hides so many little tidbits that I fear that I have seen only half of them (I meantioned the most noticable ones in the Roles), so here goes nothing
There are 156 cuts
The highest concentration of cuts is during the 28 goldens until “Because I’m so open.”
The biggest cluster of cuts is at 2:43 (7 cuts) and 2:44 (6 cuts) “Because I’m so open”
All cuts visualized
Runner - skin tone
Suited Up - royal blue
Car Driver: Tunnel - dark red, Outside - sky blue
Waterboy: Outside - pale green, Under Water - dark green, In Water - bluish green
Crystal Ball - brown
Fishermans Hat - yellow
Reflection - purple
The last dark red cut should be morphing into a sky blue (just couldn’t figure out how to do that)
The lead up to the climax starts shortly after the first appearence of the crystal ball (5th row from the bottom)
the 28 Goldens start with the Suited Up blue in the same row
All appearences of the Fichermans Hat are only during the 28 Goldens and in the climax
Now let’s talk about the climax
the 28 Goldens end with the last appearence of the Reflection (purple)
The following 5 seconds are the climax
Cristal ball “I know” Suited up (full body, looking to the right, lips pressed together, steps forward)
“That you’re scared” Runner (stands,looks at camera, hands on hips)
“Be” Suited Up (portrait, looks at camera, slightly upwards)
“cause” Suited Up (portrait, looks at camera, slightly downward)
“I” Crystal ball
“‘m”
Suited Up (portrait, looks at camera slightly downwards)
Waterboy (in water, head above, hands strechted out to a V)
Fishermans Hat (half body, raising arms, head tilted to the right)
“so” Crystal ball (lowering the Crystal ball)
“o”
Waterboy (in water, head above, hands slowly sinking, moving head backwards as if cheering)
Crystal ball (without Crystal ball, comes into focus)
Waterboy (in water, head above, moving head backwards as if cheering, wave rolls into the focus, Waterboy not visible)
Crystal ball (without Crystal ball)
Crystal ball (super short flicker, with Crystal ball again)
“pen” Waterboy (outside water, hits the water)
Runner (turnes away from camera and runs away)
So what is the story? At first it might look as if all the different characters are random and the MV only being about a nice summer day, singing about a love and not having an underlying story but when we look deeper there is a lot to unpack.
When we look at the distribution of how much time each character got and when which character was the focus it becomes clear that the Runner is the main protagonist. He is the one that starts us off, carries us through and brings it to the end. He quite literally runs us through the MV. He is the red thread tying it all together. He is also the only one not wearing pearls, which sets him apart from all the characters but also from H himself.
Looking at the other characters he is one of only two that actually smile. But while the Suited up character is, well... suited up, literally hiding most parts of himself from the viewer, even going as far as wearing gloves, the Runner is wearing loose clothes, short or see through and not buttoned up. He is showing quite a lot of himself and he is not self conscious about it or coquettish or anything really because he is focusing on running. Pulling us through the music video by running towards us(?), the camera, really. He is also not chasing. There are parts where he pushes himself to run faster but it’s never a chase. Always running with the camera.
The only time he breaks the pattern is during the instrumental part, the 28 Goldens, where he stops running, looking around as if questioning where to go. He picks back up running directly after the climax “I know that you’re scared because I’m so open” but this time he runs away from the camera as if choosing a different path. Because maybe he doesn’t want the other to be scared and choses to go back or maybe he wasn’t actually open and wants to change that by retracing his steps. But with the next cut to him he is again running towards the camera. It’s not clear if anything changed and then he just stops running. The camera getting further away from him. He looks on, there are no sad feelings.
Of all the other characters only one shows no signs of hiding anything.
Suited up is dorky, expressive and flirty while also playing with the contrasts of a full suit but a not fully buttoned shirt, with lace gloves that hide him but also give peeks of him, with hiding his hands behind his back while flashing his dimpled smile. He looks genuine, he probably is ... to some extent. There are parts of himself that he doesn’t show but he is charming about it. Playing with it.
The Driver hides behind his windshield, also wearing the lace gloves but he is not charming or even smiling. He drives. Somewhere. He definitely drives from the dark tunnel into the light while singing “take me back to the light” and he ends his appearances with the words “I don’t want to be alone”. He shows us his vulnerable side by telling us his hopes but there is no deep connection, he keeps a distance.
The Fishermans hat seems open and for a certain part he is, a bare chest with all his history etched into his skin is quite clearly open. But his lower body is so effectively covered, we can’t even see the exact shape of his legs due to the trousers cut, or if he is even wearing any shoes. that it feels like a statement of “yes you can see part of me but the other part I keep absolutely hidden.” He keeps his lips well pressed together. Jumping closer and further back again with each cut. Making it hard to place him or foresee what to expect next.
The Crystal ball is a study in hiding. Yes the part of the body we see is naked and seems very open, but it’s also upside down and distorted by the ball that he holds himself. And even the part of the climax where he lowers the ball to reveal himself ends in a short flicker of the ball being back, distortion in place. That is the last appearance of this character.
The Reflection is by far the most mysterious. We don’t see anything of him except for his outline. He is a reflection in a pond, distorted and tinted by the other reflections and the stones under water as well as the whole scene being tinted by red and orange. There is no way to get any real information from that one.
And then there is the Waterboy. The one in just swim shorts. The one pulling faces at something, someone, in the water. The one talking directly to the camera “and I know that you’re scared because hearts get broken” while the camera sinks lower. The one jumping into the water “I don’t want to be alone” and “I can feel it take a hold” while being under water. There is no clarification who he is talking too/about but it is clear that he wants to be close and closer. Wants to surround himself with it. This openness is especially stark as every other side character is a version of hiding in some way or the other.
The clash of all those characters hiding, distorting, playing peek-a-boo with how much they reveal and how much of their personality is reality and that one honest open character that wants someone so much that he is diving for them. Disregarding all the other characters because he is the one that scares the other by being open.
And still the last side character making an appearance is the one suited up, he smiles and is charming, flirting with people that can’t be seen, we can see them waving and really they could be anyone that wants his attention. He twirls, drapes himself over the hood of their car, letting his dimples pop, delicately placing his chin in his hand and raising his foot. It’s the longest continuous scene in the music video and is followed only by the Runner stopping to run, ending his part of escorting us through the story.
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