"Happiness" is a folktronica song performed by British duo Goldfrapp. The song was written and produced by Alison Goldfrapp and Will Gregory for the duo's fourth album Seventh Tree (2008). It was released as the album's second single. The music video for "Happiness" was directed by Dougal Wilson. The video features a young man, dressed in a white suit, jumping for joy through his neighborhood. The video begins with Alison Goldfrapp sitting on a stoop when suddenly the young man appears from a cellar door. Goldfrapp makes additional Cameo appearances in the video as a black haired bus traveler, a police woman, a bush trimmer, and a braided flower stand keeper. Will Gregory makes similar appearances as, among others, a trash collector and a mailman. The video concludes with the cast of background characters coming together along with the young man, who then jumps in a circle with young children and a dancing dog. In the final scene, two elderly people – Goldfrapp and Gregory – arrive to join.
The video undertakes a narrative approach, visually the video is clearly set in a residential area of London, this is apparent by the culture references dotted about the video, mainly through characters and occupations; binman, policeman and women, lollipop man etc. The video appears to be one continuous shot, but when analysed closely you can see cuts as objects pan past close to the camera. Light colours are emphasised as greyer and darker objects fade in to the background. The video features a digital technique to create the effect that the music is pulsating through the street. There is subliminal advertising of Goldfrapp throughout the video as both members appear as characters, with Alison mouthing the vocals, which adds a performance, shot but different to usual performance shots. The video is theatrical and although has a narrative video it still advertises the band and song, but manages to maintain a more artistic approach and look. There is a huge amount of cultural reference within the video. The video is about happiness and is set on what in what we could consider in today’s society, a normal boring street that is mundane and dull. The video challenges the representation of britain as a society, and the man in the suit bouncing represents happiness, and as he travels he spreads the happiness to others and makes joy out of normal tasks. The video is entertaining as it features classes and iconic social groups all joining together and dancing about which makes the ideological discourse.
The video was high in the charts, and all the is generically a smaller genre of music, but is technically POP. Goldfrapp is highly established within our society so they are recognizable.
The video undertakes a narrative approach, visually the video is clearly set in a residential area of London, this is apparent by the culture references dotted about the video, mainly through characters and occupations; binman, policeman and women, lollipop man etc. The video appears to be one continuous shot, but when analysed closely you can see cuts as objects pan past close to the camera. Light colours are emphasised as greyer and darker objects fade in to the background. The video features a digital technique to create the effect that the music is pulsating through the street. There is subliminal advertising of Goldfrapp throughout the video as both members appear as characters, with Alison mouthing the vocals, which adds a performance, shot but different to usual performance shots. The video is theatrical and although has a narrative video it still advertises the band and song, but manages to maintain a more artistic approach and look. There is a huge amount of cultural reference within the video. The video is about happiness and is set on what in what we could consider in today’s society, a normal boring street that is mundane and dull. The video challenges the representation of britain as a society, and the man in the suit bouncing represents happiness, and as he travels he spreads the happiness to others and makes joy out of normal tasks. The video is entertaining as it features classes and iconic social groups all joining together and dancing about which makes the ideological discourse.
The video was high in the charts, and all the is generically a smaller genre of music, but is technically POP. Goldfrapp is highly established within our society so they are recognizable.
Here is the link to the music video- http://uk.youtube.com/watch?v=So93Iny2HWI
Will - this is a level 3 analysis. Some interesting technical detail, although your evaluation of the 'macro' issues is a little confused (ideological discourse). 'Subliminal advertising' doesn't make sense in this context - it is her video? not a hidden advert? Do you mean 'construct of her star persona?
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