Who and the what?
When looking at this video a few things are identifyable easily, the first thing being a studio performance. We literally see them walking into a studio for most parts of the song, however this is not the only indication fo this idea, if we look at later in the song when they talk about the demon it's on a greenscreen with flooring to match the setting meaning that mosty things we would normally consider when looking at these songs wouldn't be as effective to apply here.
Going back to the idea of the video itself, trying to identify the genre is again quite easily identifiable and is seemingly related to Roar, it follows a narrative granted its preset and embedded into the song itself. So what makes this structure significant compared to another song liek Roar and more importantly why would this way be different to Roar? Well lets look at the video again, throughout we can see a lot of Artists Close-Ups the idea came from a man called Andrew Goodwin (who will be covered in a seperate post) who observed that any music video should several close ups of the artist(s) in the video itself in order to properly succeed in what it attepmts to do. There's an awful lot in this clip of that very idea whether it be in the booth, on the road or out in what we can assume is a shop and this brings us to a new idea.
Its something that companies all over the world use and that's selling the brand. It's not the product that they want to sell you but the brand which is exactly what's done here, now I'm not just singling out thgis video for it but this video does show the point pretty clearly by making sure that the more iconic member of the group (Jack Black) is always in the front of the shot set-up and the guitarist (Kyle Gass) still within the frame but in a not too prominent position compared to his co-star making it easy to identify who is meant to be used to sell the band through two ideas within the close up and that's the Branding and the Vulture of celebrities.
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