Riptide Flashcards
(31 cards)
what genre is it
indie folk / alternative
when was it released
2013
what is the narrative of it
non linear narrative
how does it convey a non linear narrative
disconnected, surreal imagery rather than telling a traditional story
how does it use montage editing
series of unrelated or loosely connected images – many that visually “illustrate” lyrics literally or metaphorically.
how was it distributed reflecting its low budget
distributed online through youtube and vevo reflecting the rise of digital platforms for promotion
how may the music vid alienate mainstream audiences
alienate mainstream audiences expecting a coherent or romantic narrative.
intersexuality- pulling eyelid open
horror intertextuqlity - clear nod to a clockwork orange or un chien andalou
intertextuality - art cinema
surrealist influence like david lynch or luis bunuel using unsettling dreamlike visuals
historical context: digital distribution
CDS dying out. youtube and spotify were dominating
fragmentation
There’s no clear story or continuity, which is a key trait of alternative/experimental music videos.
Non-performance based
Unlike many mainstream music videos, “Riptide” doesn’t show Vance Joy performing. This is typical of indie artists, who may avoid the spotlight and let the imagery speak.
how does it conform to indie folk genre: lo-fi aesthetic
Lo-fi aesthetic: The video appears low-budget or handmade, aligning with the indie emphasis on authenticity over polish
how does it conform to indie folk genre: emotional depth
Emotional depth: The use of symbolic imagery suggests deeper themes (e.g. anxiety, emotional breakdown), fitting indie’s tradition of emotive and introspective content.
how does it conform to indie folk genre: Artistic, non-mainstream appeal:
The video is non-linear and abstract, which aligns with indie’s rejection of commercial or formulaic media.
- Targets a media-literate audience that enjoys decoding complex or metaphorical content.
how does it conform to indie folk genre: non performative
Unlike mainstream pop videos, Vance Joy does not appear performing. Indie artists often avoid the spotlight in their videos to keep the focus on the music or message.
how does it subvert conventions: non linear narrative
Typical pop or even indie videos might have a coherent story arc or character journey. Riptide is fragmented, filled with disconnected vignettes and surreal shots.
how does it subvert conventions: Dark and disturbing imagery
indie folk is usually associated with gentle, introspective visuals, but Riptide features jarring and sometimes violent scenes
how does it subvert conventions:
Disrupted gender representation
Instead of portraying the woman as glamorous or romantic (a common trope in both pop and indie), the video shows her becoming:
historial context: rise of indie artists
In the early 2010s, indie music became increasingly mainstream, with artists like Gotye, Lorde, and Lana Del Rey gaining global attention without conventional pop sounds.
- Riptide reflects this shift: it sounds indie but was distributed by a major label (Atlantic Records) — a sign of how the industry was capitalising on indie aesthetics to reach younger audiences.
historical context: women’s problems
the imagery of distressed or trapped women may reflect the growing pressure to look glamourised or feel trapped especially in the media industry- popular movements like #metoo had risen
historial context: rising awareness of mental heath
disturbing imagery may show emotional distress
- during the 2010s, there was increasing public conversation about mental health, anxiety, and identity — particularly in the media and among younger audiences
media language: mise en scene
unsettling scenes eg hand stabbed symbolises loss of control or mental health, women distressed may symbolise patriarchal pressures
cinematography: close ups
like at the dentist, to symbolise distress
