The 1975 - The Sound is a studio performance based music video. However it uses disjuncture and the lyrics have no relevance to the visuals, therefore it is contradictive. The 1975 have a very established and distinguished aesthetic which is continuously carried forward and used in any marketing / production work. They are easily recognised by the iconic rectangle symbol that features in all of their music videos and promotional work. This has become the bands iconography and it immediately enables their audience to relate and recognise them.
In this particular music video, the 1975 are trapped inside a familiar rectangle shaped box. Which immediately enables their target audience to relate and makes the video feel authentic. The 1975 use a meta narrative as it manifests the progression of the band and how they have overcome the criticism faced at the start of their career and how it has changed for them. This is shown accurately, as at the start of the video they are trapped inside the transparent box and as they begin performing a crowd of on lookers gather round to spectate and end up talking amongst each other and critically analysing the music, this is when a series of words flash across the screen in pink and white. (which also reflects their new aesthetic) messages such as "Do people really still make music like this" and "Is this a joke?" that are taken from other critics such as Rolling Stone magazine on the release of their debut album. At first the band appear apprehensive about the situation when the lead singer Matty Healy writes on the wall "Help me' however the tables turn and eventually the band are the ones sitting and observing all of the critics trapped inside the rectangle. This essentially connotes the fact that they are the ones who are small minded and trapped inside this small world.
Also as part of the bands classic iconography, the lead singer Matty Healy is wearing dark eye makeup which is another reoccurring motif used by him in recent music videos such as 'Love Me' and in live performances. This has almost become a part of Matty Healy's artistic branding, challenging the concept of gender roles in the music industry and the portrayal of his image is replicated in different videos. Such as the long curly hair and designer clothing. The video features various close ups of the artists performing, reinforcing the authenticity of the video. The 1975 are being the narrators of the story and the participants which makes the video more personal and intimate, therefore attracting a wider audience. Matty uses direct mode of address as he sings whilst directly looking at the camera to create this sense of a false relationship with the audience and making them feel personally addressed, which therefore encourages people to invest in the music.
The colours used in the video are very bright pinks and purples, mixed with blacks and whites to give the video a vibrant poppy feel, which also co-insdes with their new aesthetic and sets a playful atmosphere and mood to the video. Other technical aspects of the video including the editing contribute to the narrative heavily, as when the words flash across the screen they are in time with the beat of the music, making it enjoyable and eye catching.
