Contextual Research - Case Study 1 - Sunflower (ROC)

Rex Orange County - Sunflower 

Director: Mikey Alfred - Founder of illegal Civ (IC) in 2008 - A skateboarding company, movie studio and brand. Sign professional skateboarders and crate you tube videos as well as boards and a clothing line.

Produced Mid 90s and directed the 2022 film North Hollywood 

Producer: Illegal Civilisation

The music video includes many popular skateboarders that skate for IC such as Na-kel smith, Ryder McLaughlin and Aramis hudson.

Artist: Alexander O'Connor (Rex Orange County (ROC)) - english musician

 The band is classed as alternative/indie 

The bands main demographic is teens and young adults 

The song is about longing and love for his girlfriend - cant think of anything else. She's so beautiful and a ray of light (a sunflower) that he realises theres no need to feel down. To spread infectious happiness  

Mise-en-scene: 

The music video is a mix of narrative and performance. It centres the lead singer of Rex Orange County (Alex 0'Connor) as the lead character as well as the centre in all performative shots to camera.

Alfred starts the video with still (almost establishing) shots of idyllic streets and houses as use if the songs introduction. The slow pace of the song at the start matches the shots and also allows for the video to be introduced: The band name, the song name, the location and the producers. Still, simplistic shots are an occurring theme throughout the video - they reflect the calmness of his life and the melancholy story being told through the lyrics. (Goodwin)

The use of a performative and narrative style is able to reflect the lead feeling outcast and vulnerable although still surrounded by loved ones and support. He still plays pool with them and in shots like the image to the right, they all appear to have his back and support him through the heartache he is singing about. (Goodwin)

Camera work/shots:

The video is cyclical. There are reoccurring shots from the start and the end but they are all slightly changed (as pictured above) to show the happiness the lead is now feeling, being able to be present and in the moment. For example, the legs dangling over the pool were still at the start and are swinging happily at the end and the shot of a group of friends hula hooping is later followed up by a full body shot but the camera is much closer as if to show how the lead feels more included and present. Furthermore, adding to the idea of the shots reflecting the message of the song (Goodwin), the shots of the lead pulling off on his bike show how ROC wants the song to make you feel happier and carry on even when your sad.

The shots in the performative side of the video are mainly medium or medium full shots - allowing for the style and tone of the lead and actors to be shown reflecting onto the video and the branding of both IC and ROC.

The zoom at the start of the video are shows of Alfred being new to directing - trying out new ideas and techniques. Similarly seen in the juxtaposition of still, photographic shots and the section of shaky camera shots - the feel of the music video and what Alfred can do is being discovered. Alfred's use of colour can also be seen - the light is all natural mainly bright and sunny, and such shots as the one by the swimming pool show the use of colours - from the bright water and the leads red clothes to the towels lined up on the wall behind.

Branding/Marketing:

The video serves as promotion for the band, having the leader of ROC as the lead makes the video more enjoyable for audience and promotes Alex as an artist and personality - the same one he creates as part of his online presence - promoting himself and his personality. 

The video is not only promotion for ROC, it also acts as promotion and an important project for IC to raise their fan base and please their existing fans. The companies pride shines through, for example, they state that the video was 'filmed on location in North Hollywood', where they are based. The yellow text and font maintains their brand identity and texts such as 'thanks for watching' at the end of the video maintain the friendly perception of both IC and ROC.

The music video is directed my Mikey Alfred and produced by his company Illegal Civilisation (IC). They are a skateboarding and lifestyle brand and began by making home videos of their group of friends skateboarding through North Hollywood. Their style is completely reflected in this video. The video is able to show its imperfections giving it its laid back, relaxed style. IC pride themselves on being authentic and having a sense of community and friendship which is clearly seen. Even by casting members of IC in the video. Their energy as a group is reflected in the video as seen in the final shots of the lead dancing with his friends. The video reflects the laid back, youthful, nostalgic style of IC.

All these positive messages reflect well on both ROC and IC making the video more successful and present how ROC wants the song to make his audience feel - joy.