Andrew Goodwin's Theory
Deadmau5 ft. Rob Swire - Ghosts N Stuff (2009)
Music Video Demonstrates the Genre of the Audio
Deadmau5 typically produces tracks within the progressive and electro house genre; the mix 'Ghosts N Stuff' is no exception. The award winning track was a collaboration with Rob Swire and was released 21st September 2009 off the album 'For Lack of a Better Name'. Deadmau5 promotes himself as 'having no specific genre' and this music video illustrates his originality and creativeness. Progressive house music videos often show the artist and throughout this music video Deadmau5 is pictured with his trademark mouse head; this is similar to Encode produced by Hardwell, however the singer is not shown. The main character 'the Ghost' illustrates the way the audience react to this type of music and the crowd is pictured; this is as seen in other house music videos. The other characters within the video are suited to those who are likely to listen and enjoy this type of music which appeals to the audience.
Relationship between the visuals and lyrics
The lyrics of this track indicate how the Ghost is trying to break out of the social 'norm' and the expectations of a ghost. During the first two and a half minutes, the Ghost is seen to be alone and isolated from the rest of society, therefore the lyrics of the song portray how he is going to ignore what people say, 'find himself' again and most of all enjoy himself.
"It's been so long I've been walking the line on my own, lift me up to the stars we are coming home"
The visuals support how societies preconceptions can cause individuals to feel excluded and unwanted; it also portrays how people change and act 'fake' to fit in with societies expectations. The Ghost gets a space invader tattoo which indicates his unique personality and how he is striving to be different from the crowd. This tattoo is seen on the man in the hospital once he wakes up which shows how he should use this 'out-of-world' experience and break out of the social norm.
"When you're burning down, it's the way that you fake it I know it's too late"
The lyrics also suggest that he cannot help anyone else remove themselves from social trends, yet they should learn from their experiences of acting fake to fit in to be themselves and enjoy life. There may also be a sexual innuendo related to the lyrics of this song.
Relationship between the visuals and music
The links between the visuals and the music are clear due to the range of shots used and the movement of the characters. The track has a bass which remains throughout, only cutting out on the chorus. The use of fast cutting scenes to the beat of the track enables the video to flow with the music. Scenes within the video change to the beat of the song, however towards the latter of the video the changes become more flowing which may indicate he is relaxing and enjoying himself. The use of slowing down and speeding up clips also enhances the audiences experience and allows the visuals and sound to be in sync with each other.
Intertextuality
There is no reference to any other videos/films therefore there is no intertextuality to discuss.
Selling the artist
The record company of which Deadmau5 is directed and supported by will want to ensure that he is promoted throughout the video to help the audience remember him and buy his tracks. The use of short clips of Deadmau5 shown throughout this video aids the audience to remember and enjoy his uniqueness; the use of the mouse head makes Deadmau5 seem different to other artists and also gives him a sense of mystery. The element of mystery and creativeness may cause the audience to want to view other videos made by him and perhaps purchase them, therefore selling him to the audience.
Voyeurism and the art of 'looking'
There is no visuals illustrating voyeurism, however there are short scenes where the Ghost tries to interact with others. Within these scenes the other people just look at him whilst he attempts to 'scare' them and as he walks away they carry on walking, without giving him another look. This indicates that the art of 'looking' is not promoted within this video due to the meaning of the lyrics and visuals, such as feeling excluded and ignored. Although within the last clips with the dancers, Deadmau5 may been seen as watching the Ghost through the crowd; this may convey that he has seen him find himself and break out of the social norm, giving him a sense of pleasure.
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