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Sunday, 15 September 2013

Music Video Analysis: Swedish House Mafia - Antidote


The video's setting is a typical and conventional location of a nightclub, where countless other dance/electronic music videos are set, flooded with neon lights, which also fit with the Japanese hi tech settings. Throughout, there are numerous sightings of scantily clad women, strippers, money lying around, men in sharp suits, showing a divide in genders implying women are inferior and there to serve the men. Also, lighting wise, as everything begins to get serious and darken in mood, the lights darken and everything starts to become sinister and brooding.


There video is interestingly filmed in one long POV shot all the way through, no edits or cuts, seeming like something out of a first person shooter videogame, again going with modern technology. This breaks conventions and in my opinion pushes the bar for dance music videos to a whole new level.

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