'Seek Bromance'- Tim Berg ( MV Analysis)

"Seek Bromance" is the title of a song by Swedish House producer and DJ Tim Berg, later to be known as Avicii. It was released on 17 October 2010 in the Netherlands, and on 24 October in the United Kingdom, where it charted at number 13. The song is a vocal version of Berg's instrumental track "Bromance", with the addition of vocals from the track "Love U Seek" by Italian DJ Samuele Sartini featuring English singer Amanda Wilson. The music video was filmed in California and showcases an adventure between two guys and a girl. The music video was banned from television as it showcases a threesome between the two guys and a girl. The song is targeted at the audience that are vastly interested in House and Electro music, which would be younger generations, especially the ages of 15-30.  Furthermore, the music video is targeted at the audience that value their friendship as the video itself outlines the relationship between three characters, two boys and a girl, that travel around the country together.

The key message that Tim Bergling (producer) that was able to produce is the value of friendship and close people to you. No matter who are, no matter what situation you are in- friends are always to be there for you and show support and care of needed. This idea is also could be backed up the lyrics and the monologue that are being used in this particular song. At the start of the audience, there is a visual of the father telling his son ‘ GET OUT OF MY HOUSE’ in the aggressive manner, which already sets the basis of the music video. As the song progresses, in the chorus it could be heard ‘ I will give to you the love you seek and more’ which is expressed to represent love, freedom and desire that people express not only for each other but also the environment, as people are willing explore something new in a good company. In this case, it would be exploring the country by going on a ‘wild’ and adventurous trip, which could be seen by more lyrics ‘ I have been there too alone in my despair. Watching life go by, no one who to share’. It also inter- relates to the drift of the youth, as younger generations are willing to explore new things that to an extend are unacceptable to the society, which in the video include taking some drugs and not paying for the bill.

The music consists of different instruments being put together as well as the repetitious thumping base in order to create higher audience engagement and ‘hype’ to the song. Most of House and Electro, is measure as BPM ( Beats- per- Minute), which is a technique used by the DJ’s in order to see the speed of the track. In this case, it is relatively song, approx 45 BPM, as House music is mixed with the female singer Amanda Wilson, that to my opinion brings a unique selling point to the track.

The music video also references to another song ‘ Live your life’ by Erick Morillo, which is the track that I am willing to use for my final project. Even though in the track by Erick Morillo, narrative holds around 60 per cent and performance about 40 per cent, the lyrics are very similar as both songs try to pass on the same message.

The music video itself is narrative driven, as there is no DJ being shown.  There is a direct comparison to the other music video produced by Avicii- ‘Levels’, where there is also no performance driven shots being used. The key purpose of any music video is to promote the artists, however, it could be argued, it is not the case in this video, but rather pass on the message to the audience, which makes the video very interesting and different. As soon I would see the video, these kind of words that would come up to my head ‘ Friendship, Love and Freedom’, and director has done a good job as he/she made the video that would reflect on the personal lives of the audience.

As mentioned, one of the key themes in the music video is outline the importance of friendship of individual. It is a main theme because as one individual is being kicked out of the house due to unknown circumstances, who would he go to?- friends. However, there is a direct appeal to the younger audience, as not only the music video was banned from the television in the USA but also there is sex and drugs involved. This idea of female nuditity ( that could also be seen in other artists including Madona), attracts a male audience that helps the business, in this case the record label, increase its profit margins. The music video could be linked to Sigmund Freud’s theory, where he says men predominantly gain pleasure from sexual objects, a women’s presence is solely for the purpose of display. This is could be seen at the end of the video, as both best friends use a girl for their benefits, and leave her on the next morning. The song had became very successful, and helped Avicii to gain his reputation and it reached the third spot in UK chart, and second in the US chart.

In terms of visuals, there had been a wide range of shots used, that helped the video to be seen attractive to the target audience. The video starts with the mid- close up which outlined the facial expression of the father and his relationship towards his son, as he kicked his son out of the house. Straight after, as the track starts playing, there is an establishing shot in order for the audience to understand where the scene is set and what kind of plot would be included. From the establishing shot, the audience could pick up that three friends are set out to go on the trip as they get into the car and drive away from home. The speed of the shots is very quick, which helps to cover a wide range of ideas that are being included.

Afterwards, a group shot as well as the over-shoulder shot being used, as the girl asked her friend whether he is OK or not. This could be linked to the key message of the video, as no matter what your friends will be there for you. The lighting in the music video and the bright are also very significant to outline the positive mood of the video. As the video progresses, and three friends hit the road, different shots are used, including extreme close up to describe the nature of the youth. In the shot, the girl does not pay for the bill, which is vastly linked to younger generations due to possible lack of finance.

The camera movement helped to create an idea of interactive audience, as they are part of the event. A close up and a mid close up is used, whilst tilting the camera, in order to create an affect of being on drugs. This could be further seen, by a long shot of the spinning sky, before the characters enter the casino.

To conclude, the mood the video sets is very positive and friendly. The reason for choosing this song, is for two reasons. One, I do enjoy listening to this particular artists and second the message that it sends to the audience is straight forward, as every one has to value their friends. Different angles and types make the video more fascinating, as it helps to increase the awareness and promote the track.