Music Promo Analysis - Brand New Moves by Hey Violet

Hey Violet is an American rock band from Los Angeles, California, the members are Rena Lovelis (bass/lead vocals), Nia Lovelis (drums/vocals), Miranda Miller (keyboard/rhythm guitar/vocals) and Casey Moreta (lead guitar).

The band formed in 2008 as Cherrie Bomb but after the departure of then lead vocalist Julia Pierce in 2013 she was replaced by Casey Moreta. In 2015 they changed their name to Hey Violet and were signed to Hi or Hey Records.

Record Label
Hi or Hey Records is a label created by the Australian rock band 5 Seconds of Summer, they explained that they would not be realising music through the label in conjunction with Capitol Records and Universal Music, but would be signing a new roster of new bands and releasing them through the label.
Hey Violet was signed to Hi or Hey Records on March 24, 2015

Lyrics
I'm the lock and you're the key
So open me, come on open me
You can have me anyway you like, yeah
I'm right here so pour yourself all over me, all over me
Treat me wrongly baby, it feels so right, yeah

Don't it feel like it's been forever?
Don't it feel like it's been a while?
Don't it feel like it's been forever?
Been forever? Been forever?

Since the last time we danced I learned some brand new moves, uh!
Since the last time we kissed I learned a thing or two, uh!
Since the last time we danced I learned some brand new moves
(I wanna try them on you, I wanna try them on you)
Since the last time we kissed I learned a thing or two
(I wanna try them on you, I wanna try them on you)
Uh, brand new moves
I wanna try them on you
Uh, brand new moves
I wanna try them on you

I'm the lock and you're the key
Won't you come and open me
You can find anything that you like, yeah
I've been waiting patiently
Pull yourself all over me
When you treat me wrong it's so right

Don't it feel like it's been forever?
Don't it feel like it's been a while?
Don't it feel like it's been forever?
Been forever? Been forever?

Since the last time we danced I learned some brand new moves, uh!
Since the last time we kissed I learned a thing or two, uh!
Since the last time we danced I learned some brand new moves
(I wanna try them on you, I wanna try them on you)
Since the last time we kissed I learned a thing or two
(I wanna try them on you, I wanna try them on you)
Uh, brand new moves
I wanna try them on you
Uh, brand new moves
I wanna try them on you
Uh, brand new moves
I wanna try them on you, I wanna try them on you
Uh, brand new moves
I wanna try them on you, I wanna try them on you
Lyrics and Visuals
Throughout the music promo for 'Brand New Moves' there are no key links between the lyrics and the visuals. There is one vague link in the lyric 'Pull yourself all over me' and the visuals in some way reference each other.

Music and Visuals
The music promo has a pop art feel throughout which coincides with the very up beat 80s style track. Stopmotion has also been used in different ways during the video, which adds to the pop art feel along with the bright colours used.

Narrative/Concept/Performance
The Brand New Moves music promo is a mix between concept and performance, there is no definitive narrative to the video. With the video being concept and performance based it means there is a bigger link between the music and the visuals. Lead vocalist Rena Lovelis said "We mixed the tracks a bit '80s style with more synths and drums that sound really fat and big with a groove" this can be seen during the promo through the bright pop art colours and style used. By choosing to film the video in this way, it makes the performance element far more interesting as it provides the audience with more than just a band playing music, but mixes it up.
The 80s style appears to have more link with the visuals than the lyrics and people may stereotypically think of the 80s as bright and colourful, which may be where they took inspiration from.

Mise en Scene
Location
There isn't a set location for the video, except a blank screen in which lead vocalist Rena Lovelis dances in front of. The video has been heavily transformed in post production editing.

Costume and Makeup Props
The costumes and make are quite basic as each member seems to be wearing very casual clothing. In the first scene in the promo Lovelis puts on some big sunglasses which may be a reference to the 80's style track.

Again there is basic use of make up such as winged eyeliner. However in one clip black lipstick has been added on to Lovelis during editing, adding to the pop art style of video.

The only props used in the music promo are the band members instruments, as it is a very performance based video each member has been filmed playing their instrument before being edited in post production and made to look like stop motion or given a pop art style.

Lighting
Due to the video being heavily edited in such a way there is very little use of lighting. During one part of the video, Rena Lovelis is in front of a black screen, the lighting illuminates her,making her stand out in front of the black.

Focus Group

"The stop motion and and editing of the video is really capturing. The bright colours are really eye catching. I had to watch it again to check I didn't miss anything" - Alexia 16