Where's Your Head At? -Basement Jaxx- Analysis

Where's your head at is an alternative video. The message of the track is asking the audience about how they feel psychologically. It seems to ask this with is certain amount of irony becuase the scientists in the video, who are supposed to represent the elite and to some extent, the most sensible and reliable, have gone completely mad by donating their time to swapping monkeys faces with human faces. This basically tells the audience that everyone, including the most sensible, are going insane and that the listener might as well. This is because the song asks about the viewers mental well-being through the lyrics which, while watching the video, forces the viewer to compare themselves to the madness of the scientists. Another reading may describe the madness surrounding the audience as the individuals. The main character, who we are positioned with enters the facility expecting nothing but formality. After a few minutes, he realises that everyone around him is mad. This may be a message to the audience telling them that the government, police, their bosses and all the other people who hold authority, have lossed their mind. Other than this, this music video can be interpreted as the music making the scientists mad. In this case, the song lyrics are directed at the man in the video, and therefore the audience as well. They therefore challenge the listener by saying are you off-the-wall enough to join in and listen to the song.
The meat of the video is shown through CU's of monkeys that have the band members faces. This is somewhat trippy and disturbing but represent the corse song and the alternative, cutting edge ethos of the band. The music video is essentially an advert, it requires an active audience and will appeal to Basement Jax's target audience who will appreciated the video as a work of art. The video is also quite different from most other videos so it has the ability to attract and draw the attention of passive viewers. This makes it an affective marketing product as people will want to see the video after talking about it with their freinds. This means that the song will get a lot of listeners.
The video is essentially amplification as it the cuts are short and in time with the music, and the lyrics also share meaning with the video. There is a lot of narritive fuzz, for example we don't know why the man is in the lab, we don't know if he gets away etc. For this reason it has not got a clear narritive. The main style in which the video is shot is typical continuity editing. It seems that the director has left out the camera effects to make sure the message of the track and video remain as impressionable to the audience as possible.