The Layered Video

INXS - 'The Gift' (1993)
directed by Richard Lowenstein

There are few music videos that make you take a step back and say 'wow,' but I think 'The Gift' by INXS is just one of those videos. Made in the early ninties it is a video that displays a bit more of the edgy side to INXS. Although this clip is quite busy, there seems to be some sort of movement or image changing at all times, it doesn't take away from the song itself. Most importantly it housing something that is characteristically INXS, depth.

Depth

This element is something that always coinsides with INXS. It is an important element, because it keeps the audience coming back. Creating a film clip that does not bore you, that makes you want to watch it again is fanstastic, not necessarily easy, but fantastic nevertheless. What really makes this clip work is that it manages to find that subtle balance between being overwhelming and at the same time being subtle enough so as not to take anything away from the song itself.

Although this may sound easy to do, trying to create depth in a music video can backfire if you get too eager. There is that cliche that if a little is good, than a lot must be great. But knowing when to pull back is just as important as knowing when push the envelope.

In this instance, it is executed brilliantly because of the skills and techniques that Richard Lownstein has perfected throughout his career and is something that he does impecably well. He's done many INXS videos and they are all complex in their depth but are not overpowering. Whether that is a formula that clicked with working with the band or just Richard Lowenstein's ablility to communicate his ideas and concepts effective, I don't know. Either way, it is an impressive skill and is something that I personally strive to achieve in any of the work I do, because it is so unbelievable effective if you can pull it off and I think 'The Gift' is a great example of that.

The Colour Red

The colour red is a very attracting colour, which is why it is so often used in marketing campaigns, advertisements and in packaging. It attracts the eye and can provoke several meanings: love, hate and anger to name a few. With a colour that has so many meanings presenting it in a way that will stand out in a video, but depending on the usage, not overpower the video itself can be challenging. It is a bit of a confusing concept, but I refer you back to breakdown of Foo Fighters 'The Pretender.' The way red is used in 'The Pretender' is a sort of final take and this resistance, that completely fits the style of the video. Where as in 'The Gift' it evokes fire, it evokes mixed emotions it evokes a passionate expression of ideas/beliefs/concepts. No matter how many times I watch this video I do walk away with a different outlook on it, whether that be anger, freedom, frustration or pure excitement.

Movement

This is a favourite element of mine, whether it be used as a transition from one scene to another or a thread that ties a video together, it's effective. In this clip, everything images, the band, the graphics, everything is moving forward...once again another theme kept throughout several INXS videos, especially during the 'X' era. I guess you could express it as being a way for the artist to connect 'reach out' as such to the audience. Everything even the bands movements to the camera are always pushing forward. It is powerful when used in combination with the red colour and the layers of images...I love it. Enjoy.