Research & Planning: Music Video Analysis - My Love (Jodie)

Rowan Tyler Jones (born 6 December 1993), known by his stage name Route 94, is a British music producer and DJ from London. Formerly producing dubstep as Dream, Jones has worked with the likes of Skream and Katy B. He now produces house and his single "My Love" has been a commercial success and has charted to number 1 in three countries.

Route 94 - My Love


What genre is the music and how is it reflected in the video?

The genre of the song is house, this is clearly shown in the video as it is set in a club and contains lots of dancing. House music is often associated with the rave culture, in the video people are seen to be taking pills and drinking, this is very common in house genre videos. 


 How do the images relate to the lyrics?

"My love and my touch up above, made with the warmth of my" = She runs the mind games on him when with her touch, fooling him. However, it seems she gets as good as she gives. At the same time, it seems that this relationship is truly electrifying – even comparing to heaven.

The lyrics talk of touch and being close to each other, in the video the main couple are seen to be infatuated with each other, not being able to pull apart from the touching and kissing. Also, the aspect of touch and warmth is interesting as the video was shot using was the Flir SC8200 – a science-grade thermal imaging camera, differentiating the video and saying their body heat. 


 How do the images relate to the music?

During the dancing scenes the people are dancing in time to the music, the music at this point has a soft beat as the people dance seductively with each other. Also, the main male person is falling a girl, referring to his trying to find love. 



 How is the artist presented to 'sell' them? How important are close ups?

The artist is rarely known in the video but this conforms to the conventions of house music, they are djs so are usually out of sight, focusing on making the music. The video focuses on the club atmosphere, inviting people to get involved and dance to the music. 


 Is there any reference to 'looking'? Are female presented voyeuristically?

The video includes several females dancing seductively and looking drunk and high, being very sexual. The main people are also seen kissing and becoming very affectionate as they go back into the toilet area to be alone together. The boy is seen to be looking for the guy, clearly attracted to her. 


 Can you spot any intertextual references? What are they? Is there a narrative?

Similar to “White Noise”, this relationship seems to be one with a lot of mind games and messing around. It follows a young man (Jon Fleming) as he enters a club, dances with a young woman (Lorena Fain), leaves with her, they embrace in the rain and later at her house it is implied that they have sex. 
One interesting point in the shoot was when the shot a wide shot of the club from a balcony overlooking the dance floor. They didn’t have enough extras to completely fill in the crowd, so we instead planned to shoot the crowd in sections and composite them together, similar to how the DC reflecting pool crowd shot in Forrest Gump was created.