Music Video Analysis

In the music video for the song Lilly by Toro Y Moi, there is a lot of random imagery.  There are moments in which the music video has performative aspects, but as a whole the video appears to be very random. this how ever does not make it an ineffective piece. The imagery is strange but it fits with the song for the color and edits of random people in the store fit with the verse sections because of the fact that they are quick and quirky shots.  Color is also used a lot through the video to keep the uplifting and boppy mood of the song translating in the video.  The quick edits however change slightly when the chorus kicks in.  The chorus is much more mellow and dreamy so the director uses much more moment, shots of food with colored backgrounds in slow motion, and drone shots to add to the dreaminess of this portion of the song.  At the end of the first chorus there is a clever shot done.  Only individual members have been seen through out the video cascaded in blue light until the camera dollies up toward the foggy, frozen food freezer and then fades to blue.  Then the camera shows the full band in a smokey industrial room giving the illusion that they have been playing in the back of the freezer the whole time.  I thought this was funny and smart.  For the final chorus the same was done before.  Shots of food falling slowly and lots of camera movement to reflect the timbre of the song.  At the end of the music video there is another clever cut done.  As the song is ending and the camera again dollies in, but this time into a pyramid of cans.  As the camera topples the cans a cut is made to another outdoor scene as the outro begins, bridging the video the same way the movement of the music happens.  There are then more drown shots of a beach that match well with the soft piano.  There is no story to follow in this music video or real interpretation that one can pull from it.  I believe this is the cace because the lyrical content is itself very figurative and their goal with making this video was to match imagery with the emotion and timbre of the music itself instead of forcing a story upon it.