Analysis of “Never Catch Me” Music Video

Published on December 2nd, 2014 by chasmith. Filed under Advertising, Cognitive Effects, Film & Movies, Music Videos

httpv://www.youtube.com/watch?v=2lXD0vv-ds8

“Never Catch Me” is a recent hit musical collaboration between Producer Flying Lotus and Grammy-nominated Rapper Kendrick Lamar, but the mise-en-scene of the video is a product of Director Hiro Murai’s Imagination.

Every individual shot reflects the concept of death in the minds of children and adults in at least an indirect manner. However, the video as a whole ends up teaching the audience much more about present life than the afterlife. As the music begins to play, we see somber onlookers, all adults, who have come to pay their respects to a boy and a girl, immobile in their coffins, that have lost their lives at a very unlikely age for an unknown reason. If it weren’t for the upbeat instrumental and vocals and the beautiful setting of the church, then the combination of the slow camera pans, dim lighting, and dark colors would make the video unbearably depressing. When the faces of the children are finally revealed, they spring up out of their coffins and begin a 2-part choreographed dance sequence, broken up only by a blissful, slow motion sprint through the shaded halls and rooms of the church and outside. As the mourners continue to look forward as if nothing is happening, the audience becomes aware that the children are heading to the afterlife. The choreo ends after the children dance in the midst of other children that are playing jumprope who are also presumably dead, then our main characters jump into a hearse and drive off into the sunset.

The music video does an outstanding job of using emphatic slow motion and montage to make clear the juxtapositions between the uplifting music along with the huge smiles on the dancing children’s faces and the dull expressions and visuals of the church and their relation to death. The people perched in the pews, although they are alive, seem to have absolutely no life in them at all; they are crying, have their heads down, and are obviously under a lot of stress. The two dynamic dancers, however, seem more alive than they ever could have been as they prance through the church and outside with the utmost joy, communicating that they are happy to have passed away. Unlike the people who are alive, they no longer have to deal with the pain that is in this world and can move on to paradise. In reality, younger people don’t consider the issue of death with as much gravity as adults do simply because they can’t comprehend it as well as more mature adults can, and “Never Catch Me” touches on that idea, especially because adults are the only ones seen in the pews. Yet, the title itself seems to suggest that children have the right idea about death, although they may not realize it; life is rough, and all people suffer in it. If one cannot know true joy until he or she has suffered, then it only makes sense that true joy can only be achieved in the afterlife. The slow motion effect and montage superbly portray that the children are happy to have reached the afterlife, so much so that they will keep running, just to ensure that the tribulations of the world will never catch them again.

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