Santogold's new music video, "Lights Out," is a visual treat featuring patterns and prints on, well, everything. In an era where music videos have fallen by the wayside in favor of skin, jewelry and money, Santogold's video is a breath of fresh, artsy air.
The last twenty seconds of the video features cycling patterns over lips, walls, clothing and sunglasses.
Implications - This trend is likely to appeal to a young rural or suburban female consumer who, because of the Internet, is aware of what goes on in urban centers. What is more, the consumer who would be attracted to this mix of styles, would likely be one that is searching for authenticity.
Patterns Instead of Cleavage
Santogold's 'Lights Out' Music Video
Trend Themes
1. Patterned Aesthetic - An emerging trend in fashion and visuals that leans towards intricate patterns and prints, allowing for authentic and artistic expressions.
2. Artistic Music Videos - A trend towards music videos that prioritize creative and artistic visuals, departing from the traditional focus on material objects.
3. Rural-suburban Style Fusion - A trend towards the fusion of urban and rural/suburban styles into a unique aesthetic, appealing to young consumers seeking authenticity.
Industry Implications
1. Fashion - Creating fashion products and visual content with patterned and artistic elements, tapping into consumer demand for authentic expression.
2. Music and Entertainment - Creating music and visual content that prioritizes creativity and artistic expression, appealing to an audience seeking authenticity and individuality.
3. Branding and Marketing - Imbuing branding and marketing campaigns with patterned aesthetic and artistic elements, appealing to young consumers who gravitate towards authenticity and creativity.