Slipknot are a band that formed some twenty years ago and can be defined as part of the 'Heavy Metal' or perhaps even 'Thrash Metal' genre. This would be considered by some as a sub-genre of the broader 'Rock Music' genre. However there are some that would say it is an established genre of its own. Despite its popularity it is still perceived as being on the fringes of mainstream taste.
Despite their longevity, Slipknot have always had a young audience largely due to the theatrical nature of the band's performances and brand identity. Characterised by wearing grotesque horror masks and taking on 'characters' within the band. They are commercially successful enough (thanks in part to their theatrics) for younger audiences to be aware of them if they are interested in the Heavy Metal genre, but they are still alternative enough to be considered 'edgy' and 'challenging' for a mainstream audience.
Another aspect of their longevity is that some fans have followed them since the start of their careers so that whilst you have a large teen following, there are some loyal audiences that are now in their 30s or 40s.
Text 1. Unsainted Music Video
The Unsainted music video is entirely in keeping with the brand of Slipknot as well as being typical of a Heavy Metal music video. Whilst the opening shot is fairly challenging by being a long take (more than thirty seconds) the imagery is of an elderly woman with a pale face and bright orange hair. Her dark lipstick and eye make-up almost seem as though they are a mask, in addition to this, the prolonged eye contact makes the audience uncomfortable. From a technical perspective this video soon slides into fast paced editing, whip pans, shaken frames and a style that feels frantic and unpredictable - all hallmarks of the heavy metal music video.
As expected from the band, there is a dominance of masked figures throughout the video, most of these are band members and are framed typically for a music video - to emphasise their own role within the band. For example a singer is framed in close up to show his 'face' and microphone, whereas other musicians are framed in medium shot to show them playing guitar, beating drums or head banging!
The iconography of the band adds to the conventions of the heavy metal video, having a distinctly eerie feel to the video, something unsettling and similar to a horror movie. There are references to religion and the occult. The mise-en-scene is dominated by church like interiors and figures wearing black gowns which feel as though they are part of a secret cult. Heavy Metal as a genre has often challenged the hegemony of organised religion, particularly Christianity due to its mainstream dominance in American life. This video is no different and the darker corrupt side of religion is definitely a key ideology explored here.
There is a loose narrative thread that runs throughout the video as the singer inhabits a character making his way through these religious settings, haunted by the witchy woman from the start - however it is not a complex narrative and serves more to hang ideas and imagery onto rather than being important in itself.
Text 2. Kerrang Magazine Front Page & Double Page Spread
The front page is entirely in keeping with the Heavy Metal magazine's brand identity and seeks to reflect the music it embraces. Creating a sense of anarchic energy and expression, the cover will invariably include a male covered in tattoos screaming at the camera. This cover is no exception.
The fact that Corey Taylor (lead singer of Slipknot) is without his mask in this edition suggests that there is going to be something different about the representation - perhaps that this is going to be the 'real Corey' and that the magazine has an exclusive look.
The masthead 'Kerrang' is beneath the main image implying that it is confident in its own brand identity as the 'go to' heavy metal magazine, but also in deference to the cover star - in fact Corey Taylor's importance has been emphasised by the fact that he has 'taken over' and been given editorial control of this edition.
"Kerrang" is also a neologism, a word made up for the magazine - it is supposed to be an onomatopoeia of the sound an electric guitar makes once a power chord is struck - this highlights not only a passion for the genre of music which the audience will appreciate but also a sense of fun - which is also emphasised by certain other aspects of the cover. Colloquial terms such as"gob off" and the comedic toy bunny rabbit!
The double page spread is typical of a big interview with an entire page being devoted to the image of the main star. Photographed in a posed way addressing the camera. The focus of the interview is Taylor answering questions from the public rather than the magazine however the magazine has led with a conventional style of interview, describing the setting of the interview and the demeanour of the star.
Because one of the questions focuses on Taylor's time at school, the magazine has run with this as the mise-en-scene of their page, making it look as though the interview appears on (vandalised) school note paper. It leads with a pull quote: "I wanted to be a history teacher" and generally presents itself as an exclusive look at the 'real' person 'behind the mask'. That said there are still elements which feel in keeping with the 'rock & roll' lifestyle & ethos that the band characterise: "selfishness can be good" etc etc.
Text 3. Slipknot Website
The homepage creates a sense of disorientation and unease. The whole screen flickers and moves, constantly changing with music playing as soon as you arrive at the site. It feels innovative, dark and that information needs to be uncovered rather than thrown at you - reinforcing the mysterious nature of the masked band.
However on closer inspection, it is entirely conventional for a band's website, a focus on new material and live gigs is apparent. Whilst there is not a traditional menu bar on screen, there is a drop down menu and if you scroll the mouse it will move you through the key areas you would expect to find (new releases, archives, gigs, news etc).
There is also a collection of social media icons at the bottom of the screen, encouraging the audience to follow, like, share forging a bond with the audience and hopefully encouraging them to do some of the marketing on the band's behalf!
As expected there is a page dedicated to the band's history & evolution. Fairly simple in layout and design compared to the rest of the website, this relies on a simple black background - iconic of the 'darkness' embraced by metal bands. A group photo of the band in their iconic grotesque masks, with body language & gesture to imply an unsettling & threatening atmosphere. The masks are of executioners & monsters - worse still is a clown who points his fingers to his head as if it were a gun.
The copy is a combination of short history of the band but also a puff piece which talks about their many successes and accomplishments over the years. It is trying to make clear how important the band are. At the same time it emphasises their global appeal as well as the themes which dominate the music: being outsiders, violence and darkness are all mentioned. This feeds into a move towards focusing their representation as creative artists who evolve and endure rather than being a novelty act or that they rely on the notoriety of their masks a gimmick.
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