This music video was released in 2009 and directed by Michel Gondry. The genre falls under rock, more specifically garage rock. The music video is a performance/contemporary since it has the band performing but uses editing techniques for the whole thing.
Garage rock is quite a niche genre so a lot of garage rock bands were around in the 60s when music videos were less common so the genre doesn't really have any defining qualities that stand out. However, rock has some obvious ones, musicians playing their instruments, performing the song, close up shots of each of the musicians, a simple a setting, not that many low or high angle shots and high key lighting, etc. Hardest Button to Button has almost all of these.
Lyrics and the Video
The lyrics are about a young boy who's parents had another child and he feels less important. "You Think It's Sleazy? Then put it in a short letter" this is about wanting everyone to be quiet, this is reflected with the amount of amps and drums featured in the video (32 of each!).
One bit in the video that is a direct reference to the lyrics is when Jack White sings "Except a stick, a dog and box with something in it" and a man in a white jacket comes and shows him a box then closes it and leaves.
The song is also about how the family are poor and have to give the baby brother up for adoption. This is reflected with the minimal amount of activity happening in the background, since it's in a big town but nothing else is happening. Only a few cars and pedestrians can be seen and the train they go on is empty.
Music and the Video
Throughout the entire video the drum kit is being edited and multiplied to the underlying beat of the song, making it obvious that they are linked. As the drum kits multiply along side each one, Meg White (the drummer) is instantly on the next drum kit. When the guitar playing starts in the song, Jack White (the guitarist) appears out of nowhere with an amp beside near him. He and the amp are then edited so the amp multiplies and he is moved along with a jump cutting effect (so it looks like he's teleporting) to the sound of the guitar riff. Essentially the drummer "teleports" on each drum beat and the guitarist "teleports" when a the main riff is played. At some points in the video equipment disappears to the beat of the song or editing if sped up but still to the beat.
Close ups and Star Motifs
The drum kits featured in the video have the bands (at the time current) design, so it was in every shot of the video so it was constantly being seen by the viewer so they would recognise it. The video isn't linked to any previous videos they've released. A lot of the shots are mid-shots of the duo so you can see them clearly, this is a common characteristic of performance based music videos. The motif is repeated throughout the whole video with the drums and amplifiers multiplying.Intertextuality
There are no references to other texts or media in the video. However, the duo are wearing their iconic red and black clothes. They are synonymous with these colours as they wear them for a lot of photo shoots so this directly links to the stars persona and helps reinforce their iconic image.
This video was used as a reference in an episode of The Simpsons after the song was released.
Target Audience
All these techniques used are good for the viewer as it will reinforce the band's image into the viewer's mind and they can stay recognisable.
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