Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Defamiliarization of video clips and aesthetic value in the “Lathi” song
from weird genius
T. Hendiawan & Y.A. Barlian
Telkom University, Bandung, Indonesia
ABSTRACT: Video clips, as a medium of communication, have begun to use narrative and
experimental cinema styles in conveying their messages and meanings. However, the video clip
entitled “Lathi” from Weird Genius has problems when it is interpreted by the audience. There are
those who consider it as creative or novel through its aesthetic value and those who criticize it as
something that is misleading. The purpose of this study was to understand how visual defamiliarization changes the aesthetic value in terms of expression and position related to the experience
of the aesthetic subject in interpreting Lathi’s video clips. The study was conducted using Peirce’s
trichotomy semiotic research method with interpretive descriptive techniques through stages of
understanding: representamen, objects (icon, symbol, index), and interpretants. The main purpose
of this research is to increase the understanding of the audience in interpreting, understanding, and
appreciating the work of video clips.
Keywords: defamiliarization, visuals, aesthetic values, video clips
1 INTRODUCTION
Video clips are mediums of expression to deliver messages and the meaning of a song so that the
audience can better understand it. One of these cultural products has its own narrative structure and
character, both related to the lyrics, visuals, aesthetics, meanings, symbols, movements, sounds,
and visual language styles that are displayed. From each structure, it can be explored or exploited
for the sake of conveying the meaning of song lyrics through visual construction.
This research revealed what was constructed in a part of the “Lathi” video clip from Weird
Genius, an Indonesian EDM and synth-pop music group pioneered by 2 YouTubers and a DJ (Eka
Gustiwana, Reza Arap, and Gerald Liu) featuring a rapper from Surabaya, Sara Fajira, as vocalist.
Lathi’s song was chosen because of its viral phenomenon since it was uploaded on YouTube in
March 26, 2020. In just three months, this song reached more than 50 million viewers and is still
increasing up to the moment of this research. Surprisingly, its popularity is not only in Indonesia,
but also worldwide which is indicated by various Lathi Challenge made by influencers and also the
song reviews made by YouTubers. As a result, this music group can prove its existence with their
poster establishment in Times Square, New York.
There must be ways for how this Indonesian music group gained their noteriety. The song and
video clip “Lathi” (meaning “tongue” and symbolically “utterance” in Javanese) has the theme
about a toxic relationship. The theme is quite popular and one of the phenomena that currently
exists in social relationships. Yet, what makes it interesting was the visual narrative construction
which was packaged with a new form so that it becomes something unfamiliar/unusual, but very
aesthetic, making the purpose of this work to be more “visible” to public which was achieved. This
is called the defamiliarization technique (Fiske 2007).
The concept of defamiliarization has been applied in various disciplines, including in domestic
technology which presents “novelty” in designing residence and furniture (Bell et al. 2005). In
several pedagogical studies, defamiliarization in music was also used to provide students with new
264
DOI 10.1201/9781003193241-49
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Defamiliarization of video clips and aesthetic value in the “Lathi” song
from weird genius
T. Hendiawan & Y.A. Barlian
Telkom University, Bandung, Indonesia
ABSTRACT: Video clips, as a medium of communication, have begun to use narrative and
experimental cinema styles in conveying their messages and meanings. However, the video clip
entitled “Lathi” from Weird Genius has problems when it is interpreted by the audience. There are
those who consider it as creative or novel through its aesthetic value and those who criticize it as
something that is misleading. The purpose of this study was to understand how visual defamiliarization changes the aesthetic value in terms of expression and position related to the experience
of the aesthetic subject in interpreting Lathi’s video clips. The study was conducted using Peirce’s
trichotomy semiotic research method with interpretive descriptive techniques through stages of
understanding: representamen, objects (icon, symbol, index), and interpretants. The main purpose
of this research is to increase the understanding of the audience in interpreting, understanding, and
appreciating the work of video clips.
Keywords: defamiliarization, visuals, aesthetic values, video clips
1 INTRODUCTION
Video clips are mediums of expression to deliver messages and the meaning of a song so that the
audience can better understand it. One of these cultural products has its own narrative structure and
character, both related to the lyrics, visuals, aesthetics, meanings, symbols, movements, sounds,
and visual language styles that are displayed. From each structure, it can be explored or exploited
for the sake of conveying the meaning of song lyrics through visual construction.
This research revealed what was constructed in a part of the “Lathi” video clip from Weird
Genius, an Indonesian EDM and synth-pop music group pioneered by 2 YouTubers and a DJ (Eka
Gustiwana, Reza Arap, and Gerald Liu) featuring a rapper from Surabaya, Sara Fajira, as vocalist.
Lathi’s song was chosen because of its viral phenomenon since it was uploaded on YouTube in
March 26, 2020. In just three months, this song reached more than 50 million viewers and is still
increasing up to the moment of this research. Surprisingly, its popularity is not only in Indonesia,
but also worldwide which is indicated by various Lathi Challenge made by influencers and also the
song reviews made by YouTubers. As a result, this music group can prove its existence with their
poster establishment in Times Square, New York.
There must be ways for how this Indonesian music group gained their noteriety. The song and
video clip “Lathi” (meaning “tongue” and symbolically “utterance” in Javanese) has the theme
about a toxic relationship. The theme is quite popular and one of the phenomena that currently
exists in social relationships. Yet, what makes it interesting was the visual narrative construction
which was packaged with a new form so that it becomes something unfamiliar/unusual, but very
aesthetic, making the purpose of this work to be more “visible” to public which was achieved. This
is called the defamiliarization technique (Fiske 2007).
The concept of defamiliarization has been applied in various disciplines, including in domestic
technology which presents “novelty” in designing residence and furniture (Bell et al. 2005). In
several pedagogical studies, defamiliarization in music was also used to provide students with new
264
DOI 10.1201/9781003193241-49