1. The Kooks- She Moves In Her Own Way
Background Information on 'The Kooks'
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When the music video commences, we are first introduced to a road followed by a motorway setting and a bus. After this point, it is noticeable that the bus plays a significant part in the video due to the camera following it and the audience being introduced to the characters inside of the bus. There are approximately 4-5 males positioned on the bus either playing guitars or singing along to the soundtrack, they all appear as enjoying themselves and a relationship between the characters is also recognized. After being introduced to the setting and the characters included in the video, the audience are able to identify that the video is featuring the band itself on their tour. The “tour” atmosphere is shown through; close-ups of road signs establishing the constant change of setting, band members sleeping and eating on the bus itself and the different areas (such as the beach) at which the band stop off at along their journey. The characters are represented as everyday people due to their simple attire such as jeans and t-shirts which connote that they are living the rough, rock star lifestyle often shown in videos from this specific genre. Their costumes also represent the typical “indie” stereotype associated with bands from this genre. The characters of the band all have fairly long hair and some of the members are seen wearing hats or sunglasses. Throughout the video, they are constantly seen singing or playing guitars which demonstrates that they enjoy what they do even when they are off stage. Additionally, the fact that they all sing and play the guitars together emphasises the strong bond between them and demonstrates to the audience that they are enjoying each other’s company and also enjoy their careers as musicians. Overall, the audience are able to feel part of the bands journey due to the bubbly, enjoyable, intimate atmosphere created which represents the tone of the song itself. The footage of the band is not necessarily high-quality which is used to create verisimilitude as it gives the effect of the pictures being real- almost as if the band has filmed the footage themselves whilst on tour. Despite the band spending most of their time on the tour bus, there are also outdoor settings such as; the beach, outsides of shops, small streets, gardens behind houses, long-shots of cities etc. By focusing on outdoor settings, it creates an element of freedom for the band- they are able to roam around these destinations together. Adding to this element of freedom is the boisterous, care-free attitude shown by the males throughout the video. They are seen sitting top of buildings and play fighting with one another. These activities shown in the video represent the typical behaviour associated with the “indie” boy band stereotype and reinforce the idea of them living the “rockstar” lifestyle- travelling to different areas, causing mayhem etc. Their wild lifestyle is also reinforced in the video through the night time setting where the males are seen outside different clubs and in hotels with females. Overall, the video helps the audience to become familiar with the band members and their journey, typical stereotypes of “indie” band members are reinforced due to their playful, lively characteristics being highlighted. The members are seen throughout the video playing and joking around with the camera and overall just having an enjoyable time. By viewing this specific music video it has helped us to create a deeper understanding of the kind of characters we should feature in our video and how we should place emphasis on the fun, upbeat lifestyle they live. These components would help us to attract our target audience and include conventions from the genre we have chosen. Editing
Straight cuts are used throughout the video to demonstrate the continuous journey to different destinations. By using straight cuts to introduce different scenes it helps to build up the upbeat atmosphere that the band is leading. It also creates a sense of youth and liveliness. The editing speeds up the pace of the video which helps to heighten the male’s adventurous, fun journey whilst on tour. It also represents the “indie” lifestyle on tour and attracts a younger audience due to the young characters and the upbeat pace of the video.
Genre
This particular video reinforces the indie/pop/rock genre due to the characters included and the settings included. Firstly, the characters included are stereotypical characters from this genre- they all have fairly long hair, wear plain attire and look fairly rough and edgy. They video also highlights the close relationship with the band members which is a typical convention of videos from this genre- the band members are always seen to be together and enjoying each other’s company. The genre of the video is again reinforced through the lifestyle that is highlighted due to the constant changes in setting and living conditions on the bus –this fairly rough, hectic lifestyle is usually associated with bands from this genre.
Target Audience
The target audience appears to be for mainly young adults due to the upbeat, gritty lifestyle represented in the video, also for “indie” lovers who enjoy listening to lively, young music.
Mode Of Address
Throughout the video, the characters are singing to one another both on and off the bus, therefore, for the majority of the video not much direct address is shown. However, towards the end there are certain points at which direct address is used. For example, in the hotel room when one of the band members is pretending to use a keyboard as a guitar and comes straight up to the camera ,taking up most of the frame. This builds a connection with the audience as the band member is acting up to the camera which reinforces the band members playful, youthful side.
Narrative
The video follows the band along their journey of being on tour. Different settings are shown throughout the video emphasising that the group are constantly travelling around and visiting different destinations. There isn’t necessarily a specific structure of events as such, however, the main purpose of the video is to show the band enjoying themselves on tour whilst they visit different settings such as; beaches, different towns, hotels etc. By following the band on their journey, it helps the audience to relate to them and gives the bands fans an insight as to what their lives are really like and the relationship between the band members. The beginning of the video almost represents the beginning of their journey which is important as the audience are able to follow their journey from the very beginning which makes them feel part of the video itself. The upbeat, unpredictable “indie” lifestyle is represented through the random scenes and order of events in the video.
Representation
This specific music video has represented the stereotypical "indie" lifestyle and "indie" band characters. The "indie" lifestyle has been represented as upbeat, enjoyable and energetic due to the constant whirl of destinations and the amount of fun that the characters have. The band are seen as very boisterous and represented as having a close relationship with one another which is shown through their enjoyment of each other's company. They also are represented as incredibly care-free due to their behaviour in the video. For example, they are shown sitting on buildings. Their behaviour reinforces dominant ideologies of young "indie" males behaviour. They are often potrayed causing chaos and not necessarily caring about what others think about their actions. The band are represented as rebellious and wild due to their antics that are shown throughout the video. These behaviours appeal to their target audience as they are seen as exiting.
Post- Modernism
2. Jamie T- Sheila
Background information on 'Jamie T'
Jamie Alexander Treays known by his stage name Jamie T, is a 25-year-old English singer/songwriter from Wimbledon, South London. Jamie T has experimented in a variety of genres: post-punk revival, indie rock and UK garage.
Analysis of the Video:
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The scene starts off with a close up of a bunch of flowers, in the background we are able to identify that the video is taking place in the night due to the darkness of the background and the lights that are reflected on the river. This initially starts an enigma as the audience are unaware as to what the flowers have to do with the song and the narrative of the video, also the low key lighting connotes that the video will feature something fairly dangerous or unexpected. This particular feature of Jamie T’s Sheila video goes against the usual setting and atmosphere of videos from this specific genre. Most other videos from the indie genre are set in daylight in order to reflect the upbeat tone of the song. However, due to the song appearing as fairly mellow, the lighting establishes a different side to the genre which audiences are not necessarily used to viewing. We are then introduced to a fairly old male character. This feature also goes against the conventions of a stereotypical video from this genre. Due to “indie” artists being fairly young and lively, the videos from the genre usually feature the artist themselves rather than other characters. Additionally, by using this character it creates an enigma as to the purpose of them being the main feature of the video- who are they? The old male character mimes to the voice of Jamie T which builds a gap between the generation differences. To the audience, it initially appears as fairly strange and different as this is not really what they expect from a video from this genre. However, it works well as the audience are intrigued as to the purpose of this particular character having the main role in the video which therefore makes them more likely to carry on watching. This may be something to consider when making our film- however, it seems fairly difficult to re-create. After the audience are introduced to this specific character, the camera follows his journey along the river whilst he meets several other characters. In the background there are young people arguing and messing around with one another. The audience are able to view these young people from the old male’s perspective which contrasts with music videos from this genre that usually help the audience to see events from young people’s perspective. This creates an alternative outlook to the antics of the stereotypical characters from the “indie” genre and deals with the downsides of their actions which fits in with what the song is actually based on. Tracking is used to follow the character as he walks alongside the river and meets different characters. The characters that he meets are similarly from an older age range and are used in order to mime the speaking sections in the non-diegetic sound. These different characters seem to tell the story behind the song, although, at sections they seem difficult to understand. The video in itself is fairly simple; it is all based in one particular setting with no more than six characters. The main male character seems unnoticed by the other characters- they don’t seem to have a relationship with him which adds to the enigma of the whole video- why are they talking to him and what is the main character trying to achieve by walking along the river? It’s noticeable that the video is set in the city due to the lights projecting from the buildings in the background. As the song comes to a close, the audience is able to realise who the old man is and his purpose in the video. This element springs emotion in the audience as the man’s character is uncovered. Overall, the music video goes against usual videos from this genre, however, does it fairly successfully. Different characters and storylines are used in order to make the video unique and stand out. Most music videos from this genre are fairly similar and feature similar characters. However, by using different characters and a different storyline it makes both the song and video more effective.
Editing
Minimal editing is used as the same scene is featured throughout the video. However, straight cuts are used in order to show the main character from different angles. By using minimal editing, it sets the tone for the song. In other words, due to the song being slow, minimal edits have been used to slow the video down so it reflects the song. If the video were to have fast ,sharp edits it would contrast with the purpose and tone of the song. Also by only using a small amount of straight-cuts it heightens verisimilitude as the journey of the man along the river is represented as an everyday experience.
Genre
This particular video goes against the normal conventions of a music video from this particular genre. Rather than using the young artist of the song as the main character in the video, an old male has been introduced as the main character miming the young artist's voice which creates a contrast. Also, due to the tone of the song, the video is fairly simple as it follow's the man's travels along the river- the music video sticks to one setting rather than a variety. Additionally, the video is set at night time and the lighting is low key. Finally, the characters in a stereotypical "indie" music video wear fairly trendy but simple clothing; however, the main character in the video is wearing a long, brown coat. Overall, this particular music video has not utilised typical conventions of an "indie" music video, however, has gone against these conventions due to the tone of the song and to add dramatic effect. Despite challanging typical conventions of an "indie" music video, the genre of the video would still remain as "indie/pop".
Target Audience
Despite the video going against the typical conventions of an “indie” music video, the target audience would still be for young adults who enjoy the indie genre due to the content of the song and the individuality of both the artist and video. Despite the music video not being what they are used too, the target audience would still be intrigued due to the enigma created by the narrative of the video.
Mode Of Address
Throughout the video, direct mode of address is used. The characters are constantly singing/talking towards the audience/camera. This helps to draw the audience in to the story and makes it more interesting for them to watch as they feel part of the video itself.
Narrative
At the beginning of the video, the audience is firstly introduced to the old male character who tells the story with the aid of a selection of characters that he meets on his way. As the video continues and the man continues with his journey, different characters are introduced and contribute to the information that the audience receive. The most important part of the video is the ending, which is when the information provided to the audience fits into place and the character of the old man is revealed. This is a significant heightening point in both the narrative and the video.
Representation
The typical “Indie” genre is not necessarily emphasised through the video. This is due to the characters going against the usual “Indie” artist stereotype. The use of older characters has been used for effect to intrigue the audience as it’s not what they are used to viewing.
Post Modernism
Editing
Minimal editing is used as the same scene is featured throughout the video. However, straight cuts are used in order to show the main character from different angles. By using minimal editing, it sets the tone for the song. In other words, due to the song being slow, minimal edits have been used to slow the video down so it reflects the song. If the video were to have fast ,sharp edits it would contrast with the purpose and tone of the song. Also by only using a small amount of straight-cuts it heightens verisimilitude as the journey of the man along the river is represented as an everyday experience.
Genre
This particular video goes against the normal conventions of a music video from this particular genre. Rather than using the young artist of the song as the main character in the video, an old male has been introduced as the main character miming the young artist's voice which creates a contrast. Also, due to the tone of the song, the video is fairly simple as it follow's the man's travels along the river- the music video sticks to one setting rather than a variety. Additionally, the video is set at night time and the lighting is low key. Finally, the characters in a stereotypical "indie" music video wear fairly trendy but simple clothing; however, the main character in the video is wearing a long, brown coat. Overall, this particular music video has not utilised typical conventions of an "indie" music video, however, has gone against these conventions due to the tone of the song and to add dramatic effect. Despite challanging typical conventions of an "indie" music video, the genre of the video would still remain as "indie/pop".
Target Audience
Despite the video going against the typical conventions of an “indie” music video, the target audience would still be for young adults who enjoy the indie genre due to the content of the song and the individuality of both the artist and video. Despite the music video not being what they are used too, the target audience would still be intrigued due to the enigma created by the narrative of the video.
Mode Of Address
Throughout the video, direct mode of address is used. The characters are constantly singing/talking towards the audience/camera. This helps to draw the audience in to the story and makes it more interesting for them to watch as they feel part of the video itself.
Narrative
At the beginning of the video, the audience is firstly introduced to the old male character who tells the story with the aid of a selection of characters that he meets on his way. As the video continues and the man continues with his journey, different characters are introduced and contribute to the information that the audience receive. The most important part of the video is the ending, which is when the information provided to the audience fits into place and the character of the old man is revealed. This is a significant heightening point in both the narrative and the video.
Representation
The typical “Indie” genre is not necessarily emphasised through the video. This is due to the characters going against the usual “Indie” artist stereotype. The use of older characters has been used for effect to intrigue the audience as it’s not what they are used to viewing.
Post Modernism
3. The King Blues- I Got Love
Background Information on 'The King Blues'
The King Blues are a punk band accredited for fusing ska and folk together with influences from punk rock and hardcore punk. They originate from London, England. Lead singer Jonny 'Itch' Fox describes the music as 'a mixture of reggae, hip hop, folk, doo wop, punk rock
Analysis of the video:
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The video commences with a mid-shot of a couple directly looking at the camera- this creates an enigma as the audience are unaware as to what part this particular couple play in the video. However, as the video continues, a variety of images of different people are also included which unveils the purpose of using the couple at the beginning of the video. This particular feature is effective in the video as it helps the audience connect with both the band and video. By using ‘ordinary’ people the target audience can relate to their situations and therefore the video is more appealing to them. This is a predominant feature in videos from this genre- both the band members and the other characters tend to be fairly ‘everyday’ and ‘usual’ characters in order to relate to the audience. This makes the audience more interested in the band as they recognize that they are normal people also. Additionally, settings that people see in their everyday lives are also featured in videos from this genre. In this particular video, buildings and parks are used to give the audience an insight to the bands lifestyle and recognize that maybe their lifestyles are very similar. This helps to build a connection between the audience and the band which is usually achieved in most videos from the “indie” genre. The main characters (band members) are wearing stereotypical attire associated with indie bands. They are seen in polo shirts with undone buttons, jeans, pumps, caps etc. Also, guitars are also featured whilst the band are walking together and spending time with one another. The costumes and props in the video again reinforce the genre of the band’s music. By using a variety of shots of different people and settings it helps to fit in with the purpose and lyrics of the song by building a lively atmosphere.
The video commences with a mid-shot of a couple directly looking at the camera- this creates an enigma as the audience are unaware as to what part this particular couple play in the video. However, as the video continues, a variety of images of different people are also included which unveils the purpose of using the couple at the beginning of the video. This particular feature is effective in the video as it helps the audience connect with both the band and video. By using ‘ordinary’ people the target audience can relate to their situations and therefore the video is more appealing to them. This is a predominant feature in videos from this genre- both the band members and the other characters tend to be fairly ‘everyday’ and ‘usual’ characters in order to relate to the audience. This makes the audience more interested in the band as they recognize that they are normal people also. Additionally, settings that people see in their everyday lives are also featured in videos from this genre. In this particular video, buildings and parks are used to give the audience an insight to the bands lifestyle and recognize that maybe their lifestyles are very similar. This helps to build a connection between the audience and the band which is usually achieved in most videos from the “indie” genre. The main characters (band members) are wearing stereotypical attire associated with indie bands. They are seen in polo shirts with undone buttons, jeans, pumps, caps etc. Also, guitars are also featured whilst the band are walking together and spending time with one another. The costumes and props in the video again reinforce the genre of the band’s music. By using a variety of shots of different people and settings it helps to fit in with the purpose and lyrics of the song by building a lively atmosphere.
Editing
Straight cuts are used to swap between the different scenes in the music video. Similarly to other music videos from this particular genre, straight cuts represent the energetic lifestyles of the band members and create a youthful aspect of the music video. The straight cuts in this particular video separate the band members from the other characters featured in the video which is important as it reduces confusion for the audience.
Genre
The music video represents the indie/pop genre. It does this through numerous ways. Firstly, the main character reinforces the stereotypical indie/pop band character. He is wearing fairly plain, normal attire with his shirt and buttons undone which represents him as a regular “indie” male due to him appearing as fairly rugged. Secondly, the settings shown throughout the video are in the city and are fairly ordinary. This is a stereotypical convention of indie/pop videos. They tend to focus on ‘normal’ settings in order to let the audience relate to them and focus the attention on themselves rather than their surroundings. By keeping the video fairly simple it places more emphasis on the band and their music .Finally, similarly to other “indie” videos, the relationship between the band members is highlighted. In this particular video, the band is shown walking along the road together smiling and enjoying each other’s company. Overall, the video represents the indie/pop genre by creating a real-life atmosphere, with the video featuring every day people for the audience to relate too.
Target Audience
The target audience for this particular video would be indie/pop lovers- typically young adults due to the upbeat rhythm and cheery video included. Also, the band members are youthful which help them relate to a younger audience.
Target Audience
The target audience for this particular video would be indie/pop lovers- typically young adults due to the upbeat rhythm and cheery video included. Also, the band members are youthful which help them relate to a younger audience.
Mode of Address
The main character constantly sings directly addressing the camera/audience. This is used in order for the audience to relate to the character and engage in the video. It’s effective as it reinforces the idea of these characters being real people. There are sections of the video in which the band members do not directly sing towards the camera, however, this is used in order to demonstrate the bands strong relationship with each other and the amount of fun they have together. This has been emphasised in other videos from this genre- these “indie” bands tend to be representing as enjoying their music both whilst they are performing and whilst they are within each other’s company. The video is almost like a documentary of their lives which really helps the audience to relate to them and enjoy their music.
Narrative
There doesn’t tend to be a narrative as such in these particular video. Different settings and characters are shown throughout, however, not in a specific order. This is typically found in indie/pop music videos- rather than telling a story they tend to feature different scenes of the bands lifestyle. For example, in this particular video scenes were shown of the band themselves walking along the street and another scene featuring them performing to a small audience. Rather than telling a story, the music video tends to randomly swap between different scenes in order to demonstrate the lively, care-free lifestyle of the bands. This particular feature is predominant in music videos from this genre as it engages the audience as they are able to gain a deeper understanding of the bands relationship with each other and their lifestyles also.
Representation
The band in this particular video are represented as normal people –this significantly helps the audience to relate to them and enjoy their music. The everyday settings, attire and props help establish a message behind the song that they are normal genuine people, creating and enjoying music. The audience get a sense that they are invited to enjoy the music with them which is important as they then enjoy the video and music more.
Representation
The band in this particular video are represented as normal people –this significantly helps the audience to relate to them and enjoy their music. The everyday settings, attire and props help establish a message behind the song that they are normal genuine people, creating and enjoying music. The audience get a sense that they are invited to enjoy the music with them which is important as they then enjoy the video and music more.
Post Modernism
4. The Twang- Barney Rubble
Background Information for 'The Twang'
The Twang are an indie rock band from Birmingham, England, formed in 2001. The band have released two studio albums - Love It When I Feel Like This (2007) and Jewellery Quarter (2009).
The Twang are an indie rock band from Birmingham, England, formed in 2001. The band have released two studio albums - Love It When I Feel Like This (2007) and Jewellery Quarter (2009).
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Similarly to other videos from this genre, a contrast of outdoor settings have been used such as mountains, lakes, green spaces etc. Through the use of outdoor settings, the bands carefree, adventurous and exciting lifestyles have been potrayed to the audience. Utilizing outdoor settings to reflect the bands personality enables the audience to learn a bit more about them and relate to them as a band. Another feature helping the audience relate to them is the fact that members of 'The Twang' are actually shown in the video itself. Not only are the band singing, but are also shown participating in several activities and are seen enjoying themselves in each others company. They are potrayed as friendly characters, engaging with each other and also other characters in the video. Different characters (seperate from the band) are used in order to create a sense of everyday life and also create an idea of the band being 'normal' people . Close ups of the band members dancing, smiling and laughing have been used to add to the lively, upbeat soundtrack used and also reinforce the close relationship they have with one another. Different settings are introduced throughout to create a fast past for the video and illustrate the chaotic, fun-packed lifestyle the band lead. Close ups of feet and transport also emphasise that the band are living life to the full and constantly on the move. This also represents the indie rock genre as a common aspect of their lifestyle is being on tour and constantly being outdoors and enjoying life. In a sense, this music video is almost a documentary as it follows the band on their journey which creates a connection with the band and its audience. The audience get to know 'The Twang' as being friendly characters and therefore they become more likeable.
Editing
The video mainly consists of straight cuts which are used to add to the upbeat rhythm of the song and emphasise the contrast of settings shown in the video. Straight cuts enable the audience to gain an understanding of the bands busy lifestyle both on and off the road as they travel around different destinations and meet different people. Additionally, in the video, there are several different photographs shown one after each other to again emphasise the bands hectic lifestyle.
Genre
Overall, the video does not necessarily fit in with the typical indie-rock genre video. For example, it doesn't seem to have a structured narrative nor a performance section for the band to be carefully illustrated. Instead, they have challenged the genre by using a variety of different characters, settings and situations which seem to have no real structure. Despite this, the manic structure of the video does infact represent the indie-rock lifestyle. Also, the band members dark clothing does fit in with stereotypical costume from this genre.
Overall, the video does not necessarily fit in with the typical indie-rock genre video. For example, it doesn't seem to have a structured narrative nor a performance section for the band to be carefully illustrated. Instead, they have challenged the genre by using a variety of different characters, settings and situations which seem to have no real structure. Despite this, the manic structure of the video does infact represent the indie-rock lifestyle. Also, the band members dark clothing does fit in with stereotypical costume from this genre.
Target Audience
Overall, the video appeals to a very wide audience due to its upbeat, chaotic nature. It can be interpreted in many different ways and due to the non-existent narrative it is a fairly lighthearted video compared to the serious music videos seen previously from the indie-rock genre. I would suggest the video is for a younger audience due to the age of the band members appearing in the video and the quircky edge it has also. It's a fairly lively video depicting young adults enjoying life which could therefore relate to a younger audience.
Mode Of Address
No direct address is really shown throughout the video- the band are shown singing to one another and different people rather than the camera.
Narrative
No particular structure is shown- just different images and scenes crafted together
Representation
The band are represented as enjoying life, enjoying each other’s company and taking an interest in others and the world around them.
The band are represented as enjoying life, enjoying each other’s company and taking an interest in others and the world around them.
5. The Wombats- Moving To New York
Background Information on 'The Wombats'
The Wombats are an indie pop band formed in Liverpool, England. The band comprises of native Liverpudlians Matthew Murphy (lead vocals, guitar, nose harp, keyboard) and Dan Haggis (drums, percussion, keyboard)and backing vocals), alongside Norwegian-born Tord Øverland-Knudsen (bass guitar guitar, keyboard and backing vocals).
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The video commences with a 'zoom in' from a black background, through a window to a male character in a dressing gown who appears fairly troubled and unhappy. We then see him lying down on his bed, in a hotel-like setting. The room appears fairly bland with only a bed and a TV. After introducing the scene, attention is focused on the TV screen where different images pop up. This is where the band are first introduced, the TV shows the band playing. As soon as the introduction to the song has finished, the camera focuses on the character as he starts to lipsing to the song. It is obvious from this point that this character is the lead singer of the band and the main character in the narrative also. Whilst he is singing, several images of the band members appear on the TV, it's obvious they are part of the band due to the instruments being played and the consistency of the main character in the narrative being the lead singer of the band. The main character is then seen alone in the room and his body language suggests that he's fairly unhappy- this fit's in with the lyrics of the song 'i've got problems with my sleep'. An image of the band as a collective is then shown and this is the point where the setting then changes. A new city setting is shown with the male dressed in a suit attending business meetings. This is the point where the characters sanity is revealed. He is seen imaging things whilst in the office setting, his crazyness is then reinforced when his pet hamster says 'your minds going, isn't it'. The world seems to be going around the male without him having much imput or knowledge as to whats actually going on. He seems to be in his own little world and unaware of what's actually going on. Fast editing helps to heighten his crazy mind and thought processes. Throughout the video, he's always seen on his own (apart from when he's playing with the band). He's seen completing everyday tasks, however, struggling due to the many obstacles that are in his way. For example, the TV always seems to appear with images of the band playing. In the final stages of the video, the TV scene of the band performing is blown up to fit the whole screen. The full band are then established to the audience and it then appears to be more of an indie-rock video in comparison to previous scenes. The video still flickers between the performance and narrative but the band is now recognisable to the audience as it mainly focuses as them playing as a group. The video ends with the male looking back at the TV and then a final image of the band is displayed.
Editing
Fast-pace editing is used to show the face past of the indie lifestyle and also the state of mind of the lead singer. Zoom in's and Zoom out's are used at various points in the video as it follows the different locations the character goes to. They are also used to focus the audiences attention on particular objects/people. Straight cuts are also used which heighten the fast pace of the song. Using straight cuts throughout gives a quirky feel to the video, whilst fitting in with the chaotic lifestyle of the main character.
Genre
At first, the genre of the video appears fairly unclear, however it is first established when the images of the band are shown on the screen. By using the band performing and using instruments, the indie-rock genre is highly recognisable. Instruments and performing are huge parts of the indie lifestyle and therefore they are a main feature of music videos from this genre. The unique genre is also shown through the narrative section. Indie videos are usually fairly abstract and include scenes that would not neccessarily be seen in any other genres. By using the main male character going crazy, this usual convention has been conformed too.
Target Audience
The video could be enjoyed by a range of ages, mainly adults. It's a fairly upbeat video, however, focuses on fairly negative themes. The band seem fairly young which suggests that they would relate to a younger audience. Overall, i would say the video was targeted at young adults.
Mode of Address
Throughout the whole video, the main character is seen directly addressing the camera. This helps to build a strong relationship between the audience and the band member and means that they understand the situation more. Direct mode of address is also used by the band members throughout the performance section. As there is little footage of the band performing, using direct mode of address ensures that the audience can relate to the band and recognize them in future.
Narrative
There is both a narrative section and a performance section- this is common in indie rock videos. The narrative section focuses on the main member of the band and his struggles through everday life. The narrative mainly focuses on a specific day in his life. For example; him waking up, going to work etc.
The video could be enjoyed by a range of ages, mainly adults. It's a fairly upbeat video, however, focuses on fairly negative themes. The band seem fairly young which suggests that they would relate to a younger audience. Overall, i would say the video was targeted at young adults.
Mode of Address
Throughout the whole video, the main character is seen directly addressing the camera. This helps to build a strong relationship between the audience and the band member and means that they understand the situation more. Direct mode of address is also used by the band members throughout the performance section. As there is little footage of the band performing, using direct mode of address ensures that the audience can relate to the band and recognize them in future.
Narrative
There is both a narrative section and a performance section- this is common in indie rock videos. The narrative section focuses on the main member of the band and his struggles through everday life. The narrative mainly focuses on a specific day in his life. For example; him waking up, going to work etc.
Representation
The male is represented as quite a troubled, unhappy character. However, this is used in contrast with him as the main member of the band. When the band are shown performing, they are all represented as enjoying what they do and being in each others company. They are a typical indie-rock band in terms of costume and instruments etc. Due to the chaotic nature of the narrative, the band overall are represented as quite abstract and unique.
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