Introduction

• The overall video is about the artist Florence welch falling in love with someone, however that person doesn’t seem to love her back. Doing a music video based on this storyline will attract young female adults who may have gone through the same things- they will be able to connect with the artist and their feelings.

Camera Shots

Throughout the music video there are various camera shots used to add effect and a symbolise a meaning.

The constantly used shots are mid-shot, close-up and extreme close-ups. These shots are used in nearly all of Florence's music videos and it helps the audience figure out what kind of person she is which is important when attracting consumers.

Close-up/extreme close-up- Help recognise what the artist looks like Mid-shot- shows what the artist is wearing and how the outfits link in with the video

Mise-en-scene

At the start of the video we can see a light flashing, this may represent a heart beating when it first falls in love with someone. The light bulb beats at the beginning and the end of the video suggesting that there is still some love and feelings left for that person.

Mise-en-scene

Throughout the video we see that red and orange autumn leaves are used, these colours represent love an romance, and the way she is looking throughout the video suggest she may be looking for the one. The artist is wearing a classic bow tie and plain white shirt, this look is quite masculine and describes the indie genre quite well as it shows that they like to be bold and creative about what they wear.

There are some hints in the video that show us the video is an indie genre. For instance we can see the artist wearing vintage rings one with an eye and the rest with a queens photo on it. This is quite a quirky and unusual style something that describes what the indie genre is all about

Mise-en-scene

Near the end of the video we see glitter and leaves being flown in the air and we see that the light flashes faster than it did before. It may suggest a celebration or the mixing and confusion of all her emotion. Glitter and the faded pink and red may connote fun, happiness and femininity.

Editing

Cross-cutting – this was used when the camera cuts into the artist wearing a different outfit (one black and the other white)

Eye- line – this was used when the artist looks straight in to the camera, this is important as it helps the audience connect with the artist and what she might be feeling

How the artist is promoted

The artist is promoted as passionate and has bold and colourful personality, her movements, body language suggests that she is a creative person and is not afraid to express her feelings.

Her passion is shown throughout the song which will make the audience feel that they can relate to her feeling and emotions as they would have gone through the same experience the artist has.