Music Video Analysis

Comment on the following aspects in relation to your music video choice. How will these techniques appeal to the target audience needs?http://www.youtube.com/watch?v=BsYE078RQCI (The 1975)

Target Audience & needs

16-25 most of their fans are teenagers mostly girls but also boys their lyrics are more aimed towards teenagers who can relate

Lyrics "A soft sound, To the way she wears her hair down, Covering up her face, Oh what a let-down, I don't seem to be having any effect now, Falling all over the place"He is head-over-heels about her and she just wants to hide her face when they're out in public. Usually things are great between them, but he doesn't "seem to be having any effect now" that they're out in public."But you're losing your words, We're speaking in bodies, Avoiding me and talking 'bout you"He feels sort of used for sexual purposes. She doesn't really talk to him anymore and they're only 'speaking in bodies.'"But you're losing your turn, I guess I'll never learn, Cause I stay another hour or two"Despite her cold nature towards him, he can't help himself and sticks around."For crying out loud, settle down! You know I can't be found with you"This strikes me as something he thinks she feels. An attitude from her that he shouldn't be upset because he should know that it's not socially acceptable to be dating him."We get back to my house, Your arms, my mouth, Now I just stop myself around you"But when they're away from the public eye, she's all over him."A small town, Dictating all the people we get around, What a familiar face, Do you get what I mean now?, I'm so fixated on the girl with the soft sound, And hair all over the place"Just hammering home the point. They live in a small town where anyone could recognize them and she doesn't want word getting around that she's with him."But you're sure that I'd learn, I'm pushing through bodies, Avoiding me and walking around you, But you're cold and I burn, I guess I'll never learn, Cause I stay another hour or two"He continues to pursue a relationship despite her cold disposition and avoidance in public.

Tempo The tempo is chilled and calming its very ‘laid back’

Genre indie rock, indie pop, power pop, alternative rock

Music Video Analysis

Camera Technique The very first shot in the video is a extreme long shot then it changes scene to behind the lead singer which is a close up of him walking the camera follows him this is a hand held shot it makes the audience feel as though they are walking behind him seeing what he sees pretty much because its eye level then it cuts to a wide shot of him still the same scene but from far away, then it cuts away to a medium shot of a boy facing away from the camera this shot also shows his view and what’s he looking at and because it’s a hand held shot it slightly moves then it cuts to another scene the scene which the video started with, with the boy on his bike this is a long shot which pans in the direction he’s riding his bike then the shot changes it is tilted down so you can still see the wheels of the bike but also his reflection in the puddle of water this then continues to show close up shots and medium shots also a lot of pans some left and right and some which start low and move up wards. The video has a lot of long shots cut to close ups or the other way round it shows the person in shot as well as the surrounding area of where they are it shows mostly the two boys the video is based around in different scenes all hand held shots of them you can tell this as the camera slightly moves when the scene has someone in it its slightly moves around them and follows objects/people, again it sometimes cuts to the main singer as he walks around he doesn’t mime to the music though the camera just changes angle from the side or the back as he walks it follows him if it’s a long shot it will be still and he will move out of the shot for example 1:24 he walks out of the camera shot, this continues through out the video and all together makes the story they use a lot of different shot types mostly close up. They use a lot of reflections in the video they point the camera at a surface they use one on a window and in a rear-view mirror. They also have a birds eye view every now and then of the ocean/waves.

Editing The start of the video has the bands logo and the name of the song placed over the top of waves moving around behind, the whole video is in black and white, there also are a lot of cuts of the same scene but different angles and shot types.Some of the scenes are slow motion every now and then when a shot cuts to another one, one of them will be in slow motion whilst the other is normal speed they mostly use the slow motion on parts for the audience to pay attention to and notice in the video and on mostly all of the shots of the artist is slow motion and the shots of the ocean the waves are slowed down it varies in the video mostly to fit the music. And at the very end the scene cuts out to black and then text appears telling you the record label and date also they have the copyright sign.

Use of digital effects The very end of the video is the only part where digital effects are used at 3:55 as they two boys hands touch a light appears in the middle and carry’s on to get bigger so it becomes a huge glow which then causes a beam of lights to go up into the sky fill the area around them and cause the clouds to move towards the beam of light so the clouds begin to twirl.