MUSIC VIDEO DECONSTRUCTIONThe Vaccines – I Always Knew

I will deconstruct this video using Andrew Goodwin’s 6 common features of a music video

• The notion of looking• Relationship between Visuals and Lyrics• Relationship between Visuals and Music• Genre Characteristic• Establishment of brand• Intertextual references

THIS VIDEO IS OF A NARRATIVE FORM AS THE STORYLINE SHOWS A CLEAR LINK TO THE LYRICS OF THE SONG

THE NOTION OF LOOKING• First shot is a birds eye view (as if you

the viewer, are looking down upon the scene) of a fair ground ride with screaming people whizzing around. This connotes fun, youth and excitement.

• Two characters will not look at each other until chorus starts and they begin to have a good time

• The male character is constantly looking at the female as she is clearly unaware of his feelings for her

RELATIONSHIP BETWEEN LYRICS AND VISUALS

• The lyrics “down, down” coincide with the camera changing angles to a lower shot of the ride.

• “lets go to bed, before you say something real” female character smiles and bites her lip

• “because it’s you” characters look at each other finally

• “oblivious to all that I’ll owe” – the boy looks at the girl but she is unaware

RELATIONSHIP BETWEEN MUSIC AND VISUALS

• Music builds towards chorus and female character smiles and the light shines on her face showing her excitement

• Again when music builds for chorus, female character reacts by throwing her hands in the air

• Music build for the chorus a final time, more dramatic than ever, as the camera zooms into the ride again from the birds eye view. The once slow motion images run at normal speed for one shot as the couple look happier than ever and the ride moves fast.

GENRE CHARACTERISTICS• Typical boy meets girl story.• The characters are dressed in very fashionable clothes,

individual and laid back style which is typical of the band and the whole genre

• The setting of a fair ground connotes youthfulness and fun, the flashing lights adding excitement and adrenaline

• Rebellion as the two characters play on the ride and throw there hands in the air showing spontaneity

• The video is slowed down giving a nostalgic, dream like feel to it, common themes the genre promotes

BRAND ESTABLISHMENT• The first shot is of the name of the band, clear promotion of

the band and establishment of the artist.• The characters are wearing laid back clothing including woolly

hats which they pull off of each other when playing connoting image isn't the priority of the band but instead having fun is more important.

INTERTEXTUAL REFERENCES• The “sizzler” sign clearly connotes the

sexual theme throughout the lyrics of the song in lyrics such as “lets go to bed” and “nothing on my mind but you”

• The male character is wearing a designer hat with a distinct logo showing the bands promotion of that brand and that the band are fashionable and market a youthful audience