1. Music VideoAnalysis
Commenton the followingaspectsinrelation to your musicvideochoice.
How will these techniquesappeal to the target audienceneeds?
Target Audience &
Needs
The target audience forthisvideorangesfromayoungeraudience suchasteenagerstoyoungadultsandOldAge Pensioners,the
reasonit variesisdue tothe videocontentandthe audiocontent.The storyline of the videoisaboutoldpeople forgetting that
theirage cannot stopthemfrom whattheywantto do so theypretendtobe youngagain bydrinkingandjusthavinga goodlaugh.
The reasoni say itis aimedat an olderaudience isdue tothe videosince itisaboutthe olderpopulation,itdoesn’tmeanthey’re
goingto like the musicorthe videowill appeal tothemspecifically.Thismeanstheymaygive itawatch to see if theylike it,this
alsoopensa much widertargetaudience soitsnotjusttargetingone specificsoitsnottargetingone specificage/genderits
targetingmultiplewhichisalsoabenefitforthe Musician/Directorasmore people will watchitwhichwill bringinmore moneyfor
bothof them.The musicon the overhandisspecificallyaimedatthe youngeraudience asitisa much newergenre (ElectroHouse)
whichismainlya festival genre,andthe majorityof people whoattendfestivalslike thisare the youngeraudiencewhichmainlygo
to festivals,andthenthere are the teenagerswhoare alsointerestedinthisgenre whoare notoldenoughto see afestival due to
age ratingso theywill have tolistentothe musicat home,sothat iswho the song/videoismainlyaimedatthoughitsnot always
goingto be true because anyone canlistentoitand enjoyit.Stereotypesare generally usedtosetaage targetaudience asthey
thinkthatswhat people of certainage groupslike.Foracertainlivingareatheywill use demographicprofilingtoaimitat the
specificdemographictheywant,forexampletheycouldwanttoaimit at the Medium Wealthof Manchesterto try andappeal to
them,there isnospecificGenderspecificationforeitherthe songorthe videobutinmy opinionitismainlyaimedatthe younger
male audience asitiswhat mainlyappealstothemmore thanwomen,thoughthis isneverfullycorrectasitwill neveralways
appeal toeveryone andinmyopinionithasno specificEthnicorsexuallitytargetmeaningitisaimedateveryone inthemtwo
categories.

2. Music VideoAnalysis
Lyrics (Meaning
Implied?)
The lyricslinkstraightto the song, the song isaboutold people wantingtofeel youngagainandittellsusthe storythroughthe
lyricsas well asthe video.Thoughitdoesn’tincludeanytype of performance,like the one of the protagonistshummingor
anything,theybothtell the storyverywell andclearthatisis easyto understand.The firstline openswith“BeingHighandFeeling
Young” thisisto tell the listenerthatthat thattheyare so highup thatnothingwill bringthemdown(Inotherwordsstop them) as
saidin the nextline “We will nevercome down”.They’re tryingtosaythatthey’re enjoyingthemselvesthattheydon’twantto
stopdoingwhat they’re doing,whichisagoodtime,itthengoeson to say“They can try withall theirmight”meaningwhoever
wantsto stop themcan try whatevertheywantbutnomatter whattheydo itwill neverstopthem.Italsosays“Theycan’t buy
whatwe have tonight”whichsuggeststhattheywouldnottrade the opportunityforthe world,meaningitmeansalottothem
and don’twantit to end, endingthe chorusis“We will neverevercome down”whichisanotherwayof themtellingustheywon’t
stopand to be honestyouwon’tblame themfornot wantingtostop,if they’re havingagoodtime thatis.
Tempo The song isa fastupbeatgenerally happysong,the reasoni sayhappyisit has a nice happyfeel tothe song.The majorityof
electronicmusicsoundsreallygoodandwell masteredbutthe majorityof themdon’thave the happyfeeltothemunlike what
dada life does.Thisisbackedupwith the highpitchedsingingbutnotthathighto put the listeneroff the track.The track keeps
withthe tempowithoutchangingandconstantlystayingat128 BPM (BeatsPerMinute).It’sa goodthingthat the track keeps with
same tempothroughoutthe track or it justwouldn’tsoundright.It’djustsoundhorribletolistento.Thoughthe problemwiththe
tempohowit staysthe same throughoutthe track makesit soundveryrepetitive andquite boringtolistento.
Genre Song
The genre of thissongas well asthe specificgenre of the artistiselectrohouse,the artistisverygenre specificinkeeping
themselveswell intheirgenre asitseasytoclassifythemastheystickto justthisgenre whichkeeptheiraudienceentertainedand
makesthemloyal totheirgenre.The songsticksto itsgenre withoutbringinginanyothergenre backingitupthismakesit easier
to clarifywhatgenre itclassesunder.Anotherthingi particularlylike aboutthe songisthatit staysat the same pace.
Video
The videoisstrictlya narrative musicvideobasedaroundthe storyof these oldpeople inthe winterhavingagoodlaughand
pretendingtobe youngagain,actinglike theirage doesn’taffectthem,asforwhattheycan do andwhat theycan’t.As the video
isa narrative,itmeansthatit followsalinearpathanddoesn’tchange whatgenre of videoitismeaningitdoesn’tchange to
performance orconceptand stayson a straightline downthe narrative path.The storystarts of withthemmeetingupfromwhat
lookslike forthe firsttime inawhile whichinfairnessmakessense since theyalottogetherinsuchashort space of time (Lookslike
one night) andsince itsa longdayshownina shortspace of time the videoinfairnesscouldbe classedasamontage as the video
includesnospeakingwhatsoeverandjustmusicplayedoverit,bythe endof the videothe charactershave gone fromjusthaving
justnormal funwithdrinksbutafter fromwhatlookslike alotof drinksturnsintofunfun thatnot many people woulddoandfrom
theirlooks,itlookslike itssomethingtheydon’tregretdoingeither.

3. Music VideoAnalysis
CameraTechnique There are manytypesof cinematographyusedinthe musicvideo,all of whichare veryuseful inbeinguseful andeffective forthe
viewertonotice things.Forthe beginingthere are alotof Still shotsof all of the charactersin the video,thisisa useful wayof
showinguswhoisin the videowithoutneedingtointroduce themsince theyare alreadyintroducedandtheywaytheydoitis in
specificpartsinthe video,forexample someof the shortshave seemtobe takenbefore/during/afterthe eventwhichisavery
interestingwayof introducingthemandi reallythinkitwasusedeffectively,still shotsseemtobe a theme of the videoastheyare
usedquite alotbutthe camera is shakyinsome instanceswhichdoesn’tmake itasprofessional astheywouldbe hopingfor.
Editing In choice of editingthere isn’tmuchbesidescuttingandvideoediting,there hasbeenalowsaturationeffectaddedtothe videoto
make it lookmore pale thanit woulddo.The weatherhelpstosupportthistooas the weatherisprettydull asit iswintersoyou
won’texpectitto be colorful,saturationcanbe noticedalotinthe outside shotsbutmostlyinthe inside shotsasthe darkcolours
tendto standout more than the rest,thismaybe because mostcoloursinthe videoare dark coloursinthe videosuchasdark
greenandbeige,the use of cuttingisprettyunevenassometimesitcanbe fast cutsand sometimesitwon’tbe soinmyopinionit
looksveryunprofessionalandatthe endthere isuse of slowmotionnearthe end,isn’tuse muchbut it isuse effectivelytoshow
the snowbeingthrowninthe air.
Use of Digital Effects No use of digital effectsfromwhati can see.