1. 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?
Target Audience &
needs
The target audience’s needs are met in this video as the identities of the band members are kept secret in this video as they have
been replaced with cartoons. This will appeal to their target audience as this is a known fact that this band don’t show themselves
in their video’s. They are using audience familiarity in this video. Using cartoons instead of themselves in their music video appeals
to a wider audience, because unlike other bands they don’t have an image that their fans will follow, their fans can dress and look
how they want to.
Lyrics The lyrics in this songs suggest mixed emotions for example’ I ain't happy but, I'm feeling glad
I got sunshine, in a bag I'm useless’ sends out mixed messages, again this could be so that the songs appeals to all their fans
no matter what mood they are in. During the video when the lyrics ‘ive got sunshine’ are sung the weather is actually dark and
raining
Tempo The tempo of the song is quite slow, as if the song has been slowed down, this gives off the mood of the song to be a relaxed song.
You can hear drums and guitars, conventions of typical musical instruments for this genre. The tempo stays at the same
throughout the song verses and even in the chorus.
Genre This band belongs to a mix of genres, alternative rock, alternative hip hop, trip hop and electronica. You can tell there is a mix of
genre in the song as the difference in style between the chorus and the verses. The chorus is sung in a low pitch tone which
suggests that it belong to the alternative rock genre whereas during the verses there is rap which anchors down that it also
belongs to the alternative hip hop genre.
Camera Technique The video starts off with an extream close up before zooming out to create a long shot. The video uses a lot of pans to change from
scene to scene, this will then usually become aextream close up. Extream close ups and medium shots are used through out the
video as well as bird eye views and establishing shots.
Editing Parts of the video has been edited to make the characters appear differently to one another, for example the actual band remain
as cartoons whereas the ‘monster’ is meant to appear holographic, I think they have done this to tie in with the lyrics the ‘monster’
says which are’ remember it’s all in your head.’
Use of digital effects Digital effects used in the video create a mood of the video for example the use of lightening to is used to reveal the four giant
monkeys. In one part of the video one of the characters turns to run away in slow motion this gives off the impression that it is a
strip out of a comic book.
