Detailed Research for Media G324

1. DETAILED
ANALYSIS
SINEAD GRACE

2. ARCTIC MONKEYS – WHEN
THE SUN GOES DOWN
https://www.youtube.com/watch?v=EqkBRVukQmE

3. IDENTIFY THE INSTITUTION RESPONSIBLE
FOR THE CREATION OF THE VIDEO AND THE
CODES EMPLOYED BY THE INSTITUTION
This music video was directed by Paul Fraser as a part of a large
project. Alongside creating this music video, he also wrote and
directed the short film ‘Scummyman’. Fraser went on to win the
NME Award for Best Music DVD in 2007 for this series of work.
Most of Fraser’s work consists of short films, but alongside this
he has worked with artists including Arctic Monkeys, Tired Pony
and Plan B. As he is a screenwriter as well as a director, Paul
Fraser’s work usually depicts a narrative. Not only this, but the
themes of these narratives often focus on working class Britain
– he often works alongside Shane Meadows who directs the
‘This is England’ series.

4. WHAT ARE THE KEY SELLING
POINTS OF THE VIDEO?
Throughout the video, we see the journey of a young woman
who appears to be participating in illegal activities such as
drug dealing and possibly prostitution. We also see that she
is in an abusive relationship. These hard hitting topics make
this video very interesting and unique as it helps raise
awareness of these issues, whilst also enticing the viewer as
it makes you want to watch to the end to find out what
happens to her. This is a key selling point. Another selling
point of this video is that it uses not only the music, but also
uses narrative from the characters which plays under the
music so that we can really immerse ourselves in the story.

5. TARGET AUDIENCE
Arctic Monkeys -
When The Sun
Goes Down
Male and Female
Ages 16 - 30
Indie Fans
All Ethnicities
Fans of Paul
Fraser/Shane
Meadows
Lower/working class
Arctic Monkey’s
Fans
NME Readers

6. HOW SUCCESSFUL IS THE
VIDEO? WHICH ASPECTS
WORK/DO NOT WORK FOR YOU?
I feel that this video is highly successful, in my opinion, due to
the use of a hard hitting and realistic narrative as it is something
different and perhaps controversial due to the topics covered. In
addition, I feel that it is engaging that the pace of cuts seem to
speed up with the music as it all seems to be connected well.
However, there are some shots/scenes in this video that seem to
be a bit out of place and I feel that are not explained/represented
well. For example, there is a scene at around 1:50 where the
main character watches band pack their stuff into a car. Nothing
more happens of this but it seems to stand out as it is quite a
random aspect of the video.