The video analyzes the music video for "Pass This On" by the Knife. It discusses the target audience as being a mature audience interested in themes of acceptance and challenging stereotypes. The lyrics are interpreted as being personal and addressing someone in particular, referring to them as "your brother." The tempo is described as slow but upbeat, while the genre is said to blend electronics with reggae influences. Camera techniques include close-ups on the singer's face and body during dancing as well as medium and long shots of other characters. Editing uses frequent cuts between shots and high pitched backing vocals. Digital effects include a neutral color scheme, dark lighting, and color correction.

1. Music VideoAnalysis
The Knife – PassThis On
https://www.youtube.com/watch?v=gKhjaGRhIYU
Commenton the followingaspectsinrelation to your music videochoice.
How will these techniquesappeal to the target audienceneeds?
Target Audience &
Needs
From watchingthismusicvideoindepth,Ibelievethatthere isnospecificage range forthe targetaudience,althoughinsome
waysI thinkthat itis aimedat a more mature audience asthe topicof the song andtheme of the musicvideo appearstobe about
bringingpeople together,acceptance andchallengingstereotypes.Also,Idon’tthinkthatthe videoisaimedata certaingenderor
ethnicity.
Lyrics (Meaning
Implied?)
I believethatthe meaningof the lyricslinkinwiththe musicvideo,asthe female impersonatorisexpressingherfeelings towardsa
small audience. She appearstobe singingaboutherlove fora man,but refersthe manas “your brother”whichgivesthe
impressionthatthe lyricsare aimedatone person,someone whomaybe satin the audience.The lyricsseemquitepersonal,asit
talksaboutthe wayan unknown personlaughsanddances.
Tempo The tempois made upof the same beat throughout.It isslowbutalso upbeat.Itisslowbecause of the tone of the singers’ voice,
and upbeatbecause of the tune andthe rhythmof the music.
Genre The genre of thissongis Electronic,althoughitdoeshave the soundof steel drumsplayingthroughoutwhichmakesitsound
Reggae.The genre of the musicvideoappearstobe a narrative,asit isallowingthe audience tomake uptheirownplotand
storyline onwhatthe meaningof the videois,thisleavingthemquestioning.

2. Music VideoAnalysis
The Knife – PassThis On
https://www.youtube.com/watch?v=gKhjaGRhIYU
CameraTechnique There are manycamera techniquesthroughoutthisvideo,althoughthe mainone isa close upwhichisusedfrequentlysuchas on
the singersface and certainbodyfeatures whilstshe isdancing, whichemphasisesthe sexual sideof the video.There are also
mediumshotsusedandlongshotsto show the othercharacters inthe room.
Editing
The editingconsistsof highpitchbackingvocals.Also, the use of cuttingisusedfrequentlythroughoutwhenanewcamerashotis
used.
Use of Digital Effects In thisvideoaneutral colourscheme isused,aswell asa dark lightingandcolourcorrection.