The music video for The Kooks' song "Shine On" uses various techniques to portray the band as authentic indie musicians and appeal to their target audience. It features close-ups of the band playing instruments to emphasize their musical abilities. Retro aesthetics like flowery wallpaper reference the origins of indie music. While including voyeuristic elements, it does not objectify women. The video also stands out by not including intertextual references or focusing on visual effects, reinforcing the band's anti-mainstream image and focus on their music.

1. The Kooks ‘Shine On’ Music Video Analysis – Hannah Ram - 4730

2. Demands of the record labelWithin the music video there are lots of close ups of the band members, especially of the leader singer. By incorporating lots of close ups the record label are able to successfully sell The Kooks as being an Indie boy band as the constant use of close ups allows the audience to identify with the band members and sell their authentic Indie image.

3. The first shots that we see of the band members are of their silhouettes playing instruments. As these are the first shots that we see of the band it highlights the importance of the band being able to play their own instruments and the whole DIY mentality that Indie music is founded on. This therefore, helps the record label to sell The Kooks image as being an authentic Indie band that plays their own music rather than being just another manufactured boy band. not taken from the music video

4. Demands of the record labelMedium/Close Up of lead singerMedium shot of drummerThe use of silhouettes helps to add an element of mystery, which keeps the audience intrigued and makes them want to watch more. Moreover, the flowery wallpaper links bank to the 1970s and 1980s when Indie music became really established and popular, with the introduction of bands such as The Kinks. This use of the wallpaper therefore, reinforces the image of them being an Indie band that has strong influences from the past.This medium/close up of the lead singer complies with Goodwin’s theory of music videos incorporating the demands of the record label because it helps to sell the band’s image. In this close up you can tell that the band is part of the Indie genre because his haircut is distinctively Indie as it is encapsulates the Indie ethos of not trying to hard. Furthermore, his clothing is quite anti-mainstream and vintage, which again helps to sell The Kooks as being an authentic indie band, as it highlights they have an understanding of how Indie music started and the ideologies behind it.

5. Genre CharacteristicsThe Kooks are a British Indie Pop/Rock band and their music video conveys this by using the genre characteristics associated with Indie music videos. Conventionally, Indie music videos include a performance element, shots of band members throughout and establish the band’s image/brand. Within their music video The Kooks include all of these generic genre characteristics, as by including a large performance aspect to their video they are able to establish their image (as shown by the close up on the previous slide) through the use of mise-en-scene in the shots of the band members. The Kooks also include anti-mainstream elements in their music video, such as retro iconography, in order to establish their status as an Indie band. (Indie band, Vampire Weekend also do this in their music video for Giving Up The Gun)

6. Notion of looking/voyeurismUnlike in Vampire Weekend’s and One Night Only’s music videos, The Kooks’ music video for Shine Oncontains frequent references to the notion of looking and voyeurism. For example, it often includes shots of the leader singer peeping through a key hole to look at a woman that is sleeping in her bedroom.

7. However, although the music video contains voyeuristic elements, as the female character is shown sleeping which is a somewhat private activity, it is not done in a vulgar way that would offend a female audience. This is very important because as The Kooks are an Indie boy band they have a large female audience and explicit voyeuristic treatment of the female body that objectifies women would not appeal to a large majority of their target audience. evidence of their target audience from YouTube viewing statistics

8. Notion of looking/voyeurism cont.The music video also contains a medium shot of an old television set, however, it is switched off, which suggests that it is not often watched.

9. Furthermore, the TV is old and retro looking, which fits in with the reoccurring motif of the of the 1970s and 1980s that is present throughout the whole music video. The fact that the TV is old rather than being a new plasma TV suggests that The Kooks want to go ‘back to basics’ and make their music video about the quality of their music rather than being about distracting effects. This idea is reinforced throughout the whole music video as it contains lots of references to the 70s and 80s when Indie music was first established, and arguably at its purest form.