This music video for "I Always Knew" by The Vaccines tells a narrative story through visuals that relate to the song's lyrics. It shows a boy and girl on a fairground ride who look at each other as the song builds towards the chorus, symbolizing the development of their relationship. The video employs typical conventions of the indie pop genre through its fashionable young characters, nostalgic tone, and themes of youth and rebellion. It also works to establish the band's brand through prominent display of their name and fashion-forward style.

1. MUSIC VIDEO
DECONSTRUCTION
The Vaccines – I Always Knew

2. I will deconstruct this video usingAndrew
Goodwin’s 6 common features of a music video
• The notion of looking
• Relationship between Visuals and Lyrics
• Relationship between Visuals and Music
• Genre Characteristic
• Establishment of brand
• Intertextual references
THIS VIDEO IS OF A NARRATIVE FORM AS THE
STORYLINE SHOWS A CLEAR LINK TO THE LYRICS OF
THE SONG

3. THE NOTION OF LOOKING
• First shot is a birds eye view (as if you
the viewer, are looking down upon the
scene) of a fair ground ride with
screaming people whizzing around.
This connotes fun, youth and
excitement.
• Two characters will not look at each
other until chorus starts and they begin
to have a good time
• The male character is constantly
looking at the female as she is clearly
unaware of his feelings for her

4. RELATIONSHIP BETWEEN LYRICS AND
VISUALS
• The lyrics “down, down” coincide
with the camera changing angles to
a lower shot of the ride.
• “lets go to bed, before you say
something real” female character
smiles and bites her lip
• “because it’s you” characters look
at each other finally
• “oblivious to all that I’ll owe” – the
boy looks at the girl but she is
unaware

5. RELATIONSHIP BETWEEN MUSIC AND
VISUALS
• Music builds towards chorus and female
character smiles and the light shines on
her face showing her excitement
• Again when music builds for
chorus, female character reacts by
throwing her hands in the air
• Music build for the chorus a final
time, more dramatic than ever, as the
camera zooms into the ride again from
the birds eye view. The once slow
motion images run at normal speed for
one shot as the couple look happier
than ever and the ride moves fast.

6. GENRE CHARACTERISTICS
• Typical boy meets girl story.
• The characters are dressed in very fashionable
clothes, individual and laid back style which is typical of the
band and the whole genre
• The setting of a fair ground connotes youthfulness and
fun, the flashing lights adding excitement and adrenaline
• Rebellion as the two characters play on the ride and throw
there hands in the air showing spontaneity
• The video is slowed down giving a nostalgic, dream like
feel to it, common themes the genre promotes

7. BRAND ESTABLISHMENT
• The first shot is of the name of the band, clear promotion of
the band and establishment of the artist.
• The characters are wearing laid back clothing including
woolly hats which they pull off of each other when playing
connoting image isn't the priority of the band but instead
having fun is more important.

8. INTERTEXTUAL REFERENCES
• The “sizzler” sign clearly connotes the
sexual theme throughout the lyrics of
the song in lyrics such as “lets go to
bed” and “nothing on my mind but you”
• The male character is wearing a
designer hat with a distinct logo
showing the bands promotion of that
brand and that the band are fashionable
and market a youthful audience