This video is one which I felt contradicted the usual conventions of an ‘Indie’ genre music video. The first scene we see immediately is a city scene, with a serene calm influence and birds appear over the top of the houses that connote peace, love and usually relate to females. This image of peaceful animals is reinforced by the use of butterflies, that delicate wings connote a feeling of calm, this is anchored by the calmness of the song that we can hear. The editing throughout the video is a slow paced fade from scene to scene, this effect allow the video to flow easily as well as keep the relaxed calm tone that has been created. The colour throughout the video is diverse and the black and white backdrop to each scene means that the colourful animals etc. bring contrast to the dark and dingy scenes, suggesting happiness in dingy environments. Through this video there is a message of calm and peace, and strange unique props appearing throughout the video, create a unique and confusing atmophere. The target audience is not fully clear from watching the video. However there is a feminine tone to the overall video, the different colours and animals that appear in the video are usually associated with the female gender. Throughout this video, there doesnt seem to be a specific narrative, this could suggest the lack of contrived theory through the bands way of promoting their music.
The imagery used throughout this video gives a child-like impression of the band and their work, this idea in re-inforced by the girls dancing along the screen, and the family images that keep appearing on screen also reinforce the idea of a child-like/girly image that is portrayed.
Representation & Genre
Throughout this video the idea of a happy family is reinforced through the micro elements included. This happy and joyful atmosphere is contradicting the usual tone that is set throughout indie genre music videos, the iconography used represents a happy, family and female associated tone, this representation of the indie music is unusual.
Narrative
The narrative throughout this video is not conventional, it doesn’t follow a particular theory. However there is a sense of the video flowing as if it were a story, but there is no clear beginning, middle and end.
Audience
The audience perception of the indie genre is contradicted throughout this video. The demographic of the audience are most likely to have heard music from this band before therefore would be expecting a certain style, so this lighthearted video is unique.
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