The video begins with a shot of a pretty empty room, the room is in black and white and this immediately creates a relaxed and serene tone. Throughout the video different iconography is used, for example; guitars, drums etc. these particular props are very often associated with this genre. They commonly appear within indie music videos and are therefore stereotypically anchored to this type of music and the type of people that make this type of music. The positioning of the male guitar player is interesting as he begins at the back of the shot, this contradicts the usual dominant ideology of male dominance as he is not in the forefront of the frame, however the camera zooms closer to the male in stages making him more central to the frame and the eventually the only thing we can see on screen. Their is an interesting use of a vinyl record player that allows the music to start anchoring it to the action on screen.
Certain representations are presented through this video, for example there is a pretty strong influence of John Lennon's work, so when the oasis lead singer appears on screen with the iconic glasses. This reference represents the band as strongly influenced and respectful of past music artists, there is also a clown appearing in the video, the clown suggests several things, one interpretation could be the 'joker' idea that is associated with clowns or the negative connotations as many have phobias of clowns, both of these opinions have a child-like aspect to them, suggesting that the people involved in this genre are immature or even unintelligent.
The editing used throughout the video means that the video is constantly dynamic, this keeps the audience intrigued. A very clever use of face paced editing is used when the music speeds up, this means the diegetic sounds stay anchored to the action on screen and this makes the video look a lot more professional.
Women are represented in this video however it has been constructed to represent women as an 'object'. The woman we see is a burlesque dancer and is wearing very little clothing, this shows a great deal of her body suggesting this is what we want to see.
Representation
The young adult social group are represented in a way which portrays them as greatly caring about the music and their influences. Throughout this video things that are associated with rebelion are not seen ,this portrays the band as more sophisticated.
Genre
The genre is represented through certain iconography, setting and costume of the band members. All of these micro elements that appear in the video reinforce the idea of the music being extremely important to the band. However the ‘swagger’ that is usually portrayed through the attitudes of the band members still appears in the video, with the posing images from the lead singer and the other band members literally just looking at the camera, showing their looks as if they are proud.
Audience
The audience are made to idolise the band members on the video, due to their ‘cool’ and ‘effortless’ appearance/attitude. The fashion sense that the band members are wearing are stereotypical to the genre and are therefore most probably popular with the audience that have inquired about this video.
Narrative
The narrative is not clear throughout this video, however while watching the video we can see a calm beginning that turns into a more busy and upbeat middle which then ends in the first scene being repeated, this shows continuity as well as creating a structure around the video, making it simplier to watch and understand.
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