Florence + the Machine - Breaking Down
Nostalgic
no use of stedicam, back quality, old fashioned video, like home made video's, flash backs, looking into past, memories
vintage = cool, old meets new, artist ideentity, very 'indie', old meets new

Promoting other products in Music Video's

In many mainstream music video's with famous artists, typically artists of the pop genre, are paid to promote other products within there music video's. An example of the is in Jessie J's  pop music video for her single 'It's my Pary' she and those in her 'party' are constantly shown using Beats by Dre'snew 'Beats Pills' and beats headphones. By using this concept of product placement, the beats company are able to market and peromote there products in an effective way to the world getting it known to a large mass audience of music lovers. Those who listen to Jessie J's music video will be fans of hers and obviously love music, they will therefore like products like 'beats pills' as there music based and will also be more likley to buy Beats products as if a famous artist like  Jessie J use them, they must be 'cool'. By placing the product in Jessie J's music video they are instantly establishing there product as a must buy for music lovers representing the product as 'cool' and directly targetting there target ausience of young music lovers. Also fans of Jessie J typically idolise her and want to be like her, women typically want to copy her and be like her inn order to be the best, desired and wated by others, be cool and look attractive. Relating to the theory concept of Laura Mulvey/John Berger which stated.......... In order to copy her and be like her, her fans and audiences will go out and buy the beats company products, so that they can feel 'cool', 'with it' and accepted in society - a concept that is only human nature to want.

This same concept is used in Robin Thick's music video for his single 'Blurred Lines':

This also indorces the 'Beats Pill' and Beats Products too, connotating them as a sexy, attractive product to own through the use of placing them with stereotypically 'attractive' girls. It costs a lot of money to market and advertise products in mainstream music video's. However with the high mass audience of music lovers these artists, tracks and music video's generate, if successful the comapany could make an awful lot of money and profit from it.

Explisit Contect in Contemporary Music Videos....

Lots of contemporary indie-pop and pop music video's are known to have 'explisit content' with a brutal or sexual nature or references because they convey the harsh realities of society, reflecting society. This is something I possibly want to experiment with in my Music Video in order to connect with a modern day audience, make them want to watch my music video and allow them to understand and relate to the issues shown in the music video as they refelect the reality of their lives. This is a common convention of Indie-Pop and pop Songs, below are some examples of Indie-Pop and Popsongs that use 'explisit content' to some extent to convey the meaning behind there lyrics to create versimilitue and a realistic narrative that a working class, average contemporary audiences can relate to due to the display of Universal iddues such as sex, drugs, love, domestic violence, depression, abuse, heartache ect..

Just Be - Paloma Faith:

Lover To Lover - Florence and the Machine

 

Laura Mulvey (1975) :

 

This theorist has anouther valid yet contadictary feminist point to be made about the use of Explisist Content in Contemporary music Video's.

She states that.... 'Woman, then stands in patriarchal culture as a signifier for the male other, bound by a symbolic order in which man can live our his fantasies and obsessions through linguistic command, by imposing them on the silent image of woman still tied to her place as bearer of meaning not maker of meaning.'

 

....Her theory basically derives around the concept that in the media men want to see naked, attractive women who are desirable and women want to please men and be seen as desirable and therefore women look at other women who look good that men percive as 'attractive' and 'desirable' and try to copy them to be the 'best' they possibly can be.

 

This links to the concept of the male gaze and that acctually all audiences look at media texts from the prospective of a hetrosexual man. The camera is almost like the eyes of a hetro sexual man.

The 'Male Gaze' typically focuses on....

-Emphasising the Curves of the female body.

-Refering to Women as objects rather than people.

-The diaplay of women is how men think they should be pervieved

-Female views views the content of media texts, esspecially TV/Film, through that eyes of a hetrosexual man -> Example: panning, tracking, close ups on the female body, the camera is like the mans eyes.

 

However this theory could also be disagreed with as many people may believe this theory and concept makes women seem infereior to men. A feminist would view this perception as inequality and unequal power for women against men.

 

To certain extents I believe some of the conceot behind this theory to be true. Men like to look at attractive women and women like to look attractive and please men, In many aof the indie pop music video's they use Explisit and Sexual content which could attract a hetrosexual male viewer, who may typically not be interested in the track or style of music itself. However due to its sexual content and attractive women, it opens itself up to a much larger target audience of people with an interest in the music video, therefore making them more likley to become a fan of the music/artist and want to buy the track. This is a technique I can use in my music video to interest a larger target/mass audience to want  to watch my music video, effectivly marketing and promoting the track to a mass audience of people, making it more likey for more people to buy the track (point of a music video).

 

However I do believe that this theory is quite blunt and inncorrect, I feel the concept is correct but that acctually, women know exactly what they are doing and enjoy it - there in fact the ones in power and control of the hetrosexual mem by teasing them and they do not nessisarily view thereseves as sex objects. In effect there just characters in the music video, their not nessesarily like that in real life.

 

My Ideology and Theory reflects that of the theorist Paul Messaris (1997) who states 'Female Models in adverts addressed to women treat the lens as a substitiute for the eye og an imaginary male onlooker.' - Which basically suggests they know what there doing and enjoy it, there not nessesarily exploiting themselves.

 

 

 

Abstract Techniques in music video's..

When researching I found that in a lot of Bastilles modern music video's they used the concept of physicalising the meterphors of their lyrics with the song the music video is for. An unusual, abstract and unconventional technique that proved very effective, standing out for being unique and different, putting accross the meaning behind the lyrics of the song clearly.

^^Conventionally in indie-pop songs they use metaphors within the lyrics of there song to describe the emotion, feelings, situations, context ansd meaning behind the song. These emotions, feeling, situations, context ansd meaning are then conventionally brought to life in a realistic way throughout their music video. For Example in Paloma Faiths song 'Tear Us Apart' she demonstrates her realistic emotions, feelings, situation and context of her song clearly throughout the realistic narrative of the music video, demonstratng the realness and meaning behind the complex metaphors within her song lyrics creating versimilitude.

^^Bastille also use metephors in the songs to describe emotions, feeling, situations, context and meaning there trying to put accross. In there music video they also create a naturalistic setting the creates versimilitude, believability and reflects the reality of the society we llive into day through the narrative, diegesis and mise-en-scene. For example in Bastille's music video 'Pompeii' there location is working class and edgy that a modern audience can eassily relate too with locations such as amazments, take-away, cafe, beach and streets. However this realism and versimilitude is broken up by the use of phyicalised metephors. For example the lyric's/metaphor 'But If you close your eyes, does it almost feel like you've been here before' this metaphor for feeling and emotion is physicalised in their music video by the theme of 'eyes', where everyones eyes are black when they close there eyes and people look the same like twins as if nothing changed at all. This turns the metaohor into a reality through the narrative and within the diegesis of the music video. The use of a completly contemporary naturalistic setting that reflects modern day society and creates versimilitude contrasted with an almost alian, realy non-naturalistic conceot, makes the impossible seem possible like a nightmare or a fairy tale that breaks the conventions of music videos. This keeps the audiences interest as there intregued to see what happens next, it gives them a false sense of security with the naturalistic setting within the diegesis through the use of mise-en-scene which then suprises and shocks an audience with the sudden alian/unnaturalistic concept the contradicts it. This wierd concept becomes real within the diegesis of the music video and almost makes an audirnce feel it could happen to them in real life, due to the realistivness and believability of the music video.By physicalising the metaohors, Bastille emphasis the point there trying to make with there music video, putting the message accross to an audience in a unique, intreseting, unususal yet really understandable way. Bastille's music video stands out from the crowed due to it uniqueness maintaining the typical ideology of indie-pop music - to be unique, unusual 'Independent' and 'Individual', making it cool tp stand out from the crowd. (A positive ideology for young people.)


I could use this concept in my music video to excited, shock and intruige my audience, the concept of expecting the unexpected. Physicallising the metaphors within the lyics of my song 'Troublemaker' will enable me to get my message accross in a blunt and direct way that an sudience can understand, making my music video stand out for being unique, different and qwerky - conforming with the idologies and concept behind indie pop music. For example on the lyrics 'I say I'm done but then you pull me back, I swear you're giving me a heart attack'. I could have someone phyically having a heart attack and some female 'the troublemaker' phyically pulling back the artist it an abusive way, perhaps she wants money for drugs. This would develop and expand upon the narrative of the song and the meaning behind the lyrics, changing the initial metaphorical context of the song to something thats real, covering contemporary issues that reflet real life issues that an audience can relate too. This may shock an audience as this is unexpected due to the happy, catchy almost cheesy nature and sound of the song which almost makes you want to dance if you just listen to it and don't think about the lyrics. By physicallising the metaphors within the narrative of the music video I will not only be I am doing something unusual which will makes my music video stand out for being difference but I will be anouther depth and layer to the track, a meaning behind the surface ehich offers the audience a unique real life representaion that opends there aeyes upto the real world/something knew.

Due tothe happy, catchy,l dance nature of his songs, Olly Murs track is predominantly targeted at young girls usually under the age of 16. By adding anouther depth to the meaning of the lyrics of this track and possibly tackling issues such as heart attacks, mental illness, violence, suicide drugs, sex and domrstic abuse I am opening the target audience up to a much larger mass audience, as I would be discussing Universal issues that effect real lives and reflect reality. These issues and problems generally effect and will relate to people aged 17-40 (predominantly working class), they will therefore more likley be able to realte too and be interested in the conetext of my music video. This is a much older target audience than the under 16 predominantly girl target audience that the trak is focused towards. The issues that I may focus on in this music video are predominantly inappropriate for anyone under the age og 16 to watch and would typically not relate to there lives at all. Therefore its opening peoples minds up to the realities of life  aqnd socirty by giving them the unexpected. It is also broadening the audience of my music video, giving a much larger mass audiene for it too. This would allow the track and artist to become popular with a whole range of age groups, and hopefully hit the main stream charts and make lots of money.

^^ Anouther Batille Music Video that physicalise the metephor of the tracks lyrics 'All this bad blood here, won't you let it dry? It's been cold for years, won't you let it lie?' by having the blood of animals physicalised and someone eating it even those its mouldy food thats been cold for years but they can't let it lie, physdicalising the metephor of the concept of not being able to let go of the discusting and bad things that happened in the past.

Textual Analysis of Music Video 3

Oh My Goodness - Olly Murs

bThis is the Artist Olly Murs' Music Video for his Indie-Pop song and Single 'Oh My Goodness' from his album 'In Case You Didn't Know'.

-Conventions of the Genre: A general formal convention that is conventionally used in most msic video's that is used within this music video is the concept and convention of lip-syncing which involves the artist speaking some of the the lyrics of the track, as its played over the music video, in time to it within the diegesis and narrative of the music video. This is conventionally used within lots of parts of this music video which is effective in promoting the artist and the track as a package, allowing an audience to instantly associate the artist with the track and therefore be more likley to remember them both and buy there track, single or album. This use of lip-synicing also allows the artist to become the narrator of the narrative, story and music video, adding a personal touch and allowing an audience to instantly connect with the artist and feel as if there getting a personal insight into there world, relating, comparing and contrsasting their own lives too that of the Artist, therefore making them more likley to become a fan of them, there music and ultimatly makes an audience want to/desire to buy there music now and in the future.This Music Video also conforms and uses the typical convention of its Pop / Indie -Pop genre and formal conventiom of music video's in general by placing the main Artist of the song within the narrative of the music video itself. This is common and conventional within music videos of many genre's as it allows the artist to be promoted with the song itself and its meaning, it enables an audience to connect with the artists as the artist communicates the ideology, message and meaning of the lyrics/song itself through the narrative and story the Music Video visually tells and presents to us. Placing the main Artist within the narrative of the music video adds a personal, relative touch to the media text, meaning an audience are more likely to remember the artist and the song as a package and therefore are more likely to buy the song itself, making the music video successful at marketing the artist, 'Olly Murs' and the single 'In Case You Didn't know' in order to make money through it as a business. The music video itself also uses the Pop/Indie-pop convention of creating realism and verisimilitude within the narrative of the music video. It does this through creating and establishing a realistic scenario within the diegesis of the music video through the use of naturalistic locations such as a shopping centre, a resterant and a cinema more specifically Vue Cinema,a sports shop, Forever 21, Bowling Alley and Zara, during the sale season due to the use of mise-en-scene displayijng signs in shop windows such as 'Sale' '50% off' and 'Further Reductions'. These realistic locations make the narrative appear real and reflect society creating verisimilitude and allows an audience to connect with the music video and the message and ideologies it puts across as it reflects their own lives. All these different locations and settings are all very contemporary and represent reality and society in real life which an audience connect to and relate too as it reflects there own lives. This concept leads onto anouther convention of creating comedy through playing on realistic features and things that happen in society and reresenting them in a commedic way, this is a specific convention of modern Pop music video's used in this Olly Murs music video for his single 'Oh My Goodness'. For example in this music video there is the representation of the concept of falling in love but literally, falling over in public, awkwardly running through crowds of people, having to say 'excuse me' to get past someone and the annoying, busy January Sales that people in the UK go mad for. It plays on the commedy within reality and represents things that we do and thst happen within modern society that a contemporary audience can relate too as they recognise it happening to them or someone else in their lives creating commic effect through the realistic setting that gives an accurate but hightened representaion in socirty. Modern Pop songs also typically and conventionally use hightened reality within the narrative and diegesis of there music video. This convention is used within this music video ehich complements and emphasises the commic effect that is also used, these conventions work together and complement eachother to create an interesting, commedic media text that interests and excites an audience. For example the falling over in public and awkwardly running/trying to get past people happens a lot in reality and because its refelcted and emphasised through hightened reality in this music video it becomes funny and commedic. By using the editing technique of slow motion and close up's of these actions like Olly Murs falling over this emphasises these elements that happen in society through hightened reality making them more commedic and interesting to watch. The overall naturalistic and edgy setting is also conventional of the indie-pop genre giving of the ideologies and representations of being unique and indpendent 'indie, representing an average working class audience (whothe meaning /situations/lyrics are more likley to relate too) with the naturalistic situations, mise-en-scene and locsations allowing an audience to instatly feel connectesd to the artist and the meaning/feelings behind the music video.This represents raw and edgy as cool and makes people idolise and want to be like the artist Olly Murs and therefore mskes an audience more likley to want to buy there music now and in the future.
-Use of Cinematography.

-Use of Editing.
Within this music video there was the contstant and maintained use of conentional straight cut edits throughout its entirety which allowed for continuinty and created the illution of versimilitude and realism, as if it was real life. This complemented the mise-en-scene, visuals and narrative of the music video which are also displayed in a naturalistic way which reflect the reality of real life society and therefore this allows the creation of versimilitude and realism to be maintained as a theme throughout which develops an audiences understanding of the narrative, appears proffesional, creates continuity and allows an audience to connect directly with this music video as it reflects there own lives and society we live in. The use of straight cut edits throughout also creates continuity and don't distract an audiences attention away from the action that is being portrayed within the diegisis and therefore maintains there intrest in the narraative itself.The edits also have a chronological structure and they edit from shot to shot seemlessly as if real life, this allows the narrative to move forward, develop audience understanding and maintain audience interest in the music video itself. The continual use of straight cut edits also give the illution of real life, fitiing with the naturalistic content of the music video and narrative and creating versimilitude and believability for an audience throughout. The general lack an change of editing techniques throughout this music video allows for the creation of continuity and believabily - the edits are almost invisable, as there dtraight cut, and create versimilitude for an audience that they can connect too, as the music video reflects there real life and the modern day society they live in, almost the concept of looking in a mirror into their lives..

-Deconstruct the Text in Relation to Connotations.
-How is the Narrative Developed?
-How does the Text Appeal to the Audience?
-Link back to Theorists.

Textual Annalysis of Music Video 2

Pompeii - Bastille

This is the Band Bastille's Music Video for there Indie-Pop song and single 'Pompeii' which is also on there album 'Bad Blood'.

-Conventions of the Genre: This Music Video conforms and uses the conventions of its Indie -Pop genre by placing the main Artist of the song within the narrative of the music video itself. This is common and conventional within music videos of many genre's as it allows the artist to be promoted with the song itself and its meaning, it enables an audience to connect with the artists as the artist communicates the ideology, message and meaning of the lyrics/song itself through the narrative and story the Music Video visually tells and presents to us. Placing the main Artist within the narrative of the music video adds a personal, relative touch to the media text, meaning an audience are more likely to remember the artist and the song as a package and therefore are more likely to buy the song itself, making the music video successful at marketing the artist and the single in order to make money through it as a business. The music video itself also uses the indie-pop convention of creating realism and verisimilitude within the narrative of the music video. It does this through creating and establishing a realistic scenario within the diegesis of the music video through the use of naturalistic locations such as a take away, a cafe, a shop, the streets, roads, alleyways, cars and woods. These realistic locations make the narrative appear real and reflect society creating verisimilitude and allows an audience to connect with the music video and the message and ideologies it puts across as it reflects the universal issues and situations in there own lives. The use of these contemporary locations also directly connect and relate with a modern day audience as well as giving of the indie-pop music video conventional connotations of being raw, edgy and out there due to the rough, almost working class settings also suggesting this music video is targeted towards normal working class people, probably as there more likely to connect with the bands lyrics that center around hardship, holding onto something/someone and being broken, topics that a working class audience are typically more likely to understand, relate to and connect too. Another convention of Indie-Pop music video's are that they unusually have something unique and different about them that makes them stand out from the crowed which represents the genres ideologies and concept of being 'individual' and 'Independent'. This Bastille music video uses this convention by creating a clear running theme throughout the narrative of black emotionless eyes and people seeing the same representing the chorus' main lyrics of the song 'But if you close your eyes, does it almost feel like nothing changed at all and if you close your eyes does it almost feel like you've been here before' - which is also another convention of music video's, to represent the lyrics through the narrative of the music video itself. By physically representing the near metaphor for real emotion in the lyrics/chorus, it emphasis's and highlights the message and ideologies behind the narrative and context that allow an audience to connect with the meaning and understand the lyrics more, perceiving this concept as different and unique. By using this unique theme throughout the narrative of the music video it allows an audience to understand the concept more clearly and creates continuity, interest, understanding and believe ability throughout making it effective. This unique theme and unusual representation of a metaphor within the lyrics makes it stand out for being different and intrigues people, making it 'cool' as many indie-pop fans like to be stereo-typically unique, unusual and different. However, this use of a unique really non-naturalistic element (almost alian like) within a really naturalstic, realistic setting and context that creates versimilitude and reflects reality is acctually an unconventional element of music videos. However by doing this it makes this music video unique and stand out for being different and represents its indie-pop genres ideologies of being 'Indendent', 'Indicidual', unusual and unique. This unconventional concept therefore makes the impossible apear possible within society, slmost dream like, a surreal world that could acctually be real. It makes the metaphor of the lyrics a real concept within the narrative and diegesis of the music video which therefore has a stronger emotive impact and gives of stronger abstaract connotations. If gives oof the ideologies that unusual is a good thing and to expect the unexpected, that anything can happen giving an audience a real sence of the meaning and feelings behind the metaphor by bringing it to life un an interesting and intriguing way.Throughout the music video there is the conventional use of it being a narrative clip that tells a story with a structure throughout using the lyrics of the song which makes the music video interesting, conventional and allows an audience to connect with the meaning and ideologies behind the track and overall understand and relate to the feelings and narrative the artist/band is trying to tell. A general formal convention used within this music video is the concept and convention of lip-syncing which involves the artist speaking some of the the lyrics of the track, as its played over the music video, in time to it within the diegesis and narrative of the music video. This is conventionally used within parts of this music video which is effective in promoting the artist and the track as a package, allowing an audience to instantly associate the artist with the track and therefore be more likley to remember them both and buy there track, single or album. This use of lip-synicing also allows the artist to become the narrator of the narrative, story and music video, adding a personal touch and allowing an audience to instantly connect with the artist/band and feel as if there getting a personal insight into there world, relating, comparing and contrsasting their own lives too that of the Artist/Band, therefore making them more likley to become a fan of them, there music and ultimatly makes them want to/desire to buy there music now and in the future.

-Use of Cinematography: There is a lot of conventional use of cinematography in this music video throughout which reinforce the narrative and help build an audience understaning of whats acctually going on within the diegesis on the music video. Generally the camera follows the artists actions, which is common, typical and conventional in many music videos within the genre of indie-pop music as its allows for continuity and the narrative to flow smoothly developing an audiences understanding of the concept, ideology and narrative . Throughout certain sections of this music video there was a lack of the use of stedicam throughout, a technique that keeps the shots still and makes sure the camera doesn't shake or move around. Not using this technique breaks the conventions of music videos as its typically seen as unconventional and unproffesional, by doing this it makes the media text unique and stand out for being different. By not using stedicam throughout a lot of this music video it gives the illution and connotation that it's almost like a home made video, this complements the edgy and iindie style of the music video. It makes it apear, vintage, unique and cool keeping the 'Independent' and 'unique' ideologie of indie-pop music. The lack of stedicam and shots that are almost like home made video's are most predominantly used in the scenes where the artist is running around such as in the amuzements. This emphasises and symbolises his rush to run away from the situation he is in and the wierdo's around him. It allows the audience to get a sense of the situation and how artist is feeling, puts the audience in the artis shoes, representing the mess and madness going of in the story/structure/artists mind and therefore developing an audiences understanding of the narrative effectivly. Tracking shots where also used conventionally throughout the music video in order to allow an audience to clearly follow the action as it happens, developing there understanding of the narrative. The use of tracking shots also complements the narrative and context of the music vidio by helping to emphasis and highlight the actions of the artist/character within the narrative, making it clear to an audience what the artist is doing and the context within the narrative as well as allowing an audience to feel as though there part of the action, instsntly establishing a connection between artist and audience (bulding a fan base). For example when the Artist is running around the amuzements and streets, the camera follows him, putting us in his position and allowing an audience to effectivly follow the action and narrative as it develops. The use of lack of steady cam combined with the use of tracking shot give an audience a connoted sense of panic, fear, madness and being in a rush, allowing them to connect with the artist, story and narrative as they can feel and get a sense of how the character in the narrative is feeling, developing an audiences understanding of the narrative. The use of cinamatography in this media text / music video was also used to allow an audience to connect directly to the artist and regognise him, making them more likly to connect to him, remember him and ultimatly buy the bands mudic video (point of a music video - marketing.) This is done by the repeated use of /motif of using close up and medium close-up framings and shots. This allows us as an audience to visually see the artists / characters within the narratives emotion and facial expressions, allowing us to connect to the artist directly and develops unsderstanding of the narrative as we can phyically see the emotions and reactions on there faces which communicate there feeling believably and naturally, creating versimilitude. The close-ups also allow us as an audience to become more familar with the identity og the artist as a person, making audiences miore likley to remember them and therefore more likley to buy there music (point of a music video - marketing). The use of cinematography also builds with the narrative and climax of the music video developing a clear audience understanding of the narrative and it's context. For example at the begining of the music video there is a lot of still shots such as an establishing shot to establish the location and context of the music video to an audience and then a close-up to establish the artist/ charactor within the narrative to an audience so an audience understand the plot and narrative of the music video. This gives the connotations of calmness, stillness, an average day, nothing much has happened. At the begining of the music video there is a zoom-in shot on the artist from a low tilted angle which makes it apear / connote that the artist feels lost and is trapped within the harsh realities of life, if gives the illution an audience are closing in on him, gettting a unique insight into the problems he faces in life, relating to the lyrics ad meaning behind the song. The fact this shot is taken from a lower angle gives of positive connotations of the artist being attractive, dominant, high status and bold but it could also be seen by other audiences as him thinking hes superior and better than anyone else, the concept of delving into the unique world of the artist - interesting and intruiging. As the narrative builds more freaky things start to happen with more and more familiar faces with black dead eyes. As this concept and theme develops the narrative develops with the artist/character within the narrative getting more freaked out and scared and confused, running away from everything untill it reaches a climax and ends with the resolution of the artist also having black dead eyes. As the climax builds and the narrative progresses forward so does the use odf cinamatography with more jerky camera mobements due to the lack of use of stdicam, tilts, pans, different framings and tracking shots. The way the cinematography builds with the narrative is conventional and effective, emphasising and highlighting whats going on in the narrative making sense and apllifiying the rise, falls, climax, resolution within the music video that builds and aplifies an audiences understanding of the narrative so there more likley to connect with it and relate it to there own lives thus allowing an audience to understand this concept/meaning behind the track. The creates and builds tention effectivly making it ineresting for an audience to watch, building an audiences understanding of the music video's building and narrative clearly throughout. Within the climax of the music video when the artist is running around in the streets and amuzements, noticing more and more people with familiar faces and black dead eyes there are the use if quite a lot of panning shots. These are used when the artist see's the people and runs away, as he runs away the camera pans back, allowing an audience to understand and establish exactly what it is the freaked the artist out, therefore freaking an audience out more, building there understanding of te narrative, also keeping the interested and intruiged as to what will hsppen next. The pan almost acts as our eyes, representing how it want the audience to see the situation, forcing them to look back at something they may typically run away from in real life. The panning back to the previous framing the artist just looked at is also almost putting the audience in the position of the artist, he may be the one looking back in disbelief. The concept of running away and never looking back but its human nature to do so, double checking something as you literally dont believe your eyes as this music video makes the impossible, possible in a realistic setting (connoting versimilitude) in an almost horror film style way. It's as if the artists looking back and the audiences is put in the artists position allowing them to connect to the artist and feel engaged and a part of the action, helping to maintain there interest in what going on within the diegesis of the music video.

-Use of Editing.
Within this music video there was the contstant and maintained use of conentional straight cut edits throughout its entirety which allowed for continuinty and created the illution of versimilitude and realism, as if it was real life. This complemented the mise-en-scene, visuals and narrative of the music video which are also displayed in a naturalistic way which reflect the reality of real life society and therefore this allows the creation of versimilitude and realism to be maintained as a theme throughout which develops an audiences understanding of the narrative, appears proffesional, creates continuity and allows an audience to connect directly with this music video as it reflects there own lives and society we live in. The use of straight cut edits throughout also creates continuity and don't distract an audiences attention away from the action that is being portrayed within the diegisis and therefore maintains there intrest in the narraative itself. At the begining of this music video there was the  unconventional (breaking the conventions concept) use of Text edited on top of the original film/music video shot in the final edit, which was non-diegetic. The Visual Text spelt the Words of the Artist and the song title 'Bastille Pompeii' in the same style and design as is used on there other marketing methods for there song such as on posters, the internet, social networking sites, CD and i-tunes. This allows for continuity from media text to media text and for the band to establish an identity, also making a n audienxce more likley to remember the song when they see the visual aid and therefore aking them more likley to buy iy. This use of putting the Artists name and the song title at the begginging of the music video helps to reinforce the name of the song, establishing the bands identity and music, making an audience more likley to remember them and there music, allowing there popularity and fan base to grow and making audiences more likley to buy their music and as their therefore more likley to remember them in the future (whole point of a music video - marketing and promoting strategy). This type of edit is unusual and often unnessasary in modern, contemporary music video's as there titles and artists are usually displayed under the music video/media product itself. This type of editing was typically used in old pop music,around the 80's, this gives this music video a sence of originality, appreciation and vintage, making them seem cool and stand out for being different. (The ideology of indie-pop music.) Within the structure of the design of the edited text, in merges the two words together as if they interlink, this is a very contemporary concept that is used to be percieved as cool and different in media/texts and within society, the concept od shortening things down to be 'cool' and easier. This merging of words concept and style of the text is continued throughout Bastilles music videos, tracks and albums establishing them with a clear identity that an ausience can relate to and recognise with instantly, msking them more remrmberable and successful.The edits have a chronological structure and they edit from shot to shot seemlessly as if real life, this allows the narrative to move forward, develop audience understanding and maintain audience interest in the music video itself. The continual use of straight cut edits also give the illution of real life, fitiing with the naturalistic content of the music video and narrative and creating versimilitude and believability for an audience throughout. The general lack of edits throughout this music video allows for the creation of continuity and believabily - the edits are almost invisable and create versimilitude for an audience that they can connect too, as the music video reflects real life. There is the use of eye line match in this music video where the camera edits from a shot of the artist/ character within the narrative looking at something to the two similar looking girls with the black dead eyes (freakish theme) back to the shot of the artist/main character within the narrative and diegesis of the film. This develops the narrative and audience understanding by allowing an audience to clearly see what the artist is looking at, putting the audience in the position of the artist and making them feel connected/a part of the action, maintaining there interest in the media text/music video and narrative. This is a conventional technique used in music videos to develop an audiences understanding of the meaning behind the music video and to make the narrative and context flow clearly so that an audience can understand and relate too what going on within the sdiegesis of the film.

-Deconstruct the Text in Relation to Connotations.
Within the diegesis of the music video, the narrative reaches a climax in the amuzements, back door and car park location. During this section there is the use of lots mise-en-scene with lots of clutter, dirt and rubbish all over the place, darkened lights as well as their being a lack of stedicam so it was almost like a home made video and the quality suddenly changed from being proffessional to blurred (depth of field). This gives of the connotations to an audiene of being lost, confused, in a rush and feeling a mess in his head due to the the surreal scenarios of people looking familiar with blacked out dead eyes, msking the impossible possible. Therefore the clutter and madness within the mise-en-scene represent and symbolise how the artist/charactor is feeling, allowing an audience to be brought into the world of the diegesis and understand how he is feeling too, keeping there focus and interest on the music video. The blurred quailty and stedicam also represent the blurred madness, rush and the confusion as to what is happening within this sequence, it complements and highlights the context of the narrative effectivly. However this could also be seen as something else and other audiences may connote this sequence, with the lack of stedicam and bad quality, being almost like a home made video. This add's anouther depth to the meaning and context behind this music video and narrative suggesting and connoting someone is following him and that he is trying to get away, this fits with the concept of the slamming the door it the next edit. This ckearly develops an audiences understanding of the narrative also making it more freaky and scary, keeping an audience watching as there intruiged to see what could possibly happen next. However on the other hand some people may disagree with this and the dark lights, messy mise-en-scene, lack of stedi-cam and blurred quality could also be connoted and interpreted by other audience members as just being a figiure of imagination, a dream/nightmare possibly brought on by sadness and depression as suggested in the lyrics and with the dark lights and setting. The blurred bad quality and jerky movements brought on by the lack of stedicam contradict the top proffessional quality of the other scenes which could suggest and connote that they represent confusion and depression, symbolising a nightmare or dream, just a figure of the character/artists imagination, making sense as dreams/nightmares tend to be blullered, confusing and don't make sense. This interpretation and connotation also works as part of the narrative and diegesis of the music video as the narrative itself is surreal and confusing with elements of realism and non-naturalism, which also relate snd connote the fact this could all be a dream or a nightmare, just a figure of imagination in the artists/characters head, representing his emotions, how he feels inside and the madness he feels inside his head possibly mental illness / scitzophrenia ( a hidden harsh reality and truth and meaning within the narrative and context of the play.) The lack of stedicam and blurred quality in some sections of this music video also connotate the concepts of being vintage, unique and cool, giving of the conventional/sterotypical 'Independent' and 'unique' ideologie's of indie-pop music, that relate directly to its targets audience of indie-pop music lovers as they stereotypically like to cool, unique, different and like vintage (connnotations). A convention of Indie-Pop music video's are that they unusually have something unique and different about them that makes them stand out from the crowed which represents the genres ideologies and concept of being 'individual' and 'Independent'.

Bastille's music video uses the convention by creating a clear running theme throughout the narrative of black emotionless eyes and people seeing the same representing the chorus' main lyrics of the song 'But if you close your eyes, does it almost feel like nothing changed at all and if you close your eyes does it almost feel like you've been here before' - which is also another convention of music video's, to represent the lyrics through the narrative of the music video itself. By physically representing the near metaphor for real emotion in the lyrics/chorus, it connotes the message and ideologies behind the narrative and context that allow an audience to connect with the meaning and connotations and understand the lyrics more, perceiving this concept as different and unique. By using this unique theme throughout the narrative of the music video it allows an audience to understand the concept more clearly and creates continuity, interest, understanding and believeability throughout making it effective. This unique theme and unusual representation of a metaphor within the lyrics makes it stand out for being different and intrigues people, with audiences conoting it 'cool' as many indie-pop fans like to be stereo-typically unique, unusual and different. However, this use of a unique really non-naturalistic element (almost alian like) within a really naturalstic, realistic setting and context that creates versimilitude and reflects reality is acctually an unconventional element of music videos. However by doing this it makes this music video unique and stand out for being different and represents its indie-pop genres ideologies of being 'Indendent', 'Indicidual', unusual and unique. This unconventional concept therefore makes the impossible apear possible within society, slmost dream like, a surreal world that could acctually be real. It makes the metaphor of the lyrics a real concept within the narrative and diegesis of the music video which therefore has a stronger emotive impact and gives of stronger abstaract connotations. If gives oof the ideologies that unusual is a good thing and to expect the unexpected, that anything can happen giving an audience a real sence of the meaning and feelings behind the metaphor by bringing it to life un an interesting and intriguing way.

Bastille also use metephors in the songs to describe emotions, feeling, situations, context and meaning there trying to put accross. In there music video they also create a naturalistic setting the creates versimilitude, believability and reflects the reality of the society we llive into day through the narrative, diegesis and mise-en-scene. For example in Bastille's music video 'Pompeii' there location is working class and edgy that a modern audience can eassily relate too with locations such as amazments, take-away, cafe, beach and streets. However this realism and versimilitude is broken up by the use of phyicalised metephors. For example the lyric's/metaphor 'But If you close your eyes, does it almost feel like you've been here before' this metaphor for feeling and emotion is physicalised in their music video by the theme of 'eyes', where everyones eyes are black when they close there eyes and people look the same like twins as if nothing changed at all. This turns the metaohor into a reality through the narrative and within the diegesis of the music video. The use of a completly contemporary naturalistic setting that reflects modern day society and creates versimilitude contrasted with an almost alian, realy non-naturalistic conceot, makes the impossible seem possible like a nightmare or a fairy tale that breaks the conventions of music videos. This keeps the audiences interest as there intregued to see what happens next, it gives them a false sense of security with the naturalistic setting within the diegesis through the use of mise-en-scene which then suprises and shocks an audience with the sudden alian/unnaturalistic concept the contradicts it. This wierd concept becomes real within the diegesis of the music video and almost makes an audirnce feel it could happen to them in real life, due to the realistivness and believability of the music video.By physicalising the metaohors, Bastille emphasis the point there trying to make with there music video, putting the message accross to an audience in a unique, intreseting, unususal yet really understandable way. Bastille's music video stands out from the crowed due to it uniqueness maintaining the typical ideology of indie-pop music - to be unique, unusual 'Independent' and 'Individual', making it cool tp stand out from the crowd. (A positive ideology for young people.)

-How is the Narrative Developed?
-How does the Text Appeal to the Audience?
-Link back to Theorists.

Going Against Sterotypes

Artist: Bob Dylan
Song: Duquesne Whistle 
Typical boy meets girl concept, raw indie context that contradicts the happy cheery nature of the track. Goes against sterotypes, expect the unexpected. Put reality into prospevtive, its honest.

Tessa Perkins states.... 'Sterotyping is not a simple process and contains a numver of assumptions that can be callenged'

STORYBOARD

Genre Conventions

Images that illustrate the conventions of my Pop/Indie Pop genre I have found....

History of my Genre

Olly Murs
The predominant genre of the Artist's single I have chosen to use for my music video is 'POP'.

The Pop Genre....
Pop music is a term that originally derives from an abbreviation of the world 'popular'. The term has generally been used to describe music that is 'popoular' or 'mainstream' and therefore connect to a mass audience of people who listen and buy this kind of music.Pop is a genre of popular music that originated in it's modern form in the 1950's, deriving from Rock and Roll music. Both of the terms 'Popular Music' and 'Pop Music' are often used interchangably to mean the same thing and to describe a genre of music, however the original term was used to describe music that was piopular and could include any style. Although these days pop is a clear and stand out contemporary genre of its own with many modern day artists fitting within the pop genre. 'Pop' as a genre is still often popular with it's audiences as many pop songs, just like Olly Murs', tend to reach highly in the top charts with many artists pop artists like Olly Murs' topping number 1 in the charts week after week.

As a genre, Pop Music tends to be very electric based and often used as modern Dance music. It often borrows elements of various different styles including urban, dance, rock, latin and country. However there are key core elements within pop songs that define it as a genre. For example including songs which are generally short to medium in Legth, there written in a basic format which are conventionally and often the verse-chorous structure and also use the common and conventional use of repeated Choruses, melodic tunes with catchy hookd too. This often means that Pop songs are very rememberable to there audiences as there so catchy, with fans usually able to enjoy there songs and sing and dance to them as if the lyrics come second nature.

So called 'Pure-Pop' music for exapmle 'power pop' would feature all these elements just mentioned above, conventionally using electric guitars, drums and base for their instrumentation. The main goal of this type of pure pop music is usually that of being pleasurable for its audience to listen too, rather than having such artist depth. Its often pleasure over meaning behind the lyrics. Pop Music is often edited and created in editing suits and recording studios to make the song sound as intresting and appealing to its audience as possible. Pop Music as a genre is typically and generally thought of as a genre which is commercially recorded and desires to have a mass audience appear, which spans a whole spectrum and ranges of ages, classes and nationalities.

The term 'Pop Song' is first ever recorded as being used in 1926, this was used in the sense of a piece of music 'having popular appeal'. David Hatch and Stephen Willward, who were heavily involved in the production and managment of BBC Radio, indicate that many events in the history of recording in the 1920's can be seen as the first orginination and birth of the modern pop industry (including Country, Blues and Hillbilly Music.)

David Hatch and Stephen Millward define pop music as 'a body of music which is distinguishable from popular, jazz, and folk musics'.

Despite the fact that Pop Music is often seen as steming towards defining those songs and pieces og music in the singles charts, Pop Music as a genre is in fact not just a summary of all chart music but a stand alone genre. The charts themselves have always contained songs that come from a variety of sources and genres including classical, jazz, indie, alternative rock, rock and novelty songs. Whilst Pop music itself is seen as a seperate genre of its own, that has existed and developed seperatly within the music industry.Therefore 'Pop Music' is overall used to describe a distinct genre of it's own, aimed at a youth market / target audience, often characterised as a softer alternaive to rock and roll as well as catchy tunes that have a conventionally happy and up beat feel to them, also  often 'Dance' music.

There are many artists that have been described as 'Pop Legends' over the last few decades. These are often seen as inspirational and influential people in the music industry esspeicially to those artists who fit and conform to the category and genre of 'Pop Music, such as....

Michael Jackon AKA 'The King Of Pop':

 

 

Madonna AKA 'The Queen Of Pop': 

 

 

Lady Gaga AKA 'The Princess/Queen Of Pop':

 

 

Other Famous Icons of Pop Music within the last few Years/Decade/2013..
- Olly Murs
-Rhianna
-Beyonce
-Justin Timberlake
-Adele
-PSY
-Katie Perry

Sub-Genre - Indie Pop!

Textual Annalysis of Music Video 1

Here is my Textual Analysis of some music videos of a similar genre of music, style, narrative, context and theme to that of the Music Video I want to create for my Advanced Media Portfolio. This research and analysis will enable be to understand the conventions, themes, styles and structures Music Video's of my chosen Indie-Pop genre use so that I can gather as much knowledge and ideas as possible enabling me to create the most effective, professional, interesting and conventional Indie-Pop Music Video I possibly can.

Lover to Lover - Florence and the Machine:

This is the Artist Florence and the Machines Indie-Pop music video for her single 'Lover to Lover'.
-Conventions of the Genre: This Music Video conforms and uses the conventions of its Indie -Pop genre by placing the Artist of the song within the narrative of the music video itself. This is common and conventional within music videos of many genre's as it allows the artist to be promoted with the song itself and its meaning, it enables an audience to connect with the artist as the artists communicates the ideology, message and meaning of the lyrics/song itself through the narrative and story the Music Video visually tells and presents to us. Placing the Artist within the narrative of the music video ads a personal, relative touch to the media text, meaning an audience are more likely to remember the artist and the song as a package and therefore are more likely to buy the song itself, making the music video successful at marketing the artist and the single in order to make money through it as a business. This music video also uses the conventions of the genre by creating realism and verisimilitude through the narrative, representation and visuals of the music video itself. A convention of Indie-Pop music video's are that they usually portrait a realistic narrative that gives an accurate and believable, often harsh representation of reality through there music video's. This convention is used within this music video by conveying the universal issues of love, relationships, domestic violence, hardship and heart ache in a way that is naturalistic with real life locations such as bedrooms, the beach, roads, garden and houses alongside straight cut edits creating continuity, verisimilitude and realism, portraying a more accurate and believable representation of society today. This allows an audience to connect to the music video as they can relate the universal issues and contemporary context/locations displayed within the music videos and the narrative, as if reflects the society of today. Another convention of this genre of music video is that Indie-pop music video's are also usually represented and presented in a way that shows the artists identity, individuality and uniqueness as well as connoting the ideas, within the visuals of the music video, of being raw, rough and edgy. These conventions are used within this music video to an extent by showing Florences Individual Identity throughout her music video, Florence has her statement red locks and pale skin with her vintage, unique dress sense and her quirkiness in her singing and movement. Though in this music video Florence is the main protagonist, another convention of  music videos  and is represented as a beautiful women in the public eye. The way see appears and dresses in this music video reflects her style and identity in real life, shown through other media texts such as live interviews, her on awards ceremonies, festivals, social networking sites and in real life imagery. This gives of the positive ideology to its audience that uniqueness and individuality is a beautiful thing and that its good to be different and being yourself is what makes you the most happy. This allows the artist and music video stand out from the crowed in a positive way for being unique and different, making an audience fell connected and like/idolise Florence as an artist and therefore want to buy her music, allowing her to make more money from her music and build up her fan base. This Music Video also uses the Indie-Pop genre conventions of being raw and edgy through its context of placing the music video is naturalistic settings like a rough, average house and using outside/outdoors locations  like roads and a beach in a much more casual, care free way with no glitz or glamour or heightened reality creating verisimilitude  following conventions and allowing the music video to reflect the harshness of reality and society  thud directing connecting to its contemporary audience as it reflects there real life lives, problems and issues.

-Use of Cinematography: At the begining of this music video there is a lack of drastic changes in cinematography with few camera movements or angles used, esspecially when the camera is on the artist of the song, Florence. This emphasises the the narrative of the music video and the lyrics by suggesting and connoting the concept and ideology of Florence feeling unable to move on from this lover and feeling trapped within the world of love. This concept of not wanting to move on and feeling trapped in loved is emphasised in the lyrics 'From Lover to Lover and black to red cause I believe, i believe theres no salvation for me now', allowing the narrative of the music video to develop clearly. When there is a use of cinematography within the music video it is usually done subtly like a slight tilt, pan, movement or track which emphasises the action within the diegisis, by soing this it adds to the realism of the narratitive, creating versimilitude for an audience and therefore allowing them to feel connected to the story as it reflects there modern day life and society. An example of this is the use of tracking shots on Florences Lover which follow his action as he moves, this emphasises and highlights the fact hes waking away from her, developing an audiences understanding of the narrative and allowing the action to become more clear. There is also the constant use of close-ups esspecially on Florence as the story builds, this alows an audience to see her emotions more clearly enabling them to feel closer and more connected to the artist throughout, building up the tention and emotions to a climax and developing audience understanding of the narrative. Their is a lack of cinematography and when it is used it almost appears with movement that is quite shakey, unnproffesional and raw, not quite steady, this complements the Indie-Pop genre of the music video and the rawness, roughness and edginess of the genre conventionally as well as refecting and complementing the connotations and appearence of the music video itself. This lack of cinamatography but use of shakey movement that is raw and unsteady could also be interpreted as being like a home made video and these images could be taken from either a CCTV camera or camera Florence the artist put up to reveal his violence or camera that her lover put up as a form of recording his kinky ways or violence like a pervert or for his own pleasure. This interpretation and connotation also complements the narrative within the diegisis which follows the issues of liove, sex, abuse and domestic violence, therefore developing an audiences understanding of the narrative, complementing the singles rough, raw and edgy indie-pop genre and adding anouther layer and depth of intrest for an audience through the use of cinematography, connotation and representation.

-Use of Editing: Within this music video there was the contstant and maintained use of conentional straight cut edits throughout its entirety which allowed for continuinty and created the illution of versimilitude and realism, as if it was real life. This complemented the mise-en-scene, visuals and narrative of the music video which are also displayed in a naturalistic way which reflect the reality of real life society and therefore this allows the creation of versimilitude and realism to be maintained as a theme throughout which develops an audiences understanding of the narrative, appears proffesional, creates continuity and allows an audience to connect directly with this music video as it reflects there own lives and society we live in. The use of straight cut edits throughout also creates continuity and don't distract an audiences attention away from the action that is being portrayed within the diegisis and therefore maintains there intrest in the narraative itself. This creates continuity and allows the action to flow seemlessly from one  lip to the next proffesionally, giving the illution of invisable editing creating versimilitude which maintains and upholds the realism behind this music video. The edits themselves also build with the proggression and climax of the narrative which deleveops an audiences understanding of the narrative clearly and allows the structure of the music video to flow naturally with continuity in a way that makes sense to its contemporary audience. The climax of the narrative within the diegisis of the music video features the modern day contemporary issues of vilolence, heart ache, serious upset and broken love qhich relate directly to the modern day, contemporary audience by allowing the edits to build with the narrative upto a point of climax, this enables the creation of tention and suspention which is effective, adding a diverse structure within the narrative and maintaining an audiences intrest in the context and narrative of the music video as they become intrigued to see what will happen next.

-Deconstruct the Text in Relation to Connotations: At the beggining of the music video and narrative there is one bright light shinning through the darkness which the artist looks at connoting she's seeing a small glimmer of hope, at the end on the narrative and music video there is anouther bright light shown through the darkness but this time its in the form of a fire, theis gives of the ideology and connotation that no matter how bad and dark life, times, situations and society may seem, there is always hope if you go for it, moral of 'light at the end of the tunnel'. This is emphasised by the fact all of the rest of the shots are taken in dark colours and settings with miserable, almost derelict locations which connote depression, sadness and heartache. This use of light between the constant darkness develops the narrative as it allows the audience to connote, connect with and follow the story of the music video as well as being backed up by the fact the visuals represent and complement the lyrics for example 'No salvation for me now', creating a running theme thoughout which develops an audiences undersanding of the narrative also enabling them to connect to the song and relate to it directly. The use of the light and darkness within the narrative with the use of fire could also be interpreted and connoted in a different way such as being blinded by love aswell as the negative connotations of being rebellious and heartbroken, this concept also complements the lyrics of the song 'road to road, bed to bed, lover to lover and black to red' which suggest and connote love, heartbreak, confusion and violence too, allowing the narrative to flow in a way that an audience can understand and relate too.  Their is also a lack of cinematography and when it is used it almost appears with movement that is quite shakey, unnproffesional and raw, not quite steady, this on the one hand complements and connotes the Indie-Pop genre of the music video and the rawness, roughness and edginess of the genre conventionally as well as refecting and complementing the connotations and appearence of the music video itself (which connotes rough, edginess, hardship, violence, rawness, reality). However on the other hand this lack of cinamatography but use of shakey movement that is raw and unsteady could also be interpreted as being like a home made video and these images could be taken from either a CCTV camera or camera Florence the artist put up to reveal his violence or camera that her lover put up as a form of recording his kinky ways or violence like a pervert or for his own pleasure, depending on an individuals interpretation, representation and connitation of the narrative, visuals, mise-en-scene and diegesis itself. This interpretation and connotation also complements the narrative within the diegisis which follows the issues of love, sex, abuse and domestic violence, therefore developing an audiences understanding of the narrative, complementing the singles rough, raw and edgy indie-pop genre and adding anouther layer and depth of intrest for an audience through the use of cinematography, connotation and representation. Within the diegisis, mise-en-scene and narrative of this music video many contemporay issues are shown such as violence, domestic abuse, sex, love, vandelism, hardship, upset, hurt and being heartbroken which connote and refelct the realities of modern society. However anouther person may interpret and connote these contemporary issues as acctually emphasising reality as they may feel that in there real lives, these types of situations don't happen, this may suggest to them that acctually the artist want an audience to sympathise with her and is therefore using hightened reality to build the tention and suspention, making things appear worse than they are in reality. Although it also could be argued that these connotations are reflecting different aspects of peoples life styles and in fact it is an accurate representation of society itself but some people never experience this in there life because they live a lucky, privalleged life style and are almost wrapped in cotten woll. I believe this music video opens its audiences eyes up to the harshness and realities of society that many people experience and allows them to be educated and understand the depths of hurt and hardship some people go through in life. On the one hand this could connote the ideology of educating people of the pain and hardship people go through in life and just an accurate representation of  the society and world which we live in today. On the other hand this could connote the ideology of being an overexadurated representation of real life and as being a bad exapmple to younger, more naive people as it could be seen and connoted as representing the concepts of violence, abuse, sex and violent relationships as okay and normal, leading young people to think its okay to do these things.

-How is the Narrative Developed?: A key thing about the narrative, which is conventional of music video's, narratives, media texts and stories of any kind are that the start of the narrative links back to the end and creates some kind of resolution and completion of the story that an audience can understand and relate too. At the beggining of the music video and narrative there is one bright light shinning through the darkness which the artist looks at as if shes seeing a small glimmer of hope, at the end on the narrative and music video there is anouther bright light shown through the darkness but this time its in the form of a fire, theres develops the narrative by linking the begining of the story back to the end of it through the structure of the narrative and gives of the ideology that no matter how bad and dark life, times, situations and society may seem, there is always hope if you go for it, moral of 'light at the end of the tunnel'. This is emphasised by the fact all of the rest of the shots are taken in dark colours and settings with miserable, almost derelict locations which connote depression, sadness and heartache. This use of light between the constant darkness develops the narrative as it allows the audience to connote, connect with and follow the story of the music video as well as being backed up by the fact the visuals represent and complement the lyrics for example 'No salvation for me now', creating a running theme thoughout which develops an audiences undersanding of the narrative also enabling them to connect to the song and relate to it, remember the song and therefore become more likley to buy it allowing the artist and record label to make more money from the single. The use of the light and darkness within the narrative with the use of fire could also be interpreted and connoted as being blinded by love aswell as the negative connotations of being rebellious and heartbroken, this concept also complements the lyrics of the song 'road to road, bed to bed, lover to lover and black to red' which suggest and connote love, heartbreak, confusion and violence too, allowing the narrative flow in a way that an audience can understand and relate too. The narrative also develops alongside the use of edits and cinematography which complements the narrative and develops an audiences understanding of it. For example the edits build and get faster as the story develops and build to a climax and the use of cinematography such as tracking shots follow the action of Florences lover and therefore highlight the fact he's walking away from her and allows the audience to understand the narrarative my emphasising the action in a naturalistic way that complements the visuals, narrative and lyrics themselves. The concepts, ideologies and issues displayed throughout the music video and narrative are also very conventional of Indie-Pop music video's as the derilict, dark, old naturalistic locations gives of the connotations of being rough, edgy and ready which create versimilitude and reflect real life and society without the glitz and glamour of some mainstream-pop music videos use. This use of realism and displaying real life issuees within the narrative like love, relationships, suicide, self harm, cheating, domestic violence, aggression and heart ache in a natiuralistic way allow an audience to connect with the single itself and music video as it reflects there real life and society itself, allowing them to allow connect and sympathise with the artist Florence. The use of rough and edgy settings and locations like houses, gardens and a beach reflect the lyrics and edgy tone of the song aswell as complimenting the realistic issues the song itself displays. The structure ofnthe narrative of this music videos is episodic and flashes forwars and back between different shots of different locations from there house to the beach to outside in the garden, however within each location the narrative within the scene is constantly developing and moving forward in chronological order. This allows an audience to follow and understand the story of the narrative clearly, enabling them to feel connected to it, as well as complexness of the narrative keeping there intrest, focus and attention on the music video and song itself as they want to find out what will happen next, making it a successful marketing tool for the song and a succesful media product in itself.

-How does the Text Appeal to the Audience?: The target audience of Florence and the Machines song and single itself would be at young people aged around 15-25 who are a primary audience who are typically have the most intrest in indie-pop music, people of this age group are also more impressionable and are most likley to relate too and aspire to be like this young artist, as well as beiing able to connect to the lyrics in the song. The music video itself's target audience appears to be targeted at a wider range of people, even those of an older age group such as women around the age group 25-40, this is because the way the narrative convey's a message through the music video, it covers and visualises through the mise-en-scene a whole range of issues such as violent relationships/marraiges, suicides and long term break-ups, these are scenario's that typically happen to women of this age group and therefore they are more likley to relate to and understand the message and ideologies behind this music videos and its narrative. It could also be argued that this music video directly targets violent young men, typically those around the age group of 18-30, as it is visually showing these men through the use of characters within the narrative and through the use of mise-en-scene what there violent actions do to women and therefore educating them about the error of there ways and that what there doing is wrong. Through the use of mis-en-scene such as the contrast of darkness throughout the musc video and brightness at the begining and end of it through the use of a light and a fire, it could be argued that this music video is directly targetting those people who suffer from a mental illness. This is due to the connotation of the bright lights of the light and the fire symbolising that theres always a light at the end of the tunnel, no matter how bad things mayn seem throughout there life. As this is a mainstream indie-pop music video with a mass audience, different types of people with mental illness may watch this music video and connect with the depressing, awful emotions and representation shown through the lyrics and the visual/mise-en-scene/narrative but also pick up on the hidden message, making them feel like people understand and that if an artist can find a the light at the end of a very dark tunnel, so can they, thus ideolising her as a result. For example suicide itself is covered as an issue within this narrative as Florence appears to feel like diving into the see and getting rid of/drowning her pain away, however in the end she comes out of a bad situation much stonger, finds the light and happiness, looks towards the future and moves on, this therfore gives of a positive ideology to a target audience of those with mental illness or suicidal thoughts that everything can and will be alright in the end and that they can get through this. This implied and connoted message is much more powerful and connecting with its audience as Florence Welch is a respected artist in the public eye who people look upto and therefore the message is more likley to be communicated accross to its mass  mainstream fragmented audience.On the one hand the target audience for this music video would be working class people as this music video's narrative covers very typically working class issues such as violence, realtionship breakdown, suicide and domestic violence which a working class audience can understand and relate too. However on the other hand it could be argued that those of more middle class and upper class may be intrested and intreiged by this music video as it allows them a unique insight into a world they are not used to and therefore shocks them with intrest, keeping them watching to see what happens next because its human nature, opening there eyes up to a different side on society there not used to therefore educating them on the harshness of reality. It could also be argued that younger more impressionable people who like Indie-Pop music may also therefore like Florence's music and therefore watch her music video. People of an age under 20 are typically very impressionable and therefore may look upto Florence as a role model and ideolise her. They may therefore find it 'cool' to be rebelious, violent and living on the edge and therefore try to eminate Florence's behaviour which could be giving of the negative ideologies that its okay to live a hurtful, rebelious, non-achieving life.

-Link back to Theorists: narrative theorist - climax, complex, lights