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'