I chose to look at this video as it relates closely to the track we will be using in terms of both genre and style and also certain techniques that we will try and create. The genre of musc itsel is similar as its by the same band, Train, who created the original track drops of jupiter which was later copied. This genre is soft-rock/alternative which can be identified in the video due to the general mise-en-scene and other techniques aswel as the track itself.
I think the video would be consumed in an ambient mannor due to the relaxed nature and style of the narrative and how the band is presented in a tranquil and nonchalent light. I think due to the videos simplicity in terms of the performance aspect it would attract a more of an individual audeince, oposing the markist approach as nothing is forced apon them and encouraged them to view the video in a passive sense. I think the record label would clearly have an impact on the promotion of this video and would have to do a good job of publisising the text however due to the genre of music and the type of artist, the originalitly and individuality alone would attract a specific type of audience no matter how much the video is forced upon them and i think the audience would have to have an interest in the artist and type of music in general to view it.
When applying Goodwins theory to the video it's clear to say there is some relevance and it can be identified in certain parts of the text. There is a clear relationship between the lyrics and visuals relating to the obvious lip synching which is common in most music videos but more interestingly the actual lyrics in the form of text that are displayed throught the video with use of post editing techniques. This is an interesting concept as it enhances and amplifies the meaning and emotions linked to the video in general as not only can the audience view the obvious imagery that is infront of them in terms of the simplistic footage and relationship between the band and the female character, but also can identify key phrases and words that may identify hidden meanings and messages. There are also various close ups and meat shots of mainly the band in general identifying star image motif but also of the female character which could be used to enhance character exposition and form more of a relationship between her and the audience, again amplifying the track and video. Although the video itself doesnt seem to present many challenging ideas due to its simplicity and perforance based nature it also doesnt come acroos as being inherently comercial because of its originality and style. The location itself is unusual for a music video as even the performance side is set in the middle of a street as well as the narrative intertwining with the attractive visuals and techniques which in their own right could be conidered as art.
There seems to be no real message or purpose of the video as there is no real narative with meaning, but there is a performance aspect to the video in which it seems the artist is performing the song towards the girl in the narrative and that it's for and about her. This means there is no real social message evident but a band image is certainly constructed from this which seems to be fairly quirky and original. The mise-en-scene is the main visual technique used to do this in terms of the location being unusual and the clothing of the band itself being fairly indie and modern.
The bands star persona is constructed in a positive light due to the relaxed atmoshpere created throughout the video and the positive vibes associated with the track. This will obviously help sell their product as it will create a likeability factor for the audience and if they like this perticular video and track it will encourage them to search for more. Again there are few social groups represented through the video however there is one subtle one. The band members themselves are older than expected but are presented in a way that makes them seem younger by their clothing, style and overall image. This allows younger people to relate to the track and listen, broadening the bands audience even though they are of an older age. This is a key ideological discourse which as well as making the video and track appealing will also improve the bands promotional aspects and again improve their image. The other ideological discourse that is evident is the women involved in the narrative challanging common stereotypes and almost seems in control of whatever relationship is in hand throughtout the video. She is presented as a confident and independent women and if the lyrics of the track are anything to go by is controlling the males emotions in hand. This of course is different from common stereotypes and challanges the ideology of a male being in control of the relationship.
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