•The genre of indie/rock videos are generally quite stylistic and individual. This is the main convention we wanted to conform with as we felt that creating an innovative music video would be more successful.
Other videos within the genre are simply band shots. We decided to challenge this convention as we wanted to create something different and go away from that side of the genre.
•However we did use meat shots, close ups and lip syncing which were within that side of the genre of rock/indie. Our video doesn’t follow the mainstream ideals of the genre as we don’t incorporate any band shots.
The real media product that our video conforms technically with is the video La Ritournelle’ by Sebastien Tellier. This uses the time stretch shots we in our video. This video was a big inspiration of our video
We do conform partly to the mainstream ideals because of the use of meat shots.
•Using Goodwin’s critical framework our video does conform to his theory of amplification of sound and lyrics through lip syncing, meat shops and first person mode of address.
•Goodwin’s notion of looking does occur in our video when the star is looking into a picture of himself. This notion of looking gives the audience another opportunity to consume the star.
Another one of Goodwins ideals is the first person mode of adress. We have incorporated this throughout the video as the lead singer is walking down the street singing into the camera, as if he is singing directly at the viewer.
This mode of address breaks the fourth wall and creates a Para-social intimacy between the consumer and the artist
The polysemic nature of a video isnt straight forward as there could be more then one preferred reading. By leaving certain aspects of the narrative open the audience could decode the meaning in a number of ways. One of the perferred reading of our video could be that he is seeing the world and different aspects of it, eg weather. Others could interpret as he making a transformation in his life and wanting to be a child again.
There is narrative fuzz in our video as it is quite a vague narrative. But the vague nature of the video is there for a purpose. We felt that the video was mostly down to interpretation of text. We liked the idea of going away from the norm of the story line music video and make more of a concept based video.
At the end of this coursework I came to realise the reasons for a successful video is if the consumers would want to watch video 3 or 4 times, in order to make an interpretation of text. Watching the video more then once enables the viewer to consume the star and the band image. This is created in our video partly because it is fun and easy to watch.
Having the viewer watch it more then once is a great marketing and advertising technique.
All music videos in their form are postmodern because a music video is a tool of advertising. Music videos borrow conventions of lots of media forms which are brought together to create a way of advertising the band, promotion company and promoting the artist.
There is a part in our video that there is a very post-modern way of getting the band name into the video. This is when the camera goes close up to the poster of The Kooks.
Performance wise, Our video conforms with the style in which the Kooks are trying to create. The style is very personal and approachable. Creating the a similar style made it much easier to visualise as it is already there, I also feel this style of performance conforms with both Dyer and Goodwins ideals on first person mode of adress and also ordinary and extra ordinary.
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