Generic codes & conventions: genre- indie folk

The video represents this genre by having close ups of the artist face, this allows the audience to see and feel the emotion of the artist as well as lyrics. Indie folk is generally about something upsetting this technique makes the genre more apparent. The genre is further represented by instrument used in the song being shown this makes the video link with the song more. In addition the lighting tends to be dark, at times it is grey scale where as other times it has a vintage effect. This compliments the genre.

Form of music video:

The video is a hybrid; it included the artist performing on her piano however at the same time it is narrative. A story is being told. The video makes the lyrics come alive, it allows the audience to visually understand and imagine the lyrics as well. It shares a story where others may be able to relate to the same emotion as the artist is portraying.

Cinematography:

-close ups used of the artist face to represent her passion/emotion. Also close ups are used of random objects.

-extreme long shot is used to show the location and environment around the artist, this adds to the lyrics as the location is shown to be old and damaged which also represents the emotion behind the lyrics.

Relationship between sound and images:

The lyrics emotion are represented in the video, for example feeling alone as if everything around you is breaking down and feeling this way for a long time is also reflected in the video with various shots.

Mise-en-scene:

-the clothing the artist is wearing is old fashioned dress, this dress compliments the location as she is in a old and damaged house.

-the props used such as instruments compliment the sound/lyrics.

Editing:

The editing is slow paced this allows the audience to view shots for longer and analyse the meaning and reasoning behind it for longer. This effect also adds to the genera atmosphere and mood of the lyrics and video.

Effects:

-the fading used between shots is effective as it allows the audience to see many close ups of different aspects of the location. This sets out the mood of the song and place.

-the lighting alters to the beat of the song, whenever it is more positive the shot has more natural light whereas whenever it is more negative the lighting becomes darker.

Audience:

The artist target audience are adults as they are able to deal with serious situations and understand the meaning behind the story which is presented through this particular song. Some of his audience may also be able to relate to the video.

Institutions: the artist is signed to Atlantic records. Representations: girls are represented to be emotional and effected by negative situations in their life.