The video seems to play off the title of the song ‘make a beast of myself’ as people seem to be reacting towards the star as if he was a beast of some sort. The music video starts off with a full body shot of a man lying on the street, the lead singer of the band, Sam McTrusty. The beat drops as Sam gets to his feet and after the audience see the reaction of another man, who is pressing himself against a wall in fear, as he slides himself way whilst look at Sam. At this point the audience may be slightly confused as he is casually walking through the street, not seeming to notice the reaction of others around him. Everyone seems to resemble the same fear of Sam, even though he does not seem frightening. Stars are usually receiving positive attention, which makes the audience highly curiosity and make them want to continue watch the video to understand what is happening. The colouring of the music video is quite bright and gives off a summer feel. However, the bright lighting contrasts with the actual story being portrayed to the audience. Typically the video should have used dark lighting to go with the reactions of the people in the video and make him seem more like a villain. There seems to be graffiti pasted throughout the walls of the setting. Graffiti gives of negative connotation as it is seen as defacing property and making them seem less attractive. This is portrayed in the video as the scenery looks less attractive due to the amount of graffiti surrounding it. Juxtaposition is presented throughout the video as it shows bright lighting given the perception of pleasant events but the content of the video is binary opposite, as it shows negative events. Also the setting also adapts the same concepts as it shows a wealthy area with graffiti displayed around it, which is not typically in those certain areas. According to Vladimir Propp (1928/1958) the archetype is like a fairy tale with stock characters. There is clearly a reason for such dramatic reactions from people around him, he must be a villain. The smoke effect makes him seem much more like a villain unlike he seemed previously in the video. The smoke makes Sam appear wicked because the smoke represents the mystery of him. A hero also appears in the music video which fits in with Propp’s character types. The police man risks himself to save others from villain. At the end of the video, the audience sees a car which has crashed on the pavement. The steam from the car engine seems to be the cause of the Smokey affect displayed in the video. The camera then does a smooth and quick pan and Sam appears behind the crashed car. It seems that he might have been the cause of the crash. The camera seems to track him as he stumbles around in the road and finally ends up like he began, lying on the street. As soon as he hits the floor, the music stops and the sound of police sirens start. Berger argues about ‘visuals’ which is typical with this alternative genre as it is thought provoking. Women are not objectified as they usually are in music videos. Levi Strauss’s is also portrayed as Sam is seen as anomalous, in the middle between good and bad. He seems like a normal man, however he is bring about bad reactions towards him. Diametric
opposite are represented in the setting and the classes of the people shown in the video which allows the audience to understand the contrast and make their own interpretations of the use of this. The audience may assume that Sam was driving the car through the pavement, instead of him just walking through the streets. This explains the dramatic and horrified reactions shown by people, as they clearly feared him running them over. This could be due to the use of anachronistic, the ending actually being the beginning of the video. The video seems slightly similar to the verve, bitter sweet symphony which shows an opposite situation. In this video, the star of the video is pushing people out of the aggressively and this could be understood as being the same as this video as it had similar aspects. Both these videos could be applied to our product as it has certain element that we are thinking of applying to our music video. Since we are using a Hey Monday song to create a music video, I believe that using some elements from their past music videos which can give us an idea of the things we need to have to make the video more realistic. We applied the performance and narrative elements to our music video from the Hey Monday song as it goes with the conventions of an indie video. The application of our narrative will be shown consistently as we are planning to apply the lyrics to continuing storyline, however, we will be going back to our performance throughout the video. Our music video shall also have fast pacing editing that go with the beat of the song. The main singer, Chloe, will be the main focus of the video just like both videos. We want to take certain elements from the Twin Atlantic video to in cooperate in our music video. The video is thought provoking which is necessary to keep the audience’s attention and have them watching it more than once to understand the concept of the music video. The video is also very random which is typical for its genre. We will be incorporating this into our narrative as some of the lyrics to the song cannot be reacted in our music video. The mise-en-scene of the music video is also something we would like to include in our video, as the colours used made the audience feel a certain way which I thought would be essential for our video. This will allow us to engage with our target audience.