Ancillary Task.

After completing all our editing we had to begin our digipak, the digipak consists of 6 sides and we did a quick free hand plan of what we wanted, as seen above. We had to get stills for our digipak from our video and this was problematic when sometimes they became fuzzy, but we edited them with effects on photoshop and consequently we became a lot more aware of what photoshop had to offer. We also knew that we had to keep a continuous theme throughout the digipak and we also thought we should link it to the actual video and also our magazine advert. We also included various other songs by Maxine Vauzelle on the back of our digipak and made up quotes from institutions about how good the album was. We feel it looks authentic and would be available in shops.

These are our final pieces and together it makes the digipak. We used the same font throughout and chose it because it was cute and arty similar to our promo, we got it off dafont.com and had to scroll through quite a few until we came to our decision, we particularly liked the hand-drawn feel it has, like our love hearts. The last part of our ancillary task was to make a magazine advert. Compared to the digipak this was fairly simple and didn't take us extremely long to do as we knew what we was aiming for by now and knew our way around photoshop a lot better than at first.

Storyboard.



Shot List.

This was our first basic shot list, it has now been adapted but this is where our main ideas came from:
1. Mid-shot of Lidia sat on a bench strumming guitar.
2. Extreme close-up of Lidia's face, expressing emotion.
3. Scenery shot.
4. Stop motion animation of love hearts.
5. Lip-syncing shot.
6. Establing long-shot of Lidia near water.
7. Close-up of lip syncing.
8. Long shot in town sped up.
9. Long shot with scenery at Rutland Water.
10. Couple mid-shot.
11. Lip-syncing close-up.
12. Spinning shot, close-up.
13. Mid-shot of couple arguing.
14. Stop motion animation of love heart being drawn.
15. Lip-syncing close-up.
16. Close-up of feet, inspiration from Kate Nash.
17. Natural mid-shot.
18. Long-shot of Lidia throwing leaves.

Filming and Editing Process.

Filming:
We decided to take two cameras on our day of filming because we thought we could get the same shot from different angels and this is the kind of thing that would appear in a music production, we also took with us two tripods to use and this means even if we don't need them, we have them to steady shots just in case, they will also be good for close-ups.
Once we go to Rutland Water the sky looked grim but we got set up at our first location, started shooting, then the rain came, instead of wimping out we worked with it and used it as pathetic fallacy, taking shots of the rain hitting the lake and they looked really good. We got a good range of shots, including mid-shots, long-shots and close-ups and took them in different locations, we also took more than we needed in the form of lip-syncing because we know this works well when editing. After we felt we had finished with all the locations at Rutland Water we ventured into Stamford town and went straight to the high street to film around 12 minutes of Lidia stood in the middle while everyone moved quickly around her, as we would be speeding it up on the Apple Mac. We did encounter some problems with this as many people felt the need to move out the way of the camera so we found ourselves having to ask people to move into shot as this was what we were looking for. It took a while but was pretty basic as the camera just had to be left on the tripod and we soon ahd everything we needed. The next day at my house was a lot easier as we were indoors so we could manipulate the lighting a lot better and although we had two actors to work with that day, we knew what we wanted and the only problems we had were with making the actors do what we wanted.

Editing:
Our editing process took a long time and we spent many hours sat in front of the Mac. We firstly had 56 minutes of so sort threw and decide what we wnated to keep. Some of the footage didn't work at all, mainly stuff at Rutland Water near the lake and often the stuff at my house was poor lighting. The good thing was we knew what we wanted and always sticked to it so there wasn't to much disagreement. At first we didn't want to use too  many fo the Mac effects because we felt it may be cliched but after a while we saw the footage became boring and so adding the odd effect made it more interesting and effect ssuch as 'aged film' worked really well with our genre. We aso forgot about our other camera for a while and then remembered we had footage on it and this footage of Lidia spinning around came in really handy and we ended up using it.

Further Planning.

Day 1:
We have planned to go to the location we all decided on Rutland Water's, 'South Shore' where we can hopefully use the lovely scenery to our advantage. We will drive there and pick Lidia up on the way, she's going to bring her own acoustic guitar with her and we will have the cameras already in the car, full charged! Once we get there we will have a quick look around at potential shooting spots and we will have to test to see if the lighting is alright. Lidia has already learnt the lyrics but we will bring our ipod to keep time.

Day 2:
The second day of filming will take place at my house, everyone will make there own way here and we will start shooting in the morning. I have a really nice feature wall in my bedroom with pink, cream and gold wallpaper which will be good as a background for close ups of Lidia lip-syncing. We will also get shots of Lidia and Jacob together. Our main inspiration for today will be the video 'Foundations' by Kate Nash.

Methods of Marketing.

Traditional methods (indirect):

Press, radio, television and general advertising

This puts the record deal completely in the hands of the record comapny, Marketing costs are not recoupable under this model, and so unless a minimum figure is set in the recording contract, then here is no guarantee that a label will put a effective amount of money into support a band's marketing campaign.

New methods (direct):

The internet, particuarly websites such as MySpace

Bands are able to use this direct marketing to their advantage as they can talk directly to their fan base before they even have a record deal. This has cut ou the necessity for a more traditional marketing platform in order to reach and audience. However, in order to have long term success, the band neeed to have a strong marketing strategy combining both direct and indirect marketing (radio, press, TV, online and club pluggers as well as advertising).

Record labels usually base the amount htey spend of the marketing on the estimated number of records that each artist will ship to the shops. Managers do not have any control over how much money the label invests in marketing their band.

Due to the rapid decline in physical record sals, the music industry is llooking at different models to break and markt new artists.

How a plugger can help?:

Most record labels build a promotional campaign for a new band by investing in plugging teams who deal with national radio, TV and press promotion as the main areas to focus on, followed by regional press and radio,, and student and club promotions on top of that. A radio plugger will see a new live band and approach them to offer their help. National radio and press are often more likely to play demos of unsigned band if they know a plugger is involved.

Touring:

This is a vital area of marketing, if a band has a successful national tour, there willl be a regional radio and press campaigns to build the profile around each date.

Finding fans:

 

There are no rules when it comes to breaking a new band and there are various marketing tools at the artists disposal. The internet is still one of the best places to market a new artist The general idea is to initially try and find the hard core fan base for a band and once the album is released to move beyond that fan base by marketing to a wider audience usuing billboards and Tv advertising.

Casting our Actors.

We chose to use our class mat Lidia Dodsworth to be our very own Maxine Vauzelle. She does performing arts as an A level so we knew that she was capable of acting and getting inot character and this was our main priority. Lidia also conveniently plays acoustic guitar which is just what we needed in our video as acoustic guitar is featured. Another thing that really drew us to to using Lidia was that she really loved our song and took to it quickly with learning lyrics. My group also felt she had the right kind of look we wanted and considerign she was one of our friends she will feel comfortable around us. For a few shots of our music video we also needed a boy to act the boyfriend mentioned in the song, we found it difficult to find a boy willing to do it as it is quite a girly thing but eventually we came aross Jacob Thompson who is a close friend of all of ours and he was up for taking on the role, he also, like Lidia, had the right look for us and we knew he would feel comfortable acting around us as he is quite an outgoing character.

Jacob Thompson is a close friend of ours and is an outgoing character, as we felt nobody at our school would fit the type of character we wanted, we asked him. He was happy to do this and as we all know him well we knew he wouldn't be afraid to act and get into character. Jacob's looks is also suited to the kind of boy we wanted and this was another bonus.

Marketing - Kate Nash.

The opening to Kate Nash's website is a really gorgeous illustration which looks like its done by hand, the illustration doesn't fill the page and is placed in the middle of the scree, it has no other words than Kate Nash, this is a really simple opening page and if you came across it you wouldn't even be able to tell it was a music artist, but if you did know it was a music acoustic I think it would be quite obvious to see that it is for the genre acoustic or maybe folk.

This type of illustration is seen throughout the website as a theme which is common with artists websites. On Nash's website you can transport to various sides, including: her blog, tour dates, music, photos etc. Here we can see various aspects of her and even personal photos and blogs which makes you feel in touch with the star. Also, you can of course purchase music, posters and clothing on her website and this is easily accessibly by simply pressing 'shop' on the main menu, it isn't complicated and therefore this idea will hopefully generate more sales. Other than buying Nash merchandise and music on her website it is of course available in traditional record shops which are often still popular with the dedicated fans. Also, a link posted on Nash's website which states 'new album' takes you straight to the amazon website when you click on it and this is a very clever way of generating sales, this is also a form of convergence and synergetic marketing where Amazon and Kate Nash are both promoting each other.

Kate Nash also shot to fame because of her being found on myspace music, so this still plays a big part in marketing for Nash. www.myspace.com/katenashmusic 

Lighting.

In most acoustic music videos the lighting is kept really natural and wont be strong and there won't be high tech sequences where different coloured lights are flashed around. Like with everything else in the acoustic genre, it's all simple and all meant to be about the music. Therefore, in our music video because we are filming outside we will use natural light which will come from the sunlight and when we film inside the house we will try to keep it not really bright and hopefully be able to use the natural light coming in from the windows, if not we will just use lamps and try and stay away from using the main light fixtures in the room because they may come across too bright in the pictures.

Planning.

In preparation for our shooting date we have taken a few things into consideration, such as what Lidia might look like/wear?

We decided she should of course match the type of genre we are using; acoustic. Therefore, we want her looking quite quirky, cute. We don't want her wearing a completely thought out outfit which has specific colour scheme and matches, we feel she should look a bit mismatched and have various prints such as floral. We also don't want her looking glamorous and as though she is a pop star, because she isn't, we feel the less the make up the better, keeping it really natural and having hair simple, possibly wavey and all just down. Other acoustic stars such as, Kate Nash wear quite funky prints on tea style dresses, which is the look we want. Lisa Mitchell is also very natural and often doesn't appear in aything other than jeans and blouses, this keeps the focus on her music rather than creating a huge global selling image around the artist which keeps it really raw and basic, which isn't a bad thing. Here are a few pictures of things we may go for:

Our Pitches.

Pitch 1

______________________

• Stop motion animation using printed out polaroid pictures
• Narrative of a girl and boy in love with each other
• The girl lip syncing and playing her guitar
• Set in a big, old cute house
• With bright lighting and quirky props

Response - The class/mentor really liked the idea of the stop motion animation, so we feel this is a big possibility. However the polaroid pictures printed out will be too expensive to put in our final video, with having to trial and error with printing them out with the type of shots we'd like best so we'll just use our own camera's we've got and load them straight onto the Macs. The narrative suits the lyrics to the song so thats a must having Lidia as the main person and a boy in the video aswell. We got the idea of having it set in a big house from all the videos we've watched for inspiration but the class felt it would have a better feel to it if it was both outside and inside, because as it's winter there could be some good shots including the rain and wind.

Pitch 2

_______________________

• Girl playing the guitar and lip syncing
• Set on a windy beach
• Winter clothes
• Emotions really shown with the use of extreme/close ups
• Just the girl, gets angry throughout the song - throws stones?
  
  Response - The idea of being outside and showing her emotions was liked a lot, and actually being at the beach was questioned as there's perfectly picturesque places much closer that we could visit and see which one we prefer. The winter clothes is a must, maybe a cute dress boots and a big cardigan to fit the genre. And the class liked that we could use an array of emotions shown throughout the video, happiness and sadness.

Pitch 3

_________________

• Girl sitting by a river
• Winter clothes
• Playing the guitar/lip syncing
• In a bedroom with her boyfriend
• Them falling out
• Stop motion animation

Response - We had a really good reaction to this pitch as it has the balance between perfomance (lip syncing and guitar) being outside in natural settings (light and weather) and inside a house to make it feel more intimate between the couple. And the stop motion animation will be a good touch if we test out what looks best.

Stop Motion Animation.

Stop motion is an animation technique to make a physically manipulated object appear to move on it's own. The object is moved in small increments between individually photographed frames, creating the illusion of movement when the series of frames is played as a continous sequence.
We saw this featured used in other acoustic artists such as Kate Nash and Lisa Mitchell and we really liked it, we thought we could fit it in easily with our music video but thought we should test whether we could make it before our proper music video. We simply drew the hearts out by hand roughly, in the style of the childrens programme Charlie and Lola and rearranged them in each picture. They represent love growing and retracting, liek the song suggests. We think it looks really nice and as a clip looks lovely!

Video Analysis.

Lisa Mitchell – Neopolitan Dreams,

Lisa Helen Mitchell is a 20 year old, singer-songwriter, who was born in Cantebury, England and grew up in Wales but then eventually moved to Australia. Her debut single, ‘Said One ToThe Other’ topped iTunes in Australia and with this success came the attention of boutique London-based publisher, Little Victories, she eventually signed with these in 2007. Mitchell’s style is acoustic, alternative, folk and indie pop which is given a distinct girly feel too with her delicate voice and romantic lyrics. Lisa Mitchell writes all her own songs and they are often based on love and boys like any typical young girl.

The whole of the video consists of only two characters and is set solely in an average park, it is all also done in stop motion animation which gives it a quirky and alternative feel, just like the music. The beginning is just the girl shown going through various motions in the woods on her own and there are a variety of shots, including close-ups and mid-shots. One mid-shot in particular is set in an arch way, the motion doesn’t cut with the music because it is too quick but it doesn’t seem out of place. The lighting is dark and a little hard to see and could do with being adjusted but it is a girly shot that is romantic and the arch way frames the girl showing she is the main part of the video at that moment in time. The girl is also dressed in simple clothes which aren’t out of the ordinary making the viewer believe it is quite real and they can relate to the girls situation.

Another interesting shot is of the girl holding a Polaroid of a boy, we wanted to use the idea of Polaroid’s in our video because they are alternative and almost vintage which is the idea we are aiming for, although we may not end up using Polaroid’s as they are very expensive to print. This shot is also very simple and carries on the outdoor theme as you can see greenery behind you, which we also are going to do.

In this video there is also the stop motion idea of feet moving away which is also seen is Kate Nash’s ‘Foundations’ music video and we really like this idea, it represents how people are moving apart and going there separate ways and this idea is in heard in Maxine Vauzelle’s song ‘Come on over.’ Therefore, we may very well adapt this kind of shot and use it in our video.

Another shot my group really liked the look of was where the girl is sat alone on the bench, it shows how she may be feeling very solitary and vulnerable at that time and suggest she is having time out to think, we could easily fit a shot like this into our video because the same kind of feelings are featured. The shot is really simple and the lighting hasn’t been fixed from simple day light, we may hope for a brighter day on our shoot though.

The idea of a night time shot is really nice as it shows the passing of time but I you would have to work really hard on lighting and visibility and I don’t think it has worked that well in this music video, although we would quite like to use some shots at night we will just have to try it out and see if it does or doesn’t work.

Locations.

My group and I went scouting for locations to use in our music video, we took a trip to Grimsthorpe Castle and found these pretty gardens but decided it was far too groomed and proper for what we wanted.

We also found this location at Ferry Meadows in Peterborough which looks really good but there is no bench and we thought we couldn't guarantee good weather in october for sitting on the floor.

The final location we found wa sin Rutland Water, the closest location to my house which is quite handy and it has a bench like we wanted, it also isn't to fussy with too many bushes and trees and it has a nice view of the lake.

Institutions.

4music is an English channel that is available on digital television and it's the home for music/celebrity orientated shows or comedies that were once shown on Channel 4. Its web component can be found at www.4Music.com with its own Facebook and Twitter pages.On average in a week 4music reaches 6,421 viewers and average weekly viewing is 0:07. The target audience for 4music would mostly be teenagers or people in the twenties, it is not aimed at a specific gender, like a rock channel suh as scuzz and most of the viewers will be open minded to music as 4music doesn't play a certain genre or set a certain mood. 4music uses both music video based viewing as well as scheduled programmes such as; the simple life, being n-dubz, balls of steel and shipwrecked. 4music is owned by Box Television which is then owned by the Bauer group and Channel 4, it acts as the music television production part of the company, they also own many other music channels such as; The Box, Kiss, Magic and Kerrang, which shows they know a lot about music television in all genres. Kiss and Kerrang are more gere orienated than the others as they focus specifically on certain types of music; Kerrang on rock/indie and Kiss on R&B/hip hip and pop.

Deconstruction of lyrics.

Representation.

• All media texts are re-present reality - they are contructions that involve selection
• Images in tects evoke diferent connotations in different segments of the audience

Possible representations?

• Gender
• Regionality
• Class
• Ethnicity
• Age

Voyeurism

• Freud's theory: erotic pleasure gained from looking at a sexual object (preferably when object ins unaware)
• Screens within screens, CCTV, style images, webcams, characters watching performers

Questionnaire.

1.How old are you?

• 13-18
• 19 - 25
• 26 - 40
• 41+

2. What gender are you?

• Male
• Female

3. What kind of music do you prefer to listen to?

• Acoustic
• RnB
• Hip-Hop
• Rock
• Metal
• Indie
• Other __________

4. How many hours do you listen to music a week?

• 0 -2
• 3 - 5
• 6 - 8
• 9 -11
• 12+

5. Do you prefer to just listen to the song or watch the video as well?

• Just song
• Music video as well

6. Do you think it's important for the style of video to suit the song?

• Yes
• No

7. Do you go to gigs to see you favourite artists, if yes how often?

• Once a week
• Once a month
• Twice a month
• Very rarely
• Never

8. Are there any bands/artists that you are influenced by?

_________________________________________________

9. What do you think makes a good music video?

_________________________________________________

_________________________________________________

Lissie album analysis.

Kate Nash album analysis.

Contacting Maxine.

Myself and my group decided rather than find out the lyrics ourselves and maybe get them mixed up, emailed Maxine personally and asked her to send us them, we also asked her whether it would be okay for us to use her track for our media as we thought it was only polite. Maxine was happy for us to use her track as long as we show her the video which is more than fair! We thought it was a good idea to get in contacted with Vauzelle and it makes it a little bit more personal and if we ever needed to contact her again to ask her questions or ask her feedback on our video it wouldn’t be a problem.

Moodboard.

Acoustic genre.

Acoustic music is compromised solely around instruments that produce an acoustic sound, rather than an electronic/electric sound. Artists, just like Maxine will simply use there own voice and an instrument such as a guitar or piano. Acoustic artists often have to increase the volume of there output using electronic amplifiers but they remain separate from the instrument and this then doesn’t affect the natural sound. Acoustic or ‘unplugged’ performances have become a lot more popular due to the popularity of ‘MTV unplugged’ and Radio 1’s ‘live lounge’ this has consequently brought about acoustic rising stars who maybe once wouldn’t have made it in the music industry.

Genres can also be distinguishe by:
*The Art/Popular/Traditional distinction
*Time period
*Regional and national distinctions
*Technique and instrumentation
*Fusional origins
*Sociological function

Conventions of an advert.

Conventions of an advert.

·        Band name and album title.

·        Nominations for awards and awards already received.

·        Ratings/opinions/reviews.

·        Release date.

·        Tour date details and stockists of tickets.

·        Album art work.

·        Website details.

·        Singles from the album already released.

·        Album name.

·        Record label.

Analysis of adverts:

1. The art work presented on the advert looks as if it would have been featured in the bands album and is quite quirky and alternative as if it’s almost a collage giving a hint to what type of band it is, most likely an indie alternative, it also consists of lots of random parts which obviously each thing has a significant meaning to the band or the album, the hints of colour in the picture make the advert a little less boring as otherwise it would be almost just black and white, although the colours are still fairly neutral it adds a little something which is quite artistic. The bands name and album name are very eye catching and visible as they are at the top in bold writing, in a light colour which contrasts with the black background.

2. This album cover is very different to the other one, although it still has the main picture being a piece of eye catching art work; it is a very different style. This piece of art is a lot bolder and makes a statement; it is very abstract and modern. By looking at this album cover I would imagine the genre is a ska, maybe punk style. This again is a collage effect piece of art and has a childish, playful edge to it, which may suggest what there music or the artist’s personalities are like. This kind of art work is continued onto the title and band name which is done in a reversed-out style to make it stand out a lot more and is also slightly unconventional to the normal black on white background.

Conventions of a digipak.

Digipaks are typically in a book-style and are made from either paper or strong cardboard, they also consist of one or two plastic trays which are there to hold the CD/DVD. Digipaks are one of the only alternatives to the original and classic jewel cases and although they haven’t taken over jewel cases they are being more frequently used by record companies. Although the digipaks do have negatives they seem to be becoming a lot more popular and act as a bespoke solution.

Pros:

·        Eye catching and aesthetically pleasing.

·        Shatterproof (unlike jewel cases).

·        Cheaper to produce in bulk.

·        Good to display graphics.

·        Environmentally friendly.

·        Easier to accommodate all sorts of needs.

·        Very innovative and act as a premium product.

·        Offer more visuals and information to be on display.

Cons:

·        Prone to tearing or ripping as they are only made of paper.

·        The plastic trays or teeth can break.

·        More expensive for smaller bands/artists.

·        Look old and ragged frequently.

·        If anything does happen to break the CDs fall out.

Conventions of a music video.

Shots:
Most music videos will include standard mid-shots that will show band members or a narrative story inside the video. Close-ups will also be common which may be of instruments while the band plays or of the band members themselves. Long shots will also be used to establish location, artists, emotions or narrative. Shots may also be used to reflect words or emotions expressed in the song itself.

Movement:
Camera movement will most likely follow the artist or narrative in the music video and will include panning, tracking, tilts and maybe crane shots if needed.
Editing:
The predominant editing technique in music videos is straight cuts which will often be in time to the beta of the music,  this also allows a quicker pace which is needed in a short music video.

Mise-en-scene:
The mise-en-scene of a music video will put importance on the band or the instruments or the narrative that links to the song. The mise-en-scene will also connote the mood or tone of the song.

Our Group.

I have chosen to work with Sophie Dash and Aimee Hunt for our production and we have chosen a solo acoustic artist called Maxine Vauzelle who mixes blues and soul vibes into her music. We knew straight away we would choose the acoustic genre and browsed through various artists on unsigned.com, firstly we thought we would choose a male such as Anton Brello, but we didn’t particularly take to any of his lyrics and like many other acoustic artists you can find there music is a little repetitive and boring, then we came across Maxine Vauzelle who was the first female we looked at, we all immediately liked her voice and had ideas for what we could do with the video straight away, we chose her song ‘come on over’ which is a little more up beat than the others and the lyrics are very relative. Maxine is from Melbourne, Australia and is also in a disco style band called ‘we are fans.’ The type of people that may listen to Vauzelle I imagine would be mainly female whose taste is often the acoustic style, but there may be male fans as Vauzelle’s music isn’t simply acoustic, it is blues and soul as well.

Analysis of a music video.

Kate Nash - Foundations.

Kate Nash is a 23 year old, London born, singer-songwriter who released her first album in 2007 called 'Made of Bricks'. The song 'Foundations' was first to be released in June 2007 and soon reached number two in the Singles Charts and her album went almost straight to number one in the Albums Charts. Nash's style is typically indie popwith acoustic and she always plays her own instruments, often keyboard or guitar. Taking the genre into consideration in Nash's video it  is expected that it will be a little bit alternative and arty, most likely with a love story narrative which goes with the lyrics of the song, there is also bound to be some shots of Kate singing and  playing.

Most of the shots seen in the video are either mid-shots or close-ups which are straight cut to the beat of the music. One of the close-up shots in particular is of Kate Nash singing along to the lyrics of the song, the camera isn't held still and the whole of Nash's face isn't in the shot as if they are trying to give the video a kind of home movie, unprofessional feel which makes it feel more personal and real, the lighting isn't really strong but much more natural again making it realistic to the viewer. She is also holding up cards in this shot which links to the song lyrics and situation her relationsip is in as if it has turned into a game and a bit of a gamble between the pair.













Another shot which is quite conventional of a woman's music video is the simple mid shot of lined up shoes, it is one of the first shots seen and therefore suggests to the viewer who the artist is i.e a woman. The shot again is quite dark and has the reflection of natural sunlight in the corner which is quite unconventional but suits the indie style of Kate Nash's music. The shoes are of a vintage style inctive to Nash and they are featured again in the video.

The next shot is  of a voyeuristic nature as it features the couple lying in bed together and it taken from a high angle looking down, it again is a mid shot and doesn't have strong or artificial lightfill the shot to show the focus is on them.

The shot below is of the artist eating lemons, it is a mid shot that has the similar lighting effect that all the other shots do, the shot is  literal as it matches the lyrics, 'you said I must eat so many lemons...' this idea is apparent throughout the music video where lyrics match the shots that are shown, it is a unique idea and is quite quirky like Nash herself.

hot is siply a close up of two toothbrushes but it is in animation style and shows themmoving towards and away from each which would have been done by taking still shots of the toothbrushes each time they're moved and puttin gthem all together with straight cuts, it is effective as it srepresents e two people and is a different idea.

Throughout the whole of the video the song cuts to the beat of the music and this makes it repeatable as it is catchy. Although Nash often plays her own instruments and is known for this it isn't apparent in the music video, this makes the video seem more of a pop genre even though the music doesn't fit this. The song matches the lyrics throughout and follows like a narrative action for action, this makes it literal, but easy to follow,se of the quirky little animations and ideas that match the lyrics. There are no fussy transitions used, only straight cuts which is very typical of music videos and I don't think any fades or transitions would have worked because the music is cut to the beat.

The music video is set in what looks to be the couples home and this makes it personal and more realistic with the narrative, most of the props and objects within the video are normal everyday household things such as the tootbrushes are kitchen appliances, this emphasises the fact it is set in there home and makes it  more everyday and suits the genre. The clothing is td normally wear as she has a distinct vintage-type style, including peep toe shoes and A-line dresses.

Most of the music video is narrative-based which is based around a struggling relationshipand fits the lyrics to the song perfectly, the narrative seems very natural and isn't in a typical,predictive pop style. The music video does literal lyrics to visual shots throughout, with the eating lemons scene and another one where a small dollis wound up to the lyric; 'it gives me thrills to wind you up...' which amplifies how honest the video is which links to the relationship the couple share.