Genre Watching this music video it is pretty easy to tell that the genre of this music video is Indie/acoustic. The first thing that struck out as this music been targeted towards the Indie genre was the first establishing shot where we see the musical artist Jack Penate running through streets of London, the long shot of what he was wearing was what first came to my mind of the independent genre as Jack penate during this video is wearing black skinny jeans with trainers, which throughout the past couple of years has become a main convention or code for independent musical artists He also wears a hat with bright colours all over it which could also be shown as a representative of the independent genre as the hat is different to what most people would wear, individual and seems pretty out there which is also what indie music is supposed to be like . As the video goes on we Whiteness the main artist in many different places such as Cafes, pubs, parks, gigs etc, the fact that the video is filmed in Britain is also a big giveaway that the music may be of the indie genre as many indie bands/artists tend to shoot their videos locally and within Britain and also in recognizable cities therefore it wouldn't surprise me if this was filmed somewhere in London as this is Jack penates home town and also a recognizable city. During the video we also see two different scenes where jack penate and some other musical artists are performing the actual song within the music video performance this is also a common element in most indie music videos and we see this happen twice in this music video firstly in the park and then again at the pub. They are also other small signs which also show the independent genre for example we get close ups of an acoustic guitar and also an electric guitar of which Jack penate both plays,these to items are extremely popular within the indie genre. The girls in the music videos also show girls who all seem different to each other, and wearing things like bright yellow tights which get their individuality across and could also be seen as representation of the indie genre.
Narrative
When watching this video it is quite hard for me to work out how the narrative is organised and structured, the first narrative structure that came to my mind was the Todorov structure this is because the first the music video opens with an establashing shot of Jack Penate running down the street, the camera then pans out to show that he has a bunch of flowers and is clearly rushing to give them to someone, we do whitness Jack Penate giving a girl some flowers and automatically we presume this is his girlfriend who he owes an appology to however as the music video carries on we see that he is doing this to many other girls, basically playing the field and leading them all on, this is how i got the idea of an antagonist and a protagonist however both played by the same character, to girls who are watching this video Jack will come accross as an antagonist as basically he is treating them rubiish but to the girls in the video he is comeing across as romantic and throughout the videos we can see the girls falling for him, however he is taking them all to the same places and playing them all, the fact he is doing this could make him out to the male audience as been a protagonist as he is giving out a kind of 'Jack the lad' image which boys tend to feel they have to live up to in this day and age therefore Jack penates character could develop hero status through this video just through taking plenty of attractive looking girls out to the same places, around the same time. The basic story plot of the narrative is that Jack is a bit of a womanizer who by the looks off it is seeing many different girls at the same time without their knowledge, at the beginning of the music video we can tell that the girls who Jack is taking out are not happy with him although we do not get to see why they are angry there are certain elements of the cinematography that shows for example the camera tends to zoom on the girls facial expressions which tend to be frowning, sighing, rolling their eyes etc the camera also has many wide shots showing the social interaction of both sex's for example one shot shows a point of view shot of Jack Penate leaning in for a kiss however the girl smacks him back, this would come as rejection for most boys however the character is not fazed and carries on trying to win the girls over as to be honest they don't really mean that much to him. The narrative is also expressed through some of the song lyrics for example the phrase that is sang throughout the song is 'Have i been a fool? just say" this basically means instead of giving him the silent treatment and been angry you might as well just say what you think because you know you cant stay mad at me kind of thing, another lyrical verse that gets the narrative across is ' a kiss is just a kiss" this is showing that to him it doesn't really mean that much however to the girls it most probably means a lot. I have interoperated the narrative as girls reading into things to much and taking things to seriously when most boys just want to be out having fun trying to get with as many women as possible, knowing what there doing is wrong however nothings going to change the way they act, for example the lyric ' I led you on, leadings wrong'.
Audience
I think the target audience for this music video would be people who like the independent music genre, but also acoustic music this is because although this music video is very independent it also has acoustic elements to it for example the vocals in the song are sang rather acoustically. I think the music video is aimed towards both males and females as there is nothing that pacifically targets it to a gender i also think both males and females could get something out of the video however overall i do think that males are more into independent music then females are. The age range for this video i think varies from 16-25, Looking at the video i think the artist is wanting to target the more older independent music fan generation this is because most independent artists and bands normally target the student age range and use conventions such as public transport, night clubs, cheap food and alcohol etc however this music video uses a more sophisticated approach for example using black cabs, restaurants, cafes and pubs which give it a more sophisticated look which makes me feel that it may be targeting towards older independent music fans.
Representation
Watching the music video I can see Jack penate been represented as a typical male in a girls point of veiw this is because we see many monatage editing of practically the same shots howevver in the shots the only difference really is the girl he is courting, this could be giving the character of Jack penate quite a negative veiw to people as females do not like the idea of been messed about by males.However looking at the mise-en scene jack penate is dressed in fashionable clothes by the looks of it is comeing from a nice established area, useing transport such as black cabs and basically atracting good looking girls, which has a representaion of a well established male who knows what he wants in life, most probally has a decent job and knows how to live his life therfore the video gives a representation of a life most people would like to live and get away with if they could.
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