NeverShoutNever- I Love You 5
The reason I have chosen to deconstruct part of this video is because its a good example of music from the indie genre. NeverShoutNever has a large fan base from across the world and the music is Representative of its target audience. I shall be deconstructing the beginning section of the music video. This is because it has similar ideals using large numbers to what I would like to do at the start of my own music video.
The establishing shot for the music video is a long, wide angle shot. This is a generic convention with most genres of music video as it helps to set the scene for the music video. There are several different long, wide angle shots which are present for the first 15 seconds of the video. Each different shot is on screen for a similar amount of time creating a invisible 'beat' between each edit as there is no music present for the first 15 seconds of the song. The different locations of the shots include a farm(shown above) , train tracks and a street with houses. These very every day locations help the target audience identify with the music video. The video has been edited so it is black and white. This helps to keep it trendy and unique to help draw in the target audience.
As the music video starts, the establishing location shots fade to black and above is the first shot the target audience sees. Four large letters have been framed centrally in a mid shot. This links with the first line of lyrics: "I love you one". By matching lyrics and visuals on screen the music video is keeping to generic conventions of all genres of music videos. The black and white editing continues as the music video continues. The word love has had light added to the centre of it to make it stand out and give a interesting unnatural effect to the visuals. This helps to grab the target audiences eye.
There are then several different fast edits between shots showing or being representative of the number 5. A few can be seen above. All of these edits don't take place on the beat but instead follow the beat of the guitar which helps the music video flow and these different shots mix together nicely. The variety of shots and the cleverness of some of them help to keep the music video interesting for the target audience. The large letters appear once again but spell five. This time they are hanging and floating in the wind which I think is more effective and visually interesting than the first lot of large letters; love.
The large letters spelling 5 then cross fade to the next shot which is a long shot of a male walking down a ice ridden street. He is framed centrally suggesting his importance. He is wearing clothes Representative of the indie genre style. For example the skinny jeans he is wearing are a very popular item of clothing which the target audience would wear. Because of the style of clothing he is wearing it helps the target audience relate to him. He is also wearing a cowboy hat which brings some humour to the video and makes the male look trendy and fun to be around.
After the first section of the song has finished with the lyrics: "I love you 5", there is a match on action editing technique to show the mans face. The camera angle is a close up to highlight the fact he is attractive meaning he is a aspiring figure to males and attracts the female target audience too. He is once again framed centrally highlighting his importance and with the use of this close up camera angle. Because of the use of the close up on him here, it tells the audience that he is the lead singer for the music video.
This music video has shown that my idea for my music video of large numbers would work successfully within a music video. The lighting of the words with large letters in NeverShoutNever's music video made it a particularly effective idea. Therefore I will consider the idea of lighting to make the large numbers in my music video more visually interesting. All of this music video was shot in black and white. For my music video I would like to use some colour editing, using sepia to show flashbacks. The use of black and white colour editing in this video shows that I would not be subverting conventions if i chose to use the colour editing technique.
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