MD Music Video Analysis #2

Kiss and Tell - You Me At Six
http://www.youtube.com/watch?v=6hHA7vBJUE4

Genre and Narrative

The song ‘Kiss and Tell’ is written and performed by ‘You Me At Six’. I have chosen to analyse this particular song as it is the most recent production released by ‘You Me At Six’, the band that we have chosen to create our music video for. I felt that it would be important to look at a music video starring the band, to understand the way in which they are being represented in the modern day. It is also helpful in looking at the different shots and special effects used, so that continuity can be an issue throughout all of the bands productions including our video that we plan to create following particular guide lines concerning ‘You Me At Six’. James Copeman directed the video, he also directed such productions as ‘5 Years Time’ by ‘Noah and the Wale’. The director shows the level at which the band is at, and it is obvious that they are on their way up the ladder as the video productions are becoming more and more recognisable as pieces of art rather than simple advertisements for the upcoming song as well as the band.

The music video is mainly performance based but with other conceptual shots around the performance adding to variety and the way in which the video is received. The video stays within the lines of the ‘pop rock’ genre, showing an exceptionally energetic performance along with scenes from a party that the target audience could be able to relate with. Within the video costume also plays a big part in keeping with genre characteristics, in this case the band are all wearing jeans and t-shirts which emphasis the location that they are situated. The costumes show how comfortable they are performing in the house party, this element of comfort that the band shows can appeal to an audience in a positive way. Even such small fashion statements as hair styles also play a big part in the way in which the band are represented, within the video the band are shown to have long hair which tends to fit in once again with genre characteristics. Another effective technique that James Copeman has captured well is the way in which the band communicates with each other, they are shown to be good friends throughout the video which once again can be seen as a strong and positive way to be represented as a young ‘pop rock’ group. The confined location also supports the genre along with the time of day in which it has been shot, which appears to be night. As the video is mainly performance based there is no element of notion of looking which is my opinion adds to the intensity of the performance.

One of the most obvious ways in which the lyrics within the song relate to the visuals is the way in which the lead singer ‘Josh Franceschi’ acts as he sings. As he sings the lyrics ‘everybody wants to be in your head and under your skin’ he acts along with it pointing at his head and scratching his own skin. It is not just the lyrics that play a part within the song relating to visuals, the actual music is a very effective. During the quieter parts of the song where the drums are the only instrument being played the audience is given a variety of drummer shots that relate perfectly to the tempo of the song, this simple yet effective technique is vital to the way in which the video is being presented.

It is also relevant to analyse whether or not the video can be considered art or advertisement, the sheer amount of performance shots used along with the confined location would imply a strong element of advertisement, but in my opinion the way in which the performance is shot is key to the way it’s represented, I feel that the shots used give it an auteur feel. Also, when looking at James Copeman’s other well know production of ‘5 Years Time’ it is obvious that he has visions within his videos that he intends to show and tell the world.

The video shows a variety of mid, long and close up shots. Each shot does a different job for example the long and mid shots are there to help the audience simply understand the meaning of the video and see what is going on within performance. The close ups are used to give audience satisfaction in seeing the lead singer along with other members of the band, along with a slight advertising feel in the sense that the video is showing the band and helping people to remember faces for future prospects. As well as showing shots of the ‘meat’ for the video the close ups show the energy that is going into the performance and also the emotions that the band feel. Throughout the video a fast pace of cuts are used keeping in rhythm with the song as well as the tempo. Although a slight background conceptual idea is bought in it does not change the tempo of the cuts which keeps the audience locked onto the energy of the song which has obviously been seen as an important element for the target audience. The video keeps in line with a lot of variety also, for example lip synching and continuity editing enable for a comfortable viewing which is, at the end of the day vital for the audience.

The video itself does reflect an element of today’s society. It shows social realism in the sense that a party is going on and the house is being ruined. This technique though in this case is used just simply for relation purposes. The band want to appeal to their target audience of a teenage to early twenties age group, and by sticking with certain features within the video they seem to have achieved just that.

Media Language

Visual techniques are used throughout the video giving it an even strong auteur feel. Conventional fast paced shots fit in with the rock pop genre well. The pace of the song encourages fast paced cuts and the videos seem to work a lot better when shots are in time with the music. Other shots are also expected throughout a rock pop video, including canted angled shots as well as many handicam close ups which really do set this music video apart from the rest. Within the background scenes away from the performance many slow motion shots are used which once again fit in with the style and tempo of the music enabling for a relaxed audience viewing which is vital for a well created video for a popular band such as ‘You Me At Six’. This slow motion effect also works well for the audience being able to relate to the video and understand exactly the message that is being put across.

The start of the video consists of establishing shots of interesting items within the house of which the band are going to perform. This once again immediately creates a relationship between the audience and the video, enabling the audience to understand what is about to take place. The audience is also given an insight into the appearances of the band which is vital for advertisement as well as making the video work well as a piece of art.

Throughout music videos intertextual references play a vital part, if the audience can recognize a part of the plot they are able to relate and connect to the piece. Within this particular video, that I know of there doesn’t seem to be any intertextual reference apart from the conventional ‘rock pop’ performance given by the band in this confined area in a party. Because of this lack of intertextual reference it is logical to think that the video has become more of an original piece which is what was probably intended.

Representation

This music video could be seen as if it has come from a ‘meta-narrative’ which would imply that the song and video have been created about there own lives. In the case of the video, it could be showing past experience of the band, and just emphasising the fact that they want people to have a good time to their music and just to simply enjoy their original style. This idea of a ‘meta narrative’ would also help to sell the record, knowing that the band has influence the video with past experiences just helps to make the video even more appealing to an attentive audience.

There really are obvious social groups represented within the video, the main one being teenagers, they are shown partying and simply enjoying life. This feature could be appealing to the younger audience helping to sell records and make the band even more popular than it already is.

Ideological discourse issues raise important questions including that of gender which is represented throughout the video, although the band is of a male dominance the background shots within the party divides equally between male and female. The younger age group is undoubtedly the target audience for the video and are represented throughout, not only within the performance shots of the younger band members but also within the party shots of the teenagers that are having a good time. The dominant stereotype of teenagers being miserable is challenged within the video, where everyone is getting along and having a good time with each other.

Institution and Audience

This particular music video would be consumed through obvious media such as You Tube and My Space. Also, rock channels such as Kerrang and Scuzz play an important part in the promotional side of the video. Many loyal fans will tune in to these channels to see their favourite band’s new video. This video works very well for ambient viewing as it is quite simply people having a good time, which is easy for people to tune into half way through and watch.

The record label would also be involved within the promotional side of the music video, copies would be sent out to the music channels which is vital for selling records.