Style, Plot & Concept of our Video

After watching various videos by The Kooks and other indie artists we've come up with some key codes and conventions we'd like to use in our video.

Style

The way the camera is used is key because it can either make or break a relationship with the viewer. Although we want to use a variety of camera shots we think that close-ups especially will help build a close relationship with the viewer as well as emphasis the emotive lyrics. We feel strongly about relating the video to both genders and avoiding Mulvey's Male Gaze theory where the camera shows what a male would like to see.

Most of The Kooks music videos are in black and white to show the intensity and
strip down the video to emphasis on the song. However instead we came up with the idea to film most of our video in the dark to give it an intense vibe whilst still being in colour. To signify the end of the relationship all parts of the couple together will be in daylight whereas when they are apart we will darken the shots, showing how life has change with life and dark being personified to mean happy and sad.

Above anything we want the audience to be able to relate to the situation of a break-up shown in our music video which helps as are budget isn't obviously that much. This will be done by using everyday locations and simple costumes to increase the realism.

Plot

The main plot of the video will be in the form of a narrative showing the relationship between two young lovers breaking up but in the end being resolved. After analysing the lyrics we decided that this narrative would support the idea that the male lead singer is heartbroken and needs 'her soul' and 'her sway'. Despite the differences between them he'll 'give it his all' to ensure that they are back together. To make our music video interesting to watch were going to use the addition of a sub-plot of a two piece music band playing the two choruses. This is something many bands such as Kings of Leon and The Script do regularly. We felt that we only focused on the narrative there would be a lack of 'star appeal' and coverage of the band for the audience to gain popularity. It is also unrealistic not to include the band at all in their own music video.

Concept
A key concept we want in our video is the strong relationship between the band and the audience. The lyrics alone are relatable as they are about missing someone however we want our video to show this in a powerful way through varied camera shots, use of narrative and portraying an 'everyday lifestyle'.

Godwins theory helped us to to determine some of the features that a successful music video should use. Godwin says that:

1 - There should be a demonstration of genre characters
This refers to the character fitting the stereotypes connected with the video for
example a rapper wearing heavy jewellery and being surrounded by women. We are doing this through costume by dressing our male protagonist in skinny jeans and a shirt.

Clear link between lyrics and visuals
Firstly to make sense, but secondly a good song can be made great by a complementary music video. Scenes can be used to bring out certain emotions, this is why we will be using 'crying' scenes after the break up.

Voyeuristic treatment of females
This is one element of Godwin's theory that we have decided to go against. Part of out concept is to relate the video the audience and by using voyeurism we are excluding the female audience and only appealing to men. I don't think using it would suit the song 'Sway' or the bands clean cut reputation.