Amy MacDonald - Music Video



Amy MacDonald – This is the Life

Image

Mise en Scene

Props – There is a shot where we see records and cassette tapes on the table, both of which have connotations of older music. The significance of these is that it links to an older time of music where music was much more raw and simple which suggests that this is what the artist wants to be seen like. Another prop used are some photographs This could link directly to the young and be significant as taking photographs on nights out then posting them on the internet for example is something that the young like to do. Throughout the video you also see a smiley face sticker, which could be significant because it may connote happiness, and positivity, which is perhaps want the artist wants to promote.

Costume – There is a picture of a girl in a devil costume with her to friends, one of which is wearing a cropped jacket that shows off her stomach. The other is wearing bunny ears. These costumes all promote the stereotype that women are something sexual to be looked at. Whereas when the artist is with her friends herself and another woman are wearing black jackets, which could represent the fact that they want to be different and more edgy – like the artists music.

Setting – There is a chip shop as a setting, this is something that gives the identity of Britain and youth popping into the chip shop to share some chips. This breaks away from the hanging around the park idea but these are older young adults so it is aimed more for that age group. Another setting used is the apartment where there are several people all laying on sofas asleep surrounded by alcohol reinforcing the stereotype of young people and house parties.

Camera Shot

Close up of the woman’s face – This allows the audience to single out the woman as the artist and create a recognition and familiarity with the artist for the audience. Also we see that the setting that she is in is like an alleyway or a side street that doesn’t make the video overdone but instead adds a homemade effect to it as if they have grabbed a camera and just gone out and filmed the video.

Close up of the book flicking – The effect makes it look as if the still images of the man are moving. This is a quirky idea which I something associated within the indie genre. Furthermore it links in with the idea of young people taking lots of pictures and photographs.

Camera Movement

Pan – As the woman is walking the camera pans slightly to follow her when she walks out of the screen. This puts her in control as the camera follows her and she does not force herself into the screen. This suggests that the artist is laid back and nonchalant. The camera is shaky as it seems as if it is handheld with anchors this idea of it being a homemade simple video.

Zooms out – At the end of the video the camera zooms out from a still image. The image shows the artist surrounded by many others in an apartment setting all on a sofa. This shows a relaxed image of the artist and suggests that she is relaxed in the approach to her music. This links in well with the genre of indie because it is an easy listening and simplistic style of music.

Editing

Straight cuts of still images – By using straight cuts of still images it creates a jumpy and quirky effect. This links in well with the genre and also is something different – and indie music tends to not follow the crowd. Furthermore the editing also anchors this homemade idea because its like someone just put the pictures together and scrap booked their times together.  This creates an interesting effect on the screen, which will interest audiences and says that the artist like to try non-conventional ideas.

Genre

Overall the video fits in well with the genre mainly because it uses various quirky techniques such as the use of still images put together to create an effect. Its laid back which is anchored by the various shots we get of the group of friends in the flat relaxing or at the chip shop casually socialising and having a good time without the typical club setting.

Target Audience

It is clear that the target audience is more towards young adult perhaps who can relate to the video more because of the alcohol element. It seems to be more of a representation of the student lifestyle with the drinking at the house and going out late at night. The target audience for this video may also be looking for more quirky music both in the video and in the sound and to move away from conventional poppy chart topper types of songs.

Mode of Address

The audience are made to feel involved in the video by the close shots we get of the artist when she is alone; this creates a relationship between the audience and the artist, especially since she often looks directly down the camera at the audience. Furthermore by seeing the pictures and being involved in the personal journey of this group of young people makes the audience feel integrated into the video.

Narrative

TODROV

Equilibrium – The girl is asleep

Disruption – She wakes up and sees everybody lying around her asleep/unconscious

Realisation – She looks through the photographs and begins to remember the events that led to this point.

Quest – She relives the evening through the pictures and the audience see it unfold.

New equilibrium – She is on the sofa surrounded by her friends and happy once again.

PROPP

We identify the artist as the hero because she is seeking the knowledge of the previous night and to how she ended up asleep on the sofa.

There doesn’t appear to be many other characters from Propp’s theory other than a donor who is the boy with the camera as he provides the artist with the information/photos from the night before whom without she wouldn’t be able to recall the evening so well.

Representation

Youth – In one of the shots the artist is standing in front of a wall where there is graffiti behind her. This is directly something linked with the youth and rebellion and is a dominant ideology about youth. They are all also drunk/hangover and sleeping or passed out all through the room and alcohol in this sense has connotations of young adults freedom and first experiences of alcohol. This could indicate that the artist likes to be free in her attitude towards life and is embracing young adulthood, and her music and video is a reflection of this.

Enigma

An enigma is created straight away as the audience will be curious as to how and why the people have ended up in this room and what went on there. The audience seem to know as much as the artist at this point so when she goes on a journey of remembering the previous night and everything that went on the audience are pulled into the video curious to watch the previous evening unfold.

What image does it present about the artist?

The main image that is presented about the artist is that she is embracing freedom in both her life and music. Her attitude seems to be laid back and this seems to be her approach to the video also as it is not overdone with shots and edits.

How are these ingredients common within the specific genre/subgenre?

The idea of the laid back attitude and the freedom is well suited to the genre of indie. Mainly because the music is free in its approach and not all the artists’ songs sound the same. They are individual and quirky making a statement about both the artist and the genre.