The music video starts off with the band in a coach, which has been filmed by attaching a camera to transport in front. This has a variation on the hand held camera effect as the shot is not perfect as if it were on a trolley. They continue to travel to different places through out the video in this coach as the camera flashes back to them periodically throughout the video to emphasize the change in scenery and there activity. The are two aspects in the video that help create a parasocial relationship between the audience and the band. The camera style used on the coach gives the video more of a intimate feel with the rest of the band. This is done by using a rushed hand held camera style with the band mucking about while on the road which makes the audience feel almost as if they are there with them. The other way they attract a parasocial relationship is by having shots in the piece with the artist miming the lyrics to the song. This is often done to parts of the song they wish to stand out such as the chorus or specific words that tie into the video. Another subtle technique used is the use of video which relates to the lyrics. An example of this is at 0:33 of the video and also shown in the attached picture when the lyric "you don't pull my strings" is played the camera zooms out from a close up of a double bass to tie in with the word "strings" used in the shot.
It seems to be quite typical of indie artists to use dim lit locations as well as low colour saturation. This is one way it differentiates from other genres, especially a genre such as 'pop princess' where vivid colour and bold characteristics act a strong part in there characteristics Indie gives off more of a low tone feeling which is shown in the above video. It also shows that it hasn't been as artificially created compared to other genres, which reflects independent bands such as the kooks who go for more cheap looking simplistic daily life videos. The style is used to contact with the target audience too. There target audience will be in the teen/student category. People in this category are not going to be wealthy and have much money to spend on clothing. The indie look is quite inexpensive to wear so the audience feels more a part of what they do and how they look. A lot of attention is given to the artist in this video which is also typical of indie music videos, it also helps relate back to style.
Link to video (Embedding disabled by request ):
http://www.youtube.com/watch?v=m6-QM0_Prp0&ob=av2n
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