I am textually analysing Biffy Clyro - Many of Horror

The video opens on a mid shot of the singer while he begins to sing the song.

The shot to the left diagonal back to the performer and he is in darkness meaning we are unable to see his face. As we are unable to see him we do not know if this is actually is Biffy Clyro but we assume it is as it is his video and song.

The first fourteen seconds of the video is a slow track in on the performer from the opening mid shot and this means that the audience identifies with the performer and his emotions within the song.

The dark lighting and fact we can only see the performer in profile projects a sad and possibly heartbroken mood for the video.

This is emphasised by the lack of lighting in the shot as it means we are unable to see the two band members clearly while Biffy is always clearly in shot.

The camera pans round the performers until only Biffy is completely shown and this again portrays him as the dominant figure in the band.

The video cuts to a shot of Biffy and the other two members of the group in a warehouse playing together. As Biffy is in the front and centre we assume he is the leader of the band as he is in a dominant position over the other two members.

All the band members are wearing a variation of a suit in the video and are dressed in a smart/casual manner which is more on the smart side.

This look is associated with alternative rock bands and more with the mainstream bands who have an older target audience, such as Coldplay.

The video consists of mainly camera movements circling around the performer as he sings at the camera using direct address.

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This gives the video a more pop genre look and suggests that the band is more mainstream and mainly focussed on the their image over their music.

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The video is only performance shots of the band and performer singing and playing which can be boring for their audience to watch.

However, the use of post production effects adds variation to the video keeping the audience interested as there is no narrative in the video.

Alternatively, the lack of narrative may suggest the band do not want people to watch the video, only listen to their song meaning that they do not care about their image.

At the beginning of the video the lighting is very dark and the flashes of light occur slowly and are not too bright, matching the pace and mood of the song.

As the song pace increases so does the brightness of the lights as well as the pace of the flashes. This means that the band members are always in focus from this point throughout the video.