Jessica GrundyMusic Video Analysis The 1975- Chocolate https://www.youtube.com/watch?v=FfBKqaVk2Co

Comment on the following aspects in relation to your music video choice. How will these techniques appeal to the target audience needs?

Target Audience & Needs

I think the target audience for this video would teenagers, both female and male. Also, if they like the particular genre such as indie rock.

Lyrics (Meaning Implied?)

The lyrics heard say “we go where nobody knows” this implies that they are in some kind of trouble so they need to disappear and make a new start. I know this because throughout the song they also say “yeah were dressed in black head to toe” which also signifies that they are trying to become disguised and hard to find.

Tempo The tempo is quite fast but very calm, The same beat repeats throughout the track apart from the beginning when we hear a calmer quieter beat until the next kicks in after 9 seconds.

Genre The genre for this band is Indie Rock, however on this song we do hear some use of electrical instruments and some bass guitar followed by drums which is used commonly for this band.

Camera Technique The opening shot is an image of the lead singer which is blurred but we become aware of him when a zoom shot begins. We then see an establishing shot of all of the band members in the car. After that a close up is shown of the lead singer exhaling smoke. Furthermore, another shot from outside the car is shown but instead a mid-shot of the lead singer staring out of the window; however it could also be argued as an over the shoulder shot as behind him we appear to see another member of the band looking in the other direction. We then come across the lead singer, Mathew Healey singing the first line of lyrics this is introduced by a zoom in shot that turns into a close up shot of his face and shoulder. We then get a tracking shot of all of the band members stood back to back in a circle, after this scene we then get shown close ups of body parts.

Jessica GrundyMusic Video Analysis The 1975- Chocolate https://www.youtube.com/watch?v=FfBKqaVk2Co

Editing The only editing technique I found was cutting, they were quite fast but some was faster than others.

Use of Digital Effects The only digital effect that I found which is very evident is that the shots of been colour corrected to black and white.