Emily Johnson MediaProduct research Radio Head – Knives Out

This music video could fit into the indie genre as it displays multiple elements that could be considered codes and convention of the genre. The main feature is the fact that the narrative is not a clear liner narrative. In the video there is a number of things happening at one so the audience are free to apply their own interpretation. This may vary depending on factors such: as gender, age, social class. The video is filled with metaphors, this is effective as it draws the audience in and keeps them engaged in the narrative. There are two main characters with in the video and they play an important part in making the video effective. The protagonist (the artists) and his love interest a female. The female character falls out of love with him because of the things that he has done in the past. However he tries to win her back but he is not successful so eventually he lets her go. One of the main techniques that that is used is the television; it shows the two characters on a train. This could signify the emotional journey they have travelled with during the course of their relationship furthermore, the female character is seen on an operation table and doctors are trying to bring her back to life. As the video is at a fast pace and the fact that it is a continues panoramic view of the events in one room, this could suggest that the relationship was moving to fast. Additionally there is a performance element for the audiences benefit; this is an anticipated convention of the genre as it creates more of an atmosphere for the target audience as it feels more intimate. However there is a skeleton singing with a guitar, this creates a conceptual theme and encourages the target audience to apply a narrative enigma.

There is a predominate use of iconography to create meaning consistently throughout the video. The most obvious example is the human heart. The common connotation t that of the heart is love and passion this could mirror the love and passion between characters. However, the fact that it is a human heart introduces a more mature meaning. This identifies the target audience as typically being men form the ages of 18 to 40. Furthermore, the male character is seen putting his feet into a heater. This could suggest that he is getting ‘cold feet’ about the relationship and the fact that he is warming them up introduces a comedy element.

The uses of mise en scene were important in making sure the overall video had a professional feel. For example: the lighting was consistently high key to

Emily Johnson MediaProduct research create a pleasant atmosphere. This introduces a contract from the narrative as it mainly about losing someone you love. This is an expected convention of the Indy/pop genre. The editing was on continual camera shot around the room that illustrated every element of the characters relationship. There was no diegetic sound only the non-diegetic music this adds to the conceptual style. Furthermore some of the elements of the video were portrayed as childlike, for example; the operation table was intertextuality with a well-known bored game named operation. Additionally the style of the video was almost like video game quality. This could suggest that the protagonist character has an immature attitude to the relationship.