Video analysis - #3

Song: Hello by Mallory Knox

Genre: Rock

Directed by Daniel Broadley
Produced by Kode Media

Cinematography is used in the video in the form of an extreme long shot with a zoom showing the full band playing their instruments. The conventions of the performance can represent the genre through the cinematography of a hand held camera giving the video a rock vibe.

Conventions of this video can be seen by the use of the live performance of the band playing the song. This is typical in most songs of this genre and can be seen in many examples. The band are also wearing stereotypical band clothing of dark clothes, skinny jeans and denim jackets.  The story section of the video seems like it breaks conventions of a regular rock video as the band are walking around a seaside town hanging out with some girls. It then follows conventions by showing them break into an abandoned house and trashing it. The use of props also represents the genre as there is a full set of instruments and equipment which is typical of the genre.

The song is a happy song which gives off happy connotations which can be seen in the video as it is based on a summer’s day; the sun is shining and the band and the girls are having a laugh and they all look happy which is unconventional of this genre as stereotyping would make you believe that rock music is about sad ideologies with dark, gloomy videos but this video tests that stereotype. Tessa Perkins’s theory on stereotypes confirms that stereotypes can always change and I think that the typical rock stereotype is changing in modern day rock videos. This gives the connotations of a happy, positive band who enjoy making and playing music.

The audience of this music is quite limited as this is quite a new band who have just signed but the typical audience of this band would be 15-25 mixed group of males and females.

The ideology of the video is to have fun whilst you’re young and live without responsibilities whilst you still can.

Editing has also been used by cutting in time with the music which connotes a fast paced, live experience. This is a convention of most music videos.

Representation of a few theories can be seen within the video; John Berger’s ‘ways of seeing’. He says that women are there to be looked at. In the video the women are dressed up nice to be looked at.