Technical Analysis Evaluation - Ben

I chose to analyse this particular music video because of the way the performance is constructed and presented to the audience. There is a key focus around the band and the fact that it connotes that its all about the music constructed through the choice to construct a purely performance video. This provides a real authenticity, anchored by the lo-fi ambiance. The video was created when the band were first finding their feet in the music industry; which is heavily reinforced by the non-sensationalised style used in the video. Furthermore, the video is a construction of almost amateurish and very basic camera movement and positioning. At one point during the video you can actually see the camera on the opposite side of the shot.

Patterns emerge during the video in the type of shots being used and the repetition of these. Throughout the video only medium close-ups and medium shots are really used which depicts how although there are a huge amount of quick shots during the video they only really use two or three specific styles. Over half of the shots are of the main lead vocalist/guitarist with shots every now and then of the other members of the band which establishes them as still being a key part of the band and very important and that they are appreciated.

At several times a medium close-up is used of the lead vocalist/guitarist with the drummer in view over his left shoulder. This interlinks how the band acknowledge both the work and musicianship of the vocalist but also the other aspects of the band as being integral parts too. This establishes the sort of camaraderie of the band and a sense of genuine friendship between them which is evident and reinforced in the way they all walk around while playing and go up towards each other which constructs them as being engrossed by the music and into it. This constructs the meta-narrative of the band as being real friends who enjoy each others company and acknowledge each others attributes and what they bring to the band whilst having a real passion for the music they are creating. This ideology of enjoying each others company is further reinforced by the amount of shots given to other parts of the band which is quite a bit more in comparison to a "normal" music video. This sense of recognition of all the members provides the ideological discourse that they want their fans to like all of the members rather than concentrate on just one person.

A couple of big close-up shots on the band's hands on the guitar strings are used so the audience acknowledge that they are multi-talented. For example, the lead vocalist doesn't just sing, he plays the guitar too which is presented to the audience using the big close-ups so that the audience recognise this and appreciate their talents. Also, by having different shots of what the band members are doing in the video it further reinforces their status of being multi-talented as they are all seen as multi-tasking.

There is minimal use of tracking and panning but enough to keep the video dynamic and entertaining for the audience. This connotes that although some movement in shots are required to keep it fresh, the majority of the shots are still and stationary. A medium-long shot begins the video, which is a clever idea because it shows all of the band members in one shot; further reinforcing the ideological discourse that they are all equal and all thought of as being important factors and irreplaceable components that make up the band.

Overall, the video has helped to decipher the performance aspects that we intend to include within our own music video. It is a clear example of how the shots are just as important as what they are actually doing in the video because through the shots alone ideologies and perceptions of the band can be constructed if planned carefully. This technical analysis will come in very useful when it comes to construction our storyboard and planning out the types of camera shots, movement and positioning that we will use during the video. It has also widened my knowledge of what creating a music video entails and the importance of planning out the camera work so it is effective within the video. Also, the quick shot style of filming is used throughout the genre and is very much present during this music video and, as such, I believe it will be an integral part of our music video that we will have to perfect to establish continuity in a flowing video.

Arctic Monkeys- I bet you look good on the dance floor


(Appendix 3b)