1. Artist / Song Genre of Music Target Audience Brief Outline Main Focus How are the artists Conventions
represented?
Kate Nash- Indie Pop Targeted toward Kate Nash begins in a Other than the dancers She is neither presented The main focus is
Mouthwash females aged 10+ dressing room, and then (who are always in in a positive or negative conventionally the
walks out onto a stage, costume and the viewer light, however the lyrics singer/band; Kate
the video cuts between can’t see their faces) suggest she’s portraying Nash’s video follows this
theses to scenes Kate Nash is the only a ‘I don’t care what you convention, in that she is
(backstage/on stage). other person in the think of me attitude’ the only focus of the
The video is 4.04 Video making her the however the video video. However a
minutes and doesn’t main and only focus on doesn’t show this well as convention it doesn’t
reflect any overall story the video. Also there is it’s just her performing a follow is that it doesn’t
or mirror the lyrics not a storyline in the set-up show. have a storyline to the
video that the viewer video, which is a
would need to follow. convention for pop
videos.
Lily Allen-22 Alternative Targeted toward Begins at a night At the beginning you She is mainly portrayed This video follows many
pop/rock females aged 10+ club/party scene where could only see Lily’s as drunk on a night out; conventions of pop
Lily acts drunk, it then silhouette, she then this also reflects the music videos, in the
continues to show the comes into focus and is lyrics to the song. She is sense that the singer is
contrast between what then never off the screen conveying the image that the main focus
she would look like at showing that, like in Kate now she’s 30 she is too throughout the video and
the beginning and end of Nash’s video she is the old to being going out is constantly shown. The
the night the atmosphere only focus. every night, however this video also conveys a
then changes to show a is what she does. story and relates and
more calm and relaxed reflects the lyrics.
feel where lily is doing a However one convention
dance in a different usually of pop videos is
setting. that they are bright and
lively to attract a younger
audience, which this
video does not
The Courteeners- Indie Rock Male and females, The video begins set in a Unlike the first two The singer is initially The video does have a
Not Nineteen generally aged 14- cafe environment; the videos the main focus is ignored from the rest of vague storyline.
forever 40. lead singer is miming the not overly the singer, this the surroundings; However one convention
lyrics while the others may be due to the however he is they this video doesn’t follow
are going about their life different genre shown as having quite is that it only has one
around him. There are (rock/alternative). The an angry side to him. setting (other than the
them some short, sharp main focus generally is This idea would only clips of running) this is
cuts of a man running, a the story and the work in this genre and unconventional as the
female then enters the atmosphere that it tries this is what appeals to videos are usually set in
cafe scene, a argument to convey in the video. this audience unlike in numerous locations, also
makes up the rest of the pop videos where unlike the pop videos the
video, whilst still having generally the video is lead singer/the band are
the short clips of the happy/lively (depending not the main focus
running. on the song/lyrics) throughout the video.

2. Biffy Clyro- God Rock Males and females, The beginning of this Unlike the previous The artists convey quite The main conventions
and Satan generally aged 14- video is quite original, its video this video focuses a quirky and original this video follows, as
50. set in a wood/forest in a on both the artists and image. They are shown with many of the other
lake, where Biffy initial the storyline equally, to be the leaders videos, is that there is a
emerges followed by the both play a major role in throughout and then put storyline which links to
other members. There is the video, rather than to rest at the end and the lyrics and the artists
then an ‘army’ of people one or the other. give in to God/Satan; are portrayed in a certain
walking through a field this may also reflect way, however I think that
all in face paint, they religious values. the mise-en-scene is
continue to walk into the quite unconventional and
forest as the sun goes is not what people are
down and becomes used to seeing in music
dark, the band members videos, this could
then lie in a nest and are possibly be an idea I
covered. This is possibly could use for my own.
my favourite video out of
these due to its sheer
originality.
Lady Gaga-Born Pop Targeted to The video is very Obviously Lady Gaga is She is presented in quite The video length is 7
This Way females, generally eccentric and is based the main focus through a provocative way as minutes long and the
aged 10-40. on the story that Lady out the video, however through the video she is actual song doesn’t
Gaga is giving birth to a there are various wearing minimal clothes begin until 2 and a half
new race, the video is dancers and different as well as quite minutes in, which is quite
very high budget and scenes to the video provocative dance unconventional. This
futuristic, however this is which makes it more moves, however; again could have one of two
the style of video is what appealing to watch this is what we would effects, either the viewer
people would generally generally expect from will get bored and not
expect from the artist. Lady Gaga. She is also want to listen to the song
shown in or in this case I think it
would entice people to
continue watching it as it
is effectively like a short
film clip. The video
follows conventions in
that there are a lot of
quite sharp cuts
combined with slower
ones to slow the pace of
the video