Music Video Analysis - Your Love by The Magic Gang

The music video starts with the a close up of a fairly old tv and its flicking through channels, one shows fans applauding which is probably at a performance by the band but it also shows that they are a band and they are active. The old TV shows another indie feature of using nostalgic items as these are becoming more trend, just like Circa Waves using a Polaroid camera. After flicking through some more channels, a reporting comes on screen and does a pretend broadcast, through this he explains that they band have released various eps and have been signed. I believe that the director decided to put this in because The Magic Gang are a fairly small up and coming band so this helps to show the audience that just because they haven’t heard of them doesn’t mean they haven’t accomplished much. This should hopefully entice them to try more of their music. The reporter then calls them by the wrong name which was probably for comedic values as they are not as well-known as they deserve to be.

The camera then switches round to show the members who don’t look amused which shows a classic feature of indie music, the don’t care attitude. The band are also wearing the same cloths which shows us that they are a band and not just a solo artist and is another characteristic of indie as wearing matching cloths is different and quirky. However not every indie band wears the same cloths in fact most don’t, like The Claxons for example don’t wear the same cloths. This conflicts to Goodwin's observation of genre characteristics as they are presenting themselves as one instead of wearing classic indie cloths like a denim jacket etc which is classic indie clothing. But Goodwin would say they have used the notion of looking by having them all wear the same as creating a brand. After the report introduces the band it shows a establishing shot of the band in a field, this shows another feature of indie music, that they have gone for a low budget setting such as a field. The band is again wearing matching cloths. Vernallis states that establishing shots are used in music videos. All the shots after the television have been hand held shots which again is another classic indie feature which gives off that not caring vibe. There are then close ups of each band member where you can see them moving their head with the beat and being really focused showing their passion for their music and their instrument.

It cuts between the reporter (who is dancing), the band performing in the field and the band sitting on the couch. When the chorus hits the band go from looking bored on the coach to singing along, this shows the two sides of the band. Vernallis might say there is a sense of diegesis throughout them trying to create a world where they can perform freely in a field, the diegesis is broken by the cut to them sitting on the couch looking annoyed. There is the side who is passionate in performing and there is the side that is laid back and gives off the not caring look. The camera then zooms out of them on the coach and it turns out that they are actually in a woods which again is in a low budget setting. This could be them trying to tell us that there is more to them than being a small band and have lots of potential, as well as that they are surprising. The reporter dancing shows us that they can also perform well and would actually be quite good to see at a concert as they do tour. When the line “like talk to you” is being sung it shows a close up of the lead singers face, this could be just showing that he is the lead singer or maybe if the song is about him and how all he wants is to talk to a girl he likes. This links to Goodwin’s theory as the video is matching the lyrics. However the rest of the video doesn't appear to have much to do about the lyrics as the lyrics are talking about jealousy of someone taking his love so this conflicts with Goodwin’s theory. Whereas there is a link between the music and the video always cuts after a line or when an instruments comes in strong.

This is not a conventional indie video as it with the mise en scene as they are wearing smart clothing where as traditional indie video would use casual like clothing. The shots used are also not filmed hand held which gives it more of a rock video convention rather than indie. Indie and rock video conventions can be similar but have small difference which allow the audience to identify it, I need to be careful of this with my music video. However the song does meet the indie convention of low budget attitude as they film in locations such as fields which reflects the not caring attitude of indie music