INDIE

L I F E G O E S O N - NOAH AND THE WHALE

The genre of 'L I F E G O E S O N' is indie, unlike the other genres i have analysed, this video is mainly narrative based. However, the narritive in this video is montage editing because the storyline is quite jumbled and does not fully match the lyrics. All the performance based shots are on the chorus except for when the video concept changes and they are performing on a stage, the video is then a performance inside a performance. The lighting in this videeo is mainly quite dark, as the storyline is also quite dark, however there are moments where there is quite alot of light such as when the band are performing on stage and bright lights surround them, this denotes performance. The intertextual reference to Marilyn Monroe through the main girl's appearance connects the viewer to the story of Marilyn which a lot of people are familiar with as she is an iconic public figure. There is not a lot of movement frrom the performers as they simply sit on a sofa and sing most of the time. The camera shots used are mainly group shots with long shots, a few close ups to highlight the detail in facial expressions etc... and some shot reverse shots so show both points of view from two people in some cases. The demographic for this band and their music video is quite a wide variety of people, they are considered alternative music and therefore fall under the niche category - the longtail theory may also apply to them with help of Web 2.0 and YouTube to promote their music. The target audience would be ages 15 - 20's because the lyric content is quite explicit... not in terms of expletives but in terms of storyline however the tune is quite catchy which would attract a younger audience as it is a sort of nursery rhyme, jolly tune. There are not many special effects except maybe a green screen or CGI in some places and there are no credits at the end of the video which state who the producers are and which record label the band is with.