Anima’s is a band but in the music video only the lead singer is shown, this magnifies their only interest is the music. Them not present shows they are not selling themselves as a brand but instead presenting their emotive music. Anima’s management team is Rough Trade, they have only just signed with them. Their ideology is to create real music that does not have the criteria to be in the main stream music industry. They want their songs to have meaning, after all their main focus is the music and a relaxed and easy going life style. Their ethos involves the environment massively and trying to involve nature as much as they can in their work. Anima fit the ethos of Rough Trade well, they want is to do everything themselves as this incorporates their natural and hand-made style of music. Simplicity is key in all of their work.

Our audience is fun, bubbly and charismatic. They have a lot of opinions on the social and political spheres of society. They are strong characters, that are very independent however they are not bossy. The sort of people to enjoy the world, seeing it as a weird and wonderful place and how they just add to the landscape. They are eco-friendly and are relaxed as they do not need to constantly consume material goods. However they love records and are heavily drawn to music.Their age range is 18-35. Our audience will have just left university (further education) or been gone for only a matter of years, so they are category C-E. Their going in to the work force getting the jobs that they will hopefully carry on for the rest of their lives. They do not have a lot of money due to their social status as 'students' or 'graduates’.

Our concept is that we want to show the continual journey of these parachute men. As this is metaphorical of the struggles and journeys in which everyone takes in love. This is the exact message of the song, the journey you take before you finally fall in love.

Our lead singer is showing she’s falling in love, yet that the man is always far more slower in falling in love. How they can be careless this is why not all of the parachute men survive. It symbolizes that there are plenty of meaningless relationships in life that never reach love.

The visuals and lyrics matching are going to show how the lead singer is falling in love, also due to her melo-dramatic acting. However you will never see her partner. This also symbolizes eternal love, that anyone can fall in love and that over history it is something we’ll never lose in the world.