This video is narrative and has no performance. I particularly like how this video doesn’t having direct connection with the lyrics however the song is saying ‘keep your head up, keep your heart strong’ which relates to the video as he I just having a great time with his friends. The target audience of ben Howard are late teens to mid twenties with the demographic of D/E I feel his audience are up for an adventure as most of his videos are outdoors and convey a fun, adventure feel. His music is lies more to the folk side of my genre chose there for the clothing is more casual and scruffy. However this works with the outdoors feel of the music video.

In this MS of Ben Howard I like how you can see his shadow with the spade and the hessian sacks. This shows he is hard working, and I feel his target audience are of the same physiographic attitude as him. They enjoy going to concerts and having a good time however work hard at their jobs and are more sensible then you would imagine someone who listens to rap to be.

There is an enhancement over the whole video which gives warmth, also the video is set at dusk, therefore using the enhancement filters they have crated this feel. Along with the lens flares. Also the bubbles link to the slide where they are using soap to slide therefore the bubbles link to that but they also reflect the light.

I really like how this music video has been filmed out doors and doesn’t have any performance. However due to this video being more folk and my genre including rock and blues i need to consider using performance with outdoor narrative. Additionally there are no instruments featured in this video which I feel is a subversion of the genre.

This low angle LS of ben throwing the bales of hay. Shown on his own, know its his music. Doesn’t make you want to go to concerts through performances like the other videos I have watched but this video represents the type of person he is therefore you feel like you want to be one of his friends.

This MS of his feet show his bare feet, this shows he is care free which you can also

get this feel from the country side/ woods in the video.

As this Ben Howards music is targeted at a male and female audience by using a girl in the music video makes it more relatable to the female audience. Stereotypically girls like love story's and this video makes you think tat they could be a couple. Also she is wearing a baggy jumper which is very casual and un revealing. I feel this is a convention of my genre. However in Paolo’s music video there were dancers in leotard I feel that may have been a subversion.

This shot shows all the friends together, the way the camera is placed makes you feel like you are with them enjoying yourself being spontaneous. The location of the woods creates an serial feel. I feel that obviously this is something people couldn’t really create in a morning then slide down I t once however makes you feel like you can.

This MS of the woman hammering to create the slide shows that they have to work hard to get to get to where they want to be (having fun on the slide). This is feel is a metaphor, linking to the lyrics. Also the woman is hammering not a stereotype of a woman.

As the tempo of the music increase (during the chorus) this is where they start to jump down the slide. This creates a cheerful atmosphere. This video has inspired me to create my video outside. Looking at Mumford and sons video, they are also outside and are in most of their videos (they are also folk) I feel it is a possible convention of the folk genre.

CU of Ben Howard, see him as he is not featured as the main person during this part of the video. His facial expression shows his enjoyment for what he is doing. The props of the hay and the plastic cover are in muted colours, this is what I would expect as his music doesn't come across as music that is trying to be centre of attention with crazy edits and beats.

I this it is very important to use interesting visuals in a music video to attract the audience, you can tell they have taken time to think out the shots to create something interesting for the audience. I will take this into account when planning my music video. Additionally the lighting of this music video is natural. Definitely a convention of a folk music video.