By Scott Galloway

In the music video, 'Bubbles' by Biffy Clyro, the use of the close ups of the artist is used to portray him as the bands main member. This is done as the band are trying to sell themselves to the audience and by allowing the viewers to connect and relate to the band through one key member is key for promotion. It emphasise the connection the viewers can have with the band through this.

Also in the music video, the use of the different shot types of the band is used to create a unified convention. As there are lots of different shots of the band, it demonstrates that they need to be all together to be as good as they are and although there is a main member of the band, he needs to be supported by all key members of the band. This creates a unified tone to the music video.

In the music video 'Bubbles' by Biffy Clyro, the use of the low key lighting can create a typical alternative rock connotation. It is used to show that the meaning behind the song is much darker than those of pop music videos. It can also relate to the artists emotions and feelings behind the lyrics.

Also in the video, of the lack of direct address by the main singer could be seen as a way of keeping the artist interest. This will make the audience focus on the video to try and work out the meaning behind the music video. This can create a mysterious connotation to the music video.

In the music video 'Bubbles' by Biffy Clyro, the use of the flashing lights and effects edited over the music video is used to keep it fresh and interesting for the viewers. This will keep the audience attention and adds the bands own personal flavour.

Also in the music video, the order of the shots of the artist and the band playing their instruments is used to emphasises a sense of community and unity within the band. This is done to show the viewers all the band members and to promote and sell themselves as a collective group to the viewers.

High Angles are generally used in female artists video. It is used to make the female artist look sexy and attractive to the viewer and can also highlight some of their features. Although, some people object to this as they say it under-minds and oppresses the artists and it makes them seem vulnerable.