Research begins

We,ve started to brainstorm some ideas of what kind of genre we want our music video to fit. The overall decision is that we want a really uobeat song sort of dance/indie but less mainstream.

First analysis
A perfect example of a music video we want to achieve would be If the kids - life is now. This music video is aimed at a young audience, its modern and different. What I love about this video is it is fast paced which perfectly fits the song. It's rebellious and fun, although there is no storng concept it has clips of drama and peoples relationships. The switch from the citys London and New York enable great shots of city scapes and nightlife. The video has a preformance element towards the end.

Editing

The average length of a clip or shot is no more than 3 seconds and is not paticuarly continuous but I think this adds to rough jagged feel which helps the blur of events which suggests the rebellious lifestyle.  Clips are also perfectly in sync with the beat as in the transitions change where the beat changes which again adds to the movement, the idea of movement could be related to the fact the characters are young and growing therefore there is other suggestions of pace and movement such as the train, cars and running. The colours and tone of this video are vibrant at the same time are deeper and darker than you would probably expect from a more commercial music video. This artist has also used some collected footage from the student protests which again adds to the theme.