When watching this video I noticed that a majority of the shots are short takes, this gives the video a fast moving feel even though the song its self is slow. This is a convention we will definitely want to conform to with our music video as we feel it will really emphasise the emotion of the song. There is no continuity when it comes to the editing of the video, it is a series of shots strung together to make a vaguely understandable narrative, but the emphasis isn't in the narrative side of the video or the performance side but more the artistic land scape shots which break up the narrative to create the mood of the video, also the filter used on the videos create the vintage and sad lost emotion shown in the narrative sides of the video.
The iconography of the video conforms to conventions by the clothing worn in the video matching the vintage sound and look of the rest of it, this isn't something that we will do in our video, we want it to look more modern but with the sound of an older song, to create an interesting contrast.
There is a lot of smoke used in the video, it is used to cloud the performers face and create a haze, depicting the haze of emotions felt through out the song and also giving it that quirky feel that is a common convention in the indie pop genre.
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