A Short Deconstruction Of A Music Video

http://www.youtube.com/watch?v=gsq3iNW60us

The video I looked at was Love on the Line by the indie/pop/electro band Crazy P. There were many different aspects which made the video successfully and interesting to watch.
Match on action such as the turning up of the volume as the song volume level rose at the beginning of the song, gave a sense that the person was really turning the volume up, creating a sense of the audience being on the video. Also a typical convention of music videos according to Goodwin is the visuals illustrate the lyrics. This is not evident in the video as a whole as it is an abstract, non-linear narrative, but occasional hand gestures by the lead singer does in fact reflect the lyrics.
A variety of camera angles are also used, such as the basic mid-shot but also more creative shots such as a high canted angle. This gives the video an edge by using a large variety of shots, keeping the audiences attention. Another convention of all music videos is the use of close-ups. Love on the line was no exception with close-ups on the lead dinger and band playing their instruments remind the audience of the dominant performance element, which is the main feature of the video.
The use of iconography is also effective within the music video. The mise-en-scene is simple, with the band being the only feature to white background, which makes them stand out. This is typical of an indie video as the most important part of a band, is the band, rather than making a display for everyone to see. The clothing is also everyday, western attire, using the basic opposites of black and white. The only exception is the lead dinger who has a strip of pink, making her stand out as the lead. The only props are of two large cassette tapes which are iconic symbols of music.
The video Love on the Line by Crazy P, follows many of the typical conventions of a music video, all of which I think are aimed at a young adult audience, due to the fun-natured tone of the video.