The video opens with a close-up shot of the main singer's face where he is singing into the camera, letting the audience associate with him and having direct appeal with them, making the audience instantly feel more personal and connected to the band and video. The second shot is of the main singer sat down playing the piano, showing the audience that he plays the instrument himself and puts in the effort, making the video have a more sincere, enthusiastic approach and performance. The video pans out briefly before coming back to the main singer, and the focus stays on him as there are no other band mates, so the beginning of the video is almost an introduction to the singer and his music.
The genre of music is pop, and the video stays in context of its genre by being up-beat and lively, with lots of lighting to keep it bright and have a carefree, relaxed atmosphere. Although the video has multiple shots cutting quickly back to the main singer, it also has a running storyline as people start climbing out of the piano. This goes with the theme and genre as it's a new, obscure idea and adds some humour to the video, keeping it contemporary for the viewers and audiences. In the video, at the slower, less lively parts the scenes don't tend to cut sharply as much, but instead slow and become calmer as there's a close-up of the main singer's face to portray the intimacy as he says
"You've got so much love in you,
I'm amazed that I'm talking to you"
and creates a more secure bond with the audience as they feel they can relate better and sympathise with him.
However, as the song gets more lively and towards the chorus, the scenes get jumpy and cut sharply again, putting close-ups on the instruments and people playing them as the video becomes increasingly busy and up-beat. The video is set up in what looks like an apartment, and with all the young-ish people involved in the video, I think that the target audience for the video is young teens to adults as the music is fun, lively and contemporary to that age group. In the video there is a mix of males and females which then connects to the lyrics as he is talking about relationships between people and it also adds a more party vibe to the video. I think the fact that there is a wide variety of people, cultures and styles in the video makes it appeal to a wider audience and keeps the video refreshing and lively as people aren't likely to get bored watching the video as something different is continuously happening. As more people appear in the video, the camera gives them each a clear shot so that the audience isn't overwhelmed and confused by the video and can keep track, but it also keeps cutting back to the singer which ties all the video together and keeps focus.
Also, the music has a tender, kind feel to it which is portrayed through lighting, as it isn't sharp nor dull, and also through the acting as we see a big, biker-looking man climb through the piano, which adds humour, but then turns back to help an older man climb through, which makes the viewer feel more caring towards both of them and strengthens their connection to the video. The video could have two different meanings, the stereotypical party pop video with people dancing, or the alternative representation could be that people from all different races, cultures and lifestyles can be brought together through music (as they all climb out of the same piano together) and that everyone's capable of being loving and kind towards other people which links to the singer's lyrics in the video.
Bethan.
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