RESEARCH- Analysing music videos.

Let Her Go by Passenger:
We really loved this music video and hope to take inspiration from the elements used and create a video along similar lines.
 Andrew Goodwin’s theory is practised here and a lot of close up shots are used. This really emphasises that he is playing live and not lip syncing. This allows a stronger bond to be built up between consumer and artist because the artist comes across as vulnerable since he is playing ‘live’. It also makes it more intimate because it creates a sense of privacy.
This is supported further by the shots of the audience watching him as the venue is small so again it’s allowing him to connect to those watching him on a personal level.
 The close ups used also allow the audience to examine the artist and his facial expressions. This allows us to see the emotion which is being put into the performance. In the picture here it’s very clear to see his facial features and the way in which he is performing. The audience watching will appreciate this because it also develops the song on a personal level.
 Clearly no auto tune is used which will please audiences because they can appreciate raw talent and their money is going directly to the artist rather than to other tuning technologies or complicated staging.
The simplistic lighting used presents a calm atmosphere, where the consumer can relax and enjoy the music without having to concentrate too heavily on special effects. This again adopts one of Goodwin’s theories suggesting there is always a relationship between music and visuals. This is because the music performed gives a relaxed and soothing feel to it as the beat is slow and quiet instead of loud and overpowering. This is also an important factor to the song because it also means that the audience will completely connect to the song giving it their full attention as this style of music is captivating.
 The tone and atmosphere reflects the genre of music, this allows audiences to make quick assumptions about the performance and type of music. There are many close ups used of the band playing their instruments, for example the piano and guitar. This further emphasises the acoustic nature of the music video. Is gives the song as sense of rawness and spontaneity which is particularly appealing to a modern day audience.
The backstage footage is very effective as it builds up a strong personal relationship because the audience are seeing the band on a more relatable level. It helps them come across as genuine and down to earth people which gives them a huge likeability factor. This can also be used as a marketing technique to show him as hardworking and doing things for himself rather than having large teams of people. This helps heighten the appreciation the audience will feel for them.
This video contradicts Laura Mulvey’s concept about the gaze. Linking to Goodwin, they suggest that music videos centre around the voyeuristic treatment of women this video moves away from the generic music video which exposes women and focuses on appearance and instead is more focused on the music which we found refreshing.
 All the little lights by Passenger analysis 

 The artists name if the biggest font type on the album cover so catches the consumers eye first. This is a good technique because it will interest the consumer allowing them to know exactly who is performing this music so that it will meet their requirements.

 Immediately below this is the title of the album, this is in slightly smaller type however still is as eye catching as the artists name. This is key to branding the album because the image is being portrayed positively as it’s the first thing you see at first glance.
Also the colour used is a pale yellow which contrasts very well with the dark blue background. By using the same font and colour it makes the artist stand out with his own identity making him easy to recognise.This emphasises the title even more making it seem bigger and bolder than it already is. Further more passenger uses different iconography that other albums as there is no image of the artist but the silhouette of a tree. This gives the effect that The album is all about the music and not the image of passenger himself. The silhouette fits in well with the genre, reflecting the naturalistic feel that comes along with all the songs included on the CD.

There is a consistency in the iconography used on the Cd itself. The same style of font and colour is used emphasising Passengers brand giving them their own form of identity in the music industry which can be very hard as there is such a variety of Artist.
The colours from the front cover also follow through onto the CD which are soft, blending well together.
The simplicity of the colour scheme further enforces the Acoustic nature of the album because colours such as blue conotate of the outside and nature which I believe is associated with acoustic music as its relaxing and soothing.

 Lastly the back page of the CD, also uses silhouettes as the main image artwork. This is an ongoing theme throughout the whole digipak and gives the artist a sense of style. The same font is also used on this page as the rest of the album, making it easier for the consumers to link the whole album together.
The biggest font on this page is used for each of the song titles. This is an important feature because the consumers need to be able to to find the song they want to listen to quickly and easily without wasting time.
 There is a small bar code in the bottom right hand corner of the album which is an important convention for customers when purchasing the album. It is small and tucked away right in the corner of the album, reducing the amount of space it is taking up. By doing this it gives more space to attract consumers giving them more space to look at.