Video Analysis No. 2--------The Kooks- SWAY

This is the latest Kooks song released off their new album entitled Konk. Indie group The Kooks have a reputation for creating very meaningful tracks including naive and Ooh La, and they are extremely popular in the teen indie scene of 2008.This video has many of the typical conventions which indie tracks follow. The Black and White saturation has connotations of loneliness and unhappiness, usual lyrics within the genre. Like many of their videos the camera tends to go in and out of focus during particular drops and changes in melody, connoting the changes in mood. Furthermore, during the chorus a number of visual links are evident; the floor seems to physically rupture, along with the walls and numerous other objects. I suppose you could call this video 'narrative' based as it following the lead singer from start to finish expressing his emotions through song, whilst on the phone, most likely his girlfriend. It is predominantly set by the seaside, anchored by the beach obviously, and the arcade. It shows the group conversing and somewhat having a good time, then as the climax of the song is reached, the lead loses it; a common feature in indie videos.The visual techniques used include low camera angles, which are used to place emphasis on certain aspects of the video, once again the lead singer; more technically known as a meat shot. The use of a handicam along with fast motivated jump cuts gives the audience a sense of the irrational thinking and emotions evoked by the lead singer throughout.the band are represented in a very stereotypical way as they are all together, playing cards, drinking, watching television etc... But what makes this video individual is the representation of the lead singer. He is on his own through the duration of the video, and dominates many of the shots. They band seems more gritty and authentic as they are in a dilapidated setting, also anchoring the lyrics of the song.The video includes a number of intertextual references such as the 'Indie Scene', for example the messy hairstyles, skinny jeans and other odd garments, so therefore adding to the bands persona and metanarritve. This allows the audience to immediately recognize the genre, consequently adding a relevant meaning to the song; 'don’t let go of a good girl'The video may seem coherently stereotypical, but their are a number of factors which could reinforce it as post-modern. There is a strong contextual reference to the slums and gritty Indie scene of the south, which is evident through the location shots. But at the end of the day, the band is solely out to get money as they are extremely within the mainstream. By Capturing the Zeitgeist with their style, they are seen as icons which potentially sells and artist/band.There is a clear social group represented in the video; the 'indie kids' of the 2000's. The scene has really taken off over the past few years and many would interpret the lyrics and apply them to real life. As the lyrics have an ambiguous meaning it allows many readings for all audiences also.This video is potentially mainstream so it would be consumed both ambiently and focused dependant on the person watching it, which would vary. As it, in my opinion cannot be considered art, I believe that it would be consumed ambiently as it has a catchy rift and recognizable chorus which one may sing along to. But as the Kooks are within this indie dominated mainstream, all of the songs are used solely for commercial gain and the generation of revenue.