Elements of the mise-en-scene personify Alex Turner as a rockstar.
The colours in the pub are dark blacks and reds, with the composition of the
shot very dark. His performance presents him as being under the influence of
drugs and alcohol which is apparent to be a theme through the title. I believe
Alex Turner has been portrayed in this way due to the demographic of the target
audience he is trying to attract. I believe he is trying to attract a young
audience from 18-25. Other elements of themes suggest this with it being a rock
song with R&B influences, sex, mentally subjective characters and a love
interest.
A good element of the editing in this music video is the
super imposed text messages. It creates good viewing pleasure because you feel
more connected with the Artist it’s like you’ve delved into his life. This is
again targeting a younger demographic of audience who are connected with each other
and social.
The song is also cut to the beat – in a way. I believe the
success of this music video is due to the adaptation of the original song. After
Alex Turner is seen to zone out through alcohol the slappin’ bass brings him
back round in a euphoric correction of the song, and the character frame of
mind. This substitution of the song with a light buzzing sound allows the audience
empathetically relate to the main character as you are in his head. This is a
creative way of connecting the audience with the main character.
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