Band Website

This is the bands official website that appears first when you search them on Google :

http://www.rustedroot.com/

This colour scheme of this website links well with the image and feel of the band as the background has brown bohemian tones which sets effectively against the bold black foreground.

There are many useful links across the top of the site, making it quick and easy for fans to direct themselves around the site and get to the parts they want to view most. There is also a section which proves that the band are allowing fans to keep in touch in a modern way. Through social networking sites such as Facebook and Twitter. This is a great example of media changing to keep up with both the modern times and with its audience. Media convergence is demonstrated as within the "Media" link, is a videos section, that when clicked on automatically takes you to their Youtube site and all of their official vidoes.

For new fans or ones that just want to know the history of the band and their history, the site has a detailed biography. This allows a greater connection with the audience as it has quotes of things members of the band have said also.

They also go further to create that all important connection with their fans, by having a feedback/blog section where fans can actually post their views, opinions and questions and have them discussed.

A popular aspect fans expect to see on band websites now is an online store where they can access all the music, merchandise, vip tickets and more at the click of a button. Rusted Root provide this facility on their site with a desirable variety of choice and an organised format to access it all easily.

Packed full with many other features such as tour dates, recent press the band have had, a photo gallery and a method of contacting their management, their website is definately a good one. Time and effort have evidently been put in to keep the site up to date and ripe with recent information for its fans. Bands with online sites like this will notice the positive effect it has, as it provides a homebase for their audience to go to and all the information they may wish to know all in one place.

Lyric Analysis

Below are the lyrics for my chosen song Rusted Root - "Send Me On My Way" :

On my way, on my way (X 6)

I would like to reach out my hands
I may see you, I may tell you to run
(On my way)
(On my way)
You know what they say about the young

Well, pick me up with golden hand
I may see you, I may tell you to run
(On my way)
(On my way)
You know what they say about the young

I would like to hold my little hand
How we will run we will, how we will crawl we will?
I would like to hold my little hand
How we will run we will, how we will crawl?

Send me on my way
(On my way)
Send me on my way
(On my way)
Send me on my way
(On my way)
Send me on my way
(On my way)

(X2)

I would like to reach out my hand
I may see you, I may tell you to run
(On my way)
(On my way)
You know what they say about the young

Well, pick me up with golden hand
I may see you, I may tell you to run
(On my way)
(On my way)
You know what they say about the young

I would like to hold my little hand
How we will run away, we will crawl away we will?
I would like to hold my little hand
How we will run away, how we will crawl ?

Send me on my way
(On my way)
Send me on my way
(On my way)
Send me on my way
(On my way)
Send me on my way
(On my way)

(X2)

Well I would like to hold my little hand
How we will run we will, how we will crawl we will?
I would like to hold my little hand
How we will run we will, how we will crawl?

Send me on my way
(On my way)
Send me on my way
(On my way)
Send me on my way

On my way
(On my way)
Send me on my way
(On my way)
Send me on my way

Way
On my way
Way
On my way

I would like to reach out my hand
I may see you, I may tell you to run
(On my way)
(On my way)
You know what they say about the young

In my opinion, these lyrics are all about growing up and being sent off into the world to live your life. I interpret it this way because of the repetition of "send me on my way". It sends the message that your loved ones are building you up to be ready for the world when they have to let you go. It also shows support, "i would like to reach out my hand". This implies that you are not alone in your journey and that you will be helped if needed. The lyrics "i may see you, i may tell you to run" are also repeated several times in the song. I believe this portrays that someone will be guiding you wherever you go in life, and warning you if theres and danger. "You know what they say about the young", this line follows afterwards, perhaps suggesting that when young, you do get into trouble and will need guiding. Regarding lyrics, this song is very simple as a lot of the lines are repeated or expressed in a similar way throughout. I think this was done purposefully, to get one clear message across to the audience, and i think it succeeded in doing this.

Original Video & Artists Background

To begin with, i knew i had to do some background research on the song i was wishing to shoot a video for and also a bit about the band themselves. This helped me understand the foundations of my project better and also gave me an insight into how the band interpreted the song for themselves when shooting the original video.

Below is the original video by Rusted Root for their song "Send me on my way" :



This video definately lives up to the liveliness of the song and embraces the genre of feel good indie. The band are wearing bright colours and bohemian style of dress, which not only shows off the personality of themselves and the band as a whole, but stands out against the mountain scenery in the background. This makes the band and their instruments the main focus throughout the video making it more of a performance rather than a narrative or particular concept. Although it is mostly a performance, there are quick shots slotted into the video which suggest a narrative also. The lyrics portray finding your way, and almost going on a journey to find yourself with the help of others. This is shown by the little boy in the video opening doors and walking around open spaces by himself, with what appears to be a native helping him on his way. I think the video is effective, tells a story and reaches out to the audience in a desirable manner.


I decided to find out a little more about the band themselves solely for general research and interest. This helped me understand the artists better and therefore assisted my project. The band Rusted Root are from Pittsburgh, Pennsylvania and are known for their style of indie, bluegrass rock with inspiration and percussion drawn from African, latin American, Native American and Indian influences. Rusted Root formed in 1988 in Pittsburgh, Pennsylvania and made its indie record debut in 1992 with Cruel Sun, which was rereleased in 2002. The group's major-label debut album was 1994's When I Woke, a hit on college radio and a platinum record. The album hit the top 40 in early 1995, peaking at No. 33. Along with their live shows, Rusted Root began working on contributions to the movies Twister and Home for the Holidays. They were successful with several albums after also. Their album Welcome to My Party (2002) was criticized by fans, who are affectionately known as Rootheads. Many felt the band's departure from tribal grooves to a poppier feel was an attempt to sell out. Rusted Root's "Send Me On My Way", which hit No. 72 on the Billboard Hot 100 in 1995  is its most commercially popular song. It was used on the soundtracks of Matilda; Ice Age; the 1996 film Pie in the Sky; the film Race the Sun; YTV Canada's Are We There Yet?: World Adventure; and the Boy Scouts of America, Order of the Arrow Philmont Trail Crew promotional video that was released in the late 1990s. Although the band continues to tour, its hard-touring days appear to be over as the group is devoting more time apart to pursue solo projects.

Choosing an audio track

When deciding on a track for my music video, i considered several genres including rock, dance and RnB. I studied examples of each type of music video and discovered the typical forms and conventions of each. I struggled to find inspiration and ideas when looking at these genres, and found flaws in the ideas i thought up. I forced myself to become more realistic in what i could acheive working individually for the first time. After going through many songs, the idea of a feel good video to an indie genre of music came to me and i quickly conjured up several ideas for what i could shoot.


I then had to choose the perfect "feel good" song for the video. Again, I looked at several options for this including "Hey Ya" by Outkast and "Island in the sun" by Weezer. Eventually i came across a classic that i believe never fails to put a smile on your face, and this was "Send me on my way" by Rusted Root. This song is filled with upbeat rhythms and uplifting lyrics and although it is an old song (released in the 1990's), it is still well-known and popular today. This is thanks to the film industry as both "Matilda" and "Ice Age" used the track as the sountrack for their blockbuster mainstream films. This alone speaks for how the song "Send me on my way" can never age as there is a noticed time difference between "Matilda" which was released in 1996, and "Ice Age" which was a 2002 film. I believe I have chosen the ideal song for the music video i am trying to acheive, and that the visual aspect of this project will do the audio justice.

Performance, Narrative & Concept Music Videos

Over the years, music videos have branched out and let new ideas come into play. As new technology has developed, as well as the expectations of the media industry and the audience, artists have been encouraged to go further with their videos in a fight to express themselves in more diverse and interesting ways.
There are three recognisable forms of music video, Performance, Narrative and Concept. Of course, there are some that cross over and combine different aspects of the conventions seen in these forms. There are also animated videos which don't usually fit into any of these categories but form one on their own.

Concept Videos

Concept videos are usually very unusual and involve surreal concept art in their shots. The purpose or objective of the video is often obscure and unknown, something that actually grabs the audiences attention even more so as there is always something unusual to look at. The fact that they are different and arty is what draws people in to these videos. However, they are often combined with another form of video (performance/narrative) so that they are relatable and more accessible to a wider audience. Concept videos haven't been accustomed to one specific genre, a range of artists have experimented with them.


Narrative Videos

These videos will attempt to tell a story or take you on a journey linked to the lyrics. This style relies on believable acting from either the artists themselves or others, as the lyrics will be acted out to form a story. Typical genres that follow a narrative are slow songs or songs about love or break-ups.





Performance Videos

The artists will be the main focus point in performance videos and the majority of the video will be footage of them performing the song either on a stage or singing whilst in a casual environment. Artists will often choose this method if they want to show their audience the passion they have for their song through their facial expressions and actions. They also might use a live show they did for a large audience as their video, to show the reaction and buzz they got from their fans. This will also encourage listeners to perhaps go and see them live also. The typical genre that will do perfomance based videos is rock and indie, however critics have pointed out that bands have to be fairly well-known and established to make it work and keep an engaging interest.


Animated Videos

Often created with computer graphics from scratch or the actors/artists will shoot scenes and they will be transformed into a mirrored animated version. Videos could also be created with highly talented artists moulding or drawing scenes and then linking them together to create movement. These videos create high interest within an audience as they are often fairly different, diverse and highly creative.

Audience

Artists have always got to have their audience as the main focus point in whatever they're producing or performing. Even if they wish to be individual and stand out from the norm, if the audience don't like that, then their career is cut short, artists are reliant on their audience. The music video is an effective tool for connecting with the audience in ways you can't through a track being heard on the radio. It allows the singers to show their personality and style through the video, as well as the importance of the track itself. The content you include in the video can have a direct effect on the type of audience who will watch it. For example, if you choose to do an animated and brightly coloured pop video, your audience will often be children and young teens.

Over the past century or so, media analysts have developed several effects models providing theoretical explanations of how humans ingest the information transmitted by media texts and how this may or may not influence their behaviour. Four noticable theories are,

1) The Hypodermic Needle Model
2) Two-Step Flow
3) Uses & Gratifications
4) Reception Theory

I will explain a couple of these theories to provide a general idea of where some media analysts thoughts laid at that time.

The Hypodermic Needle Model

Dating back to the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. This theory was developed in an age where media was still fairly new, radio and cinema were less than two decades old. This model suggests that the information from a text passes into the mass consciousness of the audience unmediated; the experience, intelligence and opinion of an individual are not relevant to the reception of the text. This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and heterogenous. This theory is still used to explain why certain groups in society should not be exposed to certain media texts, for fear that they will watch or read sexual or violent behaviour and will then act them out themselves.

Reception Theory

In the 1980s and 1990s a lot of work was done on the way individuals received and interpreted a text, and how their individual circumstances (gender, class, age, ethnicity) affected their reading. This work was based on Stuart Hall's encoding/decoding model of the relationship between text and audience - the text is encoded by the producer, and decoded by the reader, and there may be major differences between two different readings of the same code. However, by using recognised codes and conventions, and by drawing upon audience expectations relating to aspects such as genre, the producers can position the audience and thus create a certain amount of agreement on what the code means. This is known as a preferred reading.

Animated world : Display the band?

It has become increasingly popular to actually have a fully animated music video for song tracks. This allows for unlimited creativity and quite literally opens the door to a whole new world, and a whole new kind of entertainment. Some artists choose to mix reality with some animation, so that their image as an artist is shown and remembered also. These animated videos tend to be captivating  and watched closely with interest, as it goes against the norm of a typical music video. However, it has been an on-going debate whether not showing the band in their real form in a video affects sale or the general audience reaction. Some have proved this argument wrong, the most recognisable band being Gorillaz who have never featured themselves in their own video, only cartoon versions of themselves. This has become almost their trademark now and using this method, they have still managed to sell millions of records.

An example for an artist who combined both his real self with an animated version of the scene also is Sean Kingston in his video "Face Drop". In my opinion, this worked well and fitted the happy feel-good tone of the music, and also probably connected with his younger audience even better.

Genre plays a part in the decision making of a music video however. An animated video wouldn't work with all genres, for example a pop video usually relies on the character of the artist being portrayed for the young audience. When animated, a lot of the passion the artist would have put into expressing the song can be lost, which then loses the basis of a performance based video.

Genres

Within the category of music, many genres have formed over different times, each giving their own style and portrayal of music. Now that these genres have developed, they have formed conventions for their videos which the audience will expect to see of that style of music. A few of the conventions of the main 4 genres are described below :


R'n'B Videos

These videos definately follow a stereotype now. Wealth is always a big feature that is shown, with expensive cars, houses and and designer clothing used to portray their lifestyle. This genre usually follow the narrative of the lyrics, which typically are often about girls and money. Women are nearly always used as "eye candy" for the male audience, wearing revealing clothing and dancing for the artists. A lavish life is reflected with expensive looking parties and events.

Rock Videos

This genre of music use mainly performance based videos, with the main focus being the band playing the track, a narrative sometimes accompanies this also. These artists usually find the lyrics of a song very important and meaningful and therefore wish their performance to show emotion and passion for what they are singing about. Often dark colour schemes are used to match the loud nature of the song and the more grunge/rock clothing worn.




Dance Videos

As with RnB videos, dance videos also portray an image of weath and a glamourous lifestyle. They are often set in a club or an exotic clubbing island, with bright colours and polished hair and make up. Again, female dancers are used wearing very little for that male attraction and the idea that this is what the artists life is like.

Pop Videos

This genre will mainly attract the attention of a younger audience as unlike some of the other, it is more suitable in terms of the image it portrays. Bright, imaginative scenes are often used and sometimes the artist will actually choose for their video to be animated instead. Pop videos are usually performance and narrative based, with the artist trying to relate themselves and their lyrics to their audience in a happy and feel-good way.

Influential videos

Over the years, there have been a few influential videos which have been said to change music history and are known worldwide for their catchy tune or unique video. The reaction these videos got at the time of release were huge, and they continue to be to this day. A few of these memorable videos are taken from a Myspace poll rating their top 5 :

1) Thriller - Michael Jackson

2) Ok Go - Here it goes again


3) Britney Spears - Baby one more time

4) A-ha - Take on me


5) Johnny Cash - Hurt

Production of music videos

What the audience don't notice is everything that happens in the pre-production of a music video. The video is first sent to various directors and producers to see who may be interested in working with it. This can sometimes include a pitch from what any ideas the artists themselves may have. The different directors and producers will then add on their own take of the song, creating a pitch for the record label on what they think will work well. The decision is then in the record labels hands, and they decide which group of people they believe has the best ideas to fit the initial brief. They will also calculate a budget for the video which the producer has to ensure is not exceeded. Next, other proffessionals get involved such as the production designer. This person will be in charge of the location scouting and the overall look of the video.

After all the planning has been finalised, the crew, cast and artist will arrive at the chosen shoot location. Filming times can vary depending on how complex the video is. However, most production companies will aim to shoot within one full day. Then an editor will work for a few days on cutting the footage from the day to match the feel and beat of the music, this is called off-line editing. On-line editing is then done which is the adding of any special effects usually created by advanced computer technology. The video will then be made ready for release and delivered to the client who then goes on to distribute it to television, the internet, radio and others.

Censorship

Censorship is where a media piece has to be aware of the content they put in their productions as it could be unsuitable for certain audiences. This is done to protect the viewer or listener, as media has been said to influence and affect the way young people think and behave. Censorship can be carried out in many ways, it can be a tv ad that is only allowed to be broadcast after a certain hour, or a music track that has explicit language bleeped out on the radio. Many media productions have caused outrage and severe complaints by viewers, and production companies have found that they can be criticized for applying censorship both too much and not enough.

Some examples of songs which are often noticed most on the radio for having censored and certain words bleeped out are as follows :

Cee-lo Green - Fuck you / Forget you
Akon - I wanna fuck you / Love you
Bruno Mars - So fucking bad / So frikking bad

There have also been music videos that have been censored or certificated due to unsuitable themes and content.

Ciara - Ride
Banned from all television due to overly sexual content by the artist. In an interview she claimed she's glad it can still be viewed by fans online and admits it is a very "sensual video".

Also, Rihannas recent video "s&m" was banned from daytime tv and entirely in some countries for including sexual imagery and scenes which were not 'kid friendly'. It has been suggested that some artists take this approach specifically to get that form of attention and to make people want to try and watch it even more.

Convergence

Convergence refers to different aspects of technological media interlinking to form new technologies and communication outputs. For several years, media was seperated and stayed within it's different categories, (books, tv, music...) The 20th century digital commuication has made it possible for organizations to deliver text, audio and video over the same wired, wireless or fibre - optic connections. Convergence can also mean the intersection of old and new media. Jenkins states that convergence is, "the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences." An example of media convergence would be the recent "wii game console" that has been released. It is not only a game console though, it is a social networking tool and a web browser. As is the xbox as you can connect and play socially with other players all around the world.

I believe that convergence is very important to the research of music videos as to reach a wider audience today, it has to use this method. The industry can use convergence with television, film, radio and the internet. Of course, to produce a music video, film is needed, and then to distribute it to reach the right audience, many other media platforms are used also.

Distribution

Distribution is how an artists music and image gets sent out to an audience. Distribution companies sign deals with record labels or very rarely the artists themselves to record stores that have also signed a deal with that distributor. The distribution company will take a cut of each album sold and the label gets paid the remaining balance. Distributors can differ from one to another, some will expect artists to provide the finished product ready to sell, whereas will do an 'm&d' deal with the label. This stands for manufacturing and distribution and means the distributor will actually pay for the manufacturing cost of the album and keep all the income from it until the investment is paid off.


Over the years, there have been increasing ways which enable the music to reach the listeners. Obviously, as mentioned there is the method of simply buying the album in a record shop. Since the internet though, there have been ever increasing methods of accessing music which has opened many doors for artists and created even wider exposure. The initial attraction for this online distribution was its direct nature, and that everything was easily accessable from home. Independant labels and artists have particularaly benefited from this method of distribution as it is cheap and can completely cut out using a company to get your music heard. Some popular artists were first heard and discovered on Youtube, an online streaming site where everyone and anyone can upload videos for the world to see. An example of this would be Esmee Denters who posted many videos of her simply singing at home and eventually the word spread and her videos got seen by the right people, eventually by Justin Timberlake whose label she got signed to.





Other than Youtube there are downloadable programmers such as Itunes and Spotify which enable you to create a library of music, hear music for free, and to purchase albums and singles. Itunes has become specifically popular because it connects with Ipods and Mp3 players for audio playback wherever, whenever. With the youth of modern society always craving the latest technology, it is a money making application that will keep on growing.

Another method of online distribution are an artists official website. These allow a greater promotional tool and a greater connection to their fans. It depends on word of mouth as not everyone will know what the website is or how to access it. It not only gives interesting general information on the artist, but can tell you events and gigs that are coming up, and sell you merchandise such as t-shirts and posters.

Amazon and Ebay are websites which not only sell music but a huge variety of products. They are distributors that provide competitive prices to those found in the shops and has many features that are desirable to a consumer. Ebay also allows anyone to open an account and sell their own products that they no longer want, and other users can bid to own it for themselves.

Record Labels

"a record label is the company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion, and enforcement of copyright protection of sound recordings and music videos; conducts talent scouting and development of new artists; and maintains contracts with recording artists and their managers." - Wikipedia

Most recording artists today are dependant and reliant on getting signed to an established record label to get noticed, be promoted and get heard more on tv and radio. The internet has become a major way of gaining new listeners and audienes and at a low cost too. There are two different types of record label, major and independant. A major label will be part of a large established media group, whereas an independant label will be small and localized. Record companies and music publishers that are not under the control of the big four are generally considered to be independent (indie), even if they are large corporations with complex structures. Below is a list of how the top labels have altered slightly over the years and how they have now become known as "the top four".

Major labels 1988–1998 (Big Six)

1. Warner Music Group
2. EMI
3. Sony Music (known as CBS Records until January 1991 then known as Sony Music thereafter)
4. BMG Music
5. Universal Music Group
6. Polygram

Major labels 1998–2004 (Big Five)

1. Warner Music Group
2. EMI
3. Sony Music
4. BMG Music
5. Universal Music Group (Polygram absorbed into UMG)

Major labels 2004–2008 (Big Four)

1. Warner Music Group
2. EMI
3. Sony BMG (Sony and BMG joint-venture)
4. Universal Music Group

Major labels since 2009 (Big Four)

1. Sony Music Entertainment
2. EMI Group
3. Warner Music Group
4. Universal Music Group

MTV

MTV is by far the most established and well-known music channel to date. It launched on August 1, 1981 and originally had on-air hosts. It showed thowed the world that the time for a video-based outlet on tv was here, providing not only music videos, but news, events and promotion also. The channel launched with footage of the first space shuttle launch countdown of Columbia and the launch of Apollo 11. They did this to associate MTV with the most famous moment in television history. The first music video ever shown on the channel was 'Video killed the radio star' by the Buggles. Within a matter of months, due to the effect of MTV, record stores found themselves selling music that not even their local radio stations were playing. Later came various sister channels such as MTV Base and MTV Tempo.

MTV has also covered global benefit concerts live such as Live Aid and Live Earth. As time went on, MTV began  showing less and less music videos. In 2000, the channel would air up to eight hours of videos, whereas in 2008 this was reduced to just three. This was signalled by the rise of the internet as a way of accessing music. It changed it's focus to convential tv shows targeted at the 12-18 year old age group. Reality tv shows have been a big hit since the late 1990s with shows such as 'Jackass,' 'Pimp my ride' and 'Super sweet 16'. They showed the world how certain teenagers are living with the shows '16 and pregnant' and the follow up series 'Teen mom'. These shows are possibly very beneficial to teenage viewers as they show the struggles and difficulties that burden you if you aren't careful.

MTV branched out to the internet in 1993 when one of the TV hosts started experimenting with the internet. It served as a home base for all MTV content and news. It then had a HTML based website desing with embedded video clips, like those of youtube and other video-based websites. Today, MTV.com is still the official website of MTV, and it expands on the channel's broadcasts by bringing additional content to its viewers. The site's notable features include an online version of MTV News, podcasts, and a video streaming service supported by commercials. There are also movie features, profiles and interviews with recording artists and from MTV's television programs.

http://www.mtv.co.uk/

Video Analysis : Willow Smith

WILLOW SMITH : 21ST CENTURY GIRL




Willow smith, only ten years of age released her hit single 'Whip my hair' in 2010 after already being noted as a child actress. She has been signed to the established artist Jay Z's record label Roc Nation and is predicted to go on and do big things. This single, '21st Century girl' is her new song and has an interesting video to analyse.

The song doesn't actually start for over one minute, instead there is a lady establishing the setting in a vast desert, and appears to be discovering things in the sand, including the artist Willow Smith. This has become increasingly popular to begin a music video with a narrative or acting to introduce the song. Computer graphics are used to make the sand move in the artists hand and create a butterfly. As the song begins, although only young, Willow is in a very striking and colourful outfit which is strong and stands out against the deserted background. Although this video involves a performance as she is seen singing, there is a strong narrative which links to the lyrics.

As she sings about being a 21st century girl, modern objects arise out of the sand to eventually make the setting become that of a 21st century America. This shows the artists character and portrays what her lifestyle is like, "a beautiful life". She is seen running across the desert with other young people also in very colourful attire. This gives a youthful, fun feeling to the video and again shows them pulling things out of the sand such as skateboards, trainers and bikes. All youthful modern things that 21st century kids desire to have. Eventually, presumably with computer graphics, the children pull up the sky scrapers of an iconic American city. Her dress then changes to also become more modern, but still showing a strong image and wealth.

The editing in this video is very artistic as it was used to essentially pull away one setting (the desert) to reveal another (a city). The shots are cut at an average pace, allowing the audience to take in what's going on, and to also match the pace of the song. As expected Willow is the main feature of the video, with many shots of her performing alone, and with her at the forefront of any group shot. To finish, there is a reference back to the start of the video as Willow whispers in a little girls ear just as the older lady did to her, and a butterfly appears out of the sand. In my opinion, this video is very watchable and will reach out to a wide youthful audience who will relate to both the artist and the message in the lyrics.

Video Analysis : Orson

ORSON  : HAPPINESS




This video by Orson is for their song "Happiness". It was released as one of their hit singles on their debut album "Bright Idea" in 2006. The band actually funded the production of the album themselves and charted at #11 in the album chart, selling about 700,000 copies worldwide.

From beginning to end, it is clear that the video is shot in a fantasy setting, with the band standing on top of words being the title of the song, "Happiness" and bubbles, butterflies and balloons continuously floating around them. These animated objects link in with the lyrics and purpose of the song. We relate them to being positive happy things, and also possibly back to personal memories, for example birthdays, childhood and summer days. Although this animated choice of shooting a video doesn't enable much realism, it does create interest and the chance to be as creative and imaginative as you wish. As with many music videos, there are a couple of girls used in the video dressed for 'eye candy', and portraying what they perhaps believe is a perfect beautiful girl. One of these girls actually opens the video on her roller skates, almost leading the camera to the band. Later on in the video, one of the girls is skating next to a tank. This could portray power and dominance for the woman as she is actually in control of it, and for a moment you think she is going to aim at the word 'happiness'. Throughout the video however, the band is the main focus. This is a performance video, as the band are playing the song for the audience. As they are standing at the top of huge letters, they are in a position of power, looking down on the girls and everything below them. They have the dominance in this video, and the scene appears to be up on the clouds, the highest you could get.

Editing is used very cleverly in this video to keep the audience gripped and interested. An establishing shot is used to begin with, as the girl skates over to show the word 'happiness' and the band themselves. This was probably done on purpose, as 'eye candy' grabs a male audiences attention straight away. Shots change regularly throughout the video from the band, and what is happening below them. There are fast cuts and fast paced shots to show speed, for example where the guitarist is playing a powerful solo on what appeard to be a train. The editing matches the pace in the song effectively.

The band are wearing fairly smart wealthy clothing, with suits and leather jackets. This portrays their style of self as well as their band image. The song ends with all these animated objects floating away, and the image zooming out to show the band on top of the huge words 'happiness' once more. This establishes the song title once more so that the name is memorable to the audience and thus, encourages song sales.