This is the music video for Jamie T's song 'Sticks 'N' Stones' the song was released in 2009 under virgin records, it managed to reach number 15 in the U.K Charts and was the first song he had released since 2007.
The narrative is a typical teenage situation of running away from trouble. This idea is also backed up through his lyrics ' i take a train again away from shame'. This narrative structure allows the target audience to be identified as the younger generation, this is similar to many of the other acts within the indie genre. The idea that his music is aimed at the younger audience is reinforced throughout the video, The props and costumes being the main contributions. The props included are pints or cans of beer which can be associated with underage drinking. Also cigarettes and joints are used in the video and mentioned in the lyrics. There is common ideology that links the young generation with these two items, therefor by making reference in his song and video Jamie T is targeting the youth. By doing this in the video It is clearly stereotyping youths as rebellious which reinforces ideology officiated with the youth.
The narrative is a typical teenage situation of running away from trouble. This idea is also backed up through his lyrics ' i take a train again away from shame'. This narrative structure allows the target audience to be identified as the younger generation, this is similar to many of the other acts within the indie genre. The idea that his music is aimed at the younger audience is reinforced throughout the video, The props and costumes being the main contributions. The props included are pints or cans of beer which can be associated with underage drinking. Also cigarettes and joints are used in the video and mentioned in the lyrics. There is common ideology that links the young generation with these two items, therefor by making reference in his song and video Jamie T is targeting the youth. By doing this in the video It is clearly stereotyping youths as rebellious which reinforces ideology officiated with the youth.
The use of having a clown next to him for the majority of the video is very significant. Clowns are known to be funny yet a lot of people find them scary. In this video however the clown is ironic as they're usually associated with children's party's but in this video he is seen to be a rebellious character by drinking beer. The clown also creates an enigma as we don't know why he is there. The clown is similar to the man following Jamie T in the allies as he to is being rebellious by smoking a spliff. The video communicates with the viewers through the use of the clown and man as they represent the bad influences to many people tempted by drink and soft drugs. The clown creates a fun mood and adds an upbeat tone to the video.
The male gender is represented throughout the video and there is no reference to women this suggest a lads night out, it also suggested males are more likely to be out drinking and causing trouble. For the artist it suggests he has a strong social life and a big group of friends, and he likes to keep his love life separate. The class represented is again the middle class, suggesting the genre is open for anyone to access and listen too. However the fact there is no reference to any ethnic group suggests that the genre is white persons music.
The editing in this video makes it fast paced and exiting to watch. The straight cuts allow each scene to follow another and link the different ones together. This creates a clear and smooth flowing video making it easy to follow for the audience. The camera shots also enable the video to look clear, run smoothly and be understandable. Medium close ups are used throughout the video, to allow the audience to have a clearer image of the characters and what they are doing.
Close ups are also used in this video to enable key elements to be seen. For example the screen shot above shows Jamie T singing and pointing his finger towards the camera, this gives an affect that he's trying to send a message to the audience. This close up below is also significant as it portrays his character and the teenage generation as rebellious by using this hand gesture. It puts across a thug like image and also an image of someone who is care free and just lives for today. It is in an image much associated with anti government and establishments.
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