Video Research

From our research of their existing videos on the aforementioned websites, we were able to notice that The Maccabees already have several narrative videos, which indicated that we would not be straying too far from the conventions of the genre and audience expectations by choosing not to have 'live' performance featured in the video.


One of the videos which we drew a lot of inspiration from was The Mystery Jets' "Half in Love with Elizabeth."

This is obviously popular with the target audience, as it had over 600 000 views and a 5-star rating. The feedback feature also allowed us to make an interesting observation that different members of the target audience had contrasting interpretations about the meaning of the narrative in this particular example, as these screengrabs below demonstrate: 

This fits with Roland Barthes theory about "writerly' texts, where the viewer is encouraged to create their  own meaning through interpretation, as an active audience, rather than being given a definite meaning. 

The feedback feature on Youtube also highlighted the importance of music videos for promotion in the industry, as some people will buy the album as a direct result of seeing the video for a single. This screengrab of a comment from the same video demostrates this: