Image - The song tells a short story of Jamie's life as he goes and visits an old friend, it's about past friends and lost loves. There are various different settings in this video. At the beginning of the video, there is a medium shot of the artist standing next to a clown. This suggests to the audience that his life was/is a joke or that it's about the fun that he had and he never took life seriously. The beginning Mid-shot show as the smoke rising behind him connoting the beginning and also a clown like trick. Immediately both the characters make eye contact with the camera and audience, allowing the audience to instantly create a relationship with the artist. As soon as the pace picks up in the song, there sis a mid shot of the artists running in beat to the song, still making eye contact. This camera shot uses panning so that the audience can follow the action. There is then a Long shot of the main artists, showing not only that he couldn't keep up, but suggesting that he couldn't keep up with his lifestyle ad the wear that he was living, for example drinking and drugs. When we see straight cuts back to perhaps his more fun life, we see that he is still very connected to his laddish roots. We keep seeing mid shots of the artists and the clown. the artists is shown looking fairly happy, whereas the clown is seen emotionless and clearly unhappy, drinking his sorrows away, suggesting to the audience that the clown represents the way he is now feeling. Long shots of the artist and his friends has been used, with the main focus being on the artists as he is closest to the camera, however, all characters are making direct contact with the camera and therefore the audience. This shot reinforces that he is connected to his laddish roots. Most of the shots are shots of him and his 'friends' out and about having fun showing how they used to be and reminiscing his past. there is a long shot of the signpost saying 'Hampton Wick' Suggesting where he is originally from, showing his roots and portraying that he's not so well of. There are a lot of references in this song such as 'And Fee, is she free from the demons she had? Was it two months clean, routine to relapse" this is a reference to heroin and the addiction she had, but she found it too hard to stay clean and she went back onto the drugs. This could be a 'feel good factor' for the artist as he may have also been in her situation but, he was able to beat it and it shows how far he has come compared to 'Fee'. It shows how different people are in society and different people have different problems and events that happen in their lives and that different people cope differently. I like how the backing vocals all join in on stuff like "Little shit!" and "Lightweight Prick!" it's catchy and adds an edge to the song. Throughout the song the artist challenges the generic costumes for the indie genre, through wearing caps, silver necklaces etc which isn't usually seen in indie videos. There are lots of mid shots, close ups and long shots that are very fast paced, showing the artists thuggish ways, smashing windows, throwing beer etc portraying that hes a bit of a 'bad lad.
Editing - There are black and white effects to show that back in time it was tough and it relates to a lyric later on where he is talking about 'Fee' being with the demons. There are fast paced straight cuts which are generic to the indie genre, to match with the fast paced up beat song. The camera is hand held so it can follow every movement and show close ups of objects in detail, which show importance to the song. This also contributes to making the audience feel more involved. The up beat songs also shows how chaotic their life was and it shows how much fun he had when he was younger. The contrast changes in scenes, when he sings about the darks times there is a dark tone in the camera so make it seem dull and daunting. Similarly, when he sings about all the good times, the contrast is bright which makes you feel as though they had a good time and they were proud of what they did. When there are shots of the artists running panning has been used to allow the audience to follow the action and so that they feel involved.
Target Audience - Because of the heroin references I would say that the targeted audience would be from 16 years plus as the audience may be able to relate to a few of the lyrics, if not, they may know someone who can.
Mode of Address - Throughout the video, direct mode of address is used. The characters are constantly singing/talking towards the audience/camera. This helps to draw the audience in to the story and makes it more interesting for them to watch as they feel part of the video itself. Narrative - I think Strauss's narrative theory has been used throughout this video as there is a conflict between two opposites. The opposites being his previously hectic lifestyle and his current one, which are very different.
Representation - Jamie follows the typical representation of the indie genre wearing a checkered shirt and skinny jeans, they are known to care about their appearance but for it to come across as they don't care. You can see that Jamie has put care into what he is wearing, while showing that he didn't make an effort.
Enigma - Enigma is created immediately at the beginning of the video, when the clown is presented to the audience, causing the audience to pose questions.
Attract Audience - The elements that help to attract the audience is the instant contrast between the clown and the extremely average looking person (artist). They are both immediately using eye contact, which instantly allows the audience to create a relationship with the artist.
Images of Band/Artist - The image of the artist is shown constanly throughout the video suggesting that his performance and appearnace is very important to him.
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