This performance music video is a clear example of a musical, lyrical and visual collaboration. With a convincing lip-sync throughout, the performance is the main driving factor. The Script band identity and style is evident through the cuts to each memeber e.g. guitarist/backing singer Mark Sheehan and Drummer Glen Power, therefore attributing them each equal importance in the band. Even so, lead vocalist Danny may demand more screen time as the lyrics, lip-sync and overall plausibilty are reliant on his singing performance.
Each of the members is unique in their costume, and appearance e.g. Danny's Tee and Mark's jacket. Various beauty shots are used to play to fans of The Script as the band is aesthetically appealing. For some members of the audience, this may be an attraction to the good looking males, or could be an aspirational relationship also. Moreover, the staging is intriguing, with high key lighting behind the band shots creating harsh shadows and many dimly lit CUs of Danny. Although the light remains low key for most of the video, it is high key or daylight in cutaways to others scenes such as the crying. This creates binary opposites which engage the audience.
Similarly, there is a contrast between the colour narrative shots and the monochrome performance shots, which also creates the idea of difference.We get a sense of progression when the monochrome also changes to colour, through both this and the narrative elements of each relationship portrayed. The stark variations between the perfomrance and normality of the lives we see in the video provide alternative forms of engagement for the audience, therefore while focusing primarily on the performance, we may also relate to the characters, thus enjoy the song more. This in turn promotes the band as relatable and in tune with the contemporary audience. Moreover, the changing colours and sets seem to mirror the developing musical bridges and chorus. This sense of symmetry is again highlighted in firstly the fact that 2 "universes": The performance universe and the real universe, are presented; and secondly in the split-screens when displaying the 2 simultaneously i.e. in symmetry.
Again, the lyrics are relatable, drawing the theory of "Six degrees of separation" which is quite well known:
"Six degrees of separation is the theory that everyone and everything is six or fewer steps away, by way of introduction, from any other person in the world, so that a chain of 'a friend of a friend' statements can be made to connect any two people in a maximum of six steps." - Wikipedia
We may find many layers of meaning in the lyrics e.g. the themes of isolation are addressed, and human relationships. Likewise, the video portrays different relationships, and with the lyrics overlaying especially a breakup and a woman crying, we might see the hints of both loss and of hope (looking at the theory) of meeting new people. This makes the song/ video universal to all people on top of an entertaining performance. Thus, the band impact on their audience either relatably or in a purely enjoyable way, however this does mean that the video has fulfilled its purpose in promoting The Script and this song. Audiences may be encouraged to listen to other songs or watch other videos.
Overall, the music video is successful in promoting the band because it is an enjoyable performance with aspects of narrative and conceptual ideas. The themes addressed by the lyrics and imagery are broad and common in the consumer's daily life. Altogether a wholly enjoyable and meaningful video to the audience.
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