Research for music video - function

The main function of a music video is to promote an artist and their image, as well as enable the song to be viewed on television on specific channels and charts.

Videos are also often used to add to the experience of the song, with emotion-evoking images to go along with the song. 

Another function of another function of a music video is to entertain, which also helps the artists image as entertaining videos make it more likely for the viewer to remember the song and the artist.

A great example of this is the video for the song 'Sunlight' by 'Modestep'. This video aims mainly to entertain the band's teenage audience. they do this by putting a humorous twist on the 'hardcore, summer party' theme the audience is familiar with (this theme for the video is also suitable for the song since its a party song).the video starts off by showing us an old lady having a normal breakfast.

Here we also see the artist's logo (a vinyl disc player with their iconic yellow face) which is present is all their videos.

The video consists of three elderly people having a 'good time' by today's teenage standards, which consists of them getting on their BMX bikes, stealing alcohol from a corner shop, then drinking the whiskey out of teacups while smoking weed, then playing party games and so on. 

the editing in the video  includes cross cuts from the elderly people (day) and the band performing live at a party (night), which is where the old people end up come the bridge, as well as cutting from shot to shot on the beat, an extensive amount of jump cuts and loads of slow motion when the 'bass drops'.

the video also delves into sexual, and drug themes which appeal to the band's audience.

The video also includes some elements often associated with the rock genre such as the band performing live on stage, and close ups of band members playing their instruments.

The mise en scene of the video adds to the humorous nature of it as there is a distinct binary opposition between the old and the young as the old people are wearing stereotypical 'old people' clothing such as beige jackets and wool jumpers, whereas the young people are wearing casual clothes they would wear when going out. however both age group acts exactly the same.

These are the reasons why i think this is one of the best music videos out there.