The music video to Afterglow was first released onto YouTube on 10 September 2013 at 2.52 minutes long. The video is about a couple’s five years relationship and the numbers, hours, days, and statistics of what they have done together since they first met. Australian actor, Leighton Sharpe, plays the role of Paul in the video and Danish model, Ida Marie, plays the role of Dana.
The idea for the video is unique and takes some different structure to a normal dance music video, which sometimes can be risky but in this case I believe it worked. The video itself touches upon a variety of themes and has a very modern outlook on a 21 century relationship. Expanding on that, I have taken a few screenshots which I believe fit into certain categories which are some of the main theme and why they were chosen.
The first being a modern/ theme including, video-calling when they are alone, video games, instagram, facetime, sex or similar aspects, festivals and ‘so called romantic dinners’ aka fast foods. Incorporating these in the video as what is said to be a modern relationship is a brilliant idea in my opinion as its rare to see people talk about things we can relate to, such as instagraming your food and going to festivals and loosing your tent. Sound silly but these are little things that People can relate with the actors so have self involvement.
The next theme has a similar aspect but involves teenage to early 20’s ideas of fun aka bad habits, for example drinking, smoking, drugs, texting, parties and the regular use of contraception. This idea of incorporating reality and being so open about these themes has developed over time, so for instance I am pretty certain back in the old music video days the thought of someone having sex, taking drugs, drinking etc was a very frowned upon idea. But we cant blame the producers, artists or whoever’s involved on the idea, its modern society and not incorporating new, popular themes in your videos would be naivety to the way the worlds heading and frankly business decrease because unfortunately that is what people want to see and there idea of fun.
Another theme is a more realist one, when couples do have arguments, some jobs don’t get done, you get the wrong directions, you forget things, you don’t have time for your friends. Its all part of a normal relationship for things to sometimes not work out and using this theme shows the realistic side of a relationship and its not all happy happy and people can relate to this and actual make the audience believe this relationship is just like a real one.
After the negative sides of a relationship it shows what a real relationship stands for, the memories, connections between the two people and gives the audience a warm feel, the actors present it in such a way that the audience believe there love and warm to whole idea.
And finally ending on a passionate kiss as the song fades, completes the music video story line, leaving them with a positive feeling and that all the numbers, hours, days, and statistics of what they have done together since they first met, they are happy.
Why did they choose these characters?
The actor and actress were chosen to represent an ordinary young couple, the use of two attractive people is due to societies look upon this media nowadays, it is rare to find an unattractive character who is trying to appeal to men or women. The choice of age is due to the themes throught-out the video and the idea of a modern 21st century relationship, therefore using a couple in there 80’s wouldn’t be effective. I believe The ethnicity of the couple has no particular meaning, if they were of different ethnicity the same message would be applicable.
How can the audience relate to the story?
The audience can relate to the story because although some old-fashioned people will not agree but the themes throughout are a typical young couple who are having fun and couples can relate to that, people can also aspire to have what they have, and people may just relate to small things such as instagram, call of duty etc
Does the story have any relation to the song itself?
The lyrics to afterglow have some message similar to the video itself. The lyrics convey that don’t worry when the party’s finish, the afterglow will just be as good, this could suggest that there enjoying being young and all the things that come with it, but afterwards when they grow older together it will just be as good. The whole idea is a positive attitude because its not moaning the partys finished its looking forward to the next chapter, which is similar to the layout of the video as its all in chapters of there relationship.
Whats the idea behind the multi camera shot story?
The idea behind the multi camera is that its original and as I just said, like chapters of there relationship, good and bad but they get through it. The unique idea invites audiences to watch as it doesn’t take the stereotypical dance music video of just a wild party and a dj set but embraces a new happy idea.
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