This video is of a rock/pop genre and it does show us some of the typical genre characteristics such as: use of a narrative and advertising the artist but it does miss out other conventions such as showing the band and no performance element.
Within the lyrics and visuals the cake and balloons add to the party elements which is what the song exploits, and explores.
Within the visuals the partying and the down beat amplify the relationship between visuals and the music.
The demands of the record label are to emphasise the artists, this could be achieved better by having more close-ups of the artists to build the recognition of the band.
The reference of notion to looking is very strong in this video, many of the shots are directed at the artists as the watch the lens.
The intertextual is interlinked with modern teenage TV dramas such as skins or waterloo road. The troubled relationships and narrative are similar in these.
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