The key creative feature in this music video, 'The Scientist' by 'Coldplay' is that the whole video is shot in reverse, e.g. the main singer, Chris Martin. Also the narrator, for the video keeps walking backwards whilst also singing the words to the song itself. Another example of the constant reverse editing effect in this video is that during the narrator's journey he picks up the jacket that was on the ground and puts it back on. Audiences can see with these examples that the actions in this video would needed to have already been done for him to repeat it, therefore the reverse effect comes in.
The audience can tell this is from his narration as the camera continues to follow him, the camera also starts this video with a close up of his face to show the audience who the narrator will be. During this video the camera never once takes the shot off of the lead singer, allowing the audience to follow Chris Martin and see his narration all the way back to what would have been the essential start of the video if it was not shot in reverse.
Another special effect that takes place is the transitions from night to day, this would have been created also using editing skills and these skills also are showing how long Chris Martin’s, the narrator of this video, journey in this video would have taken. Though the effects of night and day it shows the journey took a couple of days.
Each different artist contain different genre connotations from one another. Even when an artists/band music video is of them performing, different musicians tackle different styles and angles to get the right theme to fit their music. The band Jack's Mannequin, music video for their song 'Dark Blue' shows the whole band performing their song. In this video their performance of this song isn't exactly the main feature as many other actions take place in this music video. The other different actions in this video enable the audience to connect with the lyrics more than the actual band for example when the lead singer sings “Dark blue, have you ever been alone in a crowded room?” It’s quite an intense statement for this light song, so the audience connect quite well with the lyrics instead of noticing whether this video fits or not. So in this respect it was a good decision to have not so much focus on the bands performance itself. But also include the editing effects, like transitions into days and night, for example when the leader singer, Andrew McMahon, sings “I said the world could be burning, burning down” the scenery goes from night to morning.
The band Paramore, and their song 'crushcrushcrush' focuses entirely on the band and their performance. The camera only briefly moving onto different action shots like at the people watching the band through their binoculars, which helps connect to the lyrics. Although the audience get to see the bands performance to give a voyeuristic effect, this also helps the audience to connect more with the band and the performance more than anything else. Although this music video contrasts to one like Jack's Mannequin because both have different genre connotations, both music videos also withdraw a different tone from their video. Jack's Mannequin's being light and fast paced, whereas Paramore's is a lot more intense and almost threatening.
The music video 'Spectrum' by Florence and the Machine is an abstract one because the video is quite random, in the way that the video clips don’t relate to the lyrics.
The whole of the music video is very artistic as it is creative in many ways. The lighting in this video is used as a constant flashing to attract the audience and give a very glamorous effect to the video. The lightening in this video also gives certain lyrics more intensity for example when the chorus starts the lighting helps follow the tune of the music to bring an intense atmosphere.
A lot of editing is used in that some of the shots are cut rather quickly to flow into another sequence, this occurs frequently.
A colour scheme of blues, silvers and golds are used in the scenery to give the entire video a glamorous and electric vibe to it, they do this by including props that fit into this scheme.
The lead singer, Florence, is in the middle of most shots to show the audience that should be their main focus point while she is singing also to bring her the attention. To back up this point the camera even performs extreme close ups of parts of her, to bring the audience attention to the singer, this also helps the audience focus on the song and not get distracted by the abstract and alternative video that might take the audience’s attention away.