"Our House" by KID BRITISH

1) Even with the volume turned down, how do audiences know that they are watching a music video opposed to a short film?

The key giveaway that the music video silent isn't a short film is the actions of the band. Throughout the course of the video, KID BRITISH are interacting with the audience by way of looking into the lens of the camera, and communicating through that avenue. Making full use of the close-ups and mid-shots, the members of the band appear to either narrate the lyrics of what's happening in the video or exist outside the music video altogether, which suggests that the clip isn't a short film, but a music video with the band rapping and singing along to the track.

The various sections of footage are also fairly unrelated in the sense that there isn't a clear storyline behind the clip. There isn't any dialogue from the characters shown and in order for the clip to qualify as a short film, the meaning would have to be a lot clearer, with the stages of the 3 minute clip connected.

2) Given that music videos are about selling the artist as well as the individual song/track, what image do you think is being sold?

The use of close-ups and mid-shots of the band throughout the video introduce the artists to the audience and promote them to potential fans, allowing positive draws such as their youth, "coolness" and visual appeal to attract a fan base immediately. The fact that the band is made up of a gang of 4 young men instantly engages that age group, and their dangerous, "street" demeanor creates the impression of them being aloof and fashionable. Their mise en scene such as their costumes, e.g. "Trilby hats", as well as "Nerd glasses", "College jersies" and button-up shirts are very accessible to teenagers and adults (presumably the band's target market), and relate the artist to the audiences.  

The narrative basis of the footage intrigues and entertains the audience. The range of characters, clever storyline and comic moments within the music video, such as the sketch with the artist and his mother, depict the band's image as light-hearted, jokey and fun. The setting of the video stars working-class houses, making the artists relatable and suggests they're ordinary and similar to the audiences, making them more likeable and watchable.

The soundtrack is upbeat, catchy and has a strong drum beat throughout. The movement and action is synced to the track, and paired with the jump cuts uesd in the editing of the video makes it fluid and engaging. The music connotes fun, and the video is comical, with teenage boys running over fences between houses, introducing the audience to the various weird neighbours they have. These qualities, such as fun, light-heartedness, and energy are all aspects of the band's image portrayed throughout the video, as what is connoted in the video links to the artist.

The music video is realistic, low-budget and simple, which makes it more effective in attracting the audience. The actions of the artists, kicking over rubbish and jumping over fences suggests quite a negative, "bad boys" vibe about the band, appealing to their target market who consider that behaviour "cool" and makes the band seem more dangerous and exciting as a result. The close-ups of the whole band create this image of a gang and popularises the idea of teenage boys hanging out together and causing trouble, much like the artists did in the video.