https://www.youtube.com/watch?v=84no_HITKFo

The entire music video is set at a fairground, featuring a couple on a spinning fairground ride.The music video is intended to show the different stages of a relationship, using the metaphor of the ride. Even the name of the ride, ‘Sizzler’ hints at the relationship between the two. It suggests this could be a very passionate relationship, which burns out fast.

GenreThe genre of this song is indie rock.The couple in the video represent the genre with the way they look and are dressed. The layered clothing including tartan top, denim jacket, jeans and beanie hats over long hair are associated with the indie rock genre.

However, unlike the conventions of an indie rock music video and the band’s other music videos, I Always Knew does not feature the band performing.

Music and VisualsThe text at the start, displaying the band’s name and the name of the song, are both shown on screen in time with the guitar playing.

The beginning of the song starts slow and gradually builds up to the chorus. Slow motion shots of the ride and people are shown with this slower part of the song, then become slightly faster with more cuts as the song becomes faster.

Lyrics and Visuals

The lyrics ‘It hit me like a beam of light’ is shown with a point of view shot on the ride, while at the same time a light moves into the camera’s position. This places the audience into the singer’s point of view and visually helps them understand his realisation.

The line ‘Oblivious to all that I owe’ is accompanied with shots of the boy looking at the girl longingly without her realising.

This matches the early stages of a relationship, when a person is not aware of the other’s feelings towards them.

The chorus of the song includes the lyrics ‘’Cause it’s you, oh it’s always you’, which is synchronous to the shots of the couple look at each other fondly.

This suggests they both share the affectionate feelings.

There is a significant difference in the colourisation of the beginning and end of the video.

The beginning colourisation seems yellow, which is very warm and content, whereas the end is blue and feels gloomy.

Along with the colourisation, the speed of the shots emphasise the realisation that the relationship between the two is disappointing.

This is done by using slow motion on the beginning shots, giving it a fantasy feel; whereas the end of the video it is normal speed, showing the characters are back to reality.

Record Label Influence

Influence from the record label is apparent due to the music video featuring the lead singer of the band, helping promote the band.