Route 94’s music video to ‘Our Love’ begins with a changing shot from a normal perspective to looking through a heat vision camera. This quick change at the beginning of the video catches the audience’s attention as the lighting of the video changes from

dull and dark, which has been created by using black and little lighting, to the bright pink, yellow and orange colours that have been used to create the perception that the camera has changed to heat vision. This bring immediate audience interest to the video by using contrasting, eye catching colours at the very beginning, which is something different to

how other music videos tend to start therefore making this video memorable and original. The beginning of the music video uses mid shots and two shots in order to

inform the audience of who the main character is and gives them a clear focus point to concentrate on.

The shots differentiate between close up shots, which have been used to focus the audience’s attention on one particular part of the video, such as the girl putting a

pill in her mouth, and wide, high angle shots in order to show the atmospheric setting of a busy nightclub. The contrasting shots of giving the audience a focus point and allowing them to see an ‘overview’ of what is happening in the video stops the audience from getting bored or frustrated at having only one specific

person/ object to look at all the time.

The conventions of the genre is displayed within the video. The genre of this music video is house and this is recognised through both the song itself and the different shots

throughout the music video. Examples of different conventions that are associated with house music include dancing, drinking, clubs/ warehouse parties, DJ’s and drugs. This

music video includes all these different conventions and stereotypical thoughts that the audience may have when they hear this genre of music. By including stereotypical

conventions it indicates helps to appeal to the intended target audience chosen by the artist and institution. The target audience for this video is young adults aged 18-22. The

audience can see who the institution have targeted this video towards because their location is of a nightclub which only allows access to over 18 year olds. Also the outline

appearance of those in the video (clear features cannot be seen because of the heat vision perception) all appear to be of a young age and so the target audience are appealed by the video as they can relate and associate to the settings and typical

conventions.

The music videos has intertwining narratives. The audience are aware that the main character is male, meaning the first narrative is following him and his events that occur on a night out. The second narrative that is visible to the audience is the romance that becomes present as the video progresses. An example of where the audience can see the romance that builds is whilst the male character is in the club. The images show the relationship between the two characters becoming more intense as the space between them gets smaller and smaller. This indicates to the audience that they feel comfortable next to each other. Having a romance narrative between two characters is using a convention of house music. By doing this the institution are more likely to appeal to their intended target audience as they have used what the audience will look out for when watching a music video with a house genre.