This is an analysis of Kate Nash's music video - "Foundation"

1. Kate Nash – ‘’Foundation’’
Genre- Indie pop, indie
rock
http://www.youtube.com/watch?v=r
yH5cga0yUI

2. How the singer is represented
• Kate Nash in the music video ‘’Foundation’’ is represented as a woman who is
very music orientated as the video doesn’t have anything extravagant and
focuses of her voice primarily.
• She is represented as a humble person to her fans because she does not need
all those expensive things in her videos e.g. fast cars.
• Kate Nash’s voice is pure and because she appears to wear clothes that her
fans are more likely to wear it shows she can relate to her fans and doesn’t
seem to be different from them.
• Kate Nash is also relatable because of the storyline in the music video as
many people might have been through a situation similar to the music video.

3. Narrative of music video
Narrative from lyrics
• Kate Nash’s video is about a relationship which is experiencing problems and it
is narrated from her point of view. From the music video I think the problems
are caused due to a lack of respect from both sides. For example the man
doesn’t listen to Kate and gets violent when he is jealous. This is mainly
because Kate irritates her partner because of his actions towards her. At the
end of the song she decided to leave him because she couldn’t live in an
environment like that and the relationship wasn’t getting any better. However,
she did this with such sadness and you can identify this because the tone of
the music turns softer rather then having the upbeat tone at the beginning of
the music.
Narrative from video
• The music video shows their relationship and amplifies what the lyrics are
saying visually. For example the socks are shown together, connected and at
the end they separate showing they she has left him now.

4. Target audience
Kate Nash’s target audience is people who like and enjoy her music and that can be fans and
non-fans . As the video is about a rough relationship which ends, women are also targeted in
this music video as they will be able to relate to this situation. They will also be able to relate
to the pain of leaving a relationship when you tried to make it work. This then allows others to
relate to her music as it is a common thing that people go through and therefore she is
forming a connection with her audience and gaining a wider audience at the same time.
Kate Nash has appealed to her target audience in the music video “Foundations” through the
narrative of the music video (as mentioned in the previous slide), as well as the use of indie
genre conventions. Therefore this suggests that her target audience includes those who
like indie music. To support this, Kate Nash wore vintage clothing in her music video and
this is one of the conventions of an indie genre. This will be seen to be appealing to her
target audience as it is unique and many of them will find the clothing relatable as they
may buy similar clothes to her. Also, the fact that her music video is set in a flat can appeal
to her audience as they might also live in that type of accommodation. If she had set her
music video in a mansion it would be very hard for her target audience to relate to her due
to the fact that they may have not experienced a lifestyle like this. Therefore Kate Nash
has shown authenticity in her music video, which is one of the conventions of an indie
genre.
In taking this into consideration, we can appeal to our target audience by having a relatable
storyline and using some of the indie genre conventions to attract our audience.

5. •This point of view shot shows the audience what she looks like in
the eyes of the man she loves in the music video. This allows
them to see the music video from his point of view, showing how
they are viewed from both sides of the relationship.
•This birds eye view looks at the couple from a distance and that
makes the audience feel as though they are invading their privacy.
This therefore allows us to see the relationship from a distance
and we can see that Kate isn't sleeping , maybe because of the
thoughts she is having about the relationship.
•These two shots allow the audience and fans to see how their
relationship is not good because as soon as his moves his legs
towards her she quickly moves away from. This shows that even
though they are playing cards and are civilised, behind the scenes
their relationship is going down hill.

6. Mise-en scene
• The setting of the music video is filmed in a normal setting and mainly focuses on
Kate’s voice. This one of the conventions of an indie genre (iconography). This
enables the audience to relate to her music and Kate because of the setting used
such as the flat. The flat does not contain expensive items and carries a vintage feel
to it. Another relatable aspect is the vintage items and clothes because Kate is
wearing a vintage yellow dress at the start of the music video.
• In Kate Nash’s music video she has used props such as two toothbrushes and socks.
In the beginning of the song they fit together but at the end they separate. This
visualises what she is singing. Props are also used in the music video to match the
lyrics such as when she sings about giving him beer, she is shown getting up to get
beer.
• At the start of the music video the man (her boyfriend) seems to be playing
bowling with Kate’s shoes and this shows that he doesn’t have respect for her
belongings as he is playing with them carelessly.

7. Editing
• There was the use of shot reverse shot in the music video showing their
relationship.
• There was the use of eye line match in the music video. This made the music video
look like she was singing to the person watching it therefore it adds a personal feel
to it and it allows both the singer and audience to connect with each other.
• They use stop motion with the watches and socks which add humours to the
music video and also it adds this cartoonish feel to it .
• They sped up the video when she was eating lemons as it is a way of illustrating
her ideas / thoughts e.g. eating lemons isn't nice so you would wont eat it slowly.
• There was also cross cutting between different characters to show there point of
view.

8. Sound
• The type of music in the video is indie pop because even though it has it pop feel
to it it still has elements of indie music. This is because the song is talking about a
sensitive subject and therefore it adds an extra layer of meaning to the video as
she talking about a relationship breaking. It also allows the audience to relate to
the song as they might have been through something like that before.
• There is the use of illustration in the music video when she is talking about beer
and it cuts to her going to the fridge and we are shown an image of beer.
• There is also the use of amplification in the music video with the watches and
socks as they are a symbol of items coming together and separating and this links
in with the video as it is about people breaking up and fall apart. They also used
application again when Kate Nash was singing about fighting for the relationship
and they showed footage of her boxing.

9. Knowledge gained
From this analysis/research we have learnt the conventions and themes that occur
in indie music videos. For example singers whose genre is indie tend to have videos
that represent what the artist is saying but in a very down to earth and humble way
and that allows others to connect with them on a personal level. This is because
their video doesn’t make them seem more superficial. Therefore when making our
music video we will try to have a simple setting and theme yet one which illustrates
a whole different story which will hopefully engage the audience. We also learnt
that you can use objects to represent what the artist is saying and that gives us the
opportunity to use more editing skills and techniques in the video.