The Paper Kites - Bloom

The above video is the official music video for the song 'Bloom' by The Paper Kites. The genre of this song is folk. Folk music generally has a an older target audience due to it's style and the way they do things. Many of the conventions of a folk music video can be seen within this video. One main aspect of these video's is that there are lots of close up on the artists and their instruments. The purpose of this is to show the emotional connection between the artists and their song as this portrays the depth of the song across to the audience clearly. Throughout this video there are close ups showing the artists and their instruments breaking up the narrative. Another convention of a folk music video is that there is exaggerated music playing. The purpose of this is to evoke the audience more and make them feel more involved with the song. It does this by shoing the artist getting into the music and therefore making the emotion much more believable.

There is one moment in particular when this is seen. At around two and half minutes in, the camera starts to do a circular pan around a tree, where each of the members of the band are sitting playing their instruments and singing. This shot is one of the longest shots within the video and so has the most emphasis and the longest lasting affect. It clearly shows how the artists are getting into the music and therefore helps the audience to get into the song as well, the reason being because they have seen it as acceptable to do so. Also the emotions within the song are brought to life more when you can see the artists reacting to the feelings the song provokes in them. This video doesn't conform to all the conventions of a folk music video. Typically in folk music videos there will be editing which uses a lot of black and white filters. Usually this is used to make the enviroment and the song more daunting and bring the song to life more. This song, however, doesn't use any black and white filters, most likely because it doesn't have a very dark feel to it, and therefore the use of the filters wouldn't have seemed to fit.