‘Apologise’ is a cover of the original by One
Republic. It is both performance and narrative based and so the narrative is
fragmented because of the cuts from the performance to the narrative. The use
of soft lighting makes the band appear more ‘glamorous’, especially throughout
the performance. High key lighting has been added so that there are no shadows
and less contrast over the face and so this adds to the star image. Being
filmed in the magic hour there is also diegetic lighting from the sun, which
has been used to create lens flares. This makes the shot more interesting and
makes the band appear more prominent, especially the vocalists as they make up
part of the bands signature because they are the front women of the band and
the audience may associate them more with the band compared to other band
members. 
The camera movement within the music video is constant
and so this makes it more visually interesting and makes the music video flow
better as a whole. Tracking shots on the lead vocalists creates a star image as
well as adding dynamism. The music video has a fast pace of edit with short
shot durations and so this creates a relationship between the speed is also matched
through the use of jump cuts and rhythmic cutting. This makes it more visually
interesting compared to just a tracking shot because the shot appears to jump
and so this makes it more engaging for the audience.
The use of fire gives the connotations of anger and
destruction, which is typical of the rock genre. The music video for
‘Apologise’ creates quite a ‘glamorous’ yet dark atmosphere with the use of
soft and high key lighting and also fire which contrasts the idea of innocence.
This matches the narrative, as the vocalists appear innocent yet they are doing
something bad. Analysing this music video has allowed us to think more about
rhythmic cutting and making us think about incorporating it into our own music
video. 
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