Concept – Coldplay – Up & UpSaeed Moulai

Fact File

Artist/group? Coldplay Name of the song? Up & Up Which album, when was it released? A Head Full Of

Dreams. 16 May 2016. Who directed it? Vania Heymann

What is the song about?

The general outline of the lyrics is basically a plan of what will happen in the future, like a plan. They talk about everything that will happen and seal it with the lyrics “We’re gonna get it, up and up”. The end of the song talks about how they will never give up. It shows determination and will power.

Is there a plot in the music video?

This is a concept music video so there is no overall plot, but the general rule that it follows is the fact the shots follow a giant sized version of the band (Coldplay) and takes shots of them all around the world. For example there are shots such as Chris Martin stood on top of a mountain.

Is it a performance video, concert), a narrative video, a plot/storyline), or a conceptual video (metaphorical/abstract form – the aim is not to tell a story, but create a certain mood)? Explain.

It is a conceptual music video which I think creates the mood of uplift and positivity. Bigger normally means better and giant versions of the members of Coldplay give off a sense that they are literally “on top of the world”. The music video also has elements of performance because it shows the band singing, playing guitar and drums.

Is there an obvious connection between the lyrics and the music video?

I don’t think that, initially, there is an obvious connection, this is because none of the lyrics match the visual displays. There are a few occasions though, one notably being the part when Chris Martin is singing in time with the lyrics. But I think that if you analyse the lyrics you can make a connection of the mood and vibe that the song gives off and in a way the visuals do fit with the lyrics. And obviously there is a connection in a way that the lyrics "up & up" mirror the images which show the characters of the song as the grow bigger throughout the music video.

Who is the target audience of this video? Why do you think so – explain (choice of costume, plot, actor/performer’s movements, attitudes, etc.)

I think that the target audience for this video is probably for 30+ age group because although its still current and "fashionable music", it is quite mellow and calming compared to most popular music for young people nowadays. The theme is mostly upbeat and happy which you can imagine would be suitable music for those at the age where they're getting married and having children.

Does the video focus on the artist/group, or are other characters in focus?

The only characters that are in focus are the four members of Coldplay. Other humans are in the video but they are only used as background characters. This includes famous and iconic people such as Jesse Owens and the astronauts who landed on the Moon.

What is the atmosphere of the music video? Does the video put the audience in a certain mood?

This music is very upbeat and uplifting, the lyrics accompanied by the visuals of the music video give off a positive and carefree vibe. That is the feeling that Coldplay try to give off as a band and it is typical of their genre