Arctic Monkeys - Why'd You Only Call Me? Analysis

The main theme within the narrative of the music video for Arctic Monkey's- Why'd You Only Call Me? music video is the misuse of alcohol, and judging from the full title, drugs too.

The video begins with Alex Turner, the main member (star image) of the band, Arctic Monkeys. He is stood at a bar in a pub with friends. A pub is an easily accessible location, and is cheap to rent for filming.Other locations utilized within the video are streets, again easy to access and free of charge to film. 

We see him message a contact on his phone 'Stephanie' possibly an ex, suggesting he is reminiscent. This one action suggests that the narrative is formed around relationships and love, a common convention of the Indie genre. The shakey/swaying movement of the camera represents how the protagonist has been affected by alcohol. 
The consistent wobbling and swaying of the camera which creates uneasiness within the audience, making them feel unsettled.These shots may have been filmed with the camera in hand; Hand held shots.

He then looks at the clock on the wall, which morphs into a smiley face, demonstrating the star image's hallucinations. The clock read 22:10, however when he messaged 'Stephanie' the time read 3:30 am. hallucinations are a common effect of drug use, this could suggest that the star image has consumed drugs as well as alcohol. Later in the video he looks back at the clock and sees the clock melting, which suggests that time is 'melting' away. This drives him to leave the pub.

The protagonist, Alex Turner wears a very basic costume, another common convention of the indie genre. His costume consists of jeans, a casual t shirt and a biker jacket. His hair is styled into an Elvis Presley style quiff.

The target audience of this music video is young adults, generally between 18- late 20s. This is due to the mature themes such as alcohol, drugs and sex. Before the video begins, the audience are warned of the explicit content, via the Parental Advisory Label.