Video breakdown: JLS ~ Love You More (and other video nicies)

Hurrah! JLS are back. They seem to reinvent themselves with every single. Beat Again was slick pop-cool that solidified their status as boyband du jour following on from their runner up status on the X-Factor. Everybody In Love was cheesy boyband brilliance with enough feel good factor to power a smile a minute. One Shot took them into ravey dance territory. Club Is Alive mixed barely recognisable musical theatre with auto-tuning and modern pop trends. As they clearly missed a trick by not releasing the delightful Close To You last Christmas, this stands as their first ballad single. And quite lovely and traditional it is too. It's for children in need and demonstrates some luscious layered harmonies, as well as the dreamiest, most romantic middle 8 I've heard for a while. I'm a smitten little kitten. So here's the video breakdown :)

• Ooo, it's in black and white. This means they are being arty and serious. I feel sombre already.
• There is a nice shot of a lamp on the wall. I think we had a lamp like this in the house I grew up in. I cracked my head on it when my dad was playing aeroplane with me when i was a lad. The pain of this memory is eased by the sight of Marvin looking fine and chiselled in a nicely fitted peacoat (is that what they are called?)
• Marvin has a nice singalong in some deserted cafe. This is very unrealistic. If JLS were in a cafe (no matter how bad the decor) it would be beseiged with screaming tweens and moms. And me. While he is having a singalong, there are some close ups of the other boys. Including what I assume is JB's eye. I could be wrong. If I am correct though, he would have made a good Big Brother eye circa year one.
• Now JB is having a nice singalong in a rather fetching coat. They have made good fashion choices in this video. Oddly, at 42s, there is an upside down reflection of Marvin giving his legs a good rubbing. Perhaps he was a bit chilly (though if he keeps his peacoat on inside, he won't feel the benefit when he goes outdoors)...
• Aston is going backwards down an upwards moving escalator. I have never done this in my entire life and I am 36 (I know, I only look 25). Yet Aston is living the dream and is about 12. Or something. I'm too scared I will fall. I haven't lived :(
• During the chorus, everyone joins in. They try to make the cafe look a bit more full by sitting apart from each other. This works, but isn't very sociable is it?
• They are emoting like crazy. Clenched fists, big "why me" type hand shrugs, head bobbling. This is not a criticism. Nay, this is essential behaviour when you are creating a classic boyband video that will stand the test of time. Blimey, next they will be on a beach doing Christ-like poses a la Take That and Pray.
• 1m30s!! Marvin has got a lot of bottle. ho ho, etc. Oh god, this stuff just writes itself doesn't it?!
• There are some weird lighting effects going on - perhaps Marvin is looking at people through his bottles? It does make Aston look a little bit angelic though. Bless him (and so on)...
• 1m59s - the boys are now all sitting in a row at the greasy spoon cafe (where they haven't even been asked for their order yet. No wonder it's deserted!) Perhaps this is because they now love each other a little bit more?! :P
• From about 2m11s to 2m20s, there's a frenzied build up to that glorious middle 8. and very lovely it is too. Lush, layered harmonies and gorgeous vocals. It's taking the song to another level just in time for this...
• (BTW, pause at 2m20s and there's a decent shot of Aston doing a clenched fist emotional moment in a bathroom that's far too posh for that cafe. Good mirror reflection too. I always get the camera in the way!)
• THE MIDDLE 8! It's marvelous. they do some digit work to signify day one and two. How pleasing. It reminds me of I Can Hear The Bells from Hairspray but less theatrical. I'm loving the dreamy middle 8 and it's shot beautifully. I particularly like the cheeky but seductive "come hither fair maiden/dude" look (depending on your preference) that JB gives the camera at 2m42s...
• Yay! They are at the beach. And the arms outstretched poses abound. The best is at 3m01s when Ortise does an upside down pose which turns the archetypal boyband stereotype on it's head to show JLS are ahead of the curve. Or i'm probably just reading too much into it.
• The clip ends with the boys staring at the crashing waves; the intensity of the sea mirroring the intensity of their feelings. And gazing. Oh I love a bit of symbolism in pop, I do.
• (See chartrigger for their new album cover btw)...

OTHER VIDEO ESSENTIALS:

• Princes & Rogues: If, like me, you are mourning the loss of Princes & Rogues from the X-Factor live shows, then you will need something to get you through the pain. I have just that something. I love Princes & Rogues. They wear bow ties and manage not to look silly (and as the latest Dr. Who said "bow ties are cool"!); they have an effervescent charm about them; the dark haired one in bowtie/jumper combo at the back of the video above is VERY cute indeed (Cosmic horn alert)(I really must learn their names); they could have been - and still could be - a quirky, cool addition to the boyband genre. They have done an entirely pleasing acapella cover version of Nadine's In-in-say-satiable that not only nimbly showcases their vocal ability, but manages to sound like it was written for a boyband to sing! Je t'adore. I feel a new obsession coming on (dear god i hope there's more to come from them)...
• Robbie Williams & Gary Barlow: As the world and his civil partner know by now, Robbie and Gary sang the brilliant Shame on Strictly Come Dancing on Saturday. This is not a show I watch as I can only commit to the X-Factor and The Apprentice in the reality tv genre this autumn. However, the live performance is well worth a gander. It's like an indoor dinner party attire version of their video - all coy looks and shuffling feet dancing. can't wait for The Flood to hit radio this Friday :)

Coming soon! McFly! Singer songwriters! Something else!