The video has a narrative of a factory closing and people fighting or protesting for it to stay open. The promo is set in a Mill House Social Club which all the workers from the factory go to after work. James Buckley the main star and director leads the protest to stop the factory from closing down and to stop them from losing their jobs.
The only performance aspect of the video is 4 men from an older generation performing in a band but they do not sing the lyrics that are in the song. You see the band members throughout the music promo but not as key characters. At one point you see the band outside the social club with James Cartwright in the middle and it swaps between this shot and a shot of James surrounded by lots of the factory workers. The shot with the band either side him is split up with a close up shot of the each member singing the lyrics of the song.
The chorus of the song is:
'Every time we fight
We get a little stronger
Any time we lose
We gonna lose control'
This links in with the images that are seen in the promo, for example, the protest, James doing a big speech before they all go outside. The lyrics amplify what is happening in the promo.
The characters costumes are that of people who cannot afford expensive designer clothes and fits the characteristics of a factory worker. The location looks like the rough side of town which can suggest another reason as to their attire. Even the children that are some times involved in the promo are not in extravagant clothes that look like they are worth a lot of money.
The lighting of the promo is well lit but in a dull manor to be able to create a dingy atmosphere of the factory atmosphere and that the tension is building. The weather isn't glamorous but it also isn't chucking it down with rain making the location have a tense atmosphere.
Overall, the song links to the title of it as they are fighting for what they think is right and that is for them to keep their jobs so it amplifies the lyrics.
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