The first music video I analysed was Ed Sheeran’s ‘You need me, I don’t need you’. As an artist, Ed Sheeran has recently become increasingly more popular so looking at his videos could help me towards creating a video for my ‘upcoming’ artist.
Considering the genre category – the video fits under amplification. The main focus in the video is not the artist (and you rarely see Ed in the video) but instead it’s a person using sign language in time with the lyrics and song. There are some short clips that relate directly to the lyrics for example; when he sings ‘filming’ a camera shot of a video camera appears on the screen. This is continuous throughout the video which applies relation to the lyrics – making an obvious relationship between the lyrics and visuals. At one point of the song you see a shadow of the artist, Ed Sheeran which in one element acts as a marketing side for him- however also creates different views upon Ed. He could be portraying that he wants to deliver music and that the focus is on that, not upon himself. It also shows a link with the audience as by using other people in the video rather than showing himself as the dominant, stereotypical view of ‘YES I’M RICH AND FAMOUS’ – he brings the level of class as one. At the beginning of the video there is a visual of the guitar being playing – clearly linking to the music at the beginning. In some other parts of the video you see Ed Sheeran with his guitar which again links with the guitar music being played at those particular parts of the music.
As Ed isn’t the main focus of the narrative for the music video I feel that they’re also putting across an ‘up and coming’ effect to it which links with the lyrics. This suggests that the video is using pragmatics rather than straight forward denotation. People will recognise that the artist is up and coming and may like that effect in the video (especially fans). There are some conventions of performance with the miming of instruments playing which, even though, we don’t see Ed playing it we know that it is him. Some of the lyrics are recognisable to Ed’s fans as we see descriptions that we know are about him even though we’re not watching him sing. For example ‘ginger hair’.
Considering the genre category – the video fits under amplification. The main focus in the video is not the artist (and you rarely see Ed in the video) but instead it’s a person using sign language in time with the lyrics and song. There are some short clips that relate directly to the lyrics for example; when he sings ‘filming’ a camera shot of a video camera appears on the screen. This is continuous throughout the video which applies relation to the lyrics – making an obvious relationship between the lyrics and visuals. At one point of the song you see a shadow of the artist, Ed Sheeran which in one element acts as a marketing side for him- however also creates different views upon Ed. He could be portraying that he wants to deliver music and that the focus is on that, not upon himself. It also shows a link with the audience as by using other people in the video rather than showing himself as the dominant, stereotypical view of ‘YES I’M RICH AND FAMOUS’ – he brings the level of class as one. At the beginning of the video there is a visual of the guitar being playing – clearly linking to the music at the beginning. In some other parts of the video you see Ed Sheeran with his guitar which again links with the guitar music being played at those particular parts of the music.
As Ed isn’t the main focus of the narrative for the music video I feel that they’re also putting across an ‘up and coming’ effect to it which links with the lyrics. This suggests that the video is using pragmatics rather than straight forward denotation. People will recognise that the artist is up and coming and may like that effect in the video (especially fans). There are some conventions of performance with the miming of instruments playing which, even though, we don’t see Ed playing it we know that it is him. Some of the lyrics are recognisable to Ed’s fans as we see descriptions that we know are about him even though we’re not watching him sing. For example ‘ginger hair’.
There is evidence of illustration in the video however it takes upon a different approach - which suggests that it’s more over to amplifications because they’ve interpreted the stereotypical simple illustration of lyrics – instead it visualises the music through sign language. It’s also got images throughout to portray a clear link to some of the lyrics. On the other hand it does have elements of disjuncture as the artist isn’t shown a lot throughout the video.
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