The one song we looked at is from an English artist called Ed Sheeran and his song 'Drunk'. The record Label that Ed Sheeran is signed up to is Asylum records. This song is a pop song and his about his love life, which i said in one of my research posts is usually what pop songs involve.
The conventions of this shot represent a pop video through the clothes, as well as the location. The jumper he is wearing is quite trendy looking. It is something the audience like teenagers would wear, and would maybe want to buy. If they see a celebrity wearing something then they will want to wear it aswell and so Ed Sheeran is starting a trend.
The camera shot here is the rule of thirds and i think it is very clever what they have done. To the left of the picture you see his cat, which plays an important part of the video (he thinks it is talking to him), and so the 2 main 'Characters' are in shot, but also, more importantly it shows part the location. The wall in what is obviously his apartment, shows a lot of pictures of him and his girlfriend (ex in the video). In previous research i said how pop songs usually target the teenage audience, and a majority of this could be girls. Having pictures on the wall is generally a girl/teenage thing to do, and so is a good convention to show that it is a pop song. The shot that they have used used is a medium shot. This was a popular shot used within the music video. A medium shot can help focus on a character and unlike a close up it can show more than their face, and so allows the director to show more than just the character. You want to fit as much as possible into a shot, and a medium shot is good for this.
Like most music videos each shot was very short, in order to keep the attention of the viewer. When looking at the cat it was a close up shot and the camera was looking down on it. There are two reasons into why this is. One could be to get Ed Sheerans point of view. This is what Ed Sheeran would be seeing when he was looking at the cat. He was sitting higher up and he was on the sofa and so it might make the audience feel like they are sitting in his shoes and it helps them understand what is going on. Or it could be to shower power, and the fact that because he is a human he has more rights than what the cat does, although it is unlikely that this is the reason why.
This shot here shows his cat talking. This is an important part of the video, because it adds that humor which teenagers might find funny. I think they have done this in order to keep their attention and make them wonder why the cat is talking, and so will watch the rest of the video to find out. The picture below is a cut away shot to show the viewer the girl that he is on about and she looks like she is in her teenage years, again making you realise the song is aimed at young people. Here they have shown what she looks like through the mirror rather than showing her actual face. Teenagers are someone who look in the mirror a lot and so for the camera shot to show this i think they are doing it in order for the audience to relate and for them to stay interested in watching the music video because it is something that they might do.
Half way through the song the tempo increases and so because of that, through the use of editing so does the video. Each shot is suddenly a lot quicker and the light changes to red. This doesn't show a typical convention of a music video, how ever it did tell us how they tried to make the editing and the use of camera movement fit in with the tempo of the music. Even the guy who he/the cat were fighting were wearing trendy clothes in what looked like to be a trendy pup, and so it is still keeping the idea of having the latest trends. But it was interesting to see how once the music got a bit quicker, the action started right at the same time, everything like the lighting, and the speed of each shot changed completely compared to the rest of the video.
In terms of the camera shot it was a medium/long shot in order to fit everything in but when the action bit starts to happen the camera starts to shake around really fast like the camera man is in action its self and to show the audience that there is a fight going on. It helps the audience know that it is a real fight and that the pace of the thing going on has increased. Through the use of editing each shot gets a lot shorter aswell.
Because this is a modern pop song the analysis we have taken from this we hope to use in our own video. With a medium shot being the popular choice in this music video it gives me and my partner something to think about using for our video. We also like the humor bit of the video and if possible i think we should try and add some humor to ours, to reach out to our young audience.
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