Research into record labels - Miss Georgiou

Major record labels are large companies within the music industry that may in addition own smaller record labels. 3 major record labels who dominate the industry are: Sony Music Entertainment, The Universal Music Group and Warner Music Group Entertainment.

Sony music entertainment manages and owns many popular artists within the music industry which is why its a major company. A few artists include Justin Timberlake, Britney spears, Miley Cyrus, R.Kelly, Kesha, Taylor Swift, Usher and Rita Ora. The major record label also owns a number of smaller companies such as J records and Arista. Arista records manage artists such as  Aretha Franklin, Pink and Alicia Keys. J records manages artists including Maroon 5,  Leona Lewis, Mario and Jennifer Hudson. The company has a number of links within media in addition to the major record label. Sony creates televisions, mobile phones and computers therefore making them a major company. Sony is a growing major company and is particularly major in America.

 

The universal music group is known for managing major popular artists such as Lady Gaga, Katy Perry, 50 cent, Blink 182, Drake, Fall out boy and Florence and the machine. Universal media group also owns smaller companies which are subsidiaries such as Island records and Def Jam. Island records manages artists such as Justin Bieber, Jessie J, Taio Cruz, Ariana Grande and Ben Howard. Def Jam manages artists such as Jeremiah, Young Jeezy, Big Sean and Rick Ross. The company has links within the media industry such as producing films. They also helped to develop a website called 'Vevo' which is a website designed for music videos. Its similar to You tube however there is no advertisements. 



Another major record label is Warner music group. They manage artists such as Michael Buble, Alesha Dixon, Flo Rida, Linkin Park and Madonna. They own smaller companies such as Atlantic records and Parlophone records. Atlantic records manages artists such as Cher, Jason Derulo and Biffy Clyro.Parlophone records manage artists such as Conor Maynard, Becky Hill, Coldplay David Guetta, and Lily Allen. Warner music group is owned by time warner which is the world's largest media conglomerate therefore Warner music group is widely known. It has other links with other media such as film and television.



Independent labels can be just as successful but operate from a smaller company base. They are traditionally known as offering more ‘organic’ music rather than manufactured mainstream. Most artists begin their career with independent record labels until a major company scout them. Independent record labels can just be as successful as major record labels even though they are smaller.

There are many independent record labels within the UK. Rough trade is an independent record label within the UK. The record company is based in London. It was created in 1978 by a man named Geoff Travis. It grew over the years and started to manage artists over Britain. They manage artists such as The Libertines, Arcade Fire and The Strokes.

Another independent record label is Warp Records. It was founded in Sheffield in 1989 specialising in electronic music. It was founded by Steve Beckett, Rob Mitchell and Rupert Gordon. They are known for managing unique artists. They manage artists such as Aphex Twin, Maximo park and Flying Lotus.

Furthermore another independent record label in the UK is Domino which was founded in 1993. It is another record label which is based in London. They also have Divisions in other coutnries such as Germany, USA and France. They manage artists such as The Artic Monkeys, Orange Juice and Twin Siter.

I believe that's it's beneficial to the music industry and artists that 4 companies dominate the music industry as they have the most knowledge within the music industry. Therefore artists are more likely to be successful in the music industry if they are signed by the big record labels. They also understand the audience better therefore knowing what music is popular at the time and what type of music would suit the artists best therefore their artists are more likely to be successful. On the other hand it will be hard for new artists who are signed to independent records to break through and have success as there is such high competition from the dominating 4 companies such as universal, Sony, Warner music group and virgin records. New artists will have trouble being signed to a major record company as they have high standards and wouldn't want to take them on as they are unknown therefore the music industry can be seen as unfair and unequal opportunity. Due to major record labels independent record label artists might find it hard to be successful due to the popularity of major artist label artists therefore independent record labels may find it hard to gain success and may have a risk of going out of business. However Justin Bieber started his career from YouTube by uploading videos of him singing, he was signed by an independent record label called School Boy Records at first. As he got more popular Island records signed him which is a major record label therefore showing that independent record labels still help with the success of artists. I believe that having 4 dominating major companies benefits artists who are popular and known in the industry however new artists will find trouble having success when signed to independent labels. Having 4 dominating major companies will sometimes benefit the independent companies as they can pass on their knowledge of the music industry.

By having 4 main companies that dominate the music industry could have a positive effect on the industry as they have such a high standard therefore benefiting the artists as they are more likely to be successful. Having 4 dominating major companies will sometimes benefit the independent companies as they can pass on their knowledge of the music industry to independent records so that artists within the independent companies can be successful too. Also by having 4 main companies that dominate the industry will help artists dramatically as they know what type of music and style artists should sing therefore helping them find their own style. 

In my opinion I believe that major record labels are more successful than independent record labels as they manage more popular artists and are more widely known which shows that they have major power within the music industry. Therefore new artists would rather be signed to a major company rather than an independent one as they believe they can be more successful being managed by one. Therefore independent companies will have less success as less artists would want to be signed to them. However many major artists start being managed by independent companies therefore showing that independent companies are useful within the music industry and successful in discovering major artists. Therefore independent record labels are also important as they help to start off artists careers such as Justin Bieber. Major record labels are more successful also as they have wider knowledge of the industry therefore knowing artists styles and where they would fit in. 

Independent record labels promote unique artists who don't fit in with the mainstream to the music industry therefore making the music industry having more down to earth and diverse artists. Independent record labels are likely to sign unknown, unique artists giving audience a diverse range in music such as Aphex Twin. Independent records also have more time therefore spending it more with their artists. By spending more time with the artists the music they produce will be high quality and the record labels will be able to understand the artist more making them more successful.

planning lighting and colours - Miss Georgiou

It is essential to have a variety lighting styles and colours within a music video to keep the audience interested and to appeal to your target audience. The lighting and colour within the music video are important as they enhance the visuals of a music video. Lighting and colour also shows how the characters are feeling therefore they will understand the narrative and will be able to relate to the characters, which will build a relationship. Lighting also shows the audience the genre of music the music video is for example strobe lighting will be used in house/dance music videos whereas in indie music videos low-key lighting and black and white colouring may be used to show emotions and make the music video more realistic.

Within our music video we will have low key lighting throughout our music video as its very conventional to the indie genre.  Low key lighting through out our music video will clearly show the audience our music video genre which will attract our target audiences. The low key lighting will also create an tense atmosphere which will draw the audience in. We have decided to use low key lighting so that the audience can build a relationship with the artist as low key lighting will bring out the emotions of the artist which will make the audience feel sympathy for him due to the nature of the song. Therefore the audience will be able to relate to our artist which will engage them into our music video meaning that its more likely to be successful. Overall having low key lighting will have massive effect on the audience in the way they feel about our artist. We are also using low key lighting as it relates back to the lyrics of the song of him running away which is a sad thing therefore the audience will understand the music video better. 

In the filed location we will have low key lighting as its the start of the music video therefore it will create anticipation straight away for the audience and engage them within the music video. It will also show them the genre of the music video straight away. The lighting here won't be too dark though so that the audience can see clearly the fields and the house the boy is going to. We will film this location at sunset as this will create a good lighting for the location. The lighting here will represent the artist as lonely and vulnerable which will make the audience want to carry on watching the music video. 

In the house location the lighting again will be black and white to create a dirty and dingy effect which will build a relationship between the audience and artist as they will feel empathy towards him. The black and white lighting make the house feel cold which will engage the audience into our music video as they will understand the music video better but also a change in lighting will make the music video seem more interesting and engage the audience into watching the music video. Black and white lighting will bring out the emotions of the artist and  will help the audience to understand why the boy is running away as the lighting will link with the lyrics. Also the lighting here will represent the artist as neglected and vulnerable which will create a relationship between the audience and him. Overall the black and white lighting will make the music video more interesting and more easier to understand as the lighting will bring out the artists emotions. 

On the trains the lighting will be high key due to the lighting on the trains however this will show the audience facial expressions clearly therefore building a relationship between the two as the audience will be able to see how scared our artist is therefore they will be able to relate to him. The high key lighting will also interest the audience into watching the music video as there as been a major change in lighting. The high key lighting will also show elements of the miss en scene clearly such as costume and the iconography therefore the audience will be able to see he has been neglected and is 'running away' Furthermore the high key lighting is unconventional to the indie genre but may be effective in our music video as it will show the boys facial expression and mise en scene more clearly therefore they will understand the narrative better and be able to relate to him. The lighting represents our artist as depressed and vulnerable as the audience will be able to see his facial expression clearly. 

At the river location the lighting will be low key but we also may have black and white colouring as this is conventional to the indie genre. By having low key lighting here will build a relationship between the audience and the artist as the low key lighting will link to how he feels therefore they will be able to relate to him. Also by having low key lighting here makes the setting look more mysterious and isolated therefore the audience will understand he is alone and will sympathise for him which will build a relationship. Overall the low key lighting here will help the audience understand the music video better as the low key lighting brings out the emotions of the artist and links with the lyrics of running away.

The colours we have used within our music video is just black and white colouring as these colours are conventional to the indie genre. By using these colours will make our music video more successful as the audience can clearly see that our artist has been neglected which will build a relationship between the two. The black and white colouring will also help the audience to understand the music video better as it links with the dark lyrics of him running away. It also makes the music video more interesting as there are a change in lighting. 

The target audience will be able to build a relationship with my artist through the low key lighting and colours we have selected as this will connote to how he is feeling depressed and down making the narrative more clear. The high key lighting will build a relationship between the audience and the artist as it will clearly show his facial expressions which will be blank therefore the audience can relate to him and it will show the mise en scene clearly to show he has been neglected. 

Planning Cinematography - Miss Georgiou

Cinematography is very important when creating music videos. Cinematography is the main element of the music video which interests the audience into watching the music video. Cinematography is hugely important therefore has to be planned well before filming. Its a huge part in making the music video successful. The cinematography helps to get across the narrative or concept as the cinematography shows important shots such as the iconography which helps the audience to understand the music video. Cinematography also shows the audience the mise en scene and locations. Without successful cinematography within the music videos the narrative won't be understood swell therefore the whole music video will be unsuccessful meaning that the cinematography has to be perfect. 
Throughout our music video we will incorporate many different camera shots to make our music video successful.

Close ups
We are going to incorporate many close ups within our music video. The shot is very conventional to the indie genre as it allows the audience to understand the narrative better By using many close ups the audience will be able to relate to the character as they will be able to see how he is feeling. Close ups will help the audience to understand how lonely our character is as they can see his facial expression clearly therefore the narrative will be easier to understand. Close ups are very important within our music video as they build relationships with the audience and the character. We will incorporate close ups throughout the different locations. We want to use as many close ups as we can so that the audience fully understand how he is feeling.
We will incorporate close ups when he is in the house to show his feelings towards his father when they are arguing and his fathers lifestyle. The close up here will show the audience that he wants to 'runaway' due to his facial expression which creates anticipation. Another main close up shot we want to use is within the train again to show the audience how he is feeling vulnerable and lonely. Close up shots are important within our music video as they show the audience how he is feeling which links to the narrative.

High angle
We are going to incorporate many high angle shots when creating our music video as these shots make the character look weak and small which is the effect we want to create. The high angle shot is not necessarily conventional to the indie genre but we believe that incorporating it within our music video will be effective. The high angle will create empathy for the male character as the high angle will make him look vulnerable and lonely. By using high angle's the audience will understand the narrative more as they will be able to see that he is lonely showing that he has 'runaway'. We are going to incorporate high angle shots in most locations. We will incorporate the high angles in most locations. We will use the high angle within the house when the father and the boy are arguing as it makes him look small and vulnerable therefore creating empathy and building a relationship. We will also use a high angle of him on the field walking to his home to show his loneliness but to also show the house is isolated also. Lastly we will use high angles in at the river location to show that he has 'runaway' and is lonely. High angles are key within our music video as it shows the boy characters vulnerability therefore interesting the audience into carrying on watching it. Therefore the camera shot will represent our artist as lonely, vulnerable and isolated which is the effect we want to have.

Long shot
Long shots is another key shot that we are going to use within our music video. Long shots set the location which will engage the audience into watching the music video. Long shots are very conventional to the indie genre as they show the location within the music video therefore showing straight away what genre of music our music video is. Long shots will be key in our music video as we have many different location changes therefore the long shot will show clearly the change and engage the audience into watching the music video. We will incorporate the long shots when we change locations. We will also incorporate long shots to show the audience he is alone and vulnerable. For example we will use a long shot when he is by the river to show that he is alone which will create empathy and build a relationship. We will also use a long shot at the start of the field to set the location of an isolated field. Therefore the camera shot will represent our character as lonely due to the fact that the locations are isolated. The camera shot will also tell the audience the genre of the music video.



Point of view shot
We are going to incorporate point of view shots within our music video mainly to interest the audience as the shot can be very engaging. Point of view shots will show the audience what the character can see therefore also setting the location. Point of view shots are conventional to the indie genre as it shows the audience the location therefore they will understand what genre the music video is in. We are going to make the camera unstable when creating the point of view shot which represents the character as shaky and vulnerable. We are going to use a point of view shot when the male character is going through the fields to show the location, it will also show he is alone which links in with the narrative of running away. We will also use another point of view shot within the house location. We will use it when he is having an argument with his father. From this point of view shot the audience will feel sorry for the boy therefore creating a relationship between the two. Therefore the point of view shot is mainly to interest the audience but will also show the audience the location and will build a relationship easily.

Panning
We are incorporating the panning shot mainly to show the audience the location of the music video and also to build anticipation for the rest of the music video. Panning shot is very conventional to the indie genre which is why we are incorporating it within our music video. It is conventional as it shows the audience the location and makes the music video interesting. The panning shot will build empathy for the male character as the audience will see the isolated locations which shows he is lonely. The camera shot represents the male character as lonely and vulnerable. We will incorporate a panning shot mainly in the house to show the dark and dirty location therefore the audience will sympathize for the boy and keep there focus on him. We will also use a panning shot of the dad laying down on the bed drinking alcohol again to show why the boy is running away from his dad and to interest the audience.  Therefore the panning shot helps the audience to understand the narrative and to set locations.

The target audience can build a relationship through the camera shots I have selected as many of them creates sympathy for him. The close up shows his facial expression and therefore the audience will relate to how he is feeling and shows them that he is lonely and depressed. The long shot will build a relationship as they can see that the locations are very isolated which makes them feel sorry for him. The high angle will build a relationship between the audience and the character as the high angle will make him look small and vulnerable. The point of view shot will build a relationship between the audience and the character as it shows the audience what he is going through therefore they will be able to relate to him. Lastly the panning shot will create a relationship between the audience and character as again it shows the audience what he is going through and why he is running away. Therefore all these shots will be effective within our music video.

Magazine Advert Analysis- Miss Miller

The main purpose of a magazine advert is to promote the artist and their album to their audience. By having a magazine advert it creates publicity and awareness to audiences. It may also widen the artists target audience due to the fact that different people read magazines and listen to music. It also gives the audiences constant reminding that the album is coming out soon meaning it creates anticipation for the audiences therefore their more likely to buy the album. Its a marketing tool and magazine adverts link in with other adverts such as posters and online adverts to create even more awareness for audiences.  A magazine advert shows the audience other important information also such as their genre of music due to how the advert is presented and ticket dates for their concerts. The magazine advert allows the audience to understand hidden meanings about the artist which may persuade them to buy there album. Magazine adverts are very useful as its an important market tool for the artist, it promotes the artist as well as promoting the album for audiences.

The first advert I analysed is our groups artist which is Ed Sheeran. This magazine advert was for his album 'Plus' in 2011.

Artist representation

On the advert there is a close up of Ed Sheerans face. He is looking down away from the camera smiling. The image doesn't look like its come from a photo shoot, the image is a portrait of Ed which puts across a soft image of him to the audience. The portrait suits his style of music as his music videos also show him as a soft person which the audience can relate to. By using a portrait instead of an edited image it promotes him as the boy next door male which the audience can relate to. It also promotes him as a kind considerate person by the way he is smiling. The close up of Ed is effective is effective as the audience can clearly see hes smiling which promotes him as an happy person. His hair is scruffy in the picture which shows he's not too bothered about his appearance which shows the audience he is a typical male. He is wearing a plain black top which also promotes him as a typical boy and non celebrity like. Therefore the representation of Ed from this advert is a kind, caring happy person and a unique artist.

Connotations.

The orange colour scheme promotes his album due to the fact that the cover of his album is orange also. The way he is smiling down makes the audience read the information at the bottom of the advert which promotes his album. The fact that hes smiling connotes to the audience that he is a happy person. The way he is smiling and looking down makes him appear non celebrity like and a unique person therefore promoting him as an unique different artist. The orange colour scheme also makes Ed bold and makes the information stand out.

Colours

The black and white colouring creates an sepia effect on the magazine advert. Due to the sepia effect makes the magazine advert look sophisticated. The sepia colouring is a simple colour therefore the information on the advert stands out to the audience. The sepia colouring is the colour of Ed which promotes him as a unique and simple artist which suits his brand and his target audience specifically young females. The sepia colouring also creates a calm effect which promotes the artist as quite humble. The orange border at the bottom contrasts with the sepia colour therefore the information on the orange border draws attention to the audience. The orange colour also links in with his album cover therefore promoting his album cover. His name colour is white which stands out from the sepia background therefore promoting his label. The colour scheme is quiet simple as he has a younger target audience so that they can understand the advert easily.

Design/layout

The image of Ed is positioned in the middle of the advert and is the background for the whole of the advert meaning that the image is the main focus of the advert. By having him in the middle of the advert promotes him as the artist and shows the audience he is the main focus. The artists name 'Ed Sheeran' is the boldest writing on the page to promote his label and to show his confidence. There is no writing on Ed's face so that the audience can see his facial expression in which he is smiling therefore meaning they will be drawn in to the advert as his smile is welcoming.

Choice of images

There is only one image on the magazine advert which is Ed Sheeran. With having no other images on the magazine advert shows the audience who the focus of the advert is. It also promotes the artist as a bold, strong and popular artist. The close up of Ed Sheeran highlights his facial expression. The smile creates a warm atmosphere and makes the audience want to read more on the advert. The smile also promotes him as a kind and considerate person therefore the audience will be interested in his albums. The smile also promotes him as non celebrity like therefore he is relatable to his target audience. The image also promotes him as an unique artist due to his scruffy appearance.

Typography

The same font is used on all parts of information on the advert. This makes the advert simplistic which suits his target audience which is young female girls as its easier to read. By having the same font used through out shows that Ed is not self centred as his name is the same font as the other information therefore promoting him as a considerate artist. However his artists name is more bolder then the information at the bottom which promotes him as a strong artist. All parts of information is bold which stands out to the audience and draws them in to the advert. The white colouring of the font makes the information stand out from the advert therefore its easier to pick up information and easier to understand.

Style of Language

"The no 1 album" is effective on this magazine advert as it promotes Ed Sheeran as a strong artist. "The no 1 album" creates anticipation for the audience and makes them want to buy the album. "The no 1 album" also makes the audience believe he is a popular artist and therefore want to buy his tickets to his concert and buy his album.

"What really sets Ed Sheeran apart is his skill at painting pictures with words" is also really effective on the magazine advert as it shows the audience that Ed Seeran is different to other artists which makes them want to buy his album. It also makes the audience interested in him as it makes his songs look powerful therefore the audience would want to buy him album. The style of language is quite simplistic so that the audience can understand the advert easily.

The second magazine advert album I'm analysing is for Ben Howards album cover.

Artist representation

Ben Howard from this magazine advert comes across as a unique and different artist however also conventional to the indie genre. The image of Ben Howard is very different to other magazine adverts images. Its an image of him diving in the sea. Although the image is not an typical image to have on a magazine advert it makes him stand out as an artist and promote him as diverse which attracts audiences attention. The image creates a sense of mystery which promotes to the audience that he is different. Ben is represented as non celebrity like and diverse which promotes him also as a strong character. Due to the fact that there is only one image shows the audience that he should be the main focus and he is a strong artist. The image links in with his personality, Ben has worked with charities to keep English beaches clean. Therefore the image promotes his charity work which creates a good reputation of him and suggests to the audience that he is a cool person as the image is unique and different. Therefore the artist representation from this advert is unique, different and diverse.

Connotations

Due to the fact that there is only one image and its Ben Howard swimming in open waters alone suggests that he's an independent artist and only wants to work alone. By having one image of what is appears to be Ben Howard  creates a sense of mystery and the audience want to understand more about what he is doing. Due to the fact the image is unique to other magazine advert images suggests to the audience he is an edgy artist and want's his music to come across differently. By Ben swimming in the sea may also suggest he's an outgoing person and loves swimming which creates a good reputation of him. The bright colour of blue at the top of the poster can connote to that he has a bright future in the music industry or the bright blue colour can also indicate happiness and peace. The darker blue colour of the sea could represent the unknown and mysterious places which creates a mysterious atmosphere. This poster can be interpreted in many different ways which is why it is so interesting for the audiences.

Colours

The use of the colours are quite simple. The image is the whole of the advert therefore the sea colours are the main colours of the image. There are different shades of blue used within this advert, this makes the advert more appealing and interesting for the audiences. It also makes the advert more eye catching therefore audiences are more likely to read and look at it. The colours  represent him as an artist which is 'cool' and 'calm' The blue colour gives of a warm feeling therefore the audience will be more likely to read the advert. The colours are very simple which is conventional to the indie genre and puts across the idea that Ben is an simple artist.

Design/layout

The design and layout on this magazine advert is slightly different to typical magazine adverts. From the design and layout the audience can see that Ben is an original artist and likes to do things differently. The image is a mystery whereas on typical magazine advert the image usually promotes the artists. Although this image promotes Ben as a unique artist. The long shot of the image allows the audience to see more of the information rather then him which suggests that Ben wants to promote his album efficiently. Its also slightly different to the Ed Sheeran magazine advert due to the fact that his name and album is at the top of the poster. "Ben Howard" is the boldest writing on there meaning that he wants to be known to different audiences. By having his name and his album at the top suggests that Ben wants to promote himself and his album more then his image. However there is no information on covering the image therefore the audience can see it clearly and interpret the image to how they believe it is.

Choice of images

Typically there is only one image on the magazine advert. The image can be perceived in many different ways which makes the advert interesting and promotes Ben Howard as a unique artist. The image is likely to be Ben but as you cant see the persons face it may not be which intrigues audiences. The image is a mystery which catches people attention. The image doesn't promote Ben as an artists it just suggest to the audience that he is different which makes them want to buy his album. By having no writing on the image shows that Ben wanted to create a mystery effect as you can clearly see the image.

Typography

The writing on the magazine advert is all in the same font. The font is bold and eye catching. Its also simplistic which links back to his image. The white colour of the font contrasts with the blue colouring so that the writing stands out and the information can be see clearly. "Ben Howard" is the largest text and most bold on the magazine advert. I believe this is done so that when people turn to this advert in the magazine they will see Bens name and would want to read it. By having his name as the most boldest text on the magazine advert promotes his himself as an artist. It also shows his confidence. The simplicity of the magazine advert is conventional to the indie genre.  

Style of language

The style of language on the magazine poster again is very simple which relates back to what type of artist he is. The language used is also very clear so that the audience can understand the information and know when his album is coming out. The simplicity of the magazine advert links back to his simple style and his songs. Theres not much information on the magazine advert which suggests he wants audiences to find out more about him by themselves. 

By looking at these two indie magazine adverts has given me inspirations for when I create my own magazine advert. I have many ideas when I create my own magazine advert due to the research I have done. The ideas I am thinking of incorporating into my own magazine advert is keeping the advert simple, bold font for the information, realistic conventions and the poster to create a sense of mystery so the audience want to find out more. 

Planning Setting and iconography - Miss Georgiou

Locations and iconography is very important within music videos as it implies to the audience what genre of music the video is straight away. It also allows the audience to understand what style the music video will be and what other conventions may be in the music video. The location sets the scene for the audience therefore it will engage them within the music video, it will also notify them what may happen within the music video which will interest them in the music video. The setting and iconography may be relatable to the audience which creates realism and therefore they will be more interested in the music video. Locations within the music video enables the audience to see how the characters are feeling therefore the audience will put themselves in their shoes. Iconography within music videos allows to understand the narrative, concept or performance and gives clues of what may happen in the video which engages them. The iconography also tells the audience what genre of music the music video is. 

For our music video we are setting our music video in  a few different locations. We are changing the setting so it links with our narrative but to also make the music video more interesting for the audience.  The locations are simplistic and also realistic which is conventional to the indie genre and the audience will be able to relate to the characters more meaning they will enjoy the music video.  The locations we have chosen are a field,  a river within London, an isolated house and the underground. We have chosen these locations to tell the story of the boy running away.

We have chosen to use a field as this is conventional to the indie genre and quite an isolated setting. We are using this setting at the beginning of the music video to set the scene. By using this setting here the audience can see straight away that this music video is in the indie genre which will engage them into watching the music video. The setting is realistic which the audience will be able to relate to. We are using a field at the beginning of the scene as its quite an isolated place therefore this suggests to them that the song is about being lonely and isolation. It also suggests to the audience that the artist is lonely due to the filed being empty.
Many shots will take place within the field to interest the audience and to show off the location to the audience. We are going to use an establishing shot straight away to show the audience the location of the music video so that they get an idea of what the music video may be about. The next shots we will use is point of view shot of Nico walking through the grass. By using a point of view shot here the audience can see that Nico is alone which creates a sense of isolation. By this point the audience should already understand the that the concept of the video is about being alone. The point of view shot will be of the camera going through the long grass, we got this inspiration from Ben Howards video 'Keep your head up' We believe that this will be effective in showing that he's alone and has 'runaway' Another shot that we intend on using is a mid shot of the field where we see the next location which is the house Nico used to live at when he was younger. We are using a mid shot here to introduce the next location to the audience but to keep them interested in the music video as they wont fully understand why the house is there. The mid shot shows the house but doesn't give away the narrative yet.
Our location has a few limitations when we come to filming. As the fields are public fields there might be people on our field when we want to film. This may disrupt our filming as we have to make sure that there is no one in the background of our shots otherwise they wont be successful. Due to people on our field we may have to film on an another day which will cause disruption to our time schedule also. Another limitation is the grass may not be long enough to film a point of view shot. Therefore we need to take time to chose a field with long grass otherwise we can not incorporate a point of view shot. We also have to make sure the camera is fully charged as we cannot charge our camera when we are on the field so that if the camera dies we will have to film on a different day which will cause problems.
There aren't many health and safety risks when filming on the field. The only health and safety risk there is the flooring on the field. We have to make sure we are in suitable footwear if the floor is wet as we could slip over and break equipment so we have to be careful.
The weather is a major concern for us. If the weather is bad for example raining we cant film on the field as the grass would be wet and the equipment cant get wet. It will also ruin the grass which we don't want. Therefore if it does rain we will overcome this by filming in the house when the weather is bad so we don't lose time.

Another location where we will be filming is in a house. We are using this location as it links within our narrative. Our narrative is where a boy runs away from his home due to his bad relationship with his father therefore the house we are using implies that this is the house where Nico stayed when he was younger. Without the house location the audience wouldn't understand the narrative therefore would make our music video unsuccessful. Although the house links with our narrative we are also using this location as its simplistic which is conventional to the indie genre. Its also realistic therefore the audience are able to relate to the characters within the music videos creating a relationship. We are using the house location during many parts of the music video. We are using the house location after the field location to show that the house is isolated and were also showing the house through out the music video as flashbacks from Nicos past.
There is also many shots that will take place within the house to interest the audience and to show the audience the house location. We are using a long shot within the house first of all to show the audience the location. The audience will sympathize for Nico as they can see that he has a hard life by state the house is in. Within this shot the lighting will be low key therefore it will create mystery for the audiences. Another shot we will use is a mid shot of the dad character to show the audience clearly that this is Nico's dad. This will make the narrative more clear and they understand what Nico is running away from. It will also interest the audience to find out more about that character. The mid shot will show details of the male character so they understand the mans age. Another shot that we will use is the close up of Nico. This shot will show Nico expression when he's having arguments with his father. As a result the audience will have a clear idea of how Nico is feeling which is depressed and therefore will be able to relate to him. By having close ups of Nico will interest the audience into watching the music video.
Our location has a few limitations which may prevent us to film. The house has to be empty meaning that all family members have to be out the house otherwise we cant film. We need to find a day where the house is free so that we can film. If were not organised we will lose precious time. Another limitation is the lighting within the house. We have to have the lighting low key but the camera wont be able to pick up footage therefore we have to make sure the lighting is appropriate when we come to film.
There are a few health and safety risks when we come to film within the house. We have to make sure there arnt cables out as people could trip over them and have an accident. We also have to make sure we are careful with the equipment as they can easily break. Another safety risk is that we could damage the house by breaking items such as ornaments.
The weather will not effect us when filming in the house as its inside. We should film inside the house when the weather is bad so that we time when the weather is good to film in the outside locations.

The next location we will be using will be an isolated river in London. We are using this location as it links in with our narrative. Our narrative is about a boy running away from his problems at home so therefore we are using a river in London as its isolated which will create a mysterious feel. We are also using a river within London as its an basic location therefore its conventional to the indie genre. Its also realistic which will engage the audience more into our music video. The audience will also will be able to relate to it meaning that it will build a strong relationship between the characters and the audience therefore they will focus on the narrative more. We are using this location to show the boy has run away from his home, it will show the audience that he is lonely. 
We are planning to incorporate many shots within this location. We are planning to incorporate a long shot to show the clear location change. From this long shot the audience can understand that the boy is in a isolated place. It will also show the audience that he's alone which makes them feel sorry for him. Another key shot we will be using is close up's to show ed facial expression about how he feels about running away. From this the audience will be able to relate to him therefore building a relationship between the two. It will be easier to understand the narrative by using close ups as they can see how Nico feels. Another shot we will use is an high angle so make Nico look small which suggests to the audience that's how he is feeling. The high angle will represent his feelings of being isolated and alone which links well to the narrative.
There are a few limitations which may prevent us when coming to film. We have to make sure that the public arnt in our filming therefore we will find it difficult to film by the river as its a public place. We also have to make sure we film in the day time as itl too dark to film and our camera wont pick up footage. Another limitation is that we have to make sure our camera and equipment is working efficiently as we wont have anywhere to charge the cameras. 
There are a few health and safety risks when we film by the river. We have to make sure we don't go too close to the river as this could be a risk of falling in or damaging the equipment. We will over come this by wearing appropriate footwear. 
The weather is a major issue when we come to film by the river. We have to check the weather forecast before we film by the river so that we know what days we can film there otherwise we will lose time. We cant film by the river when its raining as it wont fit in with our narrative and the equipment will get wet. 

The next location we are filming our music video in the London underground on the tube. We are using this location to show the narrative clearly so that the audience can understand that Ed has run away from his home. By using this location it is clear that Nico is running away. Its also an relate able location so that the audience can put themselves in Nico's shoes therefore the narrative will be successful. 
The main shots we will be using within this location is mid shot, close up and long shot. We will use a long shot to show the audience where he is so that they understand that he is moving away. It also shows the iconography which is his suitcase and his guitar which is conventional to the indie genre. The mid shots we will use is when Nico is travelling on the the train to show the audience the mise en scene and his facial expression. We will use close ups of when he is travelling on the train to show the audience that he is depressed and lonely. 
There are a few limitations when we come to film on a train. We have to make sure that the train services are running otherwise we cant film on the train. We have to make sure all our team members are free to film on the train as we believe that filming on the train is a difficult location to film in. Another limitation is the time of when we film on the train. We have to make sure we film the train part when its not rush hour as it will be too busy and our filming will be unsuccessful. To overcome this we will film in the morning as this is when the trains are empty. 
There are a few heath ans safety risks when we come to film on the train. We have to make sure we are careful around the edge of the platform as we may fall in or drop the camera in the tracks. We also have to make sure we don't get in any ones way on the train as we could cause disturbance. 


The iconography we are using within our music video is a suitcase, a guitar and alcohol such as beer bottles. We are using these items as our iconography as it links with our narrative or is conventional to the indie genre. 
We are incorporating the suitcase to show the audience that he is running away. By using this as part of our iconography makes the narrative more clear to the audience and therefore they will be more focused on the music video. The suitcase will show the audience that he has packed up his stuff and is running away. It makes the music video more realistic and therefore a relationship will be built between the character and the audience. We are using a guitar for the performance side of the music video. The guitar is also very conventional to the indie genre. It makes Nico look like a typical person therefore the audience will be able to relate to him making the music video more interesting to watch. We are using the beer bottles as it links within the narrative of the dad being an alcoholic. By using the beer bottles it will help the audience understand why the boy and his father has fights a lot, it will also create empathy for the boy and interest the audience into watching the music video. 
Without any iconography in our music video, our music video wouldn't be as realistic and the narrative wouldn't be as clear. 

Lyric Analysis

As a group we annotated the lyrics to Runaway by Ed Sheeran and found that there were many deeper meanings of what the song meant.

 By annotating the lyrics we found that overall the song was about the boys father whom is an alcoholic or addicted to something which makes the boy want to run away. We believe that Ed Sheeran is talking about himself within the song therefore meaning that the song is about when he lived with his alcoholic father when he was younger and felt the need to run away. This is evident from 'Daddy wakes up to a drink at night" "Disappearing all night" Therefore showing that the boy had a troubled childhood and a hard relationship with his father which means that we will have to clearly show this within our music video. 

From these lyrics we also believe that he was young when his father was an alcoholic due to the word 'daddy' Also we found out that his dad used to disappear meaning that Ed might of had a bad childhood. Therefore within our music video his appearance has to be scruffy so its obvious to the audience that he has been neglected therefore it will build a relationship between the audience and the artist as they will feel empathy towards him.

Another deeper meaning was that he wants to run away with a girl due to the lyrics "wanna runaway with you" This shows that the boy might of had a girlfriend at the time and wants to run away with her due to his hard time at home with his dad. Therefore meaning that we will have to feature a girl within our music video for the audience to understand the narrative clearly. 

There's also an argument within the lyrics between him and his dad. "How long you leaving?" "Well dad just don't expect me back this evening" "oh it could take a bit of time to heal this"

This shows that the boy has a very bad relationship with his dad and his dad has upset him for him to leave. Furthermore it shows that the boy is very distressed. Within our music video we will have to show the argument clearly so that the audience understands why he leaves his home.
Furthermore the lyrics imply that he loves his dad dearly but cannot live in his home no more due to being neglected. This is evident from "I love him from the skin to my bones but I don't wanna live in his home' Therefore showing that he wants to be close with his father but cannot due to the neglection.  

The lyrics imply that the boy wants things to change and go home back to his father but he just cant. This is evident from "hope that things change but for now I leave town with a backpack on my shoulder" Therefore showing that the boy wants to fix his relationship with his father.

As a group we came together, printed of runaway lyrics and read through and started annotating them of what we believed had a deeper meaning. We annotated all of the lyrics and discussed what they meant therefore by understanding the lyrics we could then see how to plan and create our music video.

 By looking at the lyrics we discussed how we would plan our micro elements. From reading the lyrics we worked out what different shots we could use when creating our music video. We came up with many different shots. When him and his dad are having an argument with the music video we will use a high angle here to make our artist to look small which suggests that is how our artist is feeling. By using a high angle here will build a relationship with the audience as the audience will feel empathy towards the artist as they can see he has been neglected. Also the high angle shot here will help the audience understand the narrative better and understand why he is running away as they can see he is very vulnerable. The high angle is very conventional to the indie genre as it makes the artist look like a down to earth person.
Another shot we will use to 'Daddy wakes up to a drink all night' will be a mid shot of the father and alcohol bottles. By using a mid shot here will show the audience the dads appearance and also the mise en scene therefore the audience will understand why the artist is running away which will engage them within the music video. It will also build a relationship between the audience and the artist as the audience as they can see that our artist has been neglected. The mid shot is conventional to the indie genre as it will show the audience the mise en scene of our music video which are realistic locations. 
We decided on using a close up shot to the lyrics of "I love him to the skin of my bones' to emphasise the fact that he is upset and wants to return home. By using a close up here makes it clear to the audience that he wants to return home as is clearly shows his facial expression. Furthermore it builds a relationship between the audience and the artist as the audience can see the artists very vulnerable. 

 From annotating the lyrics we discussed the mise en scene and where to set the location. We decided we should set our music video in 3 different locations to show that the artist has runaway but also to interest the audience. We discussed that the mise en scene should be set in realistic locations so that our music video is conventional to the indie genre therefore will attract our target audience but also isolated locations to show that our artist is very vulnerable which will build a relationship between the two. The locations we will have within our music video is an isolated field, deserted house and London. These are all realistic conventional locations. 

From analysing the lyrics we can see we have to make our artists appearance scruffy and tatty to show that he has been neglected which will build a relationship between the audience and artist as they will feel empathy towards him. We will also make sure his clothing is plain so that the audience can relate to him. 

 The lighting will also be low key or in black and white to suggest that the boy is isolated and depressed which is also conventional to the indie genre. The lighting will link in with how the boy is feeling meaning that the audience will understand the narrative better and engage more within the video.

 From reading the lyrics we found out that we should set our target audience at 15-30 year olds due to the drug references and the sad narrative as older people will understand it more. From annotating the lyrics has really helped us plan all the micro elements we need to have within our music video such as cinematography, lighting and the mise en scene. 

These images are our annotations of the songs.

Research into chosen artist- Miss Georgiou

I have decided to create a music video to 'Runaway- Ed Sheeran' I chose this artist as i am very interested in his music. His songs are meaningful as he sings mainly about life and how to deal with certain situations. He also sings about relationships also. I am very interested in his lyrics as they tell a story which inspired me to create a music video to runaway as we will be able to create a narrative which will be interesting to the audiences. Different Indie music videos inspired me to create a music video to Runaway by Ed Sheeran as I believe Indie music videos are more interesting then other genres and tell a story which other genres such as pop miss out. Ed Sheeran is a famous indie artist which is why I chose him. All his music videos are narrative based which creates a sense of realism and creates a relationship between the artist and the audience. His videos inspired me to as I believe they are all successful in telling a story. I chose the song runaway as the video for this hasn't been released so that we can come up with our own original idea and not copy others. 
Ed Sheeran is an english singer and songwriter born on 17th February 1991. He was in Suffolk but moved to London in 2008 to pursue his music career.  In 2009 Ed Sheeran went on tour with just jack and done a collaboration with Cee Lo Green on the track 'Forget you'. 

In 2010 Ed Sheeran went to Los Angeles and performed open mic gigs all over the city. He was spotted by Jamie Foxx who was impressed by his talent and offered to let Ed Sheeran to use his recording studio. He became more and more popular throughout 2010 due to his fan base on Youtube. On April 26th 2011 Sheerans single "The A Team" was released in the UK. It got to number three on the UK singles chart and sold over 58,000 copies in the first week. It was the best selling debut single and the overall eighth best selling single of 2011 selling 801,000 copies. His next single "you need me, i don't need you" was released on 28th August and got to number four on the UK singles chart. "Lego house" was his third single he released reaching the top ten in many other countries. "Drunk" released on 19th February 2012 became Ed Sheerans fourth consecutive top ten single in the UK, peaking at number nine. 

On 12 September 2011 Ed Sheerans debut studio album + was released. It received mixed reviews. It got to number one in the UK albums chart selling 102,000 copies in the first week. It also became the second best debut album and the ninth biggest- selling album of 2011 in the uk selling 791,000 copies.  Explain what your interests are within your chosen music artists and what inspired you to create a music video with this artist in mind.

On 21st February 2012 Sheeran received two Brit awards, Best British Male Solo Artist and British Breakthrough Act Of the Year. At the 2012 Ivor Novello Awards in May 2012 won the award for Best Song Musically and Lyrically. In 2012 to early 2013 he headlined a US tour of 6,000-9,000 capacity venues. "The A Team" received a nomination for song of the year at the 2013 Grammy awards. 
Two years later Ed Sheeran released another album "multiply" on June 24th 2014.  

Awards
Ed Sheeran has won many awards through out the years.

• Brit Awards- British Breakthrough act and British solo male artist, - 2012 

• BT digital music awards- Breakthrough artist of the year- 2012

• Ivor novello awards- Best Song musically and lyrically - 2012

• MTV music video awards- Best male - 2014

• Nickelodeons UK kids choice awards - Favourite UK male artist - 2013

• Q awards- Breakthrough artist - 2011

• Teen Choice Awards- Breakout artist - 2013

• Teen Choice awards- Choice male artist and Choice single male artist (sing) 2014

• Young Hollywood awards- Hottest music artist- 2014

Ed Sheeran- The A TEAM

Within the music video Ed Sheeran only appears in it once. I believe this was done so that the audience can focus on the song rather then himself. With Ed only appearing in the music video once the audience can concentrate on the music video and the narrative behind it. However Ed Sheeran is in the music video so that the audience can identify him as the artist which will promote him. By only appearing once withing the music video Ed Sheeran is seemed as a mystery to the audience which also promotes him as they will want to understand him more. When he does appear in the music video he helps out the prostitute who is shown as vulnerable and homeless. By Ed Sheeran doing this within the video makes him relatable to the audience as he his shown as a normal person. Also by him helping out the girl shows him as a kind and caring person which gives him a good reputation as an artists therefore he will be more successful.

The target audience within this video is 16-30 targeted specifically at girls also due to the narrative of the song. The song is about drugs, alcohol, being homeless and prostitution. As a result the target audience is older teens to adults as the nature of the song is relateable to those ages. Audiences of a younger age wouldn't understand the narrative. Its specifically targeted at girls as the music video is about a girl therefore women will be able to relate to her.

The style of the music video is conventional to the indie genre. However its slightly different to normal indie music videos as Ed doesn't appear in the music video for long. In typical indie videos the artists usually appear within the music video throughout all of it as t promotes the artist. The style of the music video is narrative based and tells a sad story of a girl who takes drugs and sells her body. Having a narrative within this video is very conventional to the indie genre. There's also a concept behind it and a lesson to the audience about to not take drugs and lead a life she did. Most Ed Sheeran songs are like this as most of his songs tell his audiences a life lesson.

Mise En Scene

Within the music video the lighting is low key which is conventional to the indie genre. It makes the atmosphere gloomy and dull which links with the narrative as it suggests that the girls life is unpleasant. By using low key lighting makes the narrative more realistic as it enables the audience to see what she's been through. By using low key lighting makes the audience see how she is feeling which is low therefore they are able to relate back to her creating a relationship between the too. By using low key light emphasises the sad narrative and her emotions within the video. The black and white colouring emphasis the fact that the woman has a dull and hard life. The colours simple black and white colouring is to show how dull her life is compared to other people in society. The black and white also connotes to death. By having black and white colouring throughout the video adds a mysterious feel therefore the audience will empathise with the girl within the music video creating a relationship between the two. The black and white colours also makes the video simplistic which is conventional to the indie genre. As a result the audience are able to focus on the narrative rather then the setting which makes the narrative more stronger.

- Low key lighting and black and white codes.

The positioning of the girl is always in the middle of the shot. This is to show the audience who the main character of the video is. By doing this the audience can focus on her meaning they will understand the narrative and concept of the video.

- positioning in the middle

The young females costume and make-up is the main aspect which emphasises the fact that she is homeless and a prostitute. Her clothes are tatty and unclean. Her tights has many holes in and her clothes seem to be cheap clothing which isn't fashionable. Her clothes suggest the idea that she is a prostitute due to revealing clothing and accessories such as the big hoop earrings, heeled boots and a revealing vest top. Her make up also suggests she is homeless. Her hair is messy and greasy and her make up looks cheap. Therefore her costume and make up make her appear as homeless and a prostitute which links with the narrative. Ed Sheerans costume is casual clothing such as a jumper and jeans which is conventional to the indie genre. Due to the fact hes wearing casual clothing makes him seem like a normal person so that the audience can relate back to him. It also promotes him as an artist as by wearing casual clothing makes him seem less self centred.

There are a few different locations within the music video, each location is conventional to the indie genre as they are all simple locations and make the young girl within the music video look isolated. The first setting is in the park where the girl wakes up on the bench. By having the location in the park makes the young girl look vulnerable and lonely, it also eemphasizes the fact that she is homeless. The setting of being in a park makes it relateable to the audience. If the first location was in a house the start of the music video wwouldn't be as successful as she wouldn't look homeless or vulnerable. The next location is in London in the city. Although this isn't conventional to the indie genre as cities are normally busy and unsimplistic the girl is shown as lonely and vulnerable as she is sitting on her own which puts more emphasis on the fact she is lonely as she is in a busy city. This makes the audience feel sorry for her and engage more within the music video. By having the girl in a city alone makes her seem more vulnerable and shows the audience that she is alone. The next location is on a street where she is alone again getting into a car. This has now become evident to the audience that she is a prostitute. Overall all these locations emphasize the fact that she is lonely and vulnerable which makes the narrative more easy to understand.

The iconography within the music video shows evidence to the audience that she is homeless and a prostitute. In the first scene we see a sleeping bag that the girl is sleeping in on the bench in the park. By having a sleeping bag that the women is sleeping in is evident that the women is homeless. The sleeping bag links in with the narrative and informs the audience that the song is about her. The audience will ssympathize for her creating a relationship between them. The sleeping bag helps the audience to understand the narrative and who the main character is. 

The iconography of the packet of drugs show the audience that the lady is an addict and may not have the best life. By having drugs within the video prove to the audience that she is a drug addict as the lyrics are "Go mad for a couple grams" therefore the iconography of the drugs links with the narrative and makes it more clear. The iconography of the drugs again makes the audience ssympathize for the girl therefore engaging them within the music video.

Cinematography

There are many close ups of the young girl within the music video. The close ups of the girl makes her facial expressions clear to the audience therefore the audience with sympathize for her as they can see she is upset. All of the close ups of the girl within the music video focuses on her face which show her dull facial expression, pain within her eyes and her pale complexion which makes her look ill. As a result of the close ups the audience can build a relationship with the girl easily as they will feel her pain. The close ups expresses her feelings which is important so the audience can relate to her.

Particularly in this close up she looks disappointing and scared. By looking away from the camera the audience get a sense that she is nervous and alone. The close up within this shot also shows her make up and her accessories which suggests she is a prostitute Overall the close ups within the music video creates a tense atmosphere for the audience as her facial expression comes clear which is dull and in pain. By using many close ups makes the narrative successful as the facial expressions links with the lyrics and clearly prove she is vulnerable and alone.

There is also many long shots within the music video, the long shots clearly show the audience the location of the video. The long shots show the simplistic settings which is conventional to the indie genre. There are many long shots used within the music video to show the audience the setting which tells the audience the narrative. The first long shot is where the girl is sitting on the floor by the shop window in London. Within this shot the audience can see the girl in her tattered clothing and sleeping bag. The audience will sympathize for her which will create a relationship between the two. This particular long shot is proves that she is homeless as she is sitting on the floor, it also makes the narrative more clear to the audience as they can clearly see she is vulnerable. Also within the shot the audience can see the clothes in the shop on the manekins in the shop window. From this they can see the difference in clothing and see that she is in cheap tattered clothing which gives of the impression that she is dirty and unkept. Therefore the audience can clearly see that she is homeless which will create empathy for her.

The second long shot within the music video the audience can see is a shot of when the girl is getting into the mans car. From this shot the audience can clearly see that she is a prostitute by the way she is dressed and leaning into the car. The girl is wearing a vest top, tattered coat and boats. By having a long shot here clearly shows that she is trying to get into the mans car to earn money which helps the audience to understand the narrative. The audience can clearly see she's had a tough life which will also create empathy.

At the beginning of the music video there is a high angle of the girl walking up the steep hill. The shot makes the girl look small and vulnerable which will create empathy for the audience. The high angle also shows the setting of where the girl slept which is a massive open field, this will clearly tell them that she had a rough night and engage them with the narrative straight away. Therefore the high angle in this music video shows the location and helps the audience understand the narrative straight away.

The most common shot used within this video is mid shots. The first main mid shot is of the young girl and Ed buying what it appears to be a a magazine of her to earn her some money. From the mid shot the audience can clearly see that the male is Ed Sheeran. This promotes the artist as it shows the audience that he is a kind and caring person also sensitive to other peoples feelings. The mid shot also shows their costumes which is tattered clothing for the girl and casual clothing Ed is wearing. As a result empathy is created for the girl and the audience are able to relate to Ed as he looks like a normal person not a celebrity. Mid shots are used within this music video to show the audience details of the characters and to help them to understand the narrative.

At the end of the music video there is a mid shot. The mid shot is of the girl smoking drugs after she just earned money from the man. This mid shot is important as its evident to the audience that she is a drug addict and defiantly as bad way of life. The mid shot sums up the story line clearly shows the audience that she has had a tough life. Within the mid shot also the audience can see her facial expression also which is focused on the drugs. From this the audience can see that the only thing she cares about is drugs which shows shes had a tough life and creates empathy. The drugs engage the audience in continuing to watch the music video as they are interested in what will happen to her.

Dyers theory

Within this music video not many points of dyers theory is included. Ed sheeran within this video isn't the star, he is only in the music video for a few seconds which makes it hard for him to be seen as a product. In the two music video's he is barely in them. Therefore he is not a constructed artist. Although when Ed Sheeran does appear within the music video he shows that he is caring and kind which promote the artist. Within this music video Ed Sheeran doesn't have an artificial image. I believe he is an unique artist who doesn't want to sell himself just his music.From not appearing as a star within this music video promotes the artist as a normal person which the audience can relate to.

Goodwins theory

There is many aspects of Goodwin's theory within this music video. The lyrics link to the visuals. For example the lyrics are "Her face seems slowly sinking wasting, crumbling like pastry" and the shot is of the girl starting to cry looking upset. By having the lyrics and visuals match here the audience get a strong understanding of how she is feeling which creates empathy for the girl building a relationship. Also by having the lyrics and visuals match the audience can get a clear understanding of the narrative. 

There is voyeuristic treatment of the girls body. The girls body is shown to the audience by a panning shot when the girl is about to earn her money with the man. The panning shot of the body shows she is desperate for money and will do anything for it. It also shows the girl is vulnerable and just doing that to earn money which makes the audience feel sorry for her. The sadness in her eyes tells the audience that she didn't want to do but she had to for her to just about survive in life. 

The music video is definitely narrative based which is conventional to the indie genre.  

Give me love Ed Sheeran

The target audience for this music video is ages 14-40. This is quite a wide target audience due to the fact that the songs narrative can be understood by different people. The song is about love and heartbreak which can be relatable to many people. Therefore the target audience for this song is quite wide but targeted mainly at females as love is more of a women's interest. 

Ed only appears in the music video once for about a second however he is represented as a typical normal young man. He is sitting in a cafe drinking tea. Audiences can relate to this easily as its a typical thing for people to do which builds a relationship between the artist and the audience. It also promotes him as a normal person and not celebrity like therefore it builds up a good reputation of him. His clothing is very casual, he is wearing jeans jumper and a top which can also be relateable to the audience. The clothing is also conventional to the indie genre. Within this music video Ed looks like an ordinary person and not self centered which promotes him as an artist and a person. Ed doesn't want to sell his image on his songs which is why he only appears in his music video for a few seconds. He is a start but not a conventional star. 

The style of this music video like most of his other videos is narrative based. By the video being narrative based means that its very conventional to the indie genre.  I believe the music video is who is giving everyone else love but herself. She wants to find love but she can't. She feels alone and lost however at the end of the music video she finds love herself. However the lyric give me a different interpretation of the song. From the lyrics i believe the song is about an emotional relationship that ended between a man and women. After they break up the man meets another women and has a physical relationship but cant stop thinking about his old girlfriend and their memories together. 

Mise En Scene

There is many different locations/settings within the music video. By changing the location makes the music video more interesting for the audiences therefore they will engage in the music video. Most of the locations within the music video is simplistic. It starts off in a house where we see the young girl character and is a very basic location and conventional to the indie genre. Another location is on the street in what it appears to be London. A city isn't conventional to the indie genre however the girl is alone in the city which makes the setting look isolated and mysterious. The last setting is in the cafe. This is also an simple location and very relateable to audiences. Other then Ed the girl is alone in the cafe which makes the setting look mysterious. 

The positioning of the female character within the music video is always in the middle of the shot. This is so the audience can understand that she is the main character within the music video so that they can have their concentration on her. By having her in the middle the audience will focus on her and will understand the narrative. Although when Ed Sheeran comes into the music video he is in the middle of the shot to promote him and clearly show audiences that he is the artist.  

The lighting within the music video is low key lighting. This is conventional to the indie genre. By having the lighting low key gives a mysterious feel to the music video and brings out emotions in the characters more. The dark lighting suggests that the female girl is feeling doom and gloom which creates a relationship between the audience and the girl. 

Iconography is a main aspect within this music video. The iconography symbolizes many different things within this music video. The audience can see some tools in a box. The tools can be interpreted in many different ways. It may symbolize that a tragedy may happen within the music video due to the dark lighting around the box which gives of an sinister feel. It also implies that she will do whatever it takes to feel love and make people fall in love. It may also suggest self harm which creates empathy for her. The iconography of the tools makes the audiences understand the narrative better. 

The feather within the music video symbolizes purity and innocence as the color of it is white. However the girls pulls multiple feathers out of her back which may suggest shes lost her innocence due to wanting to find love. Also when she pulls out the feather from her back to color of the feather is red which symbolizes blood. This may suggest she has gone through a lot of pain throughout the break up or loss of a loved one. 

The iconography in the music video is clues on how the narrative will pan out. Its important that iconography is in this music video as the audience will understand the young girl easily and will understand the narrative better.

Within the music video the girl is wearing a provocative outfit, she is just wearing a plain white t-shirt with angel wings. The white color of the t-shirt implies that she is innocent and pure however the t-shirt is quite short and shows off her body within the music video. She is also wearing wings, this emphazises the fact that she is cupid and also innocent and pure. From the clothes she is wearing the audience get an implication that she is innocent. Her facial expressions throughout the video are emotionless and dull which tells the audience that she has gone through pain and cant take anymore. The expressionless look indicates that she has been through a lot and cant take any more pain. It engages the audience into watching the music video as they want to find out more about the girl.

Camera shots

There is many mid shots used within this music video. At the beginning of the music video we see a mid shot of the girl laying across her bed. The mid shot here of the girl straight away lets the audience know that she is the main character within the music video and there focus should be on her. The mid shot sets the scene and tells the audience what genre the music video is. The girl laying across the bed has blood splattered all over her. This will create anticipation for the audience as they would want to know what happened to her. The mid shot also shows the audience the girls costume specifically the wings, from this the audience can see that the song will associated with love therefore they will engage with the narrative. 

Another mid shot we see is when the young girl pulls out the feather out of her back. The mid shot allows the audience to see fine detail of the feather and see her expression and location also. The feather has blood on which symbolizes pain and she wants to break free. The blood on the feather links in with the narrative of being in pain which helps the audience to understand it better. Her facial expression is still emotionless to show that she is used to pain also. The mid shot here helps the audience understand the narrative.  

Another shot that is used a lot within indie music videos including this one is a long shot. There is a long shot of the young girl standing in the street. From this long shot the audience can clearly see the location change and the costume the girls wearing. The location in this long shot looks like a deserted street which creates mystery within the music video. The costume can clearly be seen which is angel wings, tights, boots and a loose top. This indicate that she is innocent and associated with love due to the angel wings.

A second long shot that is used is also in a different location. This long shot is set in the city by a building. In the long shot we can see the young girl in front of the big building in the simple location. She looks small to the big building which suggests that she is innocent and pure. It also may suggest that she is feeling low due to looking small compared to the building. The location within the long shot creates a mystery feel as cities are usually busy but this location is empty. It makes the girl look isolated.

Dyer's theory

Again Ed Sheeran only appears within this music video for a few second's so its difficult to apply Dyers theory to it. Ed Sheerans image is not constructed. He is his own person and unique to other celebrities as they are constructed as stars within their music video. By not being constructed as a star promotes himself and his songs. He is only interesting in his music not how he appeals to audiences. I believe by being different this is how he gains success as it interest audiences. Ed Sheeran is not a star, he is his own individual person. Due to him being in the indie genre its difficult for him to be constructed. He goes his own way when he creates his music videos which is why he is unique. 

Goodwins theory 

There are many aspects of Goodwins theory within the music video. The lyrics and the visuals link such as "I just want you to hold me" the shot is of a wooden toy holding each other. This shows Ed sheeran has creativity and is unique as you would expect this to be the shot. It also helps the audience understand the narrative better. 

The visuals and the music match also within this music video. The music speeds up at the end of the video which means the shots speed up too. This makes the music video easier to watch for the audience and easier to focus on the narrative. 

The music video is narrative based as there is a clear storyline being shown. This is conventional to the indie genre.

Doing this research will assist me when planning my own music as i understand Ed Sheeran's music videos now and how he creates them. I understand now that Ed Sheeran is unique which we will try to continue when creating our music video to 'runaway' I understand that all his music videos have clear messages and engage the audience by different shots. Its clearly shown me the conventions Ed has added within this music video which we will follow when we create our music video.