BTEC Creative Media: Unit 29- Music Videos- Andrew Goodwin's Theory and Analysis of Music Video

Andrew Goodwin’s Theory- Andrew Goodwin had a theory about music videos which stated that music videos would contain a number of these characteristics

Links between visuals and lyrics (do they compliment, contradict or amplify?)
Have a link between visuals and music
Have certain genre characteristics
Inter-textual references (references of culture, society, films, TV, world events)
Having the main character as the centre of attention- everything in the video revolves around them
Voyeurism- Sexual pleasure from watching others
Demands from the record label- governed by what the record label is willing to show
Whether the video is performance, narrative or concept based

Analysis of Ed Sheeran- Don't

The video is narrative based and relies heavily on the story being told within. Narratively speaking it tells the story of Ed Sheeran and a relationship he's had, it also seems to speak about the division of the social classes with the story beginning in a run down neighbourhood and it ending with the main character living a life of luxury- such as with Ed Sheeran's own personal journey.

Beginning

End

This is similar to Ed sheeran himself who before he was famous was essentially homeless, sleeping on trains and on friends couches between gigs. This is made even more apparent to the viewer that this is about Sheeran himself with the main characters clothes getting nicer and more expensive throughout.

As well as this the main character within the video is dancing through. All of his actions that he is doing are not regular movements and therefore makes the video more engaging and enjoyable to watch. It is shown here that this person is both a professional dancer and actor as he carries out the task of doing both roles flawlessly.

There are a few times where the music videos has visuals to back up the lyrics that are being said.

"Maybe you could swing by my room around 10, baby bring the lemon and the bottle of gin"

"For a couple weeks I only want to see her, we drink away the days with a take away pizza"

"I'd rather put on a film with you and sit on the couch"

These are all small comedic moments within the video which again I think is reflective of Ed Sheeran personality and his comedic attitude that despite the fact the song is about a girl who left him, he is still able to have a laugh and make a joke out of it because that's the guy that he is. Although it's not something that is ideal, it isn't something to dwell on especially (as the video shows) Sheeran has faced a lot worse in his life. I feel that the visuals compliment the lyrics well as the song tells a story and as it progresses, so does the video.

There aren't many times within the video where there are direct links between the visuals and music however there is a point in the song where this is a knocking sound effect with the lyrics "on my hotel door" and the visual shows the main character knocking on a door. I feel that this simply helps with the story telling a little especially as this action fits in perfectly with the beat and makes it seems as if the sound effect is coming from within the video yet it is actually non-diegetic.

There are two consecutive frames within the music video which shows a sense of voyeurism however do not actually contain any, which could be expected of an Ed Sheeran video especially as he tends to write songs about relationships that he has had. Again this goes along with the comedic effect that is trying to be portrayed as well as the humour that Sheeran often tries to express. Again there is another example here of using the visuals to back up the lyrics "And I never saw him as a threat until you disappeared with him to have sex of course"

As well this it is made apparent early on that this character within the video is not actually Ed Sheeran himself but is only a representation of him. The main focus of the story is about this guy who goes from living in poverty to living a life of luxury and everything that occurs revolves around him. Within the video the main character seems to freely be able to enter and exit peoples homes and properties without either being noticed or without any kind of objection from the people living in the homes. Like Sheeran, he doesn't adhere to others and does his own thing. I also feel that this is relating to Sheeran's career yet again who also seemingly wondered into our lives without much objection.This is shown through the way people seem to just not notice our main character.

Sheeran himself however does cameo within the video, reminding us that it is actually about his life and not the person in the video. He seems to be one of the only 'characters' within the music video to actually notice the main character when he is dancing in the street and I feel this is because the man is clearly a physical representation of Ed Sheeran.

The only real intertextual reference which I could find within the video was a reference to the director of the video itself, which essentially breaks the fourth wall slightly. Within a single frame of the video there is a news channel (that shows an interview with Ed Sheeran) however there is a headline that says "Emil Nava arrested after high speed chase". As well as this the only other proper reference to any real life events is the fact that the song itself has been largely speculated to have been written about Ed Sheeran's relationship with fellow artist/singer Ellie Goulding who cheated on Sheeran with One Direction member Nial Horan.

There are a few moments within the video that contain product placement which obviously would have demanded by the record label in order for this video to actually generate a level of revenue. Although this product placement is often subtle and can easily be missed it still has its purpose within the video.

Pontiac and Hyundai