Research into chosen music artist - Miss Georgiou

The music artist I have chosen is Ed Sheeran. I really like Ed Sheeran as he appears to be an unconventional pop artist with an indie/folk feel and sound. He is always creating great deep but simple music that always tops the charts. His music really reflects who is, he doesn't hold back making Ed come across as real, truthful and relatable to the audience. His songs show sad depictions of young love or earnest ruminations on teen pregnancy and leaving home. And his image is that of the good bloke-next-door, calm and peaceful in the face.

Artist Profile

Ed Sheeran (born 17th february 1991)is an English singer-songwriter. Born in Hebden Bridge, raised in Framlingham, Suffolk, he moved to London in 2008 to pursue a musical career.

In early 2011, Sheeran released an independent extended play, No. 5 Collaborations Project, which caught the attention of both Elton John and Jamie Foxx. He then signed to Asylum Records. His debut album, +, containing the singles "The A Team" and "Lego House", was certified quintuple platinum in the United Kingdom. In 2012, he won two Brit Awards for Best British Male Solo Artist and British Breakthrough Act. "The A Team" won the Ivor Novello Award for Best Song Musically and Lyrically.

+ debuted a top of the UK Albums Chart with first-week sales exceeding 102,000copies, selling 42,000 copies on the US Billboard 200, peaking at number 5.  The album is the highest debut for a British artist's first studio album in the US since Susan Boyle's I Dreamed a Dream.

In 2012 Ed Sheeran experienced success in the United States.  He made a guest appearance on Taylor Swift's fourth studio album Red. He has previously written songs for One Direction. In 2013 "The A Team" was nominated for Song of the Year at the 2013 Grammy Awards and he performed the song in duet with Elton John during the ceremony. 

In 2013 he spent most of his time touring North America as the opening act for Swift's The Red Tour. His second studio album titled x; read as "multiply", was released worldwide on 23 June 2014, charting at number one in the UK and US. He was also nominated for Best New Artist at the 56th Annual Grammy Awards. - Adapted from Wikipedia.

X became the fastest selling artist album of 2014 so far up on its release last month, with more than 182,000 sales during its first week on sale.  Today it becomes the longest running Number 1 of the year to date. According to the Official Charts Company’s sales data X has sold over 367,000 copies in the UK to date.

 

Music video analysis'

You need me I don't need you - Ed Sheeran

The target audience for this music video is 15-25. This is because the music video focuses on young people by using extras at this age range to perform throughout the music video mainly through urban dance such as, street dance and break dancing and contemporary dance (ballet). Which is associated mainly with young people. It can be argued that the concept is based on youth as the lyrics talk about striving to achieve your dreams and to achieve in the entertainment industry.
For example, 'I won't stop till my name's in lights,
At stadium heights with Damien Rice,
On red carpets, now I'm on Arabian Nights
Because I'm young and all my brother's gonna give me advice,'
This shows that Ed Sheeran is the same as his target audience, being very young himself (23) Which depicts Ed as a role model for young people, someone to recieve motivation and advice from to reach the 'bright lights' and success. This is something which is generally associated with adolescence. As adolensce is the typical time in which an individual is planning and dreaming for success in the future.

                           (Streetdancing and young people)

Mise-en-scene

In this video mise-en-scene is very dull with an urban theme. Through low-key lighting, colour codes, isolate artifical location, iconography and costume.
  The low-key lighting shown in the music video also uses a chiaroscuro effect. Which creates a sense of mystery and anticipation for the audience. It makes the music video have more depth and makes the music video appear as more intense - allowing the message in the song to be taken more seriously.

                (Low-key lighting & Chiaroscuro)

The colour coding is black and white, which is very simple. Again I feel this was done so the audience focus more on the music itself, what Ed is rapping about and the dancers/extras. The black and white makes the video appear simple just like Ed's message and emphasises the song title you need me, I don't need you. Very straightforward and uncomplicated.

Iconography used also heightens who the music video is aimed at and the music industry itself. For example, the boombox. A boombox is commonly shown in music videos to give a more cool feel to the song. It reinforces who the audience are, young people that care about music. The iconography makes the video much more appealing and allows us to focus on why that prop was shown and to gain a deeper visual understanding of the lyrics. Because when the boombox is used the lyrics quoted previously above are sung. The shot of the boombox is shown twice this was used to show that Ed Sheeran is talking about being successful in the music industry, this is symbolised by the boombox.

                      (Booombox Iconography)

The extras/backing dancers are dressed fashionably wearing what a typical young person would wear. Which is young, hip and in trend. This makes those characthers relatable to the target audience (young people) as they are dressed like one of them.
 The clothing which Ed Sheeran is shown in is black and fades in with the background making us focus on Ed sheeran himself rather than his clothing/material possesions which are sometimes glamourised in sections of the music industry. It allows us to focus on the person Ed Sheeran rather than the star.

               (Trendy clothing for younger boys)

Cinematography

                  (Close-up of Ed Sheeran guitar)

This close up of Ed Sheeran and his guitar was used for mystery and to show his other musical talents to the audience. The close up is shown right at the beginning. As you can't see his face it makes the video more mysterious and towards the end of the video when Ed Sheeran is shown it is clear that it's him. It shows how talented he is and that he can rap, sing, play the guitar and write his own music.'I sing and write my own tune and I write my own verse

Hell, don't need another word-smith to make my tune sellCall yourself a singer-writer - you’re just bluffing'. It sounds as if Ed Sheeran is showing off about his talents. I feel that the guitar was shown to show his other musical talents and the close up was used for additional mystery to the dark setting.

                         (Long shot of extra)

 This longshot of the boy shown throughout the video in the opening scene establishes the isolated location. This makes the video more intense to show one person under a spotlight in the dark. As it makes the audience focus on what's going to happen next, increasing suspense and anticipation for the music video. It also lets the audience know what the setting will be like throughout the whole music video. It establishes an isolated location.

                        (Midshot of Ed Sheeran)

The midshot lets the audience know that Ed Sheeran is the most important person in this music video and the creator of the song.This midshot is used at the end of the music video, is the last shot shown to the audience and the most memorable. It is the clearest shot in the whole video which reveals Ed Sheeran's identity. This was done to create a lasting image of how Ed Sheeran looks in our minds due to us really wanting to see his identity, as it's hardly shown. It also makes Ed Sheeran look very important and powerful by the way he is positioned and standing.

Style of the music video

The music video style is very simple and the lighting reflects that. It appears to be a very relaxed but fast paced music video by the setting, calmness in his voice and simplicity of the lyrics.

Artist representation

The artist was represented not as a star but as a mystery. This was due to Ed Sheeran being shown clearly only once. This was done to not put him on a pedestal above his target audience and to not appear self-centered or into himself. But to look real and not be a product, as Ed even sing's in this song 'I won't be a product of my genre' Showing that he doesn't really want his image to sell him but he wants his music to produce the sells. He is a star but not a conventional one. Ed was represented as a mystery to seem relate able.

Goodwin's theory

Goodwin's theory can be identified in this music video. This is with the relationship between visuals and lyrics, relationship between visuals and music and genre conventions.

The relationship between lyrics and visuals is often amplified throughout this music video. For example, when Ed sings about him being a choir boy 'I’m still a choir boy in a Fenchurch tee' a shot of a choir boy is shown, you can identify it is a choir boy through his costume. Also, when Ed sings about him not going to the Brit School 'I will blast and I didn’t go to Brit School' a replica of the school building is shown. This gives the audience a visual aspect of the song and gives us a deeper understanding on what Ed Sheeran is saying in his lyrics. Making us focus more on his lyrical content. 

                    (Brit school building)

There is also a relationship between the visuals and music which is again amplified. The visuals start to get quicker, the shots get more rapid when Ed starts to speed up his verses. This allows a better connection between the song and music video it also continues to keep the audience entertained as its pleasing for the eye. And satisifies audience anticipation and adrenaline as there are two things for the audience to keep up with visuals and music. The relationship between visuals and music is amplified through a matching pace. (2:31-3.39mins)

In this music video it stays true to the conventions of a typical indie music video. Firstly, the setting is typical. In indie music videos the location tends to be in an isolated area usually in a studio,city, park or tunnel. Which are quite low-budget and can be accessed easily. They also tend to be locations that can create a lot of mystery. The location is kept simple to focus more on the artist and their performance. Ed Sheeran's stay true to the conventions by it being set in a studio, being mysterious and simple.
  Another convention is that there are usually additional characters in the narrative of the video and they portray their part through their appearance/acting. The costumes typically give the extras different looks, making it easier to distinguish each character from one another and to understand the narrative of the music video better. This music video follows this by using many different characthers, extras and dancers to explain the narrative rather than Ed Sheeran himself. The costumes help us to know who each person is i.e. the boy dressed in an all white robe and wings, is identified him as a choir boy. Which explains the narrative of the song more clearly to the audience.


                        (Choir boy character)

Dyers star theory

Using dyers star theory to apply to this music video or even Ed Sheeran is difficult. As Ed Sheeran does not appear as a star with him hardly being in his music videos, his life not being in the public eye and appearing as a very real person.
  Dyer does say however that a star constructs themselves to look real and relatable for financial gain and to increase sales. But It can also be argued that Ed Sheeran hasn't change as Dyer says a star starts off as a real person with individual charactertics, and then becomes manufactured and consturcted by the record label appearance and music wise. But Ed still refers to his indivual characteristics(hair colour) 'With vo5 wax for my ginger hair' So maybe Ed Sheeran is not a star and is just a pop performer according to Dyer's theory. As Ed Sheeran even states in this song 'See, I’m real, I do it all, it’s all me, I’m not fake' 

However, I do believe that Ed Sheeran has a USP of being real, true, British with depth in his music. His look is also very unique. I believe that this may of been used in order to differentiate him from other artists. In order to gain finance/money.

To conclude with the star theory. I personally feel that Ed Sheeran does not fit into Dyers star theory as Ed sheerans image despite the rise in popularity, success and fame he remains the same and he stays true to his roots and himself. His music still has the same feel and truthfulness to it. This may be due to Ed working in a popular industry but with Indie. A cool, laidback genre not caring to much about showing anything else to their fans other than the music.

(The only thing which has changed is the tattoos, that couldn't have been for fame could it?)

The A Team - Ed Sheeran

The target audience for this music video is between the ages 17 to mid 30s. The reason I believe its this age range is due to the nature of this song/music video. The narrative of the song is about prostitution, homelessness and drugs. Topics that are generally known more about by the older youth and older adults. 

Mise-en-scene

The low-key lighting used in the video create an intense atmosphere for the audience to watch. The atmosphere looks unpleasant, gloomy and dull. Allowing us to put ourselves in the characters postition of how dark her life is. It sets the tone for the whole video which is a sad one. The low-key lighting sets a deep and intense atmosphere in the music video.



The colour codes of black and white which is used again in this music video, shows simplicity to the world and to the girls complex life. It allows the audience to follow the simplicity of Ed Sheerans lyrics while allowing us to understand the complexity of the young woman's life. The use of black and white makes the video more calming and easy on the eyes. Allowing us to focus more on the narrative and woman rather than her surroundings and bright attractions that could've be seen in London. e.g. Bright red buses and telephone boxes. It allows us to see the dingy perspective and not so pleasant side of London. The black and white is used to make the complex story more simple.

The costume and appearance of the young female character portray her as homeless, a prostitute and unkept. This is shown through her clothing and make-up. It can be seen that this character is wearing tights with many holes in them, has greasy unkept hair and not very trendy clothing. This make's her out to be poor, homeless and not neat. The character is shown as a prostitute through her revealing clothing and heels as she looks cheap (hoop earrings and messy make-up). Her costume and appearance displays her as a homeless woman and prostitute.



Iconography really sets a scene and fills in the narrative without the audience even realising. The sleeping bag shows us that the women is homeless in the first opening scene and shows us that she's cold referring to Ed's lyrics 'its too cold outside, for angels to fly' this informs us that she is the angel Ed Sheeran is singing about. The sleeping bag has a big impact and helps connect all the meanings and codes of the song together.
 The iconography of the drugs inform us of the hardship that this young lady is going through and struggling with. This is shown so the audience sympathise with her and understand her mental state and what she is going through. It makes the audience feel upset for the situation that this young lady is in and the way her life has ended up. It also shows the negative sides of life, showing the reality of many people's lives and allowing us, the audience to carry the weight of this young woman by feeling sorry for her. The drugs are also educating people of how your life could end up. Making Ed appear as a very good role model. The drugs shown help us to know what hardship this character is going through. 
   

Cinematography

In this music video the close up shots used are to create empathy for the characther so the audience sympathise with her and feel her pain. The two close ups below focus on the womens eyes, allowing us to feel her pain. Her eyes look watery and sad, the blank expression on her face making her to appear aloof. The pale complexion of her skin and tatterred make-up makes us feel sorry for her as we can see that she is not in a good state emotionally and pyshically. The close up shots allow us to see the pain in her eyes. Allowing the audience to sympathise with the female character.

Midshots are also used in this music video. The first midshot is used to display the character as 'facing the world'. Meaning that it shows that it is her against the world by the way she looks inferior in the shot with her back being faced towards the camera and the background taking up the frame. Allows us to feel as though this women has little power and can't cope with her life/ the world she lives in. It looks as if she's cared to face her world.

The second midshot shows the women standing arm stretched out and her back turned while she is looking up towards the sky. The positioning of her body towards the camera shows a sign of sacrifice. It looks like she is offering her life to the sky (heavens) wanting to be taken away from a world that is too difficult for her to handle. It can also be seen as her wanting to die and be removed from the pain she has to go through everyday. It shows a sign of release and her body language portrays sacrifice.

Artist representation

In this music video Ed Sheeran is hardly represented. When he is featured in this music video he's portrayed as a by passer who buys a magazine from the woman. Ed is portrayed as a good guy by helping a homeless woman. To the audience this allows them to feel that Ed Sheeran is a helpful, sweet guy who cares about the lives of others. He is displayed as someone who cares about members of the public. 

Music video style 

The music video style is very unique and is focused around a charatcher which is not ed sheeran, in order to send a very powerful message to the audience.

The style of the video is very sad and informs the audience of what goes on in the world. The music videos message is sent very clearly to the audience (relate to  colour code of black and white). 

This music video Is a narrative, informative and interesting one. 

Goodwins theory 

In this music video there are aspects of Goodwins theory which are shown to the audience. Firstly there is a link between he lyrics and visuals. Ed Sheeran sings about how 'it's too cold for angels to fly' his reference to angels is also shown visually. By using the character to represent an angel. And the setting also shows 'angel station' and a halo above the characters head. It heightens the meaning of the lyrics and puts more emphasis on the concept  of this women being an angel. This allows the audience to have a wide imagination of what Ed Sheerans lyrics mean. 

There is also a reference of looking, objectification of the female characters body. This is shown when she is in bed with a man. It displays how the woman has low self-esteem and is desperate, due to her selling her body for sex. It also puts more emphasis on the hurt that she's going through, showing the audience that she has little worth. This is because after this panning of the woman's thighs is done, she still looks confidently into the camera with sadness in her eyes. Displaying to the audience that she has little respect for herself and is being treated as an object - merely for sexual pleasure. As her body was shown to the audience before we really knew her character/persona. 

Lastly, by using Goodwins theory we can identify voyeurstiric treatment of the female body. As the woman's body was shown on the camera (panning movement) as if someone were scrolling their eyes up her body in a sexual manner. 

Dyers theory 

Dyers star theory is not very applicable for Ed Sheerans music video. As generally in his music videos, or the two music videos I analysed he is not the center of attention. Making it hard for him to be seen as a star that is a product. As Ed Sheeran has been very true and honest in his music videos. So it is hard for me to believe that he has been constructed by his institution for financial gain.

 However, I do believe that certain characteristics that Ed Sheeran displays in his music videos are much more appealing to an audience and therefore sell. For example, kindness, relatability and truth. All positive characteristics that Ed give off in his music videos. This was identified here by Ed being the one who gave the female character money.  

Overall, I believe that Ed Sheeran does not have an artificial image - this may be due to the genre which he is in. Big I feel he stays true t himself but displays cultural beliefs which help build and strengthen his fan base. His personality and character are also very appealing to the audience and can be considered to all be done for financial gain. But I fail to believe that this artist image is an artificial one. 

In conclusion, this research into Ed Sheerans profile and two music videos has allowed me to understand Ed's vision as an artist. Which is to inspire and entertain. This inspiration is done through deep song lyrics as well as very deep visuals - music video. This has allowed me to make sure that when I plan my video I aim to make it inspirational, informative and have a lot of depth, codes and connotations in the video with reference to the lyrics. Which will bring the song alive. 

  It has helped me to understand what Ed Sheeran commonly includes in his music videos which is, a black and white colour theme, other characters to represent the narrative other than just Ed doing a performance . And to understand the entertainment he offers to audience. This will be a great help in producing the best music video possible to Ed Sheerans song 'runaway'.