LIIAR - Ed Sheeran - Thinking Out Loud

Language - the language of this music video shows use of a choreographed dance routine which is a convention of many pop songs, however this dance clearly matches the beat of the song itself.

Cinematography -
This particular video shows use of long shots such as the screenshot (left), this gives a brief knowledge to the audience as to the content of the video itself, as mentioned previously a choreographed dance routine. This also establishes the setting of the video and the red curtain creates verisimilitude to an audience who have attended theatres and even possibly cinemas. Low angles are used to show the dominance of the two characters in the video. This gives the audience the idea that they are to be looked up to. Pans are used to show the setting of the video again, and to show the dancers from different angles to avoid the audience becoming bored. Also zooms are used again to eliminate the chances of the audience getting bored and also to show different aspects of the setting, location and the dance moves themselves.
Mise-en-scene - 
The main aspect of mise-en-scene to be seen is the lighting, this complies with conventions and also creates connotations to ensure the understanding of the audience. Such as the shot above to the left, the red has connotations of love and passion and the silhouette has connotations of mystery and beauty. The lighting shown on the shot above and right is shown as two spotlights on the two dancers. This could symbolise their importance and also their connection to each other, re-enforcing the passion. 

The costumes of the dancers are very sophisticated. Ed Sheeran has on a suit, with a waistcoat which again connotes his class and importance and the female dancer has on a long flowing dress that creates nice movements during her dancing. 
Sound - 
The song consists of the sound of the beat of the music and the artist's voice singing the lyrics of the song. The music is relatively slow paced and stays very similar the whole way through. There is no use of asynchronous sound, nor diegetic, which does not help to create a narrative.
Editing -
There are many cuts within the music video such as the cut from the medium close-up below to the long shot on the right. This creates interest for the audience and also helps to maintain  the continuity of the video. These cuts also intrigue an audience as they are creating new images from different angles and therefore allowing them to stay interested. 
How this links to my planning:
This song is of similar pace to the one I have chosen so the language could be similar, also the songs are both about love and relationships. The editing that I will use will be similar to the editing used in this video because of the beat and the lyrics being similarly meaningful.
Institution - 
"Thinking Out Loud" is a song by English singer-songwriter Ed Sheeran. It features production from frequent collaborator Jake Gosling. He made a guest appearance on Taylor Swift's fourth studio album, Red, and wrote songs for One Direction.

Ed Sheeran has been associated with the following record labels: Asylum, Atlantic and Elektra. And also the following artists: Taylor Swift, Christina Grimmie, Christina Aguilera, One Direction, Demi Lovato and Hilary Duff. His genres consist of pop, R&B, folk and acoustic. He is also well-known for his down to earth personality and his love for music. This re-enforces his association with indie labels rather than the big three institutions. 

Ed Sheeran Awards and Nominations.
Best International Artist				Nominated	2012/13
British Breakthrough Act				Won	2012
British Solo Male Artist				Won	2012
Best British Single				Nominated	2012
British Album of the year				Nominated	2012
Breakthrough Artist of year				Won	2011
Song of the year				Nominated	2013
Best New Artist				Nominated	2014
Album of year ('red')				Nominated	2014
Best Original song				Nominated	2013
Best song musically and lyrically				Won	2012
Best Male - International				Nominated	2013
Best Male - International				Nominated	2014
Best Newcomer				Nominated	2011
Best Male Act				Nominated	2012
Best Album				Nominated	2012
Best Song				Nominated	2012
Best UK and Ireland Act				Nominated	2012
Best Male				Pending	2014
Best UK and Ireland Act				Pending	2014
Best Male Video				Nominated	2013
Best Male				Won	2014
International Video Of The Year				Nominated	2013
Favourite UK Male Artist				Nominated	2012
Favourite UK Male Artist				Won	2013
Breakthrough Artist				Won	2011
Best Male Artist				Nominated	2011
Best Video				Nominated	2011
Q Best Solo Artist				Won	2014
Favourite Male Artist				Nominated	2014
Favourite Pop Artist				Nominated	2014
Favourite Album				Nominated	2014
Best Urban Video - UK				Nominated	2011
Best Editing in a Video				Nominated	2011
Best Musical Collaberation				Won	2014
Breakout Artist				Won	2013
Choice Male Artist				Won	2014
Choice single Male Artist				Won	2014
Best Solo Star				Pending	2014
World's Best Selling Male Artist				Nominated	2012
World's Best Entertainer of the year				Nominated	2012
World's Best Song				Nominated	2014
World's Best Album				Nominated	2014
World's Best Video				Nominated	2014
World's Best Male Artist				Nominated	2014
World's Best Live Act				Nominated	2014
World's Best Entertainer of the year				Nominated	2014
Hottest Music Artist				Won	2014

Ideology - 
The ideology of this music video is a love story, which is re-enforced by Kate Domaille's eight types of narrative. Romeo and Juliet, which is shown in the cinematography used such as low angles to show the importance of this Romeo and Juliet story and to allow it to create verisimilitude for an audience. Furthermore keeping them interested. 

This shot creates verisimilitude because this is a popular couple dance and this would be internationally known, rather than something that is limited to one market segment. It also gives people a happy feeling because of the happiness of the characters in the video. This is a popular ideology for the reason that it is internationally understood, also because the target audience for new music is usually 15-24 year olds and love is a popular worry within this audience, and to see it promoted in this way would make the video more popular because people will understand it more and also enjoy it.
Audience - 
Audiences for music videos such as this would be in the age bracket of 15-24 because this is the main audience for watching music videos. This video is also about love which becomes a large part of people's lives who fall within this bracket. Ed Sheeran fans have their own website at http://edsheeran.us which also re-enforces this age bracket. 

Teenagers and young adults are the most likely to use social media to interact with celebrities and to join fan sites. Showing that this fan site for Ed Sheeran will more than likely be dominated by these age groups.



Technology is constantly advancing and so this figure may grow in years to come. Therefore widening the target audience for music videos. 






Representation - 

Ed Sheeran is an independent singer/songwriter and his music is listened to by a wide audience generally within the ages of 15-24. This video shows Ed as a Romeo character, who literally lifts his love interest off her feet. This appeals to many younger women because he is an admired singer and he is liked by many. This video could also be relatable to many people who watch the video.