Music video analysis

https://genius.com/Ed-sheeran-photograph-lyrics

Ed Sheeran's music video for his song, "Photograph," features a montage of his childhood videos conveying the idea of reminiscence. Therefore, this is narrative based as it portrays how Ed Sheeran has evolved over time. As a result, this can create a sense of nostalgia for the older generation as the video clips reinforce the idea of childhood memories. Photograph also evokes the idea of long distant relationships which is a convention of pop music videos. Despite following the conventional features, the music video conveys the idea of relationships in an amplifying rather than an illustrative manner. Using Roland Barthes theory of semiotics, the colour white is prominent within the video connoting; purity, innocence and goodness which could also equate to the persona of Ed Sheeran. On the other hand, using Stuart Hall's reception theory, the music video is open to different audience interpretations as reflectionists could assume that the video is showcasing a variety of video relating to Ed Sheeran, whereas, intentionalists could decode the idea that Ed Sheeran is trying to add a personal touch to his music video in relation to his memories. Throughout the music video, there are clips of Ed Sheeran playing his guitar and performing on stage in an upbeat manner which correlates with one of the requirements on the brief which is to aim at a fun loving 16-25 year old audience demographic. Ed Sheeran is signed to a variety of institutions, Warner Music Group being a prime example. Warner Music Group is home to a variety of flagship labels such as Atlantic Records which is a highly credited label as it is home to some successful artists such as Ed Sheeran. On the other hand, the choice of apparel within the music video is very casual which creates the impression that d Sheeran is not spontaneous but rather laid-back. Finally, the camera shots have been used stylistically as the medium close up shots and close up shots emphasise Ed Sheeran's emotions through his facial expressions and gestures which is often content. In addition to this, the use of close up shots is a common convention of pop music videos as it can convey the persona of the character and allow the audience to emotionally connect to what the character is feeling.