Music Video Research- conventions and target audience

Ed Sheeran- The A Team

Typical Conventions

• Black and white, giving the impression that she is at a bad time in her life which is backed-up by her homeless state.
• She is very central in many of the shots making her centre of attention.
• Lots of close ups to show her vulnerability and state of mind.
• Watch her state deteriorate as we see how she is resorting to prostition, shots of her putting her make up on and leaning seductively in car then shots with a client.

Targeted Audience

• Teenagers and young adults.
• Young character and shows the urban culture.
• Majority of audience probably go out at the weekends, perhaps this video is to show the dangers of drugs and hostility.

Drake ft. Rihanna- Take Care

Typical Conventions

• Lots of slow camera movements.
• Shots on snowy mountains and a misty sky.
• Many shots of Drake, close ups and wide shots.
• Some scenes in black and white, others with an orange tint to the light.
• Lots of close ups of Rihanna to show who he is rapping about.
• Shots of a bull which connotates to power, fighting and dominance.
• Shots of a forrest fire which indicates danger and passion.

Targeted Audience:

• 16-25
• Quite mature themes

Chase and Status ft. Plan B- Pieces

Typical Conventions

• Shots of the artist in the singing booth to introduce the artist/character]
• Story progressing to make the video seem real.
• Dark lighting to give the sense of a sinister atmosphere.
• Shot of the reactions from the men when they are watching the tape.
• Subtitles
• The tape that is playing is edited to make it look very eerie and obviously like the people in it shoudn't be doing what they are doing.
• Beginning, middle and end.

Targeted Audience:

• 16-early to mid twenties
• Mature themes