Explore the importance of narratives in Ed Sheerans Music Videos.

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Explore the importance of narratives in Ed Sheeran’s Music Videos.

The Objective of all narratives within a music video is to sell the artist and the music they produce. Over time, music videos have changed dramatically, rather than simply showing the artist singing, modern day videos have developed in depth narratives and storylines that grab the target audience attention. Music videos tie in with Richard Dyer’s theory that stars are commodity, the narrative is in place to entertain the target audience making them more likely to buy the music and products of the artist.

From examining Ed Sheeran’s music videos we can learn a lot about him as an artist and a person. The main point of comment is that Ed is often not seen in the video or plays a cameo role within it. From this we can infer that the artist ideology is not centred on star image and the main focus is on the music produced. Furthermore, in many of his videos he expresses things about himself either through lyrics or narrative.

Released in July 2011, ‘You need me, I don’t need you’ shows many of the codes and conventions seen in the typical Ed Sheeran video. However the content of the video is not typical at all, in fact it is a unique music video first that has not been in any other. The video is an illustrative representation of the lyrics as 17 year old British actor Matthew Morgan signs the lyrics to the song. This may sound like something plain which will easily lose your attention, but it is quite the contrary. The signing from the young actor is more characteristic of a dance and his stern direct mode of address makes it hard to avert your eyes from the screen.

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In the first few seconds of the video we can recognise that the shot is of Ed playing his guitar, but his face is not in the mise-en-scene. From then on Ed is not featured other than extremely quick snapshots of him that are fairly hard to recognise but do appear regularly during the course of the video. Ed’s lack of appearance ties in with the message delivered within the lyrics, which is that Ed does not agree with the control that record labels have over an artist. The typical music video would focus on the artist and by doing ...

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