Research: Analysis of a music video

The best example i can think of to describe the music video form is 'You need me, I don't need you' by Ed sheeran.

I think this is a really great example of how music videos are changing: more and more often, they are going against the conventions of the classic music video. For example, rather than just having the artist singing into the camera in different locations, this video shows a young urban guy narrating the song through sign language; similar to an illustration narrative where the video tells the story of the lyrics, it is made even more exiting by using quick cuts to keep the audience on their toes and trying to catch up with the video, which of course, makes us want to watch it again and again.

Ed sheeran is notorious for not starring in his own music videos, like he is narrating someone else's story rather than his own, this also goes against the normal purpose of a music video; to promote the artist. However despite not trying to promote himself in his videos, the music sort of does that for him; he is still very well known for his clever lyrics and infectious beats, you could say he is going old school and trying to sell his music rather than himself, which is what i think makes this video so good. The fact that he only makes a small special appearance in the video encourages us to love the music, rather than be forced to like it because of the artist.