Research: Genre texts that break the rules.

For this section i have decided to use the video by Ed Sheeran 'You Need Me'. I chose this song because i think it doesnt follow the conventions of a music video, but is still really interesting.

This music video is a brilliant video but does challenge the conventions. Firstly we only see small bits of Ed Sheeran which we are not use to, as we usually do see the artist quite a lot to promote themselves. There doesnt seem to be a relationship between the lyrics and the visuals, as the visuals are focused on a man signing the lyrics, which is never mentioned in the song, however we do see certain objects that are linked to the lyrics, which does follow the conventions slightly.

Also the fact that this music video is based in a studio, as we see no locations, just plain backgrounds. This music video is quite unusual in the fact that it has its own music video style, because it is fast paced but then juxtaposes with ballet dancers that are usually seen in slow paced song videos. This also doesnt follow the conventions of a music video genre.

 In addition to this there are not many close ups of the artist but of the male signing, which is something we are not use to. There is no sign of voyeurism whatsoever, as the video is based around the male signing. The colours are all black and white, which we usually see some colour come through to make the video interesting and eye catching.

Joanna.