Sing! – Ed Sing! – Ed

Sheeran Music

Sheeran Music

VideoVideo

Mis

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Mis

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Ed Sheeran’s ‘Sing’ takes place in 2 settings, one

Ed Sheeran’s ‘Sing’ takes place in 2 settings, one

on the streets of Tokyo in bars etc. which shows

on the streets of Tokyo in bars etc. which shows

clearly the concept of the song. We understand

clearly the concept of the song. We understand

through this party type atmosphere that the song

through this party type atmosphere that the song

is primarily about partying and having a good

is primarily about partying and having a good

time. This is emphases with the lyrics backing up

time. This is emphases with the lyrics backing up

the idea that enjoying yourself is key, with it’s

the idea that enjoying yourself is key, with it’s

upbeat rhythm and catchy lyrics the location of

upbeat rhythm and catchy lyrics the location of

party atmospheric bars is a good way to portray

party atmospheric bars is a good way to portray

what the singer intends. Another section of the

what the singer intends. Another section of the

music video is the performance section in which

music video is the performance section in which

Ed Sheeran and Pharrell Williams perform in a

Ed Sheeran and Pharrell Williams perform in a

room with blue and white swirls around them.

room with blue and white swirls around them.

This creates the fun atmosphere that Ed Sheeran

This creates the fun atmosphere that Ed Sheeran

wishes to show through his song. Two bright

wishes to show through his song. Two bright

colours in a non-linear composition certainly

colours in a non-linear composition certainly

suggests an informality to the song due to it’s

suggests an informality to the song due to it’s

fun, almost intoxicated background making the

fun, almost intoxicated background making the

video more entertaining.

video more entertaining.

Genre

Genre

The genre of modern pop does create this sense

The genre of modern pop does create this sense

of informality and fun to the vast majority of

of informality and fun to the vast majority of

Artist’s work which links nicely with this

Artist’s work which links nicely with this

particular music video. The pop genre does tend

particular music video. The pop genre does tend

to use performance as a theoretical technique

to use performance as a theoretical technique

with Star Image presenting a certain look that

with Star Image presenting a certain look that

artists are associated with. Ed Sheeran holds a

artists are associated with. Ed Sheeran holds a

very entertaining, fun loving image with his fans

very entertaining, fun loving image with his fans

which is emphasised by the humorous, image of

which is emphasised by the humorous, image of

himself that is created by the puppet. The song

himself that is created by the puppet. The song

being released as the first single of a new album

being released as the first single of a new album

just before summer 2014 showed the intention

just before summer 2014 showed the intention

of creating an excitement around the song and

of creating an excitement around the song and

having a ‘summer anthem’. This made the song

having a ‘summer anthem’. This made the song

fit into the part of the pop genre based around

fit into the part of the pop genre based around

partying and fin which is represented clearly in

partying and fin which is represented clearly in

the music video as the puppet does all of this

the music video as the puppet does all of this

throughout the video.

throughout the video.

Theory

Theory

Performance is one of the obvious links to the

Performance is one of the obvious links to the

research of music video theory I have conducted

research of music video theory I have conducted

with Ed Sheeran and Pharell Williams featuring in

with Ed Sheeran and Pharell Williams featuring in

the music video. The video is not focused mainly

the music video. The video is not focused mainly

around their performance but does refer back to

around their performance but does refer back to

it from time to time with the puppet (main focus)

it from time to time with the puppet (main focus)

joining them later on. This performance links

joining them later on. This performance links

with the song being the first released for his new

with the song being the first released for his new

album, since it wouldn’t be well known at the

album, since it wouldn’t be well known at the

time of release the audience would need to be

time of release the audience would need to be

shown the creator hence the use of a

shown the creator hence the use of a

performance as it gets the image of the artist

performance as it gets the image of the artist

out, making people aware that they are releasing

out, making people aware that they are releasing

work again. The idea that attractive women are

work again. The idea that attractive women are

used to appeal to male viewers does come in

used to appeal to male viewers does come in

with the puppet encountering some women on a

with the puppet encountering some women on a

night out, however this is distantly linked to the

night out, however this is distantly linked to the

theory as they are not the main focus and are

theory as they are not the main focus and are

dressed more respectably than some examples of

dressed more respectably than some examples of

this theory.this theory.

Alb

um

art

Alb

um

art

The album art for the single

The album art for the single

follows the green and black colour

follows the green and black colour

scheme that his main album ‘X’

scheme that his main album ‘X’

(Multiply) follows. This colour

(Multiply) follows. This colour

scheme is for no reason other than

scheme is for no reason other than

to keep a theme throughout his

to keep a theme throughout his

single albums to link to his album.

single albums to link to his album.

However the X symbol follows his

However the X symbol follows his

‘+’ album which creates a pattern

‘+’ album which creates a pattern

to his albums. The second album

to his albums. The second album

is more basic and allows for image

is more basic and allows for image

association for the audience, as

association for the audience, as

soon as they see the symbol or

soon as they see the symbol or

basic colour scheme you make the

basic colour scheme you make the

link with the artist if it is well

link with the artist if it is well

known enough. This to me is a

known enough. This to me is a

clever sales technique.

clever sales technique.