What is a music video?

The purpose of a music video refers to what it aims to achieve. This varies depending on the genre of the music, for example R&B style songs are known for buying into the artist lifestyle by showing the expensive possessions of the artist. This typically results in the viewers purchasing identical or similar items due to the power of the artist. There are many prominent purposes of of Ed Sheeran's video to 'The A-team'. The reason for the video goes beyond the generic need to promote the song's release. It revolves around the concept of homelessness and the negative issues surrounding it. It therefore creates awareness by creating empathy that is felt by the audience. The audience is subtly informed of the issue as well as captured by an intense reflection of the lyrics featured in the song. The target audience itself is very broad; mostly young viewers due to Ed Sheeran's songs being aimed at this type of audience. No gender bias is present as the song is suited to both males and females that are into the indie genre. The video showing Ed Sheeran interacting with the homeless girl by purchasing 'The Big issue' she is selling achieves a positive representation of the artist and so is highly beneficial.

A video can be either performance,narrative or concept based. A performance video features the artist performing i.e. singing the lyrics of the song whilst a narrative video revolves around a story the video aims to tell. A concept video is used when the artist aims to focus on a certain topic. The style of the 'A team' video is both narrative and concept. There is no performance of the song being sung; the artist is only shown once and is presented as someone 'normal'. This is illustrated by him sitting next to the girl; the same level in terms of positioning suggesting he doesn't view himself to be 'too good' or potentially as having a higher status to have direct contact. This is reinforced by his casual clothing which invokes an idea of simplicity. The concept that the video revolves around is homelessness which is clearly visible by the girl sleeping rough and selling her body to purchase drugs in the 'Class A' category.

The codes and conventions are the ideas that the audience would associate with a specific genre. These expectations can be either conformed to or challenged. Simplicity is a dominant convention of the indie genre that presents the artist as 'down to earth'. This allows the audience to relate to the artist and so build a relationship. Ed Sheeran promoting his positive image is therefore likely to result in loyal fans that view him as considerate. The indie genre is very reliant on lyrics as although they tend to be simple, they aim to capture emotion. As the video is highly reflective of the words used in the song, it also achieves intense emotion such as empathy and sorrow. The element of simplicity is reinforced through black and white editing; a colourless footage suggesting lack of happiness felt by the young girl in the video. The indie genre is also associated with the guitar which is in fact the main instrument used throughout the song. The song as well as the video is therefore conventional to the genre.

The purpose, style and conventions in a music video are constructed in a way that appeals to the audience. In terms of Ed Sheeran's 'A team' video, all of the elements are significant in terms of its success. The video touching upon such dark experiences of the young girl develops the viewer's understanding of the song. It also provokes emotion and so appeals to the audience who seek meaning in both the song and the video. The video is memorable which is also an important purpose of music videos in general. It allows the viewer to see the lyrics as well as hear them; heightening the impact of the song.

An in-depth understanding of a music video is vital in regards to the production of one due to a need to target a certain audience. Targeting a market means that all aspects of a music videos must be considered. The genre must be presented through the use of codes and conventions; however not all stereotypical genre characteristics have to be followed. A music video must also have a clear purpose such a narrative that reflects the lyrics or simply a performance that is able to build a connection between the artist and the audience. The analysis of a Ed Sheeran's music video is therefore beneficial due to providing a clear understanding of what is expected.