Group Task - similar product analysis - Ed sheeran

"Lego House" -  Ed Sheeran

"Lyrics"

I'm gonna pick up the pieces,
And build a Lego house
If things go wrong we can knock it down

My three words have two meanings,
There's one thing on my mind
It's all for you

And it's dark in a cold December, but I've got you to keep me warm
And if you're broken I'll mend you and keep you sheltered from the storm that's raging on now

I'm out of touch, I'm out of love
I'll pick you up when you're getting down
And out of all these things I've done I think I love you better now

I'm out of sight, I'm out of mind
I'll do it all for you in time
And out of all these things I've done I think I love you better now

I'm gonna paint you by numbers
And colour you in
If things go right we can frame it, and put you on a wall

And it's so hard to say it but I've been here before
And I'll surrender up my heart
And swap it for yours

I'm out of touch, I'm out of love
I'll pick you up when you're getting down
And out of all these things I've done I think I love you better now

I'm out of sight, I'm out of mind
I'll do it all for you in time
And out of all these things I've done I think I love you better now

Don't hold me down
I think my braces are breaking and it's more than I can take

And it's dark in a cold December, but I've got you to keep me warm
And if you're broken I'll mend you and keep you sheltered from the storm that's raging on now

I'm out of touch, I'm out of love
I'll pick you up when you're getting down
And out of all these things I've done I think I love you better now

I'm out of sight, I'm out of mind
I'll do it all for you in time
And out of all these things I've done I think I love you better now

I'm out of touch, I'm out of love
I'll pick you up when you're getting down
And out of all these things I've done I will love you better now

From the beginning of the music video, Tzvetan Todorov's narrative theory can be applied  the video is a way of telling a story about ourselves, not our own personal stories but the story of us as a culture. we aspire to be something were not, we idolize celebrities and wish to be like them as well as living they're life style, the story begins with equilibrium.

 Equilibrium

A male is obsessed with his favorite celebrity, and starts to imitate and pretend to live his lifestyle.

  Disequilibrium

The obsessed male sneaks behind stage at one of Ed Sheerans concerts, whilst skulking around he walks onto the main stage where fans are cheering because they believe the male to be Ed Sheeran, security abruptly escorted the male off the premise where he has a realization that he is not Ed and sees how his life really is.

 New Equilibrium

 Whist being kicked out of the concert the male comes across Ed Sheeran in person and is amazed, after this brief moment of meeting his idol the elevator doors close, this re-triggers this idolizing state of which he was in before. The male then quickly reverts back to his old ways of trying to be Ed Sheeran.

Cinematography – in this video a number of basic shot types are used predominantly consisting of Mid and Long shots allowing the audience to denote his isolation throughout the video. 

The video itself fits the target audiences preferences perfectly, from the style of music down to the mise on scene, the Clothes that both the artist and the other models are wearing fit perfectly with the specific genre of indie acoustic (casual comfort) the demographic category this video is target at Class E as well as Class D, the relation ship between the lyrics and the visuals are perfectly matched there is one scene where the artist is singing about building a Lego house this is very illustrative, where as in the video the model is constructing something out of Lego bricks. As far as inter textual references there aren't any they jump out. There are many shots of ed sheeran even if there are not shot of him in a physical form there are posters and picture through out the video, this tells us that there was a high demand from the record label wanting close ups which help develop a motif which recurs across Ed Sheerans work. 

the mise-en-scene throughout the video indicates a hectic life style this can be seen because of all the clutter in the stalkers apartment