Music video genre

Khalid- Location

This genre of music, indie pop, is displayed in this music video through the use of creative locations and props. This really defines the genre of music and makes it stand out. Indie pop is now becoming more and more popular through the use of social media as this particular artist was discovered by many on snapchat after one of his songs was used as music for one of the face filters that snapchat offers. This video follows the narrative of Todorov's three stage theory, i like how it was't a major issue that had to be resolved but the music video was more relatable and realistic rather than a dramatic fantasy.

M-E-S
When watching the video i noticed that Khalid is wearing very plain, simple clothing which means that he does not display a flashy lifestyle and that is the image that he wants to maintain. The women who appear in the video are often wearing skimpy, revealing clothing but he contrasts the stereotype as he does not pay attention to them and is only after one female.

Editing
The whole video has a kind of sepia effect which gives the impression that it is retro and alternative which fits with the genre. The video includes a lot of cutaways, these have been between Khalid and the female he is thinking of. This immediately allows the audience to make a connection between the two people and what the relationship is between them. Layering was also used to make smooth transitions between shots and also fitted with the pace of the music. Layering text over the video also meant that the audience was aware each time the two communicated as the audience was told that they had received a message. Fast forwarding effect reflects the genre pop element of the genre as it is usually upbeat and the artists have a fast pace lifestyle.

Cinematography
This has played a large part in the creativeness of this video. Long and establishing shots have been used to emphasise where shots are taking place and to piece together what representation the director/artist is coding for the audience to decode. High and low angles capture the actors true expressions and feelings in a way that may not be usually seen in videos and it draws the audience in as they begin to wonder what they're thinking, this fits perfectly into indie side of the genre as it is an alternative approach.

Ed Sheehan- Photograph

Photograph, by Ed Sheeran makes use of the songs genre to emphasise certain props in the video. The music video consists of various different clips and photos of the artist, Ed growing up from being a young child into the famous musician he is now. This is a simple concept, however it is very effective and creative. This does not particularly follow a theory however it is more of a concept video.   

M-E-S

As mentioned earlier, the use of certain props have highlighted the genre, for example, there are clips of Ed  playing the guitar, drums and piano. These are all instruments that can be heard in the song. He is also seen to have an interest in music from a young age and it is something that he grows up with, Ed is shown to be just like the rest of us and an ordinary boy. This makes the audience seem like they are similar to the artist and this is a unique way of doing so.

Editing 

It is difficult to pick out editing techniques that have been used as pre-recorded clips have been used who would have been filmed for home use, not for public viewing. This being said, certain clips have been placed together to show the growth of Ed. Shots show Ed using a prop in one scene and using the same one in the next. An example of this can be seen where Ed as a toddler passes a pen to someone and in the next shot a pen is passed to him from the same direction however in this shot he is much older.

Cinematography

Zooming and reverse zooming has been used to transition between Ed's life and his age. Close ups and high angles let the audience in on what the artist is thinking and gives an insight into their emotion. Overall, the idea of this music video was very creative and perfectly fitted with the indie pop genre.

Foster The People- Pumped up kicks



Pumped up kicks by Foster The People, has a music video which is very lively and keeps audiences intrigued as there is always a lot going on. From this video it would be interesting to take some of their cinematography approaches like focus pulls for our own music video.


Editing
Immediately from the first shot, someone can be seen jumping off a cliff into some water. The effect that was put onto the picture, made it look as if it was old fashioned or alternatively taken on an old camera but in present day. This is a new trend within the indie genre as it gives it a retro vibe. As well as this, simple editing has been used such as sped up footage and jump cuts between action to make the video appear fast paced.


Cinematography
The use of several focus pulls and out of focus shots make the filming look quite amateur however this was done on purpose to appear as if the band shot the video themselves. Similarly, handheld recording and over the shoulder shots add to this. This may not have worked for other genres of music though this works for this genre as it is a different way of doing things which is what an indie pop song usually is.


M-E-S
Props such as surfboards and musical instruments have been used in order to make them appear trendy and cool. Throughout the video a variation of different lighting has been used and this keeps the audience interested and it breaks up the different shots to make them unique.