Musc video analysis: John Newman - Love Me Again

I am going to be analysing John Newman's song 'Love Me Again'. 

Representation: John Newman is shown wearing a suit jacket, trouser and shirt which helps show that he is the main star of the video and the singer of the song that the music video is. His air is slick and this shows the audience that the song is going to be the soul/pop genre and that is

was he represents. The lighting in the music video is natural lighting and sometimes it is faded which shows the old fashioned style that the artist is trying to portray.

Audience: The audience for this music video would be aimed at young and middle ages people as it is taking the old soul style back to current date music which would appeal to both these age groups of audiences. People that dress in the same way and may have an old fashioned and slick sense of style might be the target audience of the music video and the song as it is how they dress and the type of song that they enjoy listening to.

Conventions: The song lyrics are a story about someone which is shown as a story within the music video as it shows a girl and a boy. This shows that the singer is singing about a story that doesn't apply to himself. The singer is shown preforming the whole way through the music video and is lip-syncing to himself singing and he is dancing throughout the song which helps portray the genre of the song to the audience more, being soul/pop. The dancing that the people in the music video do also help to show this genre of what the song is to the viewers and also helps to create an atmosphere and feeling to the audience that the artist would wants them to feel when listening to the song and watching the music video.

Movement: The movement of the camera increases in pace at the chorus of the song as it is more upbeat than the rest of the song and it goes well with the dancing that is in the music video and helps to show the excitement that the people in the video are feeling and make the audience feel that way, being the aim of the song and the music video.

Goodwin's theory: The music and the visual's of the music video relate to the song and it creates a tone and atmosphere to the audience. This is done through the dance routines that the people on the dance floor of the video are doing and the artist on the stage preforming. The artist is shown throughout the music video as this helps to show recognisability to the audience so that they know what to buy and what to look and ask for if they like the song and the music video so they know the singer. This also helps to create an image for the artist as he wasn't a largely popular artist as the time the music video was released, so this helped boost his popularity and his awareness in the music industry and to his target audience.

The camera angles in this music video are varied throughout. There are a few close-ups of John Newman's face so that the audience can see the artist of the song and recognise him. This also helps to grow the artist popularity as the audience may have never heard or seen him before and it helps them to know who sings the song and this shows them this. The camera seems to follow him as he dances and always looks up to him in the background even when it is filming the other people dancing in the music video to show that he is the main focus and the main person of this song. This makes him look important. This also helps the audience feel like part of the dancers of the dance floor dancing to John Newman and watching him. This makes the audience feel more involved and part of the music video and grow an attachment and liking to the song. There are parts wen the music video is edited in slow motion to add tension and suspense of the start of the video and just before the chorus kicks in to grow excitement for the audience. The camera is fast pace shots and is always moving to go with the dancing and the happy theme of the song that is puts across to the viewers. There is a lot of zooming in and out of the characters, especially John Newman as he is dancing and singing.