Music Video 'versus' The Analysis;

Andrew Goodwin is a media theorist, and in his book on the rise of MTV, "Dancing in the Distraction Factory", he identifies a number of key features which distinguish the music video as a form. He says:

There should be a relationship between the lyrics and the visuals, which will either illustrate, amplify or contradict the lyrics.
There should be a relationship between the music and the visuals to either illustrate, amplify or contradict the music.
Particular music genres may have their own music video style and iconography.
There will be a demand on the part of the record company for a lot of close-ups of the main artist or vocalist.
There is likely to be reference to voyeurism, particularly in the treatment of females, but also in terms of systems of looking, screens within screens, binoculars and cameras.
There are also likely to be intertextual references, either to other music videos, film, TV and other forms of low culture.

ED SHEERAN - LEGO HOUSE

Ed Sheerans 'Lego House' used a multi stranded narrative, using seperate shots which weave together to follow a narrative. Multi stranded narratives are used when the editor doesn't want to reveal something to the audience until the end. It means shots we are shown, especially in the case of 'Lego House' aren't what we think they are. The video also uses a non-linear structure as the story isn't told in sequence. The artist typically is associated to the Indie Genre, therefore the video is layered with conventions of that genre.
Summary: The video's narrative, starring very popular Harry Potter star Rupert Grint, reveals Grint as an obsessive fan, although within the first verse and chorus it is suggested to audiences that Rupert Grint is playing the role of Ed Sheeran, a singer songwriter touring. The protagonist then develops through a mental breakdown, ending with Sheeran and Grint meeting as Grint is forcibly removed from a music venue and Sheeran comes out of an elevator

The video opens with iconic Harry Potter star Rupert Grint walking towards a concert stage. This challeneges conventions of the indie genre, as typically rock videos tend to use a "live performance" to show themsleves as performers, this could be used in a similar context, to show Ed Sheeran as a born performer, with a love for his music and his fans rather than an image, as the artist plays and performs his own music, making the video both Performance and Narrative-based.

Ed Sheeran was also an upcoming star when the song was released, the use of not plastering his face throughout the whole video in order to make audiences recognise the artist is done deliberately so that the star doesn't become branded, this is also done through the use of simple clothing, Pop Artists are branded by their quirky personalities and costumes, the simplicity of Ed Sheerans music video steps aways from this. This also challenges Goodwins theory of a need for close-ups of upcoming artists to be demanded throughout the video. It also means the star is made more memorable, If Rupert Grint is obsessing over him then so should we?

Rupert Grint takes over in a cameo role, as he looks similar to the artist Ed Sheeran, the audiences are mis lead by the narrative to believe that Rupert Grint is Ed Sheeran and there is just a clever play on character going on. This is shown through Grint writing songs, entering the stage and sitting on a tour bus. It is then revealed that Grint is an obsessive fan, and the narrative centres around Grints desperate want to be Ed Sheeran, if a rich actor wants to be Ed Sheeran, then surely so should we, the audience?

In terms of camera shots and colouring the video sticks to its own music style, with the use of auburn colours and large outdoor settings, to suggest something very natural about the music, that it is uneditted and "real" like the outdoors. The video also uses a mixture of long shots and close-ups, long shots show Grint as being isolated, suggested by his problems or emotions, as typically the indie genre focusses on peoples problems and issues that can easily be related to by a normal audience. Close-ups are also used to show emotions and how characters are feeling based on their current situation within the narrative.

The use of camera work is also quite shaky, this adds to the effect of something "real" as if it is unstructured and "rocky" like real life. However, unlike in other indie videos, there is an element of voyeurism, as some shots appear to be filmed as if Grint is being followed by a camera crew, for example when he is stood outside the tour bus and when he walks down the corridors. The artists also tends to move from shallow to deep focus, blurring the background and then being brought back into focus to blurr Grint's character, this is a method typically used in the indie genre as it can represent their confusing problems and dilemmas they face. It also fits nicely with camerwork being something unstructured and random, so that the video feels more real, making it more identifiable with.

Throughout the video there is also links between both lyrics and visuals and music and visuals. For example, the use of Lego is present within the video relating to the title of "Lego House", as the music builds within the song Grints character drops a "lego helicopter" on the floor breaking it, the shot is quick and abrupt, unlike typical shots which are long in order to tell narrative. This short shot contrasts with the longer shots and highlights the change in tempo in the music. After the build up in music, the shots become more tense, showing the character as eagerly walking down the corridor and close-ups of strong expressions fuelled by emotion.The visuals are used both to illustarte and amplify the change in the music.

 There is a second link between music and visuals when Grint's character throws his arms out on stage and the music goes quiet again, as if stopping, then as the security guards tackle his character there is a huge burst and the music builds up again. As the music builds up toward the end, shots become quicker to reveal the end of the narrative, Grint as an obsessive stalker, quick shots show him destroying objects and being escorted off the tourbus. The climb in music and quick shots represent Grint's frustrated emotions.

There are also links between visuals and lyrics, such as the overal theme of "Lego" and we see Grint's character bulding lego constructions, one section of the song also says "I'm gonna paint you by numbers . . . frame it and put you on a wall", the visuals match these lyrics as Grint is seen placing a framed picture on the wall, this is used to emphasise the lyrics and is also used as a contradiction, as the lyrics are ideally focussing on a love interest,
whereas Grints intresets lie within his obsession.