‘SING’ by Ed SheeranHOW DOES THIS MUSIC VIDEO APPEAL TO ITS TARGET AUDIENCE?

Target Audience

The music video ‘SING’ by Ed Sheeran is most likely aimed at the younger generation of people of both genders, due to the style of the music video and the song. However the majority of people to watch this music video are probably young males because of the women that star in it.

Genre

Due to the artist performing in the music video, the music video genre is classed as a performance style video.

The music genre on the other hand is obviously pop.

POPRock

Rap

R&B

Dance

Andrew Goodwin’s Theory

One point of Goodwin's theory was that there are three ways to promote a song via a music video, these are, Illustrate, Amplify and Disjuncture

From this we can infer that the music video Sing, by Ed Sheeran is an example of illustration and amplification. Due to the fact that the video itself runs parallel with the lyrics in the way of meaning.

Barthes Codes

One code that is very obvious is the culture code. In the music video Sing, the celebrity like lifestyle give the audience an insight in to the world of celebrity culture and lifestyle.

Technical codes

One code that this music video does have is pace. The pace of the music video is very fast which means it can keep up with the song itself. The fact that its fast meets the codes and conventions of some pop music.

The style of the music video is mainly aimed at the younger generation due to the clubbing theme and girls.