The video analyzes the effectiveness of different elements in a music video. It finds that creating a side story, distinguishing memories in color from hard times in black and white, and using a narrative structure were successful at engaging the audience. Fade cuts between memories and the present were also effective. However, the introduction lacked clarity and the setting during the singing was potentially boring. Overall, the editing and narrative flow worked well but additional camera angles could have improved engagement.

1. http://www.youtube.com/watch?v=qFYPYg1re1k&feat
ure=autoplay&list=PL127056220EEE4D1F&playnext=1

2. Successful Things
By creating a side story it helps to give the audience background
information and able to become more engrossed within the song.
Furthermore by putting the happy memories in colour and the hard times
in black in white it really shows the contrast to the audience and helps
distinguish between the two.
Using a narrative structure really worked as well , by using a narrative
structure it’s almost like a mini movie, so you’re really able to grasp your
audiences’ attention and pull them in.
By using the fade cut between the memories and now was really effective I
thought. You could automatically tell that it wasn’t happening now and
that it was memories, I thought it was really effective and worked well.

3. Less Successful
At the start (between 26 and 32 seconds) I felt it wasn’t made very
clear, as it looked like she was walking into the room where he was
sitting you later on find out this isn’t the case. Yet I feel they could have
distinguished better between the two settings.
With an ever growing and demanding audience on media these days you
need to always keep your audience gripped and so they don’t turn away. Yet
I feel here when the boy was singing the setting was very boring and that the
audience may get bored easily. I would of maybe had him wandering around
with the guitar or even just use different camera angles on him to give the
audience a different perspective on things.

4. Editing
I thought the editing for this music video was very effective, easily being able to distinguish between memories and now. Also the
memories were emphasised by the edit of the blur round the edge of the clip.
Furthermore the editing between black and white to colour was also
very effective helping the audience again easily distinguish between
memories and now, but more so to try and illustrate to the audience
that the black and white is connotating sadness and colour is
connotating happiness.
Sad Happy
Finally I felt the end was very well edited when she knocks at
his door and the black and white turns to colour again
illustrating to the audience that they are happy again and
signifying the end of the music video perfectly.
B&W Colour

5. Overall
Overall I thought this was a very well done thought out music video with a very clear start and end. The
editing was done really well making it dynamic and interesting for the audience also by using a
narrative it did this and also kept the music video flowing nicely. The only major improvement that I
would have to make would be to make sure their were a range of camera angles and movements to
make it more interesting for the viewer also so it strays the music video from becoming boring. Yet
overall a very good well thought out music video.