1. Music Video
Analysis
By Larelle Benjamin-Forrester
12SA

2. The title of my song is called ‘Co-Sigh’ by
American R’n’B group, SWV – which
stands for Sisters with Voices. The group
was created in 1990 as a gospel group,
and continued singing up until 1998. In 17
April 2012 they released their comeback
album ‘I Missed Us’ whereby ‘Co-sign’
was the first single. The song was
released on the 15 the December 2012 by
E1 music and Mass Appeal
Entertainment. The video was directed by
Derek Blanks And comes under the genres
pop and R’n’B.

3. Describe what happens in the video
In the video, it shows 3 women (SWV) who have are portrayed to have found love,
settled down with a lovely husband in a beautiful loving home, and are ready to
start a family. It shows 3 different lifestyles of 3 friends. One whereby a woman is
waiting for her husband to return home from being on tour, another where a
woman has just got in engaged to a man who she deeply loves and lastly a woman
who is living a successful life with her helpful husband and kids. Each woman is
happy in her own way and this is shown throughout. While some scenes are shown
of the women individually with their husbands, there are three scenes where the
women are shown together which is during the chorus and the bridge of the song.
Taj is shown at the beginning of the scene setting off for work whilst saying goodbye to
her kids and her husband who is taking on the stereotypical role of a woman
(cooking). Lee Lee is shown in bed with her husband who proposes to her by
putting a ring on her finger. The effect of this scene being in white could portray
purity and the start of a new life. Lastly, Coko is shown playing the piano with her
husband, laughing and sharing quality time together. This scene is shown in black
and white, which could suggest that it was before he went away or simply her
reminiscing on the good times they’ve had together. All scenes whereby the women
are shown individually are focused on during particular verses in the song - in
which they sing. This could suggest that what they are saying could personally
relate to their lifestyle in the video.
The video slowly draws to an end with all the women singing in the studio which
relates back to them reuniting as a group as well as friends in the video. As they all
sing, their husbands are shown coming into the studio who they greet after singing,
except one - which is where the singing comes to a stop. However, as she leaves the
studio, she is happy and relieved of the return of her husband. The video ends on
all 3 women sitting down posing as the music stops and lastly, laughing.

4. What structure does it use
and how can you tell?
• This video uses a narrative structure. A narrative structure, is an
account of events which focuses on the selection of the order of events
and the way in which the pattern creates meaning.
• ‘Co-sign’ fits this structure as it begins with the setting of the scene
and introduces the main characters (the group members) in an initial
situation which in this case, shows their lifestyle at home, with their
family and loved ones. This is the state of relative equilibrium. The
disruption of this equilibrium is not very clear. It more explores the
causes of the equilibrium and why these women feel this way towards
the men. The resolution to the video as a whole is that everyone is
entitled to experience love as it is expected in life. The climax of the
video is shown through the words sung ‘I’ll sign your name across my
heart.’
• Finally, it ends with a positive resolution that ‘love will always be here’
and that they should embrace what they have with their loving
husbands. This is the new state of relative equilibrium.
• To conclude, narrative structure is about the ways in which a story has
been put together or structured and my video portrays this by making
clear that despite having never felt love for someone, it is real, and out
there for everyone.

5. What shot types does it use? & Why?
The video uses a range of shots from close ups, mid shots, wide angle, long shots,
high angle shots and extreme close ups to portray various scenes in the video.
The close ups and extreme close ups emphasise the couples love and affection
for each other and is likely to be sending out a message to other strong women
that you can actually find love and be happy. An example of an extreme close up
is of the dogs shamballa collar whereby an engagement ring has been connected
to it to signify to the viewer what the man is going to do. However, I only noticed
this after watching it a few times through which could suggest that is extreme
close up is not as effective as it is planned to be.

6. Other shots such as long shots and wide angle shots allows the
viewer to see the surroundings and the calm peaceful
atmosphere the women are in whereby life is seen as good.

7. What do you notice about the
editing?
There is not much editing throughout this video as it is aims to simply show life
from a good perspective once you are happy. However, there is some editing
throughout. In the beginning of the video, the names of the members of the
group appear on the screen, almost in a way that a film or TV programme
would display names of characters (on screen) - especially as it begins with
‘starring’. The video also pauses as the names appears on screen which makes
the viewer aware of each member in the group. To display all three friends at
the same time in their different lifestyles, there is the use of transition called
‘cover down’. During the verse of Coko, she reminisces on the time she spent
with her husband which is shown in black and white. Throughout some scenes,
there is rays of light reflecting from the window.

8. What do you notice about the
mise-en-scene?
The lighting throughout the video
begins fairly neutral with the use of
brown and beige to show the woman
and black and the environment colour
to show the man. The beginning is a
talking scene between a couple with
no background music to allow the
viewer to focus on the conversation. In
some ways, it comes across as part a
film which makes it even more
interesting to watch. As the
conversation comes to a close we are
welcomed with the background music
and the names of each member in the
group being displayed on screen.
Overall, the scenes are bright and
natural with some scenes having a
nice white setting which could display
the purity and love within, that each
woman feels. The costumes of the
characters ranges from casual
everyday clothing, to going out
clothing whereby the women are
dressed in blouses, dresses, trouser
suits and fur waistcoats.

9. In three of the scenes the woman are shown together. The first scene
whereby they are shown together is on a white stairs wearing white and
cream. Another scene is on a tan backdrop wearing cream, cheetah and
leopard print. They are dressed very glamorously in this scene and
embraces all three black women. Lastly, they are shown casually
dressed in the studio with a beige backdrop in the background. The
scenes are set in a range of places such as a studio, house, outside,
bedroom and kitchen. The characters performance tells a short story of
three middle aged woman who are embracing their lives as successful,
happily married woman who are enjoying life. I believe the aim of this
video is to send out a clear message to strong woman (in particular
black) that love comes to those that wait, and when you find it or if you
have already found it, embrace and enjoy it.

10. Who is in the video? How are
they represented?
The video shows the group SWV who are represented to be
strong black woman who have successfully made it and are
ready to settle down with their husband - and in some cases
kids. Other people shown in the video are the men, who are
husbands of these lovely woman and cater to all their needs.

11. Who is the target audience for
this video? How can you tell?
The target audience for this video is
young and old adults who are
between the ages 25 and 55. I can tell
this by the age of the members in the
group who are 39-42 years old, and
would usually target and have an
influence on people their age. The
target audience is also made clear to
me through the title of the song.
The word ‘co-sign’ is to sign jointly,
meaning that both the ‘husband and
wife co-sign the lease’. In depth, the
word ‘co-sign’ is the act of signing for
another person’s debt which involves
a legal obligation made by the
co-signer to make payment on the
other person’s debt should that
person fail to pay.

12. As a result, these women are expressing that they will ‘co-sign’ as the bond that they
have with their husband is strong enough to confidently make this decision. Having a
cosigner is a way for individuals to obtain finance if they have a low income or
poor/limited credit history. This shows that the women have trust and love in their
relationship and the couple are willing to support each other.
Therefore, it is obvious that this type of lifestyle is aimed at people who are beginning a
family which is common around the age of 25 or those who are happily married with a
family and are ready to take the next step – which maybe around the age of 30+.

13. How do the audience ‘consume’
the video?
The uses and gratification theory focuses on the audience and what they
consume from the media. It assumes that people are not passive
however interpret and integrate the media into their own lives. This
suggests that people use the media to fulfill specific gratifications. In
relation to my music video, I think audiences are able to identify, be
educated, entertained as well as socially interact through watching it
which is one of four elements that the uses and gratification theory
suggest a form of media has to fulfill.
Through watching this video, the audience are immediately able to ‘identify’
the people they are watching who may reflect similar values to theirs.
They are also ‘educated’ because they are able to acquire information,
knowledge and understanding. For example, finding love with the right
person and building a loving successful family. Watching the lives that
these women are portraying not only sends out a message to the
audience but intrigues and entertains them. Lastly, due to such iconic
topics in life being showcased in the video such as Love, Relationships,
marriage and family, the video has the ability to produce a topic of
conversation between other people.
To conclude, my video fulfills a particular need to people facing similar
situations as well as sends out a positive message.