Music Video Genre Research

Ed sheerans genre of music is Folk/Acoustic, he has a distinct kind of genre in which we all seem to like.
Folk music includes both traditional music and the genre that evolved from it during the 20th century folk revival. The term originated in the 19th century but is often applied to music that is older than that. Certain types of folk music are also called world music.
Acoustic music comprises music that solely or primarily uses instruments which produce sound through entirely acoustic means, as opposed to electric or electronic means. The retronym "acoustic music" appeared after the advent of electric instruments, such as the electric guitar, electric violin, electric organ and synthesizer.
Performers of acoustic music often increase the volume of their output using electronic amplifiers. However, these amplification devices remain separate from the amplified instrument and reproduce its natural sound accurately. Often a microphone is placed in front of an acoustic instrument which is then wired up to an amplifier.
We are going to include these genres in our video, by creating seens where the acoustic guitar is getting played by the main character this will incorporate the main acoustic genre.

Permission Request

This is the email that we sent to Atlantic Records, asking for their permission to let us use their artist's song for our music video.

Audience Feedback from Intial Ideas

After recieving feedback from the audience who we presented our intial ideas to we have come to the decision it would be best to choose the song Drunk by Ed Sheeran, this was the most preferred idea by the audience as it shows in the pie chart. The information was collect after we told each member of the audience to vote for their favourite idea and which one seemed the most stable and well put together. Some of the questions asked after the presentation were:
Q: 'What is the video going to precisley consist of?'
A: 'We have planned a few ideas but we are going to go with a narrative of where thye main character who in our case is going to be Dom, will have central focus the whole way through the film. He will have an argument with his girlfriend where we will see it through his point of view to make more of an impact and will introduce more diverse camera angles. We will then incorporate morediverse shots of the main character sitting on a bench and going through town with a blurry view to see liufe through his eyes, this will really capture the audience.'
Q:'What made you pick the song drunk?'
A: 'We all like the song and all decided that it would be easy to interprett ourselves and easy to create as we seemed to all come out with the most ideas for this song specifically'
Q: 'How are you going to get different locations if you choose Travellers Chant?'
A: ' We thought ahead before the school year started and got shots of a couple of our group members flying abroad on a plane and a sunset in a different country which would really go well with the song, as for the train and the car ideas they will easy to do locally.'

Artist Research

Edward Christopher "Ed" Sheeran (born 17 February 1991) is an English singer, songwriter, and producer. Born in Halifax, before moving to Framlingham, he learned to play guitar and started writing songs at a young age. He began recording in 2005 and moved to London in 2008 to pursue a music career. In 2009, inspired by James Morrison, he played 312 gigs. In early 2011, he released his eighth independent extended play, No. 5 Collaborations Project; with it, Sheeran gained mainstream attention. Three months later, Sheeran was signed to Asylum / Atlantic Records.
Sheeran broke through commercially in June 2011, when his first single "The A Team" debuted at number three on the UK Singles Chart. Buoyed by the chart success of the singles "The A Team" and "Lego House", his debut album  has been certified quadruple platinum in the United Kingdom. In 2012, he won two BRIT Awards for Best British Male Solo Artist, and British Breakthrough of the Year, while "The A Team" also won the Ivor Novello Award for Best Song Musically and Lyrically.

Sheeran began recording in 2005, which led to the release of his first EP, The Orange Room EP. Sheeran also released 2 albums, a self-titled one in 2006 and Want Some? in 2007. He moved to London in 2008 to play gigs, starting off in very small venues, playing every day, to as little as five people. In 2008, he auditioned for the ITV series Britannia High.

In 2009, Sheeran played 312 gigs. He said that he read an interview with James Morrison that said that Morrison had done 200 gigs in a year, and Sheeran wanted to beat him on this number. Also in 2009, he released another EP, You Need Me, just before going on tour with Just Jack. He also did a few collaborations with Leddra Chapman, including a cover of Cee Lo Green's F**k You. In February 2010 Sheeran posted a video through SB.TV, which led to mainstream rapper Example asking Sheeran to tour with him. Also in February 2010 he released his critically acclaimed Loose Change EP, which featured his later debut single "The A Team".

In April 2010, after leaving his old management company, Sheeran bought a ticket to Los Angeles, with no contacts other than one poetry night. He played open mic nights all over the city, before his talent was spotted at The Foxxhole by Jamie Foxx, who was so impressed that he offered Sheeran the use of his recording studio and the run of his Hollywood home for the rest of his stay. Throughout 2010, Sheeran began to be seen by more people over the internet through YouTube and his fan-base grew, with him also getting credit from The Independent newspaper, England football captain Rio Ferdinand and Elton John. Sheeran also self-released two other EPs in 2010; Ed Sheeran: Live at the Bedford and Songs I Wrote With Amy, which is a collection of love songs he wrote in Wales with fellow singer songwriter Amy Wadge.

On 8 January 2011, Sheeran released his final independent EP, No. 5 Collaborations Project featuring appearances by grime artists including Wiley, JME, Devlin, Sway and Ghetts. With this EP, Sheeran gained mainstream attention for reaching number 2 in the iTunes chart without any promotion or label, selling over 7,000 copies in its first week. Three months later, Sheeran put on a free show to fans at the Barfly in Camden. Over 1,000 fans turned up to see the show, so Sheeran ended up playing four different shows to make sure everyone saw a gig, including a gig outside on the street after the venue had closed. Later that month, Sheeran was signed to Asylum / Atlantic Records.

The Lyrics to the song we are going to use for our music video, Ed Sheeran-Drunk.

I wanna be drunk when I wake up
On the right side of the wrong bed
And every excuse I made up
Tell you the truth I hate
What didn't kill me
It never made me stronger at all.
Love will scar your make-up lip sticks to me
So now I'll maybe leave back there
I'm sat here wishing I was sober
I know I'll never hold you like I used to.

But our house gets cold when you cut the heating
Without you to hold I'll be freezing
Can't rely on my heart to beat it
'Cause you take part of it every evening
Take words out of my mouth just from breathing
Replace with phrases like when you're leaving me.

Should I, should I?
Maybe I'll get drunk again
I'll be drunk again
I'll be drunk again
To feel a little love
[ Lyrics from: http://www.lyricsfreak.com/e/ed+sheeran/drunk_20983412.html ]
I wanna hold your heart in both hands
I'll watch it fizzle at the bottom of a Coke can
And I've got no plans for the weekend
So shall we speak then
Keep it between friends
Though I know you'll never love me like you used to.

There maybe other people like us
You see the flicker of the clip when they light up
Flames just create us, burns don't heal like before
You don't hold me anymore.

On cold days Coldplay's out like the band's the name
I know I can't heal things with a hand shake
You know I can't change as I began saying
You cut me wide open like landscape
Open bottles of beer but never champagne
We'll applaud you with the sound that my hands make.

Should I, should I?
Maybe I'll get drunk again
I'll be drunk again
I'll be drunk again
To feel a little love.

All by myself
I'm here again
All by myself
You know I'll never change
All by myself
All by myself
I'm just drunk again
I'll be drunk again
I'll be drunk again
To feel a little love

 "Drunk" was released on 19 February 2012 as the fourth single lifted from. "Drunk" became the Sheeran's fourth consecutive top ten single in the UK, when it peaked at number nine.





On January 14th, 2012, Ed Sheeran announced on Twitter that his single, "Drunk" would be released as the fourth single from his debut album + saying "So my next single is Drunk, I got 2 music videos coming for you..... :)". The official music video, released on 23 January 2012 features a cat who takes Ed out and gets him drunk to distract him from a break-up. The girl in the video, however, is the singer supporting him on his recent tour, Nina Nesbitt. This happens to be his first music video that he fully starred in. Another video was released several days before made by his cousin. The music video featured a mash up of clips from his UK tour.

Music Labels and Brand Research

A record label is a brand and a trademark associated with the marketing of music recordings and music videos.
 Most commonly, a record label is the company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion, and enforcement of copyright protection of sound recordings and music videos; conducts talent scouting and development of new artists; and maintains contracts with recording artists and their managers.
 The term "record label" derives from the circular label in the center of a vinyl record which prominently displays the manufacturer's name, along with other information.

For one of our ideas Ed Sheerans- Drunk, his record labels are Alantic Records and Asylum records. These are big american companys, Asylum records was founded in 1971 by David Geffen and partner Elliot Roberts, they signed the well known artist Bob Dylan. So this goes to show how big a label they are. Alantic Records became a wholly owned subsidiary of Warner bros in 1967, they speciallise in R&B and Soul which is the genre of our artists music, Ed Sheeran.

Star image in Music Videos

Star image in videos is what help the videos sell by having a famous star which people aspire to feature in the video. E.g. Madonna, Britney Spears and Lady Gaga, these are all huge worldwide figures who have built a reputation and brand for themselves which helps advertise the video as people want to see them in it. For example Justin Beiber - Baby, this has become one of the most watched music videos and video by itself on YouTube gathering nearly 800 million views.

Presentation of ideas.

Fourth Idea for Music Video

Our fourth idea for our music video was to do something which would appeal to a younger audience. The song is honest by the Loveable rouges. This is a farelly imaginative and fast paced song and we will develop a plan for this as an idea for our music video.

Third Idea for Music Video

We have a third idea for our music video, this is an idea which we will also think into and plan. The song is Chaka Demus by Jamie T. We are looking into every idea and deciding which one will be the best idea. We will also be making a presentation of all ideas and getting feedback from an audience on which one would be the best.

Second Idea for Music Video

We have discovered another idea for our music video and have figured it is also a very good idea. The song is, Drunk by Ed Sheeran, this has now become a very strong song that we could use. We have thought of a few ideas for our music video and are gunna plan into all of them and come to a conclusion of which one is the best idea.

First Idea for Music video

Our group is now made up of three people, and we have thought of one idea for our music video. We will be developing other ideas and plan them out and we will then decide which idea is best to go ahead with. Our first idea is to do a music video based on the song, Travellers chant by Rizzle Kicks. We have thought of ideas and clips to put into the video and are trying to think of other clips to merge with what we have thought of so far.