This music video is performance and abstract based. Throughout this music video George is playing the guitar and singing, this is a convention of a rock and folk video, they feature their instruments as this is such a main aspect of the genres. In this LS the camera zoom gradually towards George who is facing backwards while playing his guitar, he is performing enthusiastically to a window with the curtains closed as if he is performing to an audience. This shows how he is at concerts, suggesting to people to go and see him.

The white writing across the shot at the beginning of each of George Ezra's songs are ways of creating a brand for himself. Making a connection from each video helps with this as people can associated with the other videos. It is important from the visual content of this music video that we can clearly see the genre, as this is where you primarily see the artist and can see their style which also creates a good brand for themselves.

This slightly low angle CU shot of George is used as an introducing shot of him, I personally feel his music is very natural and un produced. Therefore by just having him you get the idea of this as he is on his own with out a fancy background and he feels relatable which is an important thing with in a music video so that the views feel as if they are his friend and more likely to by his music. The lighting in this shot has a light flare, this is something I would consider using in my video as I feel it adds depth to an simple shot.

The location of this medium shot is a kitchen with girls hanging out. This is something that the girl target audience can relate to. For the male target audience I feel George Ezra is a good representation as guys would want to be like him, in a house full of girls, visiting festivals and having a fun life.Once again he is featuring his guitar.

During every chorus the speed of the shots increase, this is a convention you expect from any music video, the producer of this video connected the lyrics to the song by using objects in the shape of o. For example this frying pan. The camera cuts to objects and then back to his face, creating a comedic value. I personally feel that by doing this the attitude is casual and friendly.

This close up of George with the coloured light flare is similar to the last shot. Light flare used to be thought to be an undesirable and bad photography effect however more recently it has been used to emphasise beauty and add interest to a shot. In this case I feel it creates the effect of George being on stage when in actual fact he is in a bedroom. Shows he is a national star but not a wold wide celebrity. His clothing is casual throughout the whole video and there are no outfits changes, a common convention between folk, rock and blues videos.

There are a large amount of girls used in this video, this is because song suggesting he needs to change his ways possibly mean be more faithful. Therefore showing the amount of girls helps link the song to the visuals within the music video. additionally the women are fashionable and they are represented fun, intelligent(reading) however at the beginning when one of the girls is using the calculator she is only typing in zeroes therefore he may be representing them as dumb this increases the range of demographics. they are also fighting (stereotype of girls to be having cat fights) they are not being objectified as women are in dance music or similar genres. This is showing the demographic of the girls in the target audience, they are student age.

This LS of this awkward situation is relatable to the target audience. The swimming pool creates an interesting visual which is important for a music video as this is the only thing they can see relating to the song/artist. Throughout the video the lighting is very natural as well as all the actors. This is a convention seen a lot throughout the genre. Also the clothing is casual and fashionable.

George is surrounded by girls something that men of his target audience age would want to be in his situation. This makes the video more appealing to men however they are not being used as objects/ sexually therefore can be a way of targeting the female target audience. The visuals in this video are interesting, they have been created by using different shot angles and heights to create this effect. For example this birds eye medium shot of the friends in a circle facing the camera. Making the music video different. As I have already said the video is abstract/ performance therefore I can see no conventional narrative being used in his video.

In this shot George is looking through the window reminiscing of ‘Cassy’ his is in a room of girls but is paying no attention to them. Therefore showing his dedication to this one girl.

The song is suggesting he wants this girl to stay here, the ring is showing he want to keep her here, the ring shows his dedication. This ECU shows that the ring is not a expensive bling ring. Casual something the target audience could also relate to as they are in the demographic e/d band of the scale. Personally I feel this video is very successful as there is a large amount of interesting visuals, it is also relatable and included some comedy.

Looking at this music video I am able to see some more conventions used in folk, blue, rock genre. The video are constantly using interesting visuals to create the demographic and physiographic of his target audience. For example my favourite shot is the birds eye view of George with the 4 girls. They all have their eyes closed. Therefore his is making the girls see as if they aren't there so he is the main point of the shot however, he isn't using the girls as objects, they are wearing casual clothing with hardly any skin showing. This is a convention of the genre and I will take this into account when creating my music video.