<ul><li>Eamon is an American r&b singer and songwriter. </li></ul><ul><li>I analysed his music video because it is focused on a personal experience and relationship which our production is of a similar type. </li></ul><ul><li>It is also of a lead male which has a typical urban style and dressing that can clearly be seen within this genre. </li></ul><ul><li>Music videos of this artist can be found on international music channels such as MTV base, which airs mainstream, international r&b, hip hop and grime. </li></ul>
<ul><li>The song is based on the male lead that was part of a loving relationship with his girlfriend and then found out she was cheating. He reminisces about the good times and memories they shared and expresses his anger through his lyrics. There is an obvious link between the lyrics and video as it is narrative at times but also performance as he is singing/saying and expressing his feelings towards the lead girl. He literally is telling her ‘I don’t want you back’ repeatedly through out the chorus and the song. He expresses that what he said now means nothing and ‘those presents, might as well throw them out’ </li></ul>
<ul><li>Through out the video there are numerous shots that are used to set the scene. The opening shows a sign on ‘Manhattan’ and then shows a ferry moving across the water. The audience also flashes back to their present location which is at a local restaurant that maybe of significance to the onscreen couple. </li></ul>
<ul><li>There is a running theme of flashbacks throughout the video which is a great technique used to contrast to the present. The flashbacks are in black and white to convey that they are memories from the past but also the use of black and white is significant as it can convey the idea that back then, that was the all that they knew; each other. The simplistic choice of either black and white can convey the idea of narrow mindedness, compared to when they cut to the present, in colour, and everything is not as it was and has changed. The flashbacks are faded out to a blank black screen and then continues in colour with the present day to represent the clear divide in thoughts and emotions. The use of flashbacks is emphasized at the end of the video in which there is a memory of and intimate moment of the couple kissing and then it cuts to a medium shot of just the male character to emphasize that he is now alone. Also the use of flashbacks doesn't allow the video to be in chronological order which could also be interpreted as his scattered thoughts and emotions </li></ul>
<ul><li>During the flashbacks there is the use of handicam in which the shots are unsteady but have a personal and intimate feel as they are sharing their own memories. The audience also sees them recording with their video camera. </li></ul>The use of zoom and close up is very significant especially when used to compare moments from the memories and the present. In a flashback there is a close up of the girl smiling, compared to the present in which the audience can obviously tell that she is pleading and begging for him back. There is a huge comparison between the emotions from the two shots that are conveyed by just the zoom in of her face.
<ul><li>Camera angles are also used to convey they distance between the two characters. The is use of a crane shot and a birds eye view from directly above their table that emphasises the hand movements of him refusing her and pushing her away. The use of zoom out also conveys the distance between them physically and emotionally, compared to before </li></ul>There is also the use of a match cut split screen to show what's going on and his reaction when his friend sees her cheating and calls him up to tell him.
<ul><li>The use of a direct medium shot and tracking shot of him walking with his friends behind him conveys the idea that they are there for him as support emotionally and physically. They are all dressed wearing hats and hood's which supports the assumption of Africans/ Caribbean boys in that society coming from the ‘ghetto’ and being rebellious. The hats also conceal their faces which could be interpreted as hiding their emotions which is associated with the boys of that type. </li></ul>The use of match cuts are used very well in this video to convey his unease and restfulness. There are cuts of him in the same room but moving around as if time is standing still. The use of editing allowed for other techniques such as the one used to show a tear drop falling into a ‘pond’ to conveythat she is deeply emotional and has cried a ‘puddle’ of tears.
<ul><li>The zoom in/close up of his feet implies that he is literally ‘walking away’ from the situation. He revisits the park, a significant spot to him and her by himself and is seem walking away from it at the end, conveying that he is finally moving on and walking away from the pack and memories. The use of a pan shot emphasises the distance getting greater and greater. </li></ul>
<ul><li>Relationship between lyrics and visuals </li></ul>‘ You played me..’ This adds meaning as the audience sees the female cheating on him after seeing they had a great relationship ‘ No..’ Meaning is added as he is now very defensive as he is emotionally hurt. He doesnt want to hear her pleading and pushes her away as he doesnt even want to touch her
<ul><li>Iconography </li></ul><ul><li>Voyeurism </li></ul>In keeping with the genre, they are dressed in typical wear of hoodies and hats. The audience sympathises with the singer as they see a happy loving relationship and intimate moments. This also connects the audience with own experiences.
<ul><li>Repeated close ups (1 st minute) </li></ul>0:08 0:25 0:31 0:36 0:41 0:44