For educational purposes only.

2. Example 1 – (0.37)
In this midshot you see James Arthur looking dejected as it becomes evident that the girl on the bus is one that
he is in love with, however, by the title of the song and also by watching the rest of the music video it becomes
apparent that she is seeing another man. James Arthur is a very emotional guy and one who isn’t afraid to show
his emotions. Therefore, this midshot not only represents how he is feeling in the music video, but it could also
be a representation of how he is feeling in real life. Throughout this scene, the editing technique of fast cuts is
used, showing James Arthur looking sad then cutting to the girl and the other man. This is effective as it shows
the audience who exactly he is jealous of and also the girl he wants to be with. The mise-en-scene shows a
standard service bus with normal bystanders on it, this again is a representation of Arthur’s personality as
anybody that knows of his work will understand that he wants to be seem as a normal person rather than the
celebrity he is. The clothes he is wearing and also his hair/facial hair can be considered plain rather than flashy –
another representation of Arthur himself. This links to Goodwin’s music video analysis as there is a relationship
between the lyrics and the visuals in terms of the song being about the girl James Arthur likes being with
another man, leaving Arthur to wish that he was that man. This is shown in both the lyrics and the visuals.

3. Example 2 – (0.39)
A few seconds after the previous screenshot I analysed, there is another use of a midshot. However, in this shot
we see the girl James Arthur is singing about looking for someone, most likely the her boyfriend/the person she
is seeing. This midshot is effective because it makes the audience feel James Arthur as it is so obvious to anyone
watching that he cares about this girl, yet she doesn’t notice him. The mise-en-scene in this scene is very much
like that of the previous one – the girl is wearing plain clothes, exactly like Arthur was. In terms of proxemics, the
girl is one the same bus as JA which is affective as it shows just how close these two people are, most likely
without the girl noticing. Again, the editing technique of fast cuts is used, showing the girl looking for the other
man and also James Arthur looking sad. This is effective as it shows how much JA is interested in this girl and it
also supports the point that she isn’t even aware that he is there. This links to Goodwin’s music video analysis as
there is a clear relationship between the music and the visuals. This is because the overall tone of the music
slows down as the girl is looking for the other man. In many ways, it is a representation of JA wanting her to stop
looking and notice him.

4. Example 3 – (1.03)
This is another midshot which shows James Arthur after seeing the girl with the other man. This is
effective because it makes the audience feel compassion for James Arthur as he has got up to go and see
the girl and all he has seen is her with another man. The mise-en-scene is extremely similar to the other
two shots I analysed, which shows that it is evidently an important scene in the music video. Much like the
other two shots, the editing technique of fast cuts has been used. However, in this scene, a shot reverse
shot is shown of JA looking at the man and the women and then to the floor. This shows that he is truly
upset about having to see the girl he likes with another man. In many ways, the song goes against the ‘pop’
genre as pop songs are mainly upbeat, however, the type of music JA likes to produce is normally
emotional, with the intention of connecting with the audience. This specific scene links to Goodwin’s
music video analysis as there is a clear relationship between the lyrics and the visuals as the lyrics read
“you never saw me” as James Arthur turns away to stop looking at the couple.

5. Example 4 – (2.36)
In the middle of the song we start to see a variety of different insert shots of the other man and the girl in
various different places. It is evident by the shots used that the couple is strong and happy together. However,
that means nothing to have James Arthur is evidently feeling. This specific shot is a low angle shot which further
emphasis how strong the couple are. This use of a low angle shot will make the audience again feel sorry for
James Arthur, however, it becomes clear how happy this couple is so therefore some members of the audience
might feel that James Arthur is being spiteful by chasing a girl who is in a happy relationship. The editing
techniques of fast cuts are again used in this scene which shows JA singing in the carriage and the other man
and the girl doing a number of different activities and clearly being in love. The scene where the man and the
girl are together uses high key lighting which again represents the couple as happy. On the other hand, the
scene where James Arthur is on the carriage uses low key lighting which portrays him as sad and that he is in a
dark place in terms of his emotions. I believe this links to Henry Jenkins’ theory on ‘Fandom’ which suggests that
we as fans of media products often crave or want more from our media products. I feel like fans of James Arthur
will want the girl in the music video to notice James Arthur and make him happy, as it is evident that he is in love
with her.

6. Example 5 – (2.55)
Here we see a close up shot of the couple in bed together. This further emphasis the point that they are in love
with each other. Much like the last shot, this close up shot will make the audience feel sorry for James Arthur,
however, it becomes clear how happy this couple is so therefore some members of the audience might feel that
James Arthur is being spiteful by chasing a girl who is in a happy relationship. Throughout the music video it
becomes clear that the producer has wanted to use fast cuts to show the couple and then James Arthur, this is
effective as it makes the audience think that James Arthur is aware of everything they are doing and that it hurts
him a little bit more each time. The proxemics in this shot show the couple to be very close together in a bed,
which evidently shows their intimacy and affection for one another. Having done some research I found that
James Arthur recently stated he slept with a lot of girls without knowing their name, this specific shot could be a
contrasting representation of James Arthur as it clear this couple are in love with each other – the complete
opposite to many of Arthur’s previously women. This shot links to Goodwin’s music video analysis as the record
label has a clear demand for a number of intimate close ups, as it often makes people talk about the music video
and therefore increases the popularity of it.

7. Example 6 – (3.05)
Although this midshot seems like a relatively simple one, I feel this shot is one of the most significant shots
throughout the music video. We see James Arthur stood alone in a moving carriage, this represents how
alone he feels as he can’t bring himself to get off. It is evident how isolated he feels by the expression on
his face, he looks truly alone. This, like many of the other shots, should make the audience feel sorry for JA
as not only does the girl he love not recognise him, he feels isolated in himself. This goes against the
general stereotype of the ‘pop’ genre as this scene, and the music video in general, is one of sadness.
There is no ‘happy’ aspects for James Arthur, only for the other man and the girl. In terms of mise-en-
scene, the proxemics in this shot are very contrasting. There is a large space around James Arthur however
it is clear how small he feels in himself. He is all alone in this moving carriage and that is a clear
representation of how he feels in general. This again links to Goodwin’s music video analysis as there is a
relationship between music and visuals as the general tone of the music video slows down during this
scene, which I feel is a representation of how JA is feeling.

8. Example 7 – (4.00)
This midshot is arguably the most significant shot in the entire music video. We see James Arthur smiling
for the first time in the music video. It comes just after the editing technique of a shot reverse shot was
used in which JA exchanges smiles with a different women on the train. This will have a positive impact on
the audience it they will feel happy that JA has started to feel better and is now engaging with other
people, instead of constantly thinking about the other girl. Alternatively, some members of the audience
could feel that this scene is a representation of how his affectation for the first girl started, and therefore
are worried that the outcome will be exactly the same. I believe this specific shot is a representation of the
‘pop’ genre as there is often a fantasy that everything works out in the end, which I presume is the case in
this situation. Again, there is a link with Goodwin’s theory, in particular the relationship between lyrics and
visuals. While JA and this girl are smiling at each other, the lyrics “can I be him” are being sung – this could
mean that all the pain JA has had to go through has come down to this, he might feel this situation is one
he has been waiting for.

9. Website analysis - Continued
On his website there is information and
specific dates of where and when he is
performing. Although this seems like a
necessity, it proves the point that he is
truly passionate about his music as
there is a large number of tour dates on
there
There is hyperlinks to his most
popular music videos which
again indicates that his music is
the most important thing to him.
It also suggests that he wants
people to see and enjoy his
music as he, like every artist, has
worked hard on producing it.
The drop down boxes show which
specific sections are available on
his website. The sections that are
available are the ones that James
Arthur feels on necessary for his
website. He has decided against
adding a game or any other
interactive aspect.

10. Website analysis
A photo of James Arthur himself is pictured (above) on the homepage of his website.
The typography is simple, much like many of the other packages included. This has most
likely been done to reiterate the fact that the music is the most important thing to
James Arthur, rather than a flashy homepage immediately promoting any of his
products.
There is links to all his social media
account which indicates that he likes to
interact with his fans. Having conducted
some research, I found that James
Arthur does attempt to interact with his
fans on social media. Meaning it is
helpful for his fans to offer links to his
social media account but also for
Arthur himself as it overall helps
increase his popularity.

11. CD cover analysis
The song ‘Can I Be Him’ is from the album ‘Back From The
Edge’. In this CD cover we see James Arthur stood against a
grey background with plain clothes on. The titling used is
also simple and his facial expressions represent him as
somber.
This specific CD cover is extremely simple compared to
others in the ‘pop’ genre. This connotes that James Arthur
doesn’t want to be seen as ‘flashy’ and consequently wants
the focus to be on his music rather than him or his album
cover. This is quite unique in the music industry as,
stereotypically, some artists use a photo of themselves with
very few clothes on in a seducing way, in hope that it will
make people pick up their CD and consequently buy it.
This CD cover is similar to those that James Arthur has
previously produced which connotes that he hasn’t changed
his appearance or beliefs while he has been in the music
industry, which is quite rare in the music industry