The document analyzes the music videos for "Fix You" by Coldplay and "Castle on the Hill" by Ed Sheeran. It discusses the target audiences, themes, and technical elements of each video. For both videos, the target audiences are described and the themes of losing a loved one ("Fix You") and growing up ("Castle on the Hill") are identified as relatable. The technical elements of editing, camerawork, lighting, and sound are examined and how they reinforce the lyrics and themes of the songs.

1. Analysis of similar texts
Miles Capp

2. Coldplay – Fix You
Target Audience
- Coldplay say that they do not target a specific audience and instead make music
that they think everyone will enjoy. However, if you were to pinpoint a target
audience, it is believed to be from 14-48 but when 'Fix You' was released in 2005
their target audience would have been closer to 20-45. In recent years as their
music has changed it has become more popular among younger audiences, while
retaining the top end of their original audience. I believe their music would lean to
more of a male appeal even though Coldplay say they don’t target a specific
audience.
- In terms of socio-economic grouping, I believe their music and videos appeal to A,
B, C1 and C2, moreover these would be explorers and reformers. These people
have energy, experience and seek discovery, they are typically a younger audience.
Reformers are all about personal growth and enlightenment, they have good taste
but are anti-materialistic which has relevance to this song in particular as it is
about moving on from a loved one.

3. Coldplay – Fix You
Storylines and themes
- The song is about losing someone or something that you love and not being able
to let go. This is portrayed to the audience through the lyrics. This would appeal to
the target audience because at some point in everyone's life they will lose
something that they don’t want to, making the song relatable for the audience.
Furthermore, through the camerawork and acting shows the audience he is upset
about something, and goes out on a walk, which many people do when they are
upset. On a basic level the video itself is Chris Martin, walking through London, but
when the mood changes, he ends up at concert, this could connote the difference
of highs and lows in life.

4. Coldplay – Fix You
Technical codes
- editing – during the first 2:30 minutes the pace of editing is slow, as the song is
more serious, downbeat and is forming the basis of the song. After this point the
style of the video changes, cuts are made on the beat of the music and it becomes
much more upbeat, which links to Andrew Goodwins theory on music videos as he
believes it is conventional to edit to the beat.
- camerawork – during the first 2:30 minutes mid-shots and close-ups are regularly
used. Then once Chris Martin runs off to the concert a wider range of shots are used,
like establishing shots, extreme long shots and in general a wider range of
techniques. This gives the audience a better understanding of the environment he is
in. Another point to note is the first 2 minutes are when the song is more more
downbeat, and the connotation of the close ups is because Chris Martin is not ready
to let his feelings out, so he is closed up, whereas once the wider shots are used he is
opening up

5. Coldplay – Fix You
Technical codes
- lighting – during the first 2:30 minutes there is a conflicting contrast created of high
key lighting and low key lighting. The impact of this is that it shows the contrast in
high and low parts of life, which relates back to the basis of the narrative
- sound – sound links in with editing in the video, with the music forming the beat as to
which the video cuts to. Also the lyrics sung, relate to the setting on screen, a
particular lyric to note is "Lights will guide you home", when this is sung a high key lit
shot is used, as shown above.

6. Coldplay – Fix You
How the video entices the viewer
- This video entices the viewer by having a relatable theme, which is losing a loved
one. This makes the song relatable to the listener and by Chris Martin going for a
walk through London, this could be one way in which the audience may deal with
the news of a loved one dying. The technical codes that have also been used
reinforce the lyrics and make the viewer think of deeper the meaning.

7. Ed Sheeran – Castle On The Hill

8. Ed Sheeran – Castle On The Hill
Target Audience
- Ed Sheeran’s general target audience is from 16-25. This song is particular to the 16
year old end of the scale as it is about growing up, which is a relatable theme/
storyline for people of that age range. As seen from the picture below, they have
chosen an Ed Sheeran lookalike, who looks young to make the video more relatable
while retaining the fact that it is an Ed Sheeran song.
- Due to the age of the target audience many will take on their parents socio-
economic grouping, the audience would be made up of A, B C1, C2, D and E, as
some will be students also. The psychographic groups that would be part of his
target audience are explorers, reformers, aspirers and possibly succeeders.
Aspirers typically seek a status, worry about image and appearance, typically a
younger audience. Succeeders have goals and confidence, they are management
and professional, which would from the top end of the target audience.

9. Ed Sheeran – Castle On The Hill
Storylines and themes
- The song 'Castle on the Hill' is about Ed growing up from a teenager towards adult
years, which is relatable for the target audience, meaning it will appeal them. The
video follows his teenage years which is shown through the variety of camera shots,
the mise en scene and the lyrics of the song.

10. Technical codes
- editing - the editing matches the beat of the music and also the words the song.
When certain words are said cuts are made to other shots showing the action sung
about. This technique relates to Andrew Goodwins theory on music videos as well as
reinforcing the lyrics of the song on the audience.
- camerawork – the video includes a range of shots which allow the viewer to see
the different stages of his life while growing up. Using a range of shots allows the
audience to understand the environment and allows them to pick up certain details,
whether that’s through a close up or a long shot to give a wider understanding.
Ed Sheeran – Castle On The Hill

11. Ed Sheeran – Castle On The Hill
Technical codes
- lighting – the lighting used reflects each section of the video, whether it is day
time, night time, at a party or whatever. This is a simple technique but is necessary
to make the video and lyrics work together as well as allowing the audience to
identify each setting.
- sound – similarly to Coldplay's 'Fix You', the lyrics of the song are matched to
actions shown on the video as well as matching the cuts to the beat, which links to
Andrew Goodwin's theory.

12. Ed Sheeran – Castle On The Hill
How it entices the viewer
- This video entices the viewer through the storyline and camerawork. The storyline
is relatable to the target audience as it is about growing up through teenage years
and becoming adult, the actions shown on the video and narrative shows what the
stereotypical teenager goes through which makes the video relatable. The
camerawork allows the audience to see this visually as well as listening to it and the
cuts to shots that match the lyrics reinforces them onto the viewer, making them
think about the song and reflect on their life.

13. Conclusion
In conclusion, after carrying this analysis into similar texts, I have a
broader understanding of how music videos are put together, how the
style may change dependent on target audience as well as some
techniques like cutting to shots which reflect the lyrics whne more
dominant words are sung.