Critical Response To a Video

Ed Sheeran - You Need Me (2011)

What is effective about the video?

What doesn’t work? What could be done differently?

Really glossy cinematography and lighting The black and white style with high contrast Fast, choppy editing to the beat Simple concept of sign language, yet it works Proper dancers – not just girls moving provocatively Brief appearance by Ed, so he is involved but not the main focus Picks up pace throughout Main actor is intense and engaging Snappy cutaways e.g. the loop pedal White street dancers and black ballet dancer – breaks stereotypes

Bit slow starting – it is just sign language for over a minute which could get boring Could be more personal to the artist as the song is so personal – practically an autobiography of his recent life May be risky to not feature the artist more as he is still rising to fame and people may not know what he looks like – casual fans might think he is the main black guy, as he is in it throughout