Analysis of video: Emeli Sande - Next To Me

The video is about the artist, Emeli Sande, majoritely in a warehouse with nothing but her piano and another musician playing drums. As the video progresses various lights within the warehouse such as a spotlight come on and give the impression that she is putting on a show.

In my opinion, the music video could be considered alternative mainstream as she is showing off her talent of musical instruments as she plays the piano for a great deal of the song. Furthermore the location of the video, being mainly a warehouse, is alternative to the usual 'typical' mainstream videos which are often set in clubs, parties, mansions or abroad.

The target audience for the song is approximately 18 - 30 year old as the style of the song as well as the topic of being faithful to a partner ("next to me") is aimed at a more mature audience. Also, the song is typically aimed at a specific gender; women as she sings "you'll find him next to me".

Artist Image

• Due to the long coat and the artist being covered up, their isn't as much of a sex appeal about her which, in turn, makes her seem more ordinary and relatable by her fans as she has not changed dramatically due to fame. 
• As her hair is not a normal choice in style it makes her seem alternative and trying to not conform to the mainstream image.
• She is also portrayed as being a talented musician as their are various camera shots showing her playing the piano.

Mise En Scene

• By her playing in a abandoned warehouse, it makes her seem independent as well as confident to be on her own.
• Long coat covers her up, making her have a less sexual appeal.
• The piano also has a rather tattered, worn out look which implies that she is not interested in money or materialism. If she were, a grand piano would of gave the impression. 
• The artist's hair is rather alternative and quirky which could be linking to her characteristics and personality. 

Camerawork and Editing

• Establishing shot emphasising the loneliness and emptiness of the warehouse.
• Close up shots of artist hands playing the piano is an indication of her talent.
• By the artist looking directly into the camera creates a connection with the audience, as if she is singing directly to them. As a result of this it builds artist and audience relationship. 
• Fast cutting rate progressively builds up as video continues.
• The overlay of a moving image of the artist breaks away from the start of the video which appeared to have an absence of effects and therefore makes it seem adhere to the mainstream genre. 
• The use of blur editing used to blur the background of the artist makes her stand out and seem more significant.
• As the video progresses, there is a change in lights; from house lights to spot lights to give the impression of a performance or show that the artist is putting on.
• The jump cuts to the artist singing in different locations which are brightly lit with a variety of colours contrasts to the plain and dull warehouse.

Sound

• There doesn't appear to be much auto tune on the artist's voice which would make it seem less realistic and therefore further highlights how the artist is potentially wanting to be portrayed as a rather ordinary and relatable person.