Explain how Representations in Music Videos are Chosen to Promote the Artist. Refer to Emeli Sande’s Video of ‘Heaven’ in Your Answer. (10 Marks)

Explain how Representations in Music Videos are Chosen to Promote the Artist. Refer to Emeli Sande’s Video of ‘Heaven’ in Your Answer. (10 Marks)

Emeli Sande’s ‘Heaven’ music video uses representations to promote Sande as a relatable figure to the general public of 2011. The song and its music video were released around the time of rising tensions in England, the London riots and after the recession, so an artist commenting on the harsh reality of society at the time would be better received than one surrounded by wealth and luxury.

Many producers would choose to place an artist in a more glamorous light with high paced dancing or glamorous cinematic shots that show off wealth and the artist’s skill and success, however in the music video for ‘Heaven,’ Sande is depicted in everyday locations and situations like bus stops and on the street. This decision would likely make audiences in 2011 relate to her more, as many people were facing financial troubles and wouldn’t want to see an artist flaunting wealth while they are suffering.

Sande is also promoted as a spiritual person in the music video and religious imagery is shown throughout. Due to societal unrest at the time many people may have been turning to religion and spirituality to keep positive during bleak times and have something to believe in when organisations like the government might be failing them. At the time the UK was under the Cameron-Clegg coalition of the Conservatives and Liberal Democrats as the conservatives couldn’t get a majority in parliament, this led to a lot of promises being broken and a general feeling of being lied to in British society. When the people in power are untrustworthy and changing things that are out of the average person’s control they might turn to a higher power to find stability and something to feel in control of.

Another way the video could appeal to its audience and promote Sande in a good light is that the people featured in the video aren’t actors but real people of London. This gives the video a more realistic and honest feel to it than one with dancers or actors creating a set narrative. The message of the video comes across both through the lyrics and the representation of minority communities like the homeless and people of colour in London, people who might not get as much representation as they deserve and in 2011 would likely feel a large disconnect between themselves and society. Seeing representation of these minorities would likely help more people in relating to Emeli Sande and seeing her as a down to earth and open artist.

In conclusion the way Sande is represented helps her appeal to the society at the time of the song’s release, and portrays her as more of an average person than a wealthy celebrity flaunting money and fame. Representing society in a realistic and honest way was likely a much more effective way to appeal to the audience than with excess wealth, dance or an intricate narrative using actors and glamorous sets.