This video belongs to the genre of pop music. The conventions of pop music videos inlcude the video taking place somewhere sunny and bright and a group of people shown to be having a good time. This video has those conventions as it takes place in a location where it looks like it is summer and Jess is dressed in bright colours to hint to the audience that it is summer.Palm trees can also be seen in the background of the video, hinting to the audience that the video takes place somewhere near a beach.
At various points throughout the video, the lyrics are illustrated by different moments. For example, 1 minute 27 seconds into the video, the lyric "Was not who I'm supposed to be" is represented by a young man looking downtrodden as he sits by himself. He is then comforted by a family member. Illustrating the lyrics in this way shows that even though the young man does not know want he wants out of life, his family will always be there.
There is a clear relationship between the music and visuals as the video is edited so it cuts to the beat. At the end of the second lyric - "I drew a smile on my face to paper over me" - some piano keys are heard and then the video cuts from a close-up of the artist to a close-up of a young man sat in a car looking upset.
Another indication of a clear relationship between the music and visuals is when the pace of the song becomes quicker when we come to the chorus. The image on the screen switches to one of a troupe of drummers playing while the young man watches them perform. This image clearly shows the pace of change in the song.
There are close-ups of Jess Glynne used throughout the video. In these close-ups, she is seen looking happy and content with life. This tells the audience that she enjoys her career as a singer.
The record company are trying to sell this track as a song which makes you feel good about yourself. This is evident from all the people in the video acting happy and all the close-ups of Jess smiling.
At some points in this music video, Jess can be seen wearing a number of outfits. One of these outfits looks to be a black mesh top over a black crop top. This outfit does not imply that Jess Glynne is on a sexualised display as she in seen in the video wearing a number of other outfits that are different to the black mesh top. This outfit does, however, make the audience notice her. This means that they will listen to the song, and if they like it, purchase it.
In this music video, there is approximately fifty per cent performance and fifty per cent narrative used. The performance shots used throughout the video is Jess sitting alone in a room and her singing on a street. The narrative used is about a young man who wants to join a troupe of drummers but is rejected by them. So, he improves and later becomes a member of the troupe. The narrative and performance later intertwine when the troupe of drummers begin playing behind the aritst as she sings in the street.
The narrative about the dance troupe.
The performance and the narrative intertwine.
In conclusion, this music video is a pop music video and has the main conventions from a video of this genre. There are bright colours, the video is set somewhere sunny and everyone in the video seems to be having a good time, especially at the end of the video.
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