1. Music videos demonstrate genre characteristics. (e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop).
2. There is a relationship between lyrics and visuals. The lyrics are represented with images. (either illustrative, amplifying, contradicting).
3. There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music. (either illustrative, amplifying, contradicting).
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).
5. There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.
6. There are often intertextual reference (to films, tv programmes, other music videos etc).
(From Andrew Goodwin, DANCING IN THE DISTRACTION FACTORY, 1992.)
This type of music is typically known as 'pop music' and its typical target audience is mostly teenagers to young adults. However this particular music video would be listened to by a certain type of audience that enjoy listening to slower and more calming songs. As you can see by the video, the lighting is more dark and gloomy representing a sad vibe that is also portrayed by the music. This particular music video doesn't meet the typical expectations of a pop music video. It is different in the sense that it includes not montage editing or studio filming. It is all filmed in the streets where slow motion has been used to add drama.
In this particular music video, it tells the story of the song, in most pop music videos, this is not the case. In a typical pop music video it would contain flashing lights and dramatic scenes to represent the image of being in a nightclub or bar. The relationship of the music and visuals work well together due to it telling the story. The visuals also add to the effect of the chorus each time adding to the story which as the viewer can see is a sad story.
Within this music video, the artists has no screen time, throughout the video it is the actors telling the story along with the lyrics. As the chorus plays and towards the end the actor is seen to be suffering, more establishing shots occur to portray his surroundings. These surroundings are empty of people so therefore giving the impression he's lonely.
This particular type of pop music usually has videos similar to this one. Shawn Mendes sings a similar type of music and his music videos are extremely similar to this one.
