Jason Derulo - what if

Jason Derulo is a singer song writer that originally signed for an independent record label Beluga Heights which then became part of Warner music group. This is when he released his first single “whatcha say”.
The genre of his song is R&B.

The opening shot is a slow pan establishing the bedroom and showing the artist Jason Derulo reaching into a cardboard box and unwrapping a picture frame, you then see him walking towards the bedside table. It cuts to the bedside table with the clock on this becomes an important prop throughout the video, the picture frame comes into shot, this is done using match on action editing because you see him go to put the picture down before it cuts to close up of his hand come into shot on the bed side table putting the picture frame down. The image and the clock become commonly used props throughout the music video.
It cuts back out to the pan shot still focused on him and the cuts into a close up of him picking up a ring box (the box is red sybolising love), from the bedside table, match on action is used again to cut to a close up of him opening the ring box, revealing the engagement ring this helps to reveal the narrative showing what relationship they are in and how he feels about her.
Close ups of Jason Derulo’s face shows his emotions and lets the audience connect with him on another level.

The scene continues inside and then goes out to a shot from inside the moving van with the women taking out a box with fragile written in large letters, this could symbolise the relationship is fragile or that she is.

Further on in the video is uses another convention of modern music videos in which artists show off their material assets and that they are wealthy, this is shown with the expensive car which he stands against. This is part of the ‘bling’ which is associated with the r&b artists of the modern era. This is also showed by the large silver watch which is used repeatedly used to show the time rewinding and then carrying on at normal time.

The narrative of the music video if fairly clear, with the love story running through it. The music video is not in a linear form though because it shows the real time happening at the beggining of the video, it then goes into their relationship in reverse and how they met. The end of the video then goes back into real time with when they met but the story changes so that the clips shown during the video never happen.

The audience for this music videos is Jason Derulo fans aged 12 to 23 for this video and song i believe the main audience will be female because of the nature of the song because it is more slow and emotional in which the audience can connect with the artist.