The video to 'Next To Me' is generally about the singer, Emeli Sande, singing and playing the piano in an empty warehouse as one of the locations alongside a male drummer. As the song progresses and the video goes on there are different locations and clips added of her. I think this music video would be considered to be from an indie/alternative genre because of the mise en scene in relation to the locations and outfits however the actual song itself sounds to be from the pop genre and her website states she is a Scottish soul and R&B artist. The target audience for this would be from ages 18-30, but teenagers would also listen to the song but i don't think that they would enjoy the video that much. I would say that the video does use some generic conventions, in relation to the singer performing and cutting between different shots of locations of her singing. The image that the artist portrays is quite a casual one, and definitely isn't one that oozes sex appeal as she is very covered up and looks some what tom boyish in her clothes but that defines her as it's her own personal style. This could draw in a more female audience, as males may choose to watch other music videos over this one because of this. The colours of her clothing aren't very striking but are boldly cut. This helps to get the audience to relate to her has she looks normal and not so in your face as most music videos are. She also performs with her instrument within the warehouse with a spotlight on her, this shows the connection she has with music and appeals to the audience as they enjoy the performance. As a character I feel that she is portrayed to be a likable person, who looks passionate about music, this is shown through close ups of her playing the piano and the facial expressions she pulls. She does make a lot of eye contact with the camera/audience which makes her performance a lot more personal, as if she was singing directly to and for them. Throughout the video there is a range of locations, around 4, and in each one she is wearing something different and in completely different surroundings and settings. There is also effective use of overlays in these, with use of bold colour it creates a really striking clip. With a fast cutting rate, and loads of different shots it keeps the audience interested. There even is an establishing shot at the beginning to set the initial scene. There is a blurred effect on some of the clips with some altering the focus areas, making different things in each shot the overall focus. The sound in the song has many musical instruments but in the video there is only 3 different instruments, these are the drums, piano and tambourine.
