2. Disclosure - Latch feat. Sam Smith (Music Video Analysis)

Directors: Ross McDowell and Ben Murray 

This music video is predominantly about love and relationships. Throughout this music video the audience witnesses intimacy and affection in relationships of different form and at different stages. Both gay and straight intimacy is involved. This video has no specific plot/storyline therefore it being a concept music video. However the lyrics revolve primarily around love which relates entirely to the video creating a relationship between lyrics and visuals. We don't see a certain character or singer delivering the lyrics giving it no performance element. Having no performance is a typical characteristic of this genre of music (house/dance). House and dance music videos often present surreal and unrealistic scenarios through the use of editing. This genre characteristic is presented in this particular music video e.g raining in a lift, cartoon faces appear on the characters etc...

Due to there being no performance within the music video, there is also no star treatment as no one is singles out specifically. The protagonists within the video are aged around 16-30 giving the video a representation of its audience. Creating a representation of their audience within the video can help create a sense of personal engagement. We also see certain characters at a party also creating not only a representation but this also is a genre characteristic of house/dance music. In terms of editing, we see quite a slow paced style of editing, with special affects involved within. One moment sees the couple alone kissing in some sort of surreal manner. No characters within the music video make direct eye contact with the camera lens meaning there was no sense of direct connection with the audience. This is because most attention is focused on their partner. Having no direct eye contact with the camera lens is not unusual with house/dance music as most music videos of this genre don't either. In terms of representation, sexuality is portrayed very equally. We see both gay and straight love with no inequality or difference.