Genre

Genre- a group in which music or the music video are categorised based on its target audience.

 

We are looking at bands of the Indie genre. Indie is short for independent emphasising that the bands are self-made and not controlled by the media. Indie music had never really been massively popular although people did begin to take more interest in it during the 80’s. Many bands such as Oasis and The Arctic Monkeys helped make Indie more popular as a genre, by bringing in themes often seen in other genres, for example The Arctic Monkeys have quite a strong Rock vibe as well as the indie roots.

The lyrical aspect of indie bands is something that really separates them from any other genre. Indie bands often have lyrics that relate to life and everyday issues, again emphasising that they are their own band and not controlled by the media. For example Morrissey’s lyrics are often related to political problems or problems that have occurred in his life.

 

Bands such as Oasis and the Arctic monkeys like to give off an impression of being edgy not the sort to conform. This is shown not only through their music but through their visual image as well. For example Oasis often uses almost abstract ideas for their album artworks, or there is a deeper meaning in most. Both the Arctic Monkeys and Oasis pride themselves so much on being completely “indie” that at large award ceremonies both bands have been known for not accepting their rewards, Either by making pretentious speeches or even throwing the award back to the audience.

 

For our music video we are looking at a band on the Indie Rock genre. Indie bands are known for being unlike other mainstream genres because of their independent approach to making and promoting their music. To understand the conventions of an Indie Rock Band I have looked at bands of a similar genre, the Arctic Monkeys and The gaslight Anthem.

 

After researching our chosen band, Albion, I have found that they are very similar to bands such as the Arctic monkeys and the Gaslight Anthem. As these are all indie bands they use the typical indie genre conventions. For example, starting with the music, as and indie band, the Arctic monkeys. Music is all very individual to them as a band they make up and write their own music and lyrics. Playing on the independent aspect of being an indie band. The lyrics of many indie bands are made to be relatable, or just about every day experiences for example “Cornerstone” by the Arctic Monkeys is about losing/not being able to get over a certain person/girl. This can relate and appeal to a lot of people.

Secondly typical indie bands can portray their genre clearly through their music videos. Some key conventions used in indie music videos are; Playing/performing live, the portrayal of women and a narrative linking, in some way, to the lyrics. Both the Gaslight Anthem and the Arctic Monkeys follow these conventions. Many of the Gaslight Anthems music videos follow a narrative but intercut the narrative with shots showing the whole band of key members performing, linking to the music. Live performance is very important for Indie bands emphasising that it is their own music.

 

Another aspect of a music video that emphasises the genre is the editing and the way the video has been filmed. To follow the independent theme indie bands such as the Arctic monkeys and the Gaslight Anthem have very homemade themes in their videos, Using handheld camerawork and tracking shots to bring the audience closer to the musicians. This is particularly evident in the Gaslight Anthems music video for “bring it on”

Finally the Genre of a band can be easily portrayed through the bands image.  Unlike pop musicians, who will be seen in the latest fashions and mainstream situations or punks who will dress in outrageous and aggressive attire. Indie bands will wear casual everyday clothes; ranging from shirts and jeans to Denim and Leather. This is to emphasise their casual and rock side.

Digipak analysis

Cutting to the music

Music behind the song Home

Focus group planning and methodology

 

 

 

 

Job Roles

Vox pops

 

 

Vox Pops Video analysis

 

1.     What is your favourite music promo and why?

Answers varied from Bombay Bicycle club to Sam Smith. Our questions were all directed towards people who would fit our target audience, so the answers were quite similar to each other and the artists people liked were similar to the artists and styles our group is aiming for.

 

2.     Where do you watch music videos?

·       
Youtube

·        Facebook and Twitter

·        Television such as MTV

 



 

3.     What genre of music video do you enjoy most?

 

·        Pop

·        Rock

·        Pop-punk

·        Indie

 

 

 

4.     What aspects of music videos do you enjoy most?

·        A good story line

·        Disjuncture in music videos

·        Seeing the band

Focus group

 

Focus group Video

 

 

 

Focus Group Analysis

 

 

The focus group was successful as it highlighted many different areas of our production that were good for the final piece. There were other factors of the focus group that were beneficial as it also highlighted some things that we could build on in the storyline and the shot list.

Question 1: What they thought on the story itself?

The response that we had to the overall storyline was positive. Many of the people that we were asking thought that the story we had between the male and the female was a good basis on listening to the song. However, there were concerns towards the overall ‘love story’ theme because many felt that it was a generic idea and could be interpreted as boring. We will build on this, possibly removing the idea of the argument scene between the couple, drawing more towards the beginning of a band.

Question 2: What current music videos do you find this resonates?

Many of the participants in the focus group found that the music video has similar themes from Kings of Leon’s Beautiful War, as, it features this argument between a couple and illustrates consequences of this. In this case it demonstrates music as a release for troubles in people’s lives. The music video showing the band members is also a way to get the audience to see the band playing there instruments which in this case is a positive consequence.

Question 3: How original do you feel this idea is?

 

The idea was considered to be original, in the sense that is shows the four people coming together in the band through different pathways. This has been extended to the backstory of the breakup of a relationship. We explained to the audience that we wanted to convey the sense that the music video is typically indie-rock and we were conveying that style.

Question 4: What other comments do you feel we should incorporate?

The focus group felt that we should gain a sense of ending. If we were to follow with the relationship theme then how would it end? In usual music videos there normally is a direct finish. However, at this point we hadn’t considered how the ending would play out. In other areas, the group felt like the band performance should be in the same setting as the solo performance from the frontman. This would be to gain a sense of familiarity and the idea that the band are filling the space and creating something positive from potentially negative experiences

Band background

What is a Digipak?

 

A Digipak is often a limited or special edition packaging set for a CD or record. A Digipack has 6 panels of information, including additional band information, lyrics, song lists, and photos of the band. Digipaks are used to show what the layout and design would look like in net form.  Here is my drawn example of what a digipak would look like.

 

 

 

 

Home lyric analysis

Inspiration

We have looked at bands such as the Arctic Monkeys as inspiration for our own music video because they have similar styles and themes to the band, Albion,  we are using.
Similarly to albion the Arctic Monkeys are an indie rock band. So their music and appearance will be alike. In the Arctic Monkeys music video "One For The Road" the video opens showing a figure slowly turning revealing the song title painted on the back of their leather jacket.

 

 

 

 I think this would be an effective idea to adapt into our own music video. Especially as we have looked at bands such as The Gaslight Anthem for example in their music video for "Handwritten" a title and credit sequence are used, making the video appear more like a short film rather than a music promo.