Target Audience Research

  My Target Audience Mood board

When looking at the genre research I quickly figured out what type of personalities Indie people hold. As you can see below, I have created a mood board filled with images of which remind me of the genre indie. I have created this using Photoshop and believe this identifies the stereotypes of the Indie culture. 

From the research I have collected, you can see that within these images it corresponds with the Indie Culture. The fact that 'Indie' is known as being quirky and creative as I have mentioned previously by stating that they like to dress in their own unique way. As you can tell, fashion is considered as a crucial factor when wanting to be 'indie'. It is a must that you become unique and create your own fashion so you are not mainstream. This means avoiding labels and focusing on vintage stores as well as charity shops. However by all 'indies' rebelling against the stereotypes of fashion each of their outfits are intertextual within one an other. This applies to the Levi-Strauss's theory of bricolage (1976) - the re-contextualisation of objects to communicate fresh meanings, including prior significance and meanings to the objects used, This shows relevance to members of the indie culture as they rearrange and transform existing objects to create something niche not mainstream. 

When looking into the different types of shops this culture would go to, Charity and Vintage shops are widely mentioned. Looking back over the years Charity and Vintage shops held bad connotations as they were only deemed for people who cant afford the new upbeat fashion. However now the Indie culture has been able to rid of that stereotype and create a new name for the shops. It has removed the negative connotations allowing the public to see it as a way to create unique trends. By the Indie culture creating such a positive outlook on Vintage stores it has now become noticed by the mainstream outlets as they are now developing 'Vintage Style Looks'. It just goes to show how influential the Indie Culture has been within fashion. 

Target Audience Genre Research

Music Genre- Indie Rock

When listening to my music choice its obvious that it belongs to the ‘Indie Rock’ genre. A like Mumford and sons it has a slow beginning working its way up into a fast pace beat. As I now know the genre I will be researching into this genre. Indie Rock is a genre of alternative rock, it originated in the UK in the 1980’s.   Originally used to describe record labels, the term became associated with the music they produced and was initially used interchangeably with alternative rock. Indie rock was extremely diverse as it created many subgenres such as Indie pop, jangle pop and lo-fi. Indie Rock was then made mainstream as grunge and punk bands in the US started to appreciate and perform their own indie genres. In the 2000’s, as a result of changes in the music industry and the growing importance of the internet, a number of indie rock acts became successful within the commercial area it lead to questions about its meaningfulness. In the mid 1980’s Indie was described as alternative and original, however the meaning started to deteriorate and lose its originality as it became associated with bands that are mainstream. In the 2000’s a new group of bands known as ‘The Stokes’ and ‘The White Stripes’ took over the music genre as they introduced different versions of guitar rock, thus allowing Indie Rock to be pushed back and made less popular. Indie Rock was then being referred to as ‘Indie Landfill’. Within the recent years Indie Rock has picked up being more popular, many bands/ artists use Indie as their genre for example, The Wombats, Bombay Bicycle Club, Two Door Cinema Club, Mumford and Sons and many more. 

When looking at the characteristics of Indie Rock, the term comes from the word ‘Independent’. It describes the small and low budget labels which release its music. Although distribution deals are often struck with major corporate companies, these labels and the bands they host have attempted to retain their autonomy, leaving them free to explore sounds, emotions and subjects of limited appeal to large, mainstream audiences. As I mentioned before Indie Rock was not thought about being mainstream (1980’s) but rather was used to describe those bands working in a variety of styles that would not pursue or achieve commercial success as it was given a bad name. Aesthetically speaking, indie rock is characterized as having a careful balance of pop accessibility with noise, experimentation with pop music.

Indie rock has been identified as a reaction against the macho culture that developed in alternative rock in the aftermath of Nirvana's success. Indie rock is noted for having a relatively high proportion of female artists compared with preceding rock genres

Allmusic identifies indie rock as including a number of "varying musical approaches [not] compatible with mainstream tastes" However in the early 2000’s Indie Rock was then made so popular that it became mainstream.

Indie Culture

Indie Culture is very hard to define as it has a different meaning to everyone. It has no right or wrong stereotype as it is created entirely by uniqueness. Having said this it still has stereotypes within the culture, Indie members are know for being 'Cool, Creative and Different'. I believe this is the corrected way to address the Indie Culture as it describes them perfectly within this modern day society.

It is said that Indies are Indies because of their-
-Taste in Music. (this sets out the real Indies from the fake wannabes as their taste is alternative') 
-Art/ Creative aspects are a big part of their life.
-Indies don't particularly care about what others think of them, however they still try to look good/presentable. 
-They have vintage looking taste and definitely stay away from mainstream trends such as 'Vans and Penny boards' These are frequently mistaken stereotypes.   

When talking about the music side of Indie, its seen that they enjoy the more traditional side when consuming the music. They enjoy listening to vinyl records instead of the more mainstream side i.e MP3 players or stereos. Music is a holds a great connection within the Indie culture as that is what mainly deems you as Indie.

Many people can confuse Indie with Hipsters as it is seen as a sub genre to Indie. The reason for this being, Hipsters alike Indies ignore the mainstream brands. However Hipsters are extremist as they focus on anti-conformity at all costs. Having said that they are similar, Hipsters are much more condescending when it comes to the different types of clothes Indies wear as they like to think they are above and much more 'out there'. While they have been 'creating newer trends' they have failed to realise that by being so 'out there' they are actually creating a mainstream presence creating irony as they buy off Mainstream companies. As this feature adds a certain 'mainstream' iconography within their clothing I have decided not to look at this sub culture and these is not the correct audience I wish to attract instead I wish to gain the attention of Indies.



Music Video Proposal

Contacting The Band

Hollow Coves-  The Woods Copy Right

When choosing my song I had to put into consideration whether or not the song would have copyright or not. I decided to chose a small band with roughly 5,000 followers on twitter and 372,362 people listening to the song 'The woods' alone. I thought it was best if I contacted the band via e-mail as its the most professional way to contact someone you wish to do business with. They replied within 24 hours and granted me copy rights to the song allowing me to use it for my final production.

Music Video-Practical Production Treatment and Plan for Edit

Definition of a music video

"A film or video rendition of a recorded song, often 

showing the musicians performing or showing images 

that illustrate the lyrics or the mood of the song."

A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings.

Music videos mostly came into prominence 1980's, although many video do date back this year was the major hit. The reason for this being, MTV based their format around them therefore making them popular with the public. 

When it comes to the technical side of music videos there are a  wide range of film making techniques such as, live action filming, Animation, documentaries and non-narrative approaches. 

I have already mentioned a theorist named Andrew Goodwin, he studied hundreds of music videos while researching his book (Dancing in the Distraction Factory) and came up with some key codes and conventions that are shared by many music videos. They are as followed, 
-There is a relationship between the lyrics and the visuals.
-There is a relationship between the music and the visuals.
-Particular music videos have their own video style and iconography. 
-There is a demand on the part of the record company for lots of close-ups of the main artists. 
-The artists may develop their own star iconography. 
-There is likely to be reference to voyeurism, particularly in the treatment of women, but also in terms of systems of looking. 
-There are likely to be intertextual references, either to other music videos or to films and tv texts. 
At least one or more of these theories will be placed within a video to then give it the conventional music video genre. 

Another theorist is Joan Lynch. Lynch stated that there are three basic video structures, they are as followed,
-Performance 
-Narrative 
-Concept 
Every music video created must be one of the three or maybe a mixture of them. 

Finally, the last theorist is Jon Gow. He's identified six genres of music videos all of which are difined in terms of their relationship to the display of the performance. They are as followed, 
-The anti-performance piece.
-Pseudo- reflexive performance.
-Performance documentary.
The special effects extravaganza.
-The song and  dance number. 
-The enhanced performance. 
Once again, one if not all are used to keep up the conventions within a music video. 

Music Video Analysis

Music Video Analysis: Keane- Everybodys Changing (Alternative Version)

Keane’s music video “Everybody’s Changing” is very similar to Rich Lee’s, Churchills, music video ‘Change’. The main way in which they both represent one another is that of the lyrics. Both songs and music videos are about change and is represented through denotations and conventions of that topic (Change). As a result, this video then corresponds with Goodwins theory “There is a relationship between the

music and the visuals”. The reason as to why I enjoy Keane’s music video ‘Everybody’s Changing’ directed by Mark Pellington is for the plain and simple set up. As I have previously mentioned I wish to direct my music production mostly in a plain white room to allow the characters of which I use to have full attention of the audience.The way in which this video was directed sticks to basic conventions such as, Joan Lynch’s theory ‘that there are three basic video structures’ they are as followed, 1.Performance, 2. Narrative and 3.Concept. I believe that this certain music video is purely performance however narrative is shown through visual connotations. These denotations and connotations are represented by change of clothes and are following the lyrics.

Onto the technical side of the music video. The camera shots and angles used are stereotypical of the rock/ slow rock genre of which Keane are a part of. The close and medium close ups allows you as a viewer to gain detail in what these artists are wearing, showing them in their natural state at the beginning already suggesting that they are to change. Throughout the music video we quickly learn that this follows Goodwins theory ‘There is a relationship between the music and the visuals’. Its also planned within this music video that the first time the word ‘Changing’ is mentioned we cut straight to the pianist changing from a male to a female to heighten the effect and relationship of visuals and the lyrics. The cuts between shots correspond with the beat of the music. This makes it much more easier to watch as it flows throughout. When it comes to the genres of this music video in particular I believe that this is an ‘Enhanced performance’ meaning ‘Videos which blend performance elements with other visual elements, a blend justified through either associational, narrative or abstract forms of motivation.’ This theory is linked with Jon Gow (1992). The reason I believe this music video fits into this certain genre is because of the way it is filmed and the way the relationship between the visuals and lyrics are represented on screen. 

The main aspects of which I wish to include within my music production are as followed-

The usage of close ups against the plain white background. The reason for this being is I like the way all focus is on that man person and you are allowed to take in every detail of emotion in their face. The song I’m working with has plenty of emotional factors within it so therefore need some sort of shot to create the emotional feel whether that be sadness or happiness. The shots which change due to the beat is something I also wish to replicate. I feel that by using this technique it will allow my music video to flow with ease as the audience watches it. The conventions of Goodwins theory is that I wish to create within my own production. The way in which ‘there is a relationship between the music and the visuals’ is something I yet again wish to recreate.

Taylor Swift 'Style' Music Video Analysis

Taylor Swifts Music Video, ‘Style’ directed by Kyle Newman is very different to the other music videos of which I have looked at Previously. The aspects of silhouettes and changing backgrounds within them was something that caught my eye. I don't particularly wish to include these type of shots or effects, it just caught my eye. The way in which taylor is shown in an empty room is something I wish to recreate. As I have previously mentioned I want my actors and actresses to show emotion within their gaze. They way the camera is set up and the shots used such as Close and Extreme close ups, Medium shots and slow motion it gives this certain conventional aspect of ‘romantic’ music videos. 

The use of the green screen is something I wish to use within my own music video. I enjoy the way the director (Kyle Newman) has cleverly converted the screen to different backgrounds, i.e the beach, White screen and a blacked out room. These denotations and connotations add to the effect of the love story and give taylor her own ideology. Taylor Swift is known for being a hopeless romantic as she's never settling down with one person, however the conventions used throughout this music video also suggest this. The lyrics contribute with the song as Goodwin quotes his theory “There is a relationship between the music and the visuals”. This without a doubt is certainly the case here as the after effects and denotations of white space connotes emptiness between them both representing the love lost which is made beautifully as it is subtle but at the same time obvious enough to plant the seed of that representation in the audiences mind without them being able to comme

nt on it. 

The way the first scene shows the young man inside Taylors head allows us to gain the information that he in fact is on her mind constantly and we are already within three seconds have been introduced to the two main people of which this music video is about. I like this effect and wish to use it within my music video. I want to have shown all the actors/ actresses that I shall be using in my music video within the first thirty seconds or so. I believe this is essential so the audience already without effort know who to focus on and can start to being analysing my production.

When thinning about the genres of this music video its very clear from the start that its about a love story. We can understand this by the Artist, Taylor Swift as she has her own ideology behind her style of music as once again being obsessed with love and boys. When connecting it to a theory such as Jon Gows, I believe the performance acts as a ‘Special effect extravaganza’ meaning the video in which human performance is over shadowed by spectacular imagery, for example where the green screen in used to replace tailors head with a beach setting and the young man standing within a cave. I also believe it is classed as an ‘Enhanced Performance’ this means videos which blend performance elements with other visual elements, a blend justified through either associational, narrative, or abstract forms of motivation. This is mostly seen with how the lyrics corresponds with actions made by taylor. The blends from scene to scene are also very smooth how at 0:52-0:56 Taylors face blends into darkness making the screen turn pitch black then allowing the next scene to blend through the darkness so we can clearly see the face of the young male. this feature I wish to use within my Music Production. Going back to Goodwin I also believe that the theory he wrote ‘There is a demand on the part of the record company for lots of close-ups of the main artist/vocalist. This is extremely correct when analysing Taylor Swifts ‘Style” music video. The whole video is based on close ups of both actors. This is also something I wish to used within my music video as I feel it adds a professional class to the Music Video.

Director Study

Transition Music Video

Within transition of media classes we had to direct and produce a music video. We had to work in groups and come up with a song of which we could lip synch to. The reason as to why we chose the music we did was because we thought it would be easy to reproduce. However with how upbeat the song is, it was hard to lip synch to it. The length also did not help as it was far too long, after a while of watching it seems to get repetitive. Having said that, we did not struggle with having too little footage, in the end we had too much and cut some out. The transitions we used were those we learnt off youtube to make sure it looked as realistic as possible.

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