Setting’s in Indie-pop video’s tend to be located in urban, slightly rundown environments. This contrast’s that of a pop video which tends to show the glamour and wealth of society. Music video’s such as Artic Monkey’s why’d you only call me when you’re high and Seafret’s Ocean’s both exhibit elements of this, with both showing shot’s of character’s walking through urban areas. With this in mind, I felt that it was necessary to replicate this trend in my video, hence including a sequence which involved multiple tracking shot’s of my band walking through side streets in an urban setting.
On top of researching generic Indie-pop video’s, I also looked at products from multiple band’s including The 1975, Magic and McFly. I based the performance element of my music video in a studio type setting as a result of watching videos such as ‘Girls’, Rude’ and ‘That Girl’, as all videos exhibited this feature or at least something similar to this. As a result I felt that this was an important aspect to include in my video, as naturally in indie music the focus tends to be on the performer or band, hence my use of real media products influenced my video greatly.
With regards to costume, indie videos tend to have artist’s wearing casual, or retro clothing, depending on the style of the video, for example Oh Wonder by Ultra Life and Dan Croll’s From Nowhere, both show the artists wearing individual, casual clothing. This is conventional as it allows the audience to relate as they can see themselves in that costume. My music video however challenges the normal conventions of Indie music videos as I dressed my band in matching suits, with different coloured bow ties, in order to visually present a product that was slightly different and refreshing. This does stray from normal conventions of classical indie pop, however it could be argued that this in fact is becoming more of a trend, with modern audience’s seeking more alternative and edgy products. OK Go, are a prime example of this, with music videos such as Upside Down & Inside Out, gaining over 20 million views on youtube.
Performance and Narrative
In addition, it can be said that my media product develops the normal conventions of narrative and performance. In most media products that I have researched, narrative and performance are kept separate, with the band often only appearing in the performance element of the video. This is displayed in music video’s such as the Script’s ‘Hall of Fame’ ft Will.I.AM, in which performance and narrative are kept completely separate. However after watching ‘Rude’ by Magic, which blends both narrative and performance together, I decided to do something similar, with the basis of my video showing a band attempting to film the music video for the song in an environment they are not comfortable with. This therefor reflects how my media product has developed conventions normally seen in real life indie pop products as it blends what is usually a very clear line between performance and narrative together.
Shot types in Indie Music videos are usually standard, with close ups, mid shots and establishing shot being used. Close up shot’s of my actors face can be compared to the likes of that in Pompeii by Bastille and Girls in 1975 which allows the audience to clearly see the emotions on the characters faces, which often relates to the mood and lyrics of the song. This links in with Andrew Goodwin’s theory of matching lyrics with the visual image. An example of when I did this in my music video is on the line ‘Why do you feel so Down?’, in which I used a close up of my lead singer who had a disgruntled look on his face.
Props usually used in indie pop music videos include the instruments played by the band as can be seen in 1975 ‘The Sound’. My music video sticks to these conventions as I include guitars, drums and mic stands. Additionally my music video falls into line with most indie pop music videos which include prop’s necessary to the narrative, as I include both a car which is necessary for my band to travel from one location to the next and an iPhone which they use to film themselves with. This specific use of props can be seen in Tightrope by Walk the Moon and Passion Pitt’s Carried away, in which lipstick and toothbrush are essential to the narrative.
DigiPak and Website
My website follows the generic conventions of indie artist website’s, as it follows a simple pattern which ties in with my DigiPak as seen in it’s design. Artists such as Harry Styles also followed this trend, with his website and digipak having matching themes and designs. I also included a music, tour and merch section which is found on the majority of other sites. On top of this I created an instagram account, which many artists use to promote themselves on.
My DigiPak also follows similar conventions of indie pop digipaks, using a special font from the website DAFONT , which helps to establish an identity for my artist. My simple design was inspired though my research of various artists Digipaks such as Dua Lipa’s, which convinced me that simple designs were most effective.