RESEARCH PRESENTATIO

N

CONVENTIONS OF GENRE AND FORM

From my research I have learnt a lot about the conventions of genre and form

in relation to Indie music videos. The conventions for the form of a music video

are multiple shots of the artist/band, narratives relating to the lyrics of the

songs and lip syncing. Now I know these conventions I can then use them when

creating my own music video in order to make my video as conventional as

possible. Therefore I will make sure my video has several shots of the

artist/band and also a strong/weak narrative depending on the genre (in my

case would be weak due to the Indie genre.) The conventions of the genre

however are in much greater detail and will therefore help me to make the

video appeal to the target audience better via conventions. The conventions I

have found are slow paced editing to give a relaxed feel the music/video, mid-

shots of the artists in various locations but in common locations that tend to be

related to nature and purity in order to portray the artist as being the same

“class” to the audience and therefore more relatable to the audience. Also in

the video there tends to be little if any non diegetic music as the only sounds

heard are the instruments and vocals of the band.

In an Indie video it is conventional to have a vague narrative that relates to the

lyrics but is also very unique and kooky in order to portray he artist in their given

style. Also in relation to gender, female artists tend to be conventionally

portrayed as elegant and soft whereas the male artists tend to be represented as

powerful and wise therefore when I film my music video I will use different

technical elements to achieve this representation. The colours used in Indie

music videos are conventionally pastel colours or light colours that connote

nature and again purity as it brings the artist to the level of the audience rather

than forcing themselves onto a higher platform. Indie videos are also

conventionally urban themed therefore my scenery for my videos will be urban

but with a sense of nature due to the specific videos I have already analysed.

In terms of mise-en-scene the most conventional costumes are

vintage dresses/jumpers for the females and suits/bow-ties for the

men as it then connotes the vintage feel to Indie music in which so

many artists try to achieve in their music videos and therefore in

m music video I will have any male artists in suits and shirts and

women in dresses/skirts etc. in order to give a vintage feel to my

music video. The props used are very minimal and tend to be

natural such as food, but can again be vintage props such as old

record players and typical stuff you would find in a charity shop.

The lighting used in Indie videos tends to be low-key in the urban

areas and high-key in the natural areas such as fields.

TARGET AUDIENCE

My target audience are working/middle class

citizens aged mid-teens to early 20’s with a

65%female population to 35% male population. They

are currently in educations and their psychographics

include hanging out with friends, partying and

listening to music, they also shop in charity shops

and stereotypically enjoy taking photographs. They

are also in education (either college or uni.)

HOW WILL I APPEAL TO MY AUDIENCE?

After collecting my responses from my questionnaire I am now able to appeal

to my target audience via their responses to my questions such as “what do

you think is the most important element in a music video?” Therefore I am

going to make sure in my music video, the artist/band is the main feature, then

followed by a narrative, then their instruments followed by costumes and then

locations. This will appeal to the audience as I can make sure the artist band is

the main feature and I don’t waste time editing in multiple locations which will

lose the appeal to them. I am also going to make sure I use the technical

elements mentioned before to make my artist more connectable in order to

allow the audience to watch the video and feel like they are aspiring to be that

artist/band.