Genre Conventions: Indie (Task 2A)

Indie

These videos tend to have varying combinations of conventions; such as bright and dark colours and lighting. Sometimes black and white depending on the tone of the lyrics and music. 


Indie music videos tend to be a mixture of narrative and conceptual. However, there are also performance based videos. A performance music video is a type of music video that  features the artist or group singing (lip syncing) The purpose of this kind of music video is to give the audience and fans a in-concert experience. A narrative music video is a video that tells a story. The narrative can be linear or non- linear. The purpose of a narrative music video is to convey a message. Conceptual music videos rely heavily on poetry and metaphors. These videos do not tell a story in a linear way, rather, they create mood and feeling.

The focal point can either be the main vocalist or the performance of the whole band, or even the band or artist not making an appearance in their music video. The narrative music videos in this context usually are more representational or symbolic, rather than illustrating the lyrics. In this sense, they are typically quite versatile. The editing techniques differ based on the pace of the music, whereby it can vary from slow to fast pace. The artists are generally presented in a casual manner reflecting upon their outfits. Indie artists typically try to promote their independent status in the music videos. They do this so that they can be seen as "different" or "unique". This helps to create their star image. 

Mise-en-scene (Location/settings,props and costumes)

Many Genres of music videos have a unique visual theme.This is normally something the audience will recognise and can relate to. Props,costumes and location all make up Mise-en scene. "Mise en scene" plays a large role in a lot of music videos. Props and costumes help create a artist's identity and sets them apart from other artists. They also make the video look and feel realistic. For indie music videos, the common props are normally the instruments. As mentioned before, indie artists want to promote their independent status and be branded as "real" musicians and creators. Using actual instruments in the video helps reinforce this notion. In indie music videos, the artists typically wear clothing that relates to the theme of the video. The clothing that indie artists wear in their videos often symbolizes something or creates meaning. For example, the clothing could represent the mood of the music video. If the mood of the music video is happy and energetic, the artists will wear bright colored clothing.However, If the mood of the video is dark with angst and sad, the artists will wear dark colored clothing (Black and grey). 

Locations that are often used in indie music videos are "everyday places". The purpose of indie music videos is not only to promote the indie artist, but to create a "real" image that the audience can actual relate to. This is why locations such as skate parks, residential areas and cities are used in indie videos. 





Foster the people's "Call it what you want" music video uses instruments. 

(Foster the people: "Call it what you want")

The Givers's "Up,Up,Up" music video is mostly set in new York city. However, a chroma key  effect with green screen is also used.

(Givers- Up,Up,Up)





Rock Mafia: Fly or Die

Rock Mafia’s Fly or Die music video is very different. This music video separates itself from the typical Performance and narrative videos one would usually see. The music video itself is an animated narrative. It uses a combination of 2D and CGI animation to complement the song and tell a story. It does not use any actually real footage. This video can also be considered as a concept music video. Concept music videos can include both performance and narrative aspects. Usually, concept videos are based around a surreal, poetic idea. This idea usually grabs the audience’s attention and draws them in. Songs within the indie genre tend to use a mixture of bright and dark colours in their music videos. The fact that both bright and dark colours such as black, red, orange and blue are used in the video, shows that this is a convention of indie music videos. The lyrics of the song relate to the visuals in the video. The video and song are telling the same story. The story is that a village has been attacked and raided by an evil Dictator/tyrant. The dictator and his army have taken control and destroyed most of the village. Everything the dictator touches turn evil and is stamped with an “Anubis industry” logo. The dictator himself is riding a giant Anubis robot. The logo is the letter “A” with an eye over it.

Anubis is an Egyptian god that is often associated with mummification and the afterlife. Anubis guided the souls of the dead through the underworld kingdom of his powerful father. His father was Osiris, the god of the dead. The fact that the giant Anubis is destroying everything could symbolize that he is taking the people of the village to the underworld. In other words, he is “Killing” them.  Not that far from the village, a group of people who seem to be monks, are meditating in a cave. The monks sense danger coming from the village and start to flee using flying vehicles. A girl who seems to be an apprentice is also trying to escape. However, her flying vehicle does not seem to work. 

At this point of the video, the chorus of the song starts, which is “Fly or Die”. The chorus of the song implies that the people must “fly” or risk being “mummified” and turned evil by the dictator and his giant Anubis. 

Editing techniques 

The Editing matches the pace of the music within particular indie music videos. This is common in indie music videos.This creates rhythm for the audience because the visuals are more exciting to watch. In the video below, the pace of the visual effects matches the beat of the song. 

(Bloc Party: Ratchet)





Camera Work and Lighting

The most typical camera shots used in indie genre music video are close up. Close up shots introduce the artist and it helps to promote their "star image". Close up shots highlight the artist’s talents when they are singing. Crane shots are also popular when filming live performances as it allows different angles. Long and wide shots are used as establishing shots to set the scene of the narrative in the music video.​

(Miles Kane- Don't forget who we are)

(Crystal Fighters - Love Natural)

Purposes of music videos (Task 1C)

What is a music video

Music video is a short film integrating imagery and song, produced to promote a song and the artist. Music videos first came up during the 1980s. Music videos are made to promote a song or album as well as the artist in a appealing and interesting way, in order to make as many sales as possible. Most music videos tell a story or deliver a message, to embrace the audience and grab their attention, making them more interested in the song or album persuading them to buy it. Music videos are a good way for directors and film makers to express their creativity and passion. Music videos use a wide range of techniques and styles in order to promote their video such as animation and time-lapse and many more. Music videos also help the artist become famous as the video not only promotes their song, it also promotes their acting skills within the short video. Music videos are made to promote a song and its artist as well as promoting the director and sometimes products. Products are placed into music videos to help promote them. This is called product placement.






To Sell The Song

The purpose of a music video is to promote the artist and make an image and create a brand for them. One way they would do this is to make themselves role models to fans so that they are able to get a wider audience to watch and listen to their music videos.
The majority of songs these days all have music videos which have a large amount of views. Artists sell their music by using monetisation by selling the songs through many different platforms.
An example of this is LMFAO – Party Rock Anthem ft. Lauren Bennett, GoonRock. This music video has 1,170,123,499 views which made over $2 million. The reason why this music video went viral is because of its catchy chorus and the ‘shuffle dance’.

Promotional for the Artist

Promotion of the artist is key in a music video for the future success of both the artist and the record label. The artist will gain fame and the record label will gain recognition for the artist’s star image.

Artists can be promoted through different platforms such as social media because it is a better way of getting recognised. By using social media, the artist is able to promote their music to a wide range of people.

This is especially important if the artist is...

This is often done by giving the artist as much recognition as possible using different styles or images that suit them or making the video go viral in order to get the public talking about this new artist. 

Promotion for the artist is important because it opens a lot of doors for them, and also has a possibility of them making a higher income from their music; and the record label will also gain more money. 

Exposure and Expansion of the Artist

Exposure for any new or current artist is hugely important. Music videos play a vital part in the exposure of an artist because it helps promote their star image that is used for income and contract deals with products and companies. This makes it easy for the companies products to be sold because they are being promoted by the artist to the audience which will make them want to buy it.

However for unsigned artists like Section Boyz, their image is different because of the audience they target. Because they are a UK rap group, they target young Londoners (mostly from South London), with the lifestyle they portray and live. Unsigned artists always promote their music on social media websites such as snapchat, twitter, Instagram, etc.

To sell the song, invoke a reaction from the audience
Some music videos are designed solely for this purpose. They are often used for new and upcoming artists to promote themselves and their image using platforms such as social media to get their self out there. Because of the image they portray, this will be a good way to gain recognition and money for the artist and also the record label.

This also generates more money for the artist themselves and more importantly the record company.

To give the audience a better understanding of the song

Often songs have a meaning. Music videos are often used to develop the meaning behind the song and use a different approach to give the audience visualization and to make it visually memorable of the song from a visual perspective and from a different outlet. 

Product Placement

Product placement is used in almost all entertainment outlets as a way to increase revenue.

It is especially popular in music videos because for example, an artist wearing a specific shoe or brand such as Adidas (Stormzy). This will attract viewers and fans to buy the same product as what the artist is wearing. This increases revenue for the company and the artist because they are promoting the product.

A good example of product placement is Nicki Minaj Anaconda because in her music video she is promoting her drink called Myx. This can make the audience want to buy the drink.

Promotion for music and Album

Promotion of an artists music or album is hugely important for the success of that product, so the music video can promote the album. Songs which are used in films, such as Suicide Squad, the song Sucker For Pain which features Lil Wayne, Wiz Khalifa and Imagine Dragons, are promoted in music videos because it will attract viewers to watch the movie and also purchase the movie album. It goes both ways as well so if the viewers are listening to the song from the film, it will make them watch the music video or buy the album which increases their revenue.

Promote festivals
Music videos are often used to promote other music related products. In the last decade Festivals and tours have been more important because the audience will be able to see the artist perform the music video live. Music festivals make music videos to promote artists which will be at the festival to make them buy the tickets and create a larger fan base. 

Opens up new market
Music Videos open up new markets for the Artists and Record Companies to sell their songs by promoting their videos on different platforms. This is an increase in outlets such as YouTube, Vevo, etc. It increases the amount of people who are likely to hear/see the song and buy it, therefore making it more successful.

LMFAO Party Rock Anthem Is an example of a video that opened up an artist to a new market.

Selling an Image
Artist will often sell an image or look to attract their audience. A clear example of this is Miley Cyrus. Her image has changed drastically from when she was on Disney Channel to now. As a result of this, her image changing made sales increased and the song became hugely successful.

Genre Conventions

 Understanding Music video genre conventions

Goodwin's theory 

Andrew Goodwin's Theory is based on these principles:

-Links between Music and Visuals 

-Genre characteristics

-Intertextuality and references

-Notions of Looking (objectification of women)

-Voyeurism 

-Demands of the Record Label (representation of the artist)

-Performance based, Narrative based or Concept based music videos

Firth's 3 Categories 

Performance music video: This type of music video features the artist or group singing (lip syncing) The purpose of this kind of music video is to give the audience and fans a in-concert experience.

Narrative music video: A narrative music video is a video that tells a story. The narrative can be linear or non- linear. Narrative music videos are common in the R&B genre. The purpose of a narrative music video is to convey a message. 

Conceptual music video: Conceptual music videos rely heavily on poetry and metaphors. These videos do not tell a story in a linear way, rather, they create mood and feeling.

Pop

Pop Music videos are usually performance based through choreographed dance or in a narrative storyline that relates to the lyrics of the song. Bright colour hues are often used in pop music videos. The band/artist will often lip-sync to the song. The tone of the video tends to be upbeat, fast pace and bright, with the artists sporting trendy and bright clothing. Pop music videos tend to be about having fun and having a lively nature. This generally appeals to a younger audience. 

Hip Hop and R&B

Typical Hip Hop Music videos usually include the original artists performing in a narrative setting such as, clubs, parties, mansions, beach or a luxurious  country and props such as expensive cars to outline the richness of the music, also reflecting upon the lyrics. hip-hop artists  tend to dress in designer clothing to show that they are wealthy, this is what usually attracts young male viewers. This allows them to aspire to be like the artist in the music video. Voyeurism is also typically used in hip hop and R&B music videos.  

(IAMSU! - I Love My Squad Official Music Video 2014)

The artists are wearing well- known brands and designer clothing and accessories. They are also driving flashy cars. 





Rock

Rock videos are usually presented in a slightly mysterious and rebelling way to create an atmosphere. The video tends to be a performance based video, that includes the band. The video will also highlight the way the artists are dressed, which often reflects upon the stereotypical rock look and dark tone. Rock Music videos can also be narrative based. The storyline will most likely outline the meaning of the usually dark lyrics. Moreover, the editing of the video tends to have a fast pace to match the tempo of the rock and metal songs, with the manipulation of special effects to bring out an effective atmosphere. 





Indie

These videos tend to have varying combinations of conventions; such as bright, dark or sometimes black and white depending on the tone of the lyrics and music. Indie music tend  to cover a mixture of narrative and performance base whereby the focal point can either be the main vocalist or the performance of the whole band, or even the band or artist not making an appearance in their music video. The narrative music videos in this context usually are more representational or symbolic, rather than illustrating the lyrics. In this sense, they are typically quite versatile. The editing techniques differ based on the pace of the music, whereby it can vary from slow to fast pace. The artists are generally presented in a casual manner reflecting upon their outfits. 

Major artist and indie vs self-Produced music video strategies (Task 1b)

Major Label vs Indie and self produced music video strategies

Major Label Artist Strategies 

Jay Z 





(Jay z; 99 Problems)

Image

hip-hop artists tend to dress in designer clothing to show that they are wealthy, this is what usually attracts young male viewers. This allows them to aspire to be like the artist in the music video. In the  video above, Jay z is portrayed as wealthy. He uses the normal conventions of star image by dressing in designer clothing, wearing large jewellery, having fans and women vying for his attention. On the other hand he has broken away form some conventions as his location are opposite to the expensive clubs and mansions most hip-hop videos are filmed in. Instead his locations are centred on the theme of a poor, "run down" neighbourhood. Jay z is typically seen as more than a rapper. Most of his videos tend to portray him as somewhat of an "activist", someone who cares about the lower class African american community. For example, In his songs he talks about the struggles of being black in America. Jay z always represents his community and city wherever he goes. This can be seen in his music videos. One example of this is the video above "99 problems". The whole video is based in brooklyn, new york. Due to his many business affiliations, he is also seen as a rapper who has reached the pinnacle of his career. This gives him a sense of prestige. It is this "prestige" element of his star image that makes him admirable to his audience.

Budget and Production value 

A fair amount of money was put into the "99 Problems" video. When the video was released, Jay Z had already launched the record label "Roc-a fella records". Major record labels tend to spend 250k+ on music videos for artists. Most of the Budget for the video was probably spent on Costumes and Props,rather than location. This is because most of the video is shot in "Rundown" areas of New York. 

Synergy and Product Placement


Jay z likes to embrace his roots.Most of his Endorsements originate from New York, his hometown. Over the course of his career, he has signed endorsement deals with the New York Yankees and Brooklyn Nets. This is why, In the "99 problems" music video, product placement is used to promote the new York Yankees. This can be seen In parts of the video,where Jay z is wearing a new York Yankees new Era Cap. In the video, Jay z is also wearing an Adidas tracksuit. By wearing this tracksuit, he is endorsing Adidas.

Audience they are appealing to 


The intended audience for this music video is African American males.  This is due to various cultural elements being portrayed through the video. For example, there are shots of African american males street dancing, rapping and listening to music. The second verse of the music video shows Jay-Z getting pulled over by a policeman for something coming out from a discriminating heart—he gets pulled over for driving fifty-five miles per hour in a fifty-four zone. The video is also highlighting racism in America, which some African Americans can relate to. This is one of the many reasons why young African american males are attracted to Jay z's music.  

Strategy used to get attention or to promote

In a way, it can be said that Jay z's Star image is the strategy that is used to promote his music. Jay z is seen a successful. This is what grabs his audience's attention. His fans admire his fame and supremacy in the Hip Hop world. The fact that he was once considered a "failure" and has now become one of the pioneers of Hip Hop, creates optimism and admiration within his fan base. Most of Jay Z's videos feature him, the artist performing in the video. This is often done using lip syncing. The music video " We gon' stop me" shows Jay z sitting on a throne. This could be suggesting that Jay Z is the "king of Hip Hop" in New York. 

Indie Artist Strategies 

Khalid

Image 

Indie artists typically try to promote their independent status in their music videos. They do this so that they can be seen as "different" or "unique". This helps to create their star image. While Hip Hop music videos tend to include the artists wearing designer clothing and performing in luxurious locations, Indie artists tend to focus on creating meaning through their clothing, location and props. Khalid is portrayed as a laid back musician who just wants to tell his story through music. He represents himself as someone who is true to himself. Someone who isn't held back by society's rules. This is a typical star image of a indie artist. Khalid is also someone who is proud and represents where he is from. This can be seen through his songs and music videos. The music video above is an example of this. In the video,we can see that the video has been shot in El Paso, Texas, Khalid's hometown. Khalid's image is very different compared to Jay z's. Jay z's image is all about affluence and being prestige. While Khalid's image is about being unique and different. However, Khalid and Jay Z do share some similar traits regarding star image. They are both somewhat portrayed as people who care about their community and hometown.This is what makes the artists relatable and more admirable to fans.

Budget and Production value 

Compared to Jay Z's 99 problems video, The production value and budgeting of Khalid's Location video differs significantly. This is because major labels tend to put in more money into their music videos than indie labels. Major label artists are more recognised, which means that they bring in more revenue for the label. The budget for khalid's music video on average, is around 25K or less. This is because the video is based in one location.Most of the budget for the video was spent on props such as Cars. 

Synergy and Product Placement

Indie artists tend to endorse alternative and local brands. In some cases, indie artists do not incorporate product placement into their videos. For example, in the video above, Khalid is holding a generic phone. However, some indie artists do endorse mainstream brands. In the music video, Khalid is driving a Ford Mustang. This suggests that Khalid is promoting Ford.



Audience they are appealing to 


The intended audience for this music video is young american teens from Texas. This is due to various cultural elements being portrayed through the video. For example, there are shots of El Paso landmarks and hotspots which people from Texas would easily recognise. The fact that Khalid uses social media apps in the music video further reinforces the notion that the video is targeted at young teens. 


Strategy used to get attention or to promote


Like Jay Z, Khalid  himself is used to promote this music video. The fact that he is performing in his own music video, further promotes it.This is what grabs the audience's attention. The music video portrayals Khalid as successful, which allows his target audience to admire him. The fact that he is a successful teen, creates optimism and admiration within his fan base.  

Self produced artist 

Retro_Spectro (Nileseyy Niles)

Image

As a Self Produced artist, Retro Spectro is portrayed as a creative artist who wants to express his ideas about the world. Like, Khalid, he too promotes his independent status in his music videos. Since Retro Spectro is self produced, he can create his own star image without the pressure of a record label altering it. It can be argued that Retro's whole persona is about freedom and creativity, being free to make his own choices. This suggests that Retro Spectro follows the conventions of a self produced artist.

Budget and production value

The budget for this music video is significantly lower compared to major label and indie artist music videos. The whole music video cost $100.Self produced artists typically don't have the money to create such expensive videos.However, they do have the flexibility and control to be as creative as they want. Unlike Major and Indie artists. Retro Spectro's S.T.A.N video was shot in one location. He rented a local Rec centre for a day for $25. Most of the budget was spent on equipment such as props and software.

Audience they area appealing to

In this music video, Retro is appealing to people that want to be creative and different from everyone else. He is also appealing to young male teens from Maryland. The reason why the teens from Maryland may be drawn to him is because they have similar interests as the artist himself. 

Strategy used to get attention or to promote

Because Retro Spectro is a self produced artist, he would have to promote himself through social media and music platforms. Views and downloads are much more important to self produced artists than Major artists. This is because the more views they get, the more attention and recognition they get. This allows their music video to make money on YouTube.

Monetisation of outlets

Retro Spectro cannot make use of product placement because he is not signed to a record label. The music video would have to be monetised via YouTube. Because his music video has over 300,000 views, Retro gets paid for every view. This means that he gets to keep all of the money he earns. Major and Indie Label artists would normally have to give cuts to their label.