Indie Pop

The genre of music we have chosen for our video is indie pop. Indie pop is a genre of alternative rock which originated in the United Kingdom in the 1980s. Originally and often still a form of independent music, it is closely associated with indie rock, both genres are similar, yet there are differences between both. Indie rock tends to be edgier, rougher and harsher-sounding, contrasting the more melodious indie pop. Indie pop additionally takes influences from 1960s girl group music and power pop, often giving it retro elements, and makes usage of jangly guitars. We aim to create a music video for a slow indie pop song, with this video we could create a sense of romance and love in a romantic acoustic sound. 

With indie pop music video certain codes and conventions apply, in that a light sunshine filter is usually added to the image. Also the way in which the story of the video is conveyed is very similar in a lot of indie pop videos, a story is shown with shots of the band playing the song.

Live Performance-

It is very common for artists in the indie genre to do a live performance for their music video. This way the main focus is on them as performers doing what they love to do. It also keeps the focus on the actual music itself and the talent that the artists have. This is very typical in the indie genre as the genre itself was never about success but more the music and the passion that the people have to perform and play. A modern twist is now often put on this with a narrative included in-between to break up the music video and give it a story for the reader. Also there is more room to play around with the video if a narrative is included so many artists tend to use this technique a lot. It also helps them to compete with other genres who make narrative videos that are heavily based around a story to make it more memorable. Live performances also promote the artist as people will realise how natural they are and that they can actually sing well and sound the same when live. It takes a lot charisma to be able the play an instrument and still perform so the live performance option highlights artists talents in a good way and can therefore attract an audience.

Narratives-

A narrative video is used to tell a story throughout the video by using a sequence of images and videos that relate to the song. This is done in such a way that it makes sense to the audience so they can follow and link it to the lyrics. This is very popular with all genres as it leaves room for the imagination. There are so manny different variations of this used and there’s a lot of room for creativity which can leave a video very memorable to the audience. This is a great way of making a music video stand out from the crowd and making it popular. This is because there are many variations so you can make it as different and wacky as you like. Also, now due to new developments in technology, new storylines can be created using special effects to make the video look more realistic but also exciting. Narrative videos also hold peoples attention better in comparison to a live performance as what you are seeing is constantly changing and keeps people entertained at all times. Even people who arent necessarily a fan of the artist may still enjoy the video so this method often helps people gain success and status.

  

Camera Shots - 

In music videos extreme close ups are the most common shots used as they introduce us to characters or the artist in the video. It may be done to highlight that they are singing or may be to show which emotion they are trying to convey to the audience. Full length shots are also commonly used to show the setting of the video and also give us a clear view of the artists and their outfits. This is important as a lot of artists are seen as style icons and therefore they need to be seen fully in the video. The setting also needs to be seen as it will help us understand the message behind the video  and the reasonings for it. Crane shots are used mainly in live performances as it allows you to get the artist from many different angles and also helps to keep the focus on them throughout. This looks very effective in videos as it is very continuous and hardly leaves the artist. Tilts or pans are used to make the setting clear and can move from left to right to see the full set and get the most out of the choice of location. This can often help tell the story as it may be a key feature to the video.

Sound - 

This is obviously very important in a live performance as we are are hearing it directly from the instruments being played and therefore can appreciate the talent. Different effects can be added to the sound to either distort it, fade it or even increase it to convey different emotions in the video or even different characters if voices are changed. Diegetic sounds are also used throughout a lot to help set the scene at either the end or the beginning before the main song is introduced.

Editing - 

Editing is now relied on a lot to make a music video successful especially in the indie genre to give it that old fashioned effect. Almost all videos now will have some sort of effect on them to make it either run more smoothly or to even add special effects to make it more interesting. Fast and slow cuts between shots often reflect the pace of the music and link with it well. This helps to put across the mood in the video and also how they want the audience to feel, this interlinks with the editing used in the actual video. Effects are often added over the top of videos to make them look old and worn like they are being played from old tapes. This links into the indie pop genre and is very common in videos today. A black and white effect used to convey this but sometimes a sepia tone works too, to make it seem more rustic and raw. Special effects used in videos to make the artists fly or anything else thats unusual make it more interesting for the audience and once again highlight how new advances in technology are very important and beneficial to the music industry.

Visually, we were inspired by photographic double exposures. Fragmented portraits, created by using human figures as windows into partial landscapes, served as a great way to show characters that are marginalised or internally divided. In this style of image manipulation we would like to show the true internal feelings of our characters and double exposure is a great way of portraying this. In researching this method of visual editing we realised that a photographer called Dan Mountford was very influential in this movement. Here are some of his images:

Also, during our research of this type of photography we wanted to examine whether there were any moving images that featured double exposure. As we explored this we came across the title opening on a TV show True Detective. This features a number of double exposure images to portray the internal challenges of the characters. 

These opening credits are an interesting blend of character portraits and landscape. I hope to include double exposure either in my main product or my ancillary pieces as it is an effective way of image manipulation to create a theme for the band.