Music Video Questionnaire

Music Video Questionnaire Analysis

Music Video Questionnaire Analysis

From the graph above, this clearly states that more females filled out the questionnaire. However, the percentages are fairly similar, with a small gap between them. This is shown with the percentage of females being 61.11% and males being 38.89%. Therefore suggesting that both genders are attracted to the Indie genre. This explains that the Indie genre is versatile and a popular choice of genre to watch. This also gives us an understanding of the mass audience towards the targeted genre and in order to make my production at its highest quality standard, we have to make it appeal to the audience and reach their expectations. 

Due to more females being our target audience, the use of an attractive male would captivate this audience and cause them to watch. This would be an example of Laura Mulvey's female gaze theory. Within my production there will be both males and females which therefore helps the individual watching feel as if they can relate to the protagonists shown. Therefore the uses and gratification theory can be applied.

There is also many reasons as to why either a male or a female would watch an Indie music video. Stereotypically, teenagers are the target audience for the Indie genre as they categorise themselves within the 'strugglers' demographic and Indie is conventional for relating to those who are 'finding themselves'.

The objective of this question is to find the results of the target audience my product will be aimed at. Due to the questionnaire being online, it was accessible for people of any age, meaning my results will be more reliable. It is also apparent that the most popular age being 15-17 are those who use social media platforms more often and therefore have more time to answer the questionnaire and also watch my final product. 

The most popular age bracket being teenagers, this categorises within the D/E demographic, fitting within the 'strugglers' category. This is a stereotypical convention of the target audience within the Indie genre as they watch the video for escapism purposes. 

The 15-17 age bracket would be able to relate to the narrative based music video due to them feeling as if they are in a stage of their life where they are discovering themselves. It is a convention within the Indie genre to narrate a relationship or friendship and problems which may occur, for example '1975- Robbers'. Therefore with teenagers being at an age where this is happening around them or to them, they will be able to relate to the video and enjoy it more.

Extreme close ups was the most popular answer with 61.11% when asking what the most expected camera shot is within an Indie music video. Within my production the use of extreme close ups will be what is most effective due to it portraying emotion. With emotion showing this creates a sense of verisimilitude for the audience. As my production focuses on topical issues which surrounds teenagers, extreme close ups will allow the audience feel as if they can relate to the situation shown. Therefore, the uses and gratification can be applied. 

It is also apparent that mid shots was a popular expectation within the Indie genre. Mid shots allow the audience to see part of the background and location and also the clothing of the individual without revealing too much. This is conventional within the Indie genre due to mystery being an on going convention. An example of a music video which is mainly mid shots is "Twenty One Pilots - Heathens". 

Extreme close ups and mid shots are mainly uses within the Indie genre to draw attention to the instruments. Within performance based music videos such as "Foo Fighters - The Pretender".  

Low angle shots are normally seen within performance based music videos whereby they shoot from a low angle to have the same point of view from an individual within the crowd. Rock music videos normally use this shot for example "Def Leppard - Pour Some Sugar On Me".

The results clearly show that a mixture of both narrative and performance within an Indie music video is what is expected from the majority of the audience. It is conventional within the Indie rock genre to have both narrative and performance within their music videos due to Indie being a sub-genre. Aspects from the rock genre such as a mainly performance based music video collaborates with conventions within the Indie genre whereby a narrative is set. Performance is a key part within this genre as it creates the audience's attention to be towards the instruments such as guitars and drums. With the audience being exposed to the instruments this allows them to be aware of the creation of the music and strip back to what is most important, the lyrics.

Narrative is slightly behind, this shows that audience members enjoy following a concept within the music video. A narrative based music video is more interesting to follow. The Indie genre takes inspiration from many films, such as "Thirty Seconds to Mars - City of Angels". This therefore explains why narrative is a popular convention within this genre. 

With the most popular answer of this question being 'Drug Use" this links to how many would expect the Indie genre to be. As it is conventional for the Indie genre to be aimed towards the demographic of 'strugglers' they would conform more to a drug use narrative within a music video. The Indie genre takes inspiration from pervious eras such as the 'flower power movement' in the 80's, whereby drugs played an important role in bringing people together. 

With Indie being a sub-genre, this therefore means that factors from different genres have been incorporated, for example, the rock genre plays a continuous role when inspiring the Indie genre. As drug use is seen as the most popular answer this links closely to the rock genre and the rebellious teenager ideology that is stereotypically linked to rock music. 

With the second popular answer being 'Religious Themes' this therefore indicates that an audience who watches Indie would expect a narrative to be along the lines of reforming ones self. This may be due to the stereotype of an Indie listener being faced with many problems due to them categorising within the 'strugglers' demographic. Religious themes is also a popular answer due to the Indie genre focusing on issues that aren't spoken about often within the music industry and heightening awareness on topical issues. Within my own production, inspiration will be taken from this questionnaire and religious themes will be an ongoing factor within my music video. Also, drug use is something that will be mildly shown as this makes my music video more conventional and categorises itself comfortably within the Indie genre.  

It is conventional for the Indie genre to have a serious, dark, mysterious location, making the church most conventional. Within my own production, religious themes will be what is being portrayed, making the church location more suitable for my production. The target audience for my production is focused towards the 'strugglers'. This therefore relates closely to them due to church being linked to seeking guidance. 

The location being in a church is conventional within the Indie genre due to it being a location where modern, urban music videos would not usually shoot a music video. This therefore emphasises how the Indie genre is out of the norms and doesn't conform to current genres of music. An example whereby a church has been a main factor within the music video is in "Hozier - Take Me To Church". 

With rural areas, cities and home all following the leading option 'church', this gives my group an idea of what kind of expectations an Indie audience member would imagine. Locations where there are many people such as cities or rural areas are not often seen within Indie music videos because the Indie genre is linked to individuality and being different, therefore these types of locations would not be suitable for this genre.

The location of being at home is something that has been carried out in previous Indie music videos for example The 1975 - Sex. This allows an audience member to feel as if they can relate to the band as they are allowing their audience to have an insight to where they live and practiced their music.

Both The 1975 and Florence and the Machine are equally as popular being both 27.78%. With both of the artists being extremely different yet categorising themselves perfectly within the Indie genre, factors from their music video will be taken as inspiration within my own production. 

Within Florence and the Machines music video, being 'out of the norms' is something that is emphasised within her music video. The difference between Florence and the Machine and The 1975 is that both target their audience differently. Florence and the Machines ideology is to be completely different, this is clearly portrayed within her 'Never Let Me Go' music video. This is making her target audience smaller as less people can relate. Whereby The 1975 in the 'Robbers' music video have a higher target audience as their music video is more relatable. Elements such as the use of lighting are effective within both music videos as they set the overall atmosphere for the video. Within my own production, when trying to create a serious atmosphere, inspiration will be taken from Florence and the Machine as the overall music video is extremely dark and mysterious. However, when trying to focus on the protagonists 'reforming' within my music video, a similar use of light like how it was used within The 1975's music video will be created as it represents hope and escaping from the bad. 

Within both of these music videos, performance is not shown as they are mainly narrative based. This therefore means that a modern audience expect a narrative to be shown more than performance. However, in past eras it was conventional for performance to be seen, for example in the music video for 'The Smiths - This Charming Man'. Within my own production, performance is not going to be a factor due to it not being a highly expected convention and a narrative relates to my target audience more as they can get a sense of escapism through the video. Therefore, the uses and gratification theory is being applied to my work. 

When questioning the audience members on factors which they like about the music video they selected previously, the overall response was that the music video is unique, making it different from all the other modern music videos. This again highlights the convention of the Indie genre and it being something that stands out. This therefore attracts audience members who feel as if they don't fit in within society. Answers such as 'its really cool and weird' sums up the Indie genre and possibly the audience members who enjoy it most. 

Responses which describe the type of narrative such as 'it has a strong narrative throughout' and 'its simple' are responses which are going to influence my production. By taking inspiration from these responses this will play an important part in making my production appeal to my target audience. In order to make my own production have a strong yet simple narrative, the concept will be straight forward, however will have a message behind the narrative. This is something conventional within the Indie genre due to artists such as 'The 1975' having a strong message behind their songs, for example in the song 'If I Believe You'.  

When questioning the target audience on their preferred technical techniques, when asking about editing, black and white was the most popular response with 61.11% as it is an expected convention within the Indie genre. However, due to the Indie genre being one which is out of the norms and doesn't categorise itself within any identifiable group. Bands such as 'The Kooks' and 'Arctic Monkeys' are those who have shot several music videos in black and white and they are recent Indie bands. Therefore, within my own production in order to subvert the expectations which makes us conventional like an Indie artist. Inspiration will be taken from the band 'The 1975' and their reformation into colour. The use of colour within my production will bring a modernised quality to my music video and will go against the expectations of the audience. 

Within my production, in order to make it more appealing to my target audience, other elements within editing is something that needs to be recognised. As the overriding age bracket which answered this questionnaire are between 15-17, this implies that they would be more exposed to the Indie genre and have more knowledge of what to expect within their music videos.  

Responses such as 'old school editing' is a technique that has been picked up from modern music videos such as 'Arctic Monkeys - Arabella'. With the Indie genre going back into the 80's with bands such as 'The Smiths', it is conventional to focus on past techniques as this emphasises how the Indie genre do not fit within modernised trends. 

Slow and sped up shots are also an on going convention within many Indie music videos for example this is seen in the song 'City of Angels' by Thirty Seconds to Mars. Within my own production, slow motion shots will occur as this adds a dramatic effect overall. Inspiration was taken from the song 'Alt J - Breezeblocks'. 

Artists Profile - The 1975 Influences

The 1975 Influences

Band Basics

 "The dark and youthful themes of sex, love, and fear with ethereal alt-rock music."

The 1975 are an English rock band originating from Wilmslow, Cheshire.

The group consists of:
Matthew Healy (lead vocals, rhythm guitar)
Adam Hann (lead guitar)
Ross MacDonald (bass)
George Daniel (drums).

Their songs range from synth-pop and Nu Gaze to indie and alternative rock.
The band's origins trace to them attending Wilmslow High School and playing together as teenagers in 2002. Their gigs where organised by a council worker. Through the early years of their careers, The 1975's record label boss and manager Jamie Oborne revealed that the band were turned down by "every label in the UK." They eventually signed record deals after success with Dirty Hit, Polydor, Vagrant and Interscope. All of these record companies support Indie singers and bands, for example 'Troye Sivan'.

The 1975 created their name from taking inspiration from a Jack Kerouac Beat poetry book. Matty Healy discovered the band name in the back of a beat-era book given to him at a yard sale. He stated:
“In the back there were all these mental scribblings, it was almost suicidal, and it was dated at the bottom '1st June, The 1975'. The use of the word 'The' really stuck with me. It was the perfect band name.”
The band stated within an interview for Saturday Night Online that their main musical influences are: Michael Jackson, Talking Heads, Peter Gabriel, Floyd, Christina Aguilera and Whitney Houston.

The 1975 have a British music producer and mix engineer named Mike Crossey (born 1979). He helped The 1975 produce both of their albums. He also works with artists and bands within a similar genre for example, he produced Arctic Monkeys' debut single and their first two albums. He has also produced records for Foals, Keane, Jake Bugg and many others. Mike Crossey said in an interview when talking about The 1975: "I heard the 1975 demos, and I immediately loved the songs and vibe of the band. That combination of guitars and electronic elements that I was looking for was right there, they just needed someone to help them make their record.”



Matthew Healy 

Matthew (Matty) Healy aged 27, is the lead vocalist of the band 'The 1975'.

Healy was born in London on April 8th, 1989. Healy is a devout atheist, but loves religious iconography

He is the son of actress Denise Welch who is best known for playing the role of Natalie Barnes in Coronation Street and Steph Haydock in Waterloo Road. His father is Tim Healy who is best known for playing Dennis Patterson in the television series Auf Wiedersehen, Pet and Les/Lesley in the ITV comedy-drama series Benidorm.

In 2001, Healy met his bandmates at Wilmslow High School in Wilmslow. He grouped up with keyboardist Adam Hann, drummer and backing vocalist George Daniel, and bassist and backing vocalist Ross MacDonald. The band begun with punk-rock and pop covers before beginning to write their own music.
Healy was originally the drummer but took over vocals after the previous singer left to start another band.

Matty Healy, the lead vocalist name on twitter is: @truemanblack
he named himself Trueman from his inspiration by the author Truman Capote.
he stated in an interview:
“This dates back to like before nobody knew who I was. I chose Truman Black because I was reading In Cold Blood at the time and I think I was kind of just like slightly obsessed with Truman Capote…and that’s where the first name came from and I think that Black was quite obvious to me because of my style.”
The book which inspired him was called 'In Cold Blood' which is a non-fiction novel being the second-biggest-selling true crime book in publishing history.


About The 1975

Albums Released:
The 1975 (2013)
I Like It When You Sleep, for You Are So Beautiful yet So Unaware of It (2016)

Everything within their first album was black-and-white. The videos, the art, the photoshoots. It was a very strict concept. Matthew Healy when describing the first 'The 1975' album sated in an interview: "The album, it's sort of like a soundtrack to  a John Hughes movie, that kind of the vibe of what we've gone for. I wouldn't wanna say that it's 80's influenced, but it is in the way that we want to have parallel with artists that were peaking at that time, like Michael Jackson, Talking Heads, Peter Gabriel."
Their new album on the 1st of June 2015, where they relaunched their brand identity into colour.

The band's social media accounts were terminated, which caused intense speculation. A comic strip was posted on Matthew Healy's Twitter a day prior but is now on their manager's account, which suggested the band's break-up. The next day, the accounts were reinstated, but the cover images and profile photos were white and light pink, instead of the usual black and white, revealing it to be a publicity stunt. There had to be some explanation for the new image, and the band answered that question with identical Instagram posts stating “14 DAYS” in their new signature pink. On October 8th, they finally gave the fans an answer. “Love Me,” a new single under the latest image and of course, proudly displayed in pink light. As it turns out, the rebrand was somewhat necessary, they left their black and white tunes in the dust and have moved on to a brand new vibrant 80s vibe.

This grasped the attention of their target audience. With the stunt being on the social media platform twitter, this created a tending tweet which gained the attention of potential audience members who may not usually conform to the Indie rock genre. The comic strip was indicating a relaunch of their brand identity however it could also be interpreted as the band splitting up. Disappearance from social media has been a stunt many bands have done, for example, The Clash, who stated: "social networking is for lunatics obviously. We aren’t Twitter, but other people named as us are there.” More recently, Radiohead have vanished from social media. This is therefore indicating that rock/ alternative indie bands find other ways of putting their music across other than relying on the mainstream platforms on social media.


Brand Identity:
The rectangle does not have a proper “meaning”. Their friend Samüel created their artwork aswell as their logo font and they really liked how simple and minimalistic the box looked and how it reminded them of Chanel and the simplicity of one of their marketing campaigns. You know it’s all about the juxtaposition between how their music looks on screen and how it feels.

Musical Inspiration

With the band stating that their main musical influences are: Michael Jackson, Talking Heads, Peter Gabriel, Floyd, Christina Aguilera and Whitney Houston.
It becomes apparent that their musical inspiration comes mainly from the 60's through to the 80's. Their inspiration from these artists is clearly mirrored through their work. They adapt the old eras of music into a modernised, refreshing subgenre of all the artists stated. Elements of pop which has been influenced by the workings of Michael Jackson is seen through certain songs such as 'Girls' released in 2013. Whereas songs on their latest album are seen to be more Indie such as 'Somebody Else'. Every song within both of their albums reflect their musical influences.
With their inspiration varying from Psychedelic rock to Pop music it becomes apparent that their band identity does not categorise itself within any specific genre.

Matthew Healy mentioned that within the new album "I Like It When You Sleep, for You Are So Beautiful yet So Unaware of It' that he bases the albums ideology with factors from the 80's era. The use of colour instead of their original back and white brand identity highlights their new appearance and makes their target audience aware that they are changing their whole musical outlook. The artists that the band have stated are those who have inspired them are ones who use vibrant colours within their ideology. The use of colour originated from the psychedelic era in the 1960's which links closely to the Indie genre.

When listening to the songs of Peter Gabriel, it becomes apparent in the song "Big Time" is one of their main influences. The 1975 have got a hold of certain sounds in the backing of the song and incorporated a similar sound throughout their album. This therefore helps target a wider audience, due to older members relating the similar melody to Peter Gabriel. This goes against the conventions of the Indie genre due to it normally being associated with a younger target audience.

Artists Profile - Loving Someone Analysis

An Indie audience member would be able to relate to the song as it covers topics such as love and the reality of being 'famous'. Mainstream artists would not cover such content due to it not being something that wouldn't appeal to their target audience. However, due to the Indie genre being 'out of the norms' the focus on topics that is something not normally discussed it is conventional and would appeal to their audience. The personal lyrics also allows The 1975's audience to feel more connected to the artists and feel more personally attached to the band members and their experiences.
A usual Indie audience member would listen to The 1975's music in order to escape and think about other situations that is not taking place in their own lives. This allows them to have a sense of escapism, this therefore links the uses and gratification theory to the audience. They are also able to feel as if they are not alone as they stereotypically categorise themselves within the 'strugglers' demographic. Therefore, meaning they would find comfort through seeking advice and relating to the band.

Key Changes - Ancillaries

1980's

 When looking at both Aerosmith and Sonic Youth and it becomes apparent that simplicity is what was expected within the bands ancillaries.
Within Aerosmith's poster the colour scheme is black and white which is emphasising their rock genre and band identity. The lack of colour within the poster is conventional within the rock genres as the main theme throughout many rock bands is rebellion and a careless approach to life.
The picture within the poster is of the band members which would attract an audience as it would remind them of the talents within the band, making them want to attend the concert. The image of the band takes up half of the poster making an audience member question what is being shown. This is attracting more emphasis on the band and the identity they are trying to establish. The style of the clothing the band are wearing were not seen as fashionable within the 80's, this is emphasising how rock bands are against the conformities of society and are seen as 'out of the norms'. This again, would attract an audience member who would familiarise themselves with the band. Applying the uses and gratification theory to the poster as the audience member can escape through the bands music and their identity.

All the typography is at the bottom of the poster. An audience member would automatically be drawn to the text first, due to the large, standard font stating the bands name. Additional information of the concert is underneath the bands name which can be easily read by an audience member who is interested in attending. There is no mentioning of a special guest who is going alongside the band, therefore this is suggesting that separate bands who also perform before the main performance has become an expectation as the years progress.

When looking at the vinyl for Sonic Youth - Daydream Nation it is obvious that simplicity is what was the main focus for the album cover. The use of a single lit candle links to the typography mentioning the title of the album 'Daydream Nation'. Candles are associated with being dreamy and romantic, setting an overall theme for the album. The main subject of the album also links to track 9 of the album which is named 'Candle'. This would only be noticed by someone who listens to the album. It is also apparent that surrounding the candle there is darkness, this could possibly attract an audience member who would categorise themselves within the 'strugglers' demographic as they would see the album as something to help them escape their worries, therefore, applying the uses and gratification theory to the albums artwork.
Within the back of the album there is yet another image of a candle. This is creating a relaxing atmosphere throughout the artwork. The imagery being calm contrasts with the rock music within the album. There is no track list on the back of the album, it is seen on the vinyl. This was conventional within the 80's.

It is apparent that on both disks it hold an image, one being an infinity sign and the other being a character being both a devil and an angel. The infinity sign could be explaining how the music on the album will not die down and their target audience will always enjoy the music. The devil/ angel could connote how the band want their target audience to identify themselves, the devil side being how they are when they listen to the rebellious genre of music and the angel when they are conforming within society.

1990's

 There is a clear difference between the posters and digipaks from the 80's through to the 90's. The use of colour had become something rock/ indie bands have incorporated within their art work. Blue, yellow and orange have all been used within both Oasis' and Blur's ancillaries.
With the indie genre being out of the norms and not conforming to what is expected within society, it is conventional for bands to refer back to previous eras. The Pop Art Movement first originated in the early 60's which was a phenomenon for becoming one of the most recognisable styles of art. This could possibly be why both bands have used such vibrant colours within their art work.
Bands who categorise themselves within the Pop genre such as 'Backstreet Boys' and many other bands within the 90's focused mainly on the bands identity. This may be due to their target audience aiming towards a younger audience and they would appreciate having the band members on the poster to look at and have in their room. However, the use of the queen wearing a sash with 'Oasis' written on it is emphasising how the band target a variation of audience members, possibly even the queen. The effectiveness of using the queen on the poster is what attracts an older audience, yet the text showing the bands name would draw the focus of a younger audience member who may not acknowledge the queen as much.
Having the queen also emphasises the Britishness of the bands identity. This would attract audience members who are also British and therefore they may be able to relate more to the lyrics sung within their concert. The uses and gratification theory can be applied here as they can listen for escapism purposes.
The typography on the poster is small, this may be because the queen is a very important figure and they do not want the focus to be taken away from the text written on her sash.
The blue and orange font links in with the colours within the image, this therefore makes it easy for an audience member to view and find the additional information.

Within the Blur 'Leisure' Vinyl there is a colour theme of blue and orange throughout. The classic, clean feel to the album was juxtaposing the trends of fashion within the 90's. The popularity of grunge and alternative rock music helped bring the simple, unkempt grunge look into the mainstream by 1994. The clean, composed female on the front of the vinyl is going against the popular trends within the era yet she seems not to care and is continuing with her 50's inspired look. This could attract a female who doesn't want to dress the mainstream way and wants to keep her own identity. The uses and gratification theory can be applied as she may feel as if she can relate to the female presented.
Charles Hewitt photographed the female in May 1954 for a Picture Post fashion feature on bathing hats, "Glamour In The Swim". Therefore, the band used an old image which some may have previously seen, making them want to listen to the album as they recognise the image (cultivation theory). The old image also adds a retro feel to the alum cover, making them conform to an older audience.
The image on the front of the cover links to the title of the album 'Leisure' which makes the overall feel of the album more understandable. With the vinyl being blue, this is effective as it refers back to the front cover as the pool is blue, making the whole album feel well balanced.

2000's
 It is apparent that Kings of Leon have been inspired by the 60's when designing their concert poster. The use of psychedelic inspired typography would attract an older audience as they would feel that their music would conform to their age bracket. It is conventional for the indie/ alternative rock genre to refer back to previous eras for inspiration as the genre does not conform within the modern expectations of society. This would therefore attract an audience member who would feel they do not fit in within society and could escape through the music of Kings of Leon, therefore the uses and gratification theory is being applied.
The male gaze can be applied within this poster which can attract the attention of their male dominated target audience. A natural looking, young, attractive female has been added to look as if she is talking about the band and their upcoming concert, this could make a male attend the concert as they could possibly believe there will be attractive females also there.
The small majority of the female audience members could relate to the female shown as they may be an active audience member of the band and they could visualise themselves talking about the concert. The uses and gratification theory can be applied to the female audience as they could relate their own lifestyle to the female.

Orange is a colour often seen in the art work of indie artists, for example it is seen in Blurs - Leisure album cover. It is conventional within the indie genre as it was a colour often used within the 70's. The faintly mournful "autumn" colour palette - dark orange, oxblood, copper, brown, harvest gold, avocado green became symbolic of the decade.
As well as attracting an older target audience, younger members could also be intrigued by the poster as they would not be as familiar with the representation of the era, making them read further into the text.
The additional text giving further information about the band is written in a smaller, yellow print. The use of showing all the locations where the concerts will be held could make an audience member realise that the band are very successful worldwide. This could create a potential audience member to research the band further and also start to enjoy their music. At the top of the poster it mentions '2007 Tour', this makes it clear to the audience that the tour is current and something not to be missed.

When looking at the types of album covers within the early 2000's, It had become apparent that bands wouldn't photograph themselves for the album, instead they would have a painting or photograph of a specific subject. Another example of a band that had done this is Interpol in their 'Our Love to Admire' album released in 2007 and Kings of Leon - Because of the Times.
The album cover is in the style of a King playing card, this connotes power through the king and also wealth through the skill of playing cards. Their male dominated target audience would relate to this album cover as it emphasises masculinity. The female being represented as the damsel in distress (Props 8 Stock Characters) is again creating the male to look like he has the authority and is the hero. This would attract an older target audience as it is sticking to the old fashioned, classic way of gender stereotypes. The soft atmosphere created with the biblical style of painting when looking towards the female contrasts with the more modern drawing of the male.

The typography of the bands name is in a different style to previous eras. The block, bold font creates a rock, harsh feel to the album, it is noticeable from the outset that this album cover is more alternative and rock. The 'K' within the title and the 'K' within the representation of 'king' is written also in the same font, creating the album to have a harmonious feel.
The typography stating 'Empire' is written in the style of old handwriting originating back many years. This emphasises the historic feel to the album. Similar to the Sonic Youth album cover named Candle due to it being the name of a song, Kasabian named their album based on the first song within their track list. This is therefore showing that within this genre it is conventional stemming back to the 80's that the title of the album is also a name of a song.
The disk within the album is red which links to the ribbon stating the bands name at the front. And there is an 'E' which is the first letter of the albums name, in the same typography to the one shown at the front of the album, which helps bring the albums art work together.
At the back of the album there is the track list which has been written horizontally, this creates a more fluent visual that looks like script. This is therefore relating back to the historic feel to the album. Within 2000's it was not conventional for the track list to be horizontal. Within every Snow Patrol album for example, the track list is vertical. This is therefore showing that Kasabian are trying to subvert the conventions of the rock genre. The patterns surrounding the track list were often seen in previous eras, this is emphasising the classic feel to the album.

2014

 Within the Kodaline concert poster and The Kooks - Listen album, they both focus their art work on basic subjects which are easy for an audience member to relate to.
The main subject within Kodaline's concert poster is the band on the beach, having fun. Using an extended shutter speed of the camera had created the image to be blurred, emphasising them enjoying themselves. An audience member would feel as if they could join in on the fun if they attend the concert and escape, therefore the uses and gratification theory is being applied here.
It is effective for the location being a beach as it emphasises their genre being Indie. Conventions of this genre is to not be a part of the mainstream music. With a beach being out of the way from many cities, many feel more free to do what they want and they gain a sense of freedom. Imagery of the beach is what gives an audience member a sense of escapism from their busy day to day lives. This is effective as the stereotypical audience members who listen to Indie music categorise themselves within the 'Strugglers' demographic.
Typography of the poster is written in the same font the band always use within their branding. An active audience member would recognise this and notice straight away that the band are touring.
Additional information about the bands gigs is written underneath the image in a medium size font. This goes against the previous conventions of the Indie genre when creating a poster as normally text is much smaller, only to be read by people more interested in the band. Having a larger size font allows people passing the poster to process the band and their location, making them think about attending the concert.
Further information about the band and buying tickets is written at the bottom of the poster, so an audience member would be able to easily find a way to buy a ticket.
'Plus Special Guests' is something that had recently been seen in many concert posters. In previous eras, special guests did not attend. For example, in the 80's Aerosmith did not have any extra acts along side of them.

Blue and pink is the colour scheme for this poster. Both colours harmonise well together, creating a relaxed, laid back feel to the poster. In previous posters such as Kings of Leon - Black Rebel Motorcycle Club, bold use of colouring had been used as it was seen to be conventional in past eras. However Kodaline had created a washed, smooth use of colouring in order to create an atmospheric poster.

It has become conventional within the Indie genre throughout the years that bands use animated artwork on their album covers. Taking inspiration from the 80's whereby a single object is used as the main focus of the album for example Sonic Youth - Daydream Nation, a modernised twist through editing has created a more alternative, trendy feel to the album. Symbolism of using body parts in a scientific diagram instead of a conventional heart shape is what sets the Indie genre apart from mainstream music. The raw, insides of a real life heart connotes the style of music as being from the heart and personal. An example of an artist who uses body parts within her imagery is Florence and the Machine in her 'Lungs' album.

Within the heart diagram there is small written print stating 'listen' in different languages. Many audience members from different backgrounds would be able to relate to the text and understand. The effectiveness of this is that the brand can target people worldwide. Audience members who live in England but originate from a different country could find a sense of escapism through the album as it creates them to think back to a country they may be happiest. The uses and gratification theory can be applied to this.

The back of this album is simple with the track list being horizontal. A horizontal track list isn't often seen in Indie albums, however the band Kasabian also used this style of placement of text. Separating the titles of the songs is a blue dot. Blue links to the colour scheme at the front and on the CD.
The CD is blue which links to the front of the album. Also, the same conventional typography of the band is being used. Allowing the album to have a smooth theme throughout.

80's - Present Day
Throughout this research I have grasped an understanding of how the Indie genre has been able to target their audience through their ancillaries. I have also learnt that they are able to continuously use certain factors to attract an active audience to make them aware that the genre is indie.
From the 80's it was conventional for the band to show the members within the poster as this would grasp an audience members attention. However, as the years progress, it becomes apparent that the use of animations and prints of specific objects is what became conventional of the Indie genre. Simplicity is an ongoing motif within posters and album covers as the Indie genre is very stripped back and the main focus is the ideology put across within the song.

Colour schemes have also changed throughout the eras. Within the 80's it was expected for the poster and album to have minimal colour as this indicates to an audience that the genre is more serious. This gains the attention of the stereotypical audience member who categorises within the 'strugglers' demographic. Colour started to play an important role within ancillaries when approaching the 90's. Vibrant colours was used to grab an audiences attention and make them look further into the poster or album. Yellows, oranges and blues where popular as they subverted the expectations of the rock genre being negative and aggressive. Therefore, within my own ancillary I will be using similar colours seen in posters such as Oasis. This also helps the band target a mass audience who are interested in a more positive approach to music.
As the years progress into the early 2000's, bands such as Kings of Leon take inspiration from the 60's  which emphasises how the Indie genre do not categorise themselves within mainstream music. This controversial style of art work is attracting an audience member who would see themselves as 'out of the norms' and who doesn't fit within society.
The names of the albums have also progressed throughout the years. As the years developed into the 2000's the artists would name their album based on a song on the track list. This enables an audience member to get a sense of what the albums overall feel will be like.

A regular, standard font was first seen within the 80's as this links to the theme of the Indie genre being personal and focusing only on the lyrics. It becomes apparent that as the years progress that the bands typography is conventional based on their brands ideology. This attracts an active audience member as they would recognise the typography and instantly realise it is the bands advertisement.

Key Changes - Indie Genre

Originated in the United States and the United Kingdom in the 1980's, Indie Rock is an extremely diverse genre which is always adapting as a genre and a lifestyle. The term became associated with music genres such as alternative rock and indie pop.

 1980's 
The Smiths - This Charming Man (1983)

The indie rock genre is a subgenre of rock and alternative music. This therefore creates no restrictions within the conventions, meaning the music does not conform to any stereotypes. It becomes apparent from the early 80's the alternative rock, indie pop genre is categorising itself within the diverse, unique form of expression through music.
Even from early on when the indie rock genre was first starting to form, it had already become apparent that the focus of music was targeting the demographic of teenagers and young adults who are categorised within the psychographic of 'strugglers'. This is due to that target age group trying to find and express themselves and listening to alternative rock, rebel like, indie music allows them to feel as if they do not have to fit in any sort of status. This is therefore linking to the uses and gratification theory due to the individuals listening to the music for escapism purposes.
The Smiths released a song named 'This Charming Man' in 1983. Within the music video the lead singer Morrissey expresses his emotions towards feeling detached and unable to relate to the early 1980's mainstream gay culture. Individuals who also feel the same would be able to listen to this song and relate to the lyrics.
There is a clear ideology being put forward from the outset of the music video as the lead singer is wearing jewellery and a blouse which would be stereotypically linked to what a female would wear. This emphasises the alternative, indie, rock genre due to the lead singer not fitting within the conformities in society. This is therefore linking with the conformities of the genre today and raising awareness on social issues.

The mise-en-scene of the music video is set within one location. The room they are performing in is covered in flowers, this links to the 'Flower Power' movement in the early 70's. The symbolism of flowers suggests that the message within the lyrics is something that should be powerful and moving. The flowers again being linked to femininity this is challenging the conventions of the rock genre, highlighting that they are branching off and creating their own original form of music.

The use of binary opposites within this music video is portrayed due to rock normally being linked to violence and rebellion and the flowers emphasise peace and equality. 

However, factors such as the performance based music video is what links this music video closely to rock. Close up shots of the instruments such as the guitar and drums is shown throughout the music video continuously. Even in contemporary music within this genre, it is conventional to show instruments within an indie rock genre, this is because it is focusing on the material used to create the song, drawing more focus on the lyrics and beat. 

Lighting within this music video is coming from behind him which is creating an angelic effect. The director of this music video deliberately done this is. Again indicating that he is a role model figure and people look up to him and what he preaches within his songs. The use of angelic lighting signifies how the alternative rock, indie genre focuses on the message being put forward, raising universal awareness. The deliberate use of natural sunlight shining brightly onto his face, in some cases, creating the individual to have his identity hidden connotes that within the music genre the individuals listening are free from their identities and can escape into the lyrics, feeling as if their identity can be a different person for a few moments. Another indie band that also uses lighting to create an angelic effect is The Neighbourhood in their music video for 'Sweater Weather'

The editing within this music video sticks to conventions of what would be expected from this genre. The main focus of the song is to focus on the lyrics, which is therefore why the editing is simplistic, however in time with the beat. The camera shots change with the time of the song and switch from the main vocalist to the members playing their instruments. To this present day, this is what is conventional within the editing of a music video. An example of an indie rock band that does this is within their video is Arctic Monkeys "One For The Road". The effectiveness of editing in a simplistic way is how the focus is pointed more towards the lyrics and the message being put across. Due to my own production being narrative based, the story being put across and the link between the lyrics is what should be the main factor and incorporating simplistic editing when more focus should be on the narrative is what I believe would be most effective within my own production.

1990's 

Green Day - Good Riddance (Time Of Your Life)  (1997)

Green Day "Good Riddance" (Time Of Your Life) was a song released in 1997. Good Riddance could be considered one of the most punk songs the band has ever done, since punk is about rebelling against the norms. Identifiable conventions such as stage based performances are being subverted within this music video, due to the lead singer being shown playing the guitar, on a bed, creating a relaxed atmosphere, seen to be unusual within a indie rock music video which has performance.
The mise-en-scene within this shot indicates to the audience that they are gaining an insight into the singers privacy. This is conventional within the indie rock genre due to music videos being secluded, allowing the audience to feel as if they can relate to the singer and their emotions, this is an example of the uses and gratification theory. An example of a band that does this within their music video is 'Oasis - Little By Little'. Stereotypes of the audience who listen to this genre are also being replicated, with the individual being alone this could signify how the indie genre is avoided by many within society and those who listen to it are seen to be set apart.

Another factor which is conventional to the indie rock genre is how the music video is minimal. This is represented through the mise-en-scene due to the bed being on the floor and little furniture in the room. Similar to the 80's song 'This Charming Man' by The Smiths, this is indicating how the indie rock genre is stripped back and focuses mainly on the message and meaning within the lyrics.

A melancholic atmosphere is created through the minimal lighting within this shot, connoting that there is little hope and happiness within his life. The lyrics link in with the atmosphere created as he states 'It's something unpredictable, but in the end it's right, I hope you had the time of your life'. The lyrics within this song is ambiguous, he could be singing about a break up, someone who has passed or another situation. This therefore broadens the audience due to them relating to the lyrics and being open to their own interpretation. This is subverting the convention that the indie rock genre is targeting only teenagers and young adults due to the lyrics being universal and targeting both male and females of any age. 

Within the music video the camera jumps from one individual to another, showing a variation of different backgrounds, the shot is a slow motion shot which zooms into the individual, drawing more focus onto their age and background. This is implying that they have had a challenging situation but they are not alone and many have been faced with it in there life no matter what age. An expectation of the indie rock genre is that the lyrics are about life and the hardship some are faced with. This is seen in the song 'I'm not okay' by My Chemical Romance in 2004. The shot of the extreme close up is conventional when showing performance however, not narrative. Therefore, this music video is subverting the conventions of what would be expected through camera work within a Indie Rock music video.  

Lighting within this music video is natural sunlight when showing different individuals. This creates a sense of verisimilitude as natural factors such as lighting makes the individuals more relatable and their situation more realistic. Within my own production I will be taking inspiration from the use of lighting and how it can represent a certain emotion which helps the viewer watching the music video to understand more clearly the circumstances the individual shown is in.

The dark lit lighting of the lead singer suggests that he is carrying the weight of all the suffering shown throughout the music video and he is representing suffering individuals have to cope with. Lighting plays a significant role in the indie rock genre within their music videos due to the dramatic effect being created, a more serious outlook of the overall music video is created, linking to the seriousness often seen in this genre. An example of a modern music video which uses factors such as lighting to portray emotion is The 1975 'Somebody else' which is a music video that came out in 2016.

2000's 
Fall Out Boy - Dance, Dance (2005)

It becomes apparent from the outset of this music video that Fall Out Boy are creating their music video narrative based on the stereotypes linked to the indie rock genre. They are highlighting how teenagers relate to the lyrics and this is therefore why the location is in a school prom. Previous music videos such as  "Wheatus/ Teenage Dirtbag" released five years before Fall Out Boy in 2000 and again this is showing the inspiration taken from previous bands following a similar narrative. The uses and gratification theory can be applied to this music video due to target audience being teenagers who spend their days in school and they can relate to the different types of characters shown within the music video.
The opening lyrics to this song are "She says she's no good with words but I'm worse. Barely stuttered out a joke of a romantic stuck to my tongue" The lyrics are again linking to the target audience, drawing attention to a character with minimal confidence around girls. This again, relating to the uses and gratification theory due to individuals who listen to this music being stereotypically set apart from the 'popular' kids at school. The music video continues to show how the music brings out the confident side to the character and helps him enjoy himself. The band are therefore trying to imply that their music is what helps one become a better person. A band who does this within their music video is "The Kooks/ Bad Habit'. The chorus of this music video states 'Dance, dance, we're falling apart to half time'. This links closely to Andrew Goodwins music video theory due to the individuals shown to be dancing. This is therefore linking the lyrics to the video.
Performance and narrative elements are shown through the music video. Linking back to older music videos of the same genre, this is expected, an example of a music video which shows both aspects is 'Green Day/ Good Riddance' released in 1997. Linking to Andrew Goodwin's theory of music videos, he believes that music videos should have repeatability, meaning that the target audience can watch the music video several times without becoming bored. This is why he mentions both narrative and performance within a music video working hand in hand.
In relation to the visual editing within this music video, the editing is mainly fast cuts, cutting from the small individual narratives to the main performance on stage. The deliberated approach to edit the shots in a way which doesn't take the focus of what is happening within the music video shows the effectiveness of continuity editing. Within my own production the editing will be minimal to keep the focus on the main narrative being put across to my target audience.
The camera shots within this music video are varied. A conventional shot often seen within the Indie Rock genre is an extreme close up of the artists face shown while he is performing. An example of a band whom does this within their music video is 'Panic! At the Disco/ This is Gospel'.
High key lighting is used to highlight the main focus of this music video which is the performance on the stage. Individuals shown also have high key lighting on their face to signify their importance and the role they hold within the narrative. However, the individuals
Diegetic speech is shown half way through the music video which is often not identified to take place in the expected stereotypical Indie Rock music video. This use of sound is subverting the conventions of what is expected within a Indie rock  video. With the individuals speaking standing in a bathroom, the sound of the song being performed on stage has become quieter, creating more focus to be aimed at the conversation. More modern bands have used the idea of changing the sound of the song within the music video to keep the interest of the viewer and create them to wonder what has happened to the music. A band which does this is Arctic Monkeys in their music video for 'Snap out of it'.
The clothing they are wearing is representing the fashion trends seen within the 2000's. Due to the event being a prom, they are dressed in a formal attire, the patterned blazers and comb overs are seen many times within this music video. Over time the fashion has evolved. The comb over look is no longer seen as stylish and it is now more of a blowdried, effortless look. This is seen in many urban indie bands such as 'Mumford and Sons'. The blazers have also become outdated throughout the years within this genre and have turned into a more causal, laid back look such as a leather jacket and jeans, often seen in many bands for example 'Arctic Monkeys'.

2014
Arctic Monkeys (2014)
Conventions that were seen through past years within Indie Rock music videos have been adapted in a modernised, updated version without taking away the raw basics of where the conventions have stemmed from. Arctic Monkeys are profound for their music videos being extremely gripping and modern yet they still manage to stick to the stereotypes expected from the audience who listen to Indie Rock.
It becomes apparent from the outset that the music video is focusing on the lyrics and the character first shown is a reflection of their imagination while writing the song. The lyrics state "Arabella's got a 70s head' and the individual shown is a woman dressed in the clothing seen as fashionable within the 70's such a fur coat and a black low plunge tight dress. The female is a reflection of a stereotypical femme fatal who uses her looks to get what she wants. The female has a similar look to the most iconic sex symbol Marilyn Monroe who was most famous in the 50's. Therefore this is showing how inspiration has been taken from previous eras to make it easy for their audience to understand the ideology she represents.

With the Indie rock genre known for being associated with what would be seen as out of the norms in society, this music video comes to no surprise when it becomes apparent that there is a projection/ film camera effect that has been added on in postproduction to create a vintage, retro feel to the music video.

Another way the director has created a vintage effect is by adding a black and white filter over the whole video. With previous videos of Arctic Monkeys having the black and white filter such as 'R U Mine?'. An active audience would recognise this and understand that the band are sticking to what would be expected from them. The black and white mirrors what is normally seen in a rock music video. Many rock videos have a black and white filter due to the serious, mysterious atmosphere that is created. An example of a rock music video which has this in their music video is 'Radiohead/ Street Spirit'. This is therefore showing how the Indie Rock genre is a sub-genre of different forms of music and their inspiration has been taken from many sorts of music.
Lighting within this music video is minimal, only artificial lighting is used. When the shot cuts to show individuals, the lighting is kept low. This is for the audience to focus on what the editing always cuts back to which is the main singer. High key lighting to highlight the importance of an individual is also used in the music video for Fall out Boy/ Dance, Dance released in 2005. Therefore, this is showing how factors from different eras have been kept the same.

The director created a conceptual music video due to the editing of shots not creating a narrative, leaving the video up for different interpretations. The editing jumps from different situations which flick through in the style of an old projection. Editing within this music video plays a major role in creating the atmosphere to the overall outcome. The fast cut aways keeps the audience involved within the scenarios shown. Within postproduction, some shots had been edited to be in reverse, this is highlighting the distorted, manic effect to the overall video. Similar to the effects seen in Green Days 'Time of Your Life' music video, the shots zoom in and pause as if its the effect of a photograph. This editing technique has been brought down from older eras and is an effective way to highlight the individuals being caught in the moment and creating the viewers to feel as if they can relate to the individual and their actions. This shot creates a sense of verisimilitude for the target audience due to many being teenagers and young adults who tend to go out and enjoy themselves, similar to the way portrayed within the music video.
Within my own production, inspiration has been taken from this music video due to the effectiveness of the editing. The reverse shots create a more out of the norms effect which is conventional within the Indie Rock genre. Due to the target audience of my own production being teenagers and young adults, the use of showing actions that they can relate to and real life situations is what they will associate more with and therefore feel more involved in the footage shown.

The Progression from 1980's through to Present day

It has become apparent from this extensive research that the Indie rock genre has evolved through the eras, keepings some original conventions and expanding into other genres for new ones. From the outset it is apparent that the Indie rock genre fits into the category of 'out of the norms', not categorising itself within the expectations of the mainstream music.

Conventions such as having a narrative either through the lyrics or the music video is something that has stayed the same through the years. From the outset it was originally seen for the music video to have only performance while they express the narrative vocally. This is seen in 'The Smiths- This Charming Man' music video. However, an ongoing convention within this genre is to gain the attention and grasp the emotions of their target audience by having relatable lyrics. From the outset it is apparent that the Indie genre focuses on topics which wouldn't be discussed. This, again, is seen in The Smiths music video where they discuss the discrimination and fear of being gay within the 80's. Even from the 1980's the target audience for the Indie genre are within the 'strugglers' physiographic and use music as a form of escapism. The message the Indie genre put forward to their audience has changed slightly depending on their target audience. This is seen in 'Fall Out Boys - Dance, Dance' lyrics due to them conforming to a younger audience. However, due to Indie conforming to both young and older individuals this varies the lyrics they put forward.

Throughout the eras to present day, Indie music has become a whole platform which incorporates other genres such as alternative rock. This form of subgenres has been seen more through present artists such as Arctic Monkeys. The use of subgenres broadens the target audience of the artists due to the music conforming to a wider market. When carrying out my own production, I too will be using different successful conventions of other genres when incorporating factors into my work as this will broaden my target audience and conform to other individuals who fall into the Indie rock category.
Other influences from genres such as the way the artist portrays themselves through their appearance is an evolving factor within Indie rock. It started in the 80's where their main influence was the flower power movement most popular in the 60's. The fashion then progressed into more casual wear which led the focus to be more on the lyrics of the song, for example in the 'Green Day - Good Riddance (Time of Your Life)' song, where the main vocalist is seen to be wearing a black pullover and jeans. With further development looking into the fashion inspiration, Indie have adapted their genre in a more alternative, rock overall appearance, as seen in the image of Arctic Monkeys and Fall Out Boy.
Conventions within editing has stuck to its original basis whereby extreme close up shots are what emphasise the emotion being put across. However, factors within postproduction have adapted due to fast cuts being added into the video to separate locations and make the video more enticing and grip the audience. It is seen that the editing from the 80's in The Smiths music video for 'This Charming Man' is simplistic and doesn't add anything to the video. However in the 2014 music video of Arctic Monkeys in their 'Arabella' music video, editing plays an important role in setting the overall atmosphere. This may be down to the higher level of technology and editing equipment.

Lighting plays an ongoing, important part to music videos due to it setting the overall atmosphere. The symbolism of light has stayed the same from the outset and hasn't adapted in any way. Inspiration for my own production has been taken from how light can portray a certain emotion and inflict one onto the viewer.
However, a factor which has adapted within the music videos is the filter added onto the shot. Black and white filters are now seen to be conventional in modern Indie bands as it is conforming to old, retro styles of music, again emphasising how Indie is out of modernised, mainstream genre of music. Black and white filters can instantly cause an audience member who is unaware of the band to not view the video due to it looking too old and not their music taste. This could be a weakness for the band due to the vintage feel scaring away potential audience members.