IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE THE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?
At the very beginning of creating our advanced portfolios, Lorna, Naomi and I all sat down together and discussed each convention of the indie genre and how we would like to portray in our music video. Indie is a very broad genre as it has many sub categories, meaning that it is quite easy to slip into a sub category unintentionally during the process of creating our video. Initially we found that our chosen was very Indie/Rock but after doing multiple focus groups, it was categorised under the Indie/Alternative genre. We wanted to stay true to the conventions of this genre, so by comparing to real media products we proceed to develop conventions throughout our music video.
Lighting plays a huge part in this video, we wanted it to be low-key throughout which meant that if we hadn’t edited the narrative to be in black and white then would’ve had to bring the brightness and contrast down for it to match the performance element. The use of a black backdrop in the performance scenes helped a lot, this can also be seen in the music video for High Tyde’s Dark Love. This allows the music video to have more of a professional look, we recreated an intimate gig setting, which follows the classic conventions of the indie/alternative genre. The low-key lighting allows the instruments to be one of the primary focuses of the video focusing more on the musicality of the band. This then eliminates the possibility of giving them a fake manufactured image.
We wanted to create a narrative because we wanted the audience to relate to the youthfulness of the group. Focusing on the idea that they are just four ordinary boys who are just having fun. This works with Richard Dyer’s star theory because he says that stars show elements of youth. We’ve emulated this by showing them in a park setting, exploring and having fun. This allows the audience to see the bond between the four boys. Red Hot Chili Peppers use a similar thing in their video for Dark Necessities, they use the narrative side with the girls to create a fun and youthful image that focuses around the band.
We also used symbolic references via props that are stereotypically associated with a ‘party’ element such as the red cups. Throughout the indie genre, they symbolise partying and alcohol. We used these in our music video to add a rebellious image to the band and to also appeal to our target audience. The Hunna use this in their music video for Bonfire, they show a rooftop party consisting of a niche sub cultured cast. The classic ‘red’ cups are a symbol of partying and alcohol across multiple platforms, because of this it is recognisable to our audience.
Throughout this whole video, the instruments were a key element of it. Due to it being conventional for an Indie/Alternative to highlight the musicality of the band. It is also a typical thing for a band just starting out, because they are showing the true passion they have for playing. We aimed to get this effect by using handheld cameras on close ups of the instruments to emulate the powerfulness of the band. This is seen is Vincent Mango’s video for Sao Paulo, they are a small indie group playing in a garage and the main focus is on the instruments at all times.
The areas of handheld camera work during the narrative creates a homemade feel to the video, typical for the indie genre. During the narrative side of Shawn Mendes’ song Ruin, a handheld camera follows him through Madison Square Garden. It allows the audience to create a connection with the artist and allows them to see them in a backstage/offstage environment. Allowing them to create a personal relationship with the band (Uses and Gratification)
The setting for the narrative takes place outside in a park environment. We used this because we wanted to create a youthful image for the band but also add some nostalgia too. Alt-J use a natural outdoor setting for their video Left Hand Free, it captures the cast in a youthful and carefree environment, one that we wanted to portray in our video.
