Question 1

At the beginning of term, my objective was to produce a three to five minute long music video, using a song previously created by an artist of a certain genre, and either conform of subvert the stereotype of this genre through the use of conventions. As well as creating two ancillary texts, a magazine advert and digipak. I chose to use 'Blue Jeans' by Lana Del Rey through an RAC Remix therefore including both indie and house genres. I chose to use the indie genre as the genre is known for being 'individual' and diverse, therefore I would be able to create a diverse and creative video for my niche audience. I was also asked to create two ancillary texts, a digipak and magazine advert for my chosen artist and album, which would compliment the music video. A music video can be defined as a series of clips or images played in synchronisation to a musical track, created by the artist.

Vasil Nikolov and Ayesha Bhatti worked alongside me when creating these products. There were many roles that me and my group needed to take on. For example, my role was to act as the artist within my music video therefore, I needed to be able to film and needed to commit to filming and the music video. This allowed me to work well the rest of my group as I needed to be more involved and communicate well with the people I worked with. From fulfilling this role, I learnt how an artist can be conventional to their genre through costume and overall persona therefore I now possess a more detailed insight on artist representation and how important following conventions are to a niche audience and to become a role that the audience can build a relationship with and will continue to buy into.

I made sure to research into my chosen indie genre as well as conventions and artist representation, therefore I firstly analysed previously created music videos to gain more knowledge for when I needed to create my own production.

Music videos should include certain elements as well as researched theories in order to become successful. For example, through research for my own product, an inspiration of mine was the 'Robbers' music video by 'The 1975'. This video contained many micro elements that highlighted the indie/electric genre, represented the artist and overall influenced me within my own production. Firstly, this video includes elements of Goodwin's theory, linking to ideologies/elements that successful music videos contain, an example of this is the direct link between lyrics and visuals. A shot of Matty, the lead singer is added as a long shot is used to show his partner drag him away from a gas station after a failed robbery. This editing used in sync with this long shot is much faster, linking to the upbeat part of the song and lyrics 'now everybody's dead' which is sung louder, with a more shouted element. This all works together to create a hectic and much more tense atmosphere as opposed to the romantic array of shots previous to this. This causes the audience to feel for the artist due to the context, which links to a part of Adorno's theory as an effect on the audience is created as they watch a product that causes them to copy the emotions shown within for example, despair due to the shooting. The audience are also more interested in what they see due to the visuals used as the pace is changed up, creating more action which further highlights the electric genre, also.

This music video also includes elements of mise en scene that I wanted to incorporate within my own production. The iconography used is explicit as the drugs and alcohol highlight various messages for example, the theme of addiction, which can link to love and romance, further. This causes the target audience (18-28 in this case) to relate to the artist as well as raising the idea that the artist is deemed as normal and possessing addictions and habits like everybody else in the world. This element also conforms to Dyer's star theory as the artist portrays rebellious values. This overall conformed to the indie and electric genre, as artists within these genres portray smoking or drinking habits as a way of exposing parts of their life to the audience.

Lastly, this music video follows Goodwin's theory of a structure through a narrative and ideologies of a concept. The music video is based on the idea of Quentin Tarantino movies, specifically 'True Romance'  and also the context behind Bonnie and Clyde. This includes the idea of a unique love that causes the couple to feel that they are the centre of the universe. This is constantly portrayed through reckless acts that the couple take part in together without any remorse. This appeals to a universal audience as this is an ode to relationships that everyone in the world wants to experience and is also conventional to the indie genre as artists within this genre typically highlight elements of their lives to their audience as a way of creating a bond to strengthen their fan base.

I have overall chosen these three elements as they create an impact and created a successful music video. All elements are conventional to my chosen indie genre, also as the artist portrays element of their lifestyle to create a deeper relationship with their audience. Our music video contains these elements and also develops the indie genre as more elements are used for example, the inclusion of autumnal colours through filters and naturalistic forest settings and the use of vintage costumes. The indie genre is developed further through the song itself through the use of a remix therefore the added house genre will interest a wider audience.

The indie genre is followed within my music video through the idea of conventions. This can be seen through mise en scene, specifically setting. This is due to the fact that I placed my artist within the forest in flashback scenes when she first introduced to the main love interest. This creates a romantic and mythical theme, highlighting the artists true feelings, causing her to open up to her audience, causing them to respect her and idolise her. This overall appeals to my target audience of 16-18 year old females as this gender stereo-typically enjoy the idea of love and romance, especially through my narrative as the artist and her boyfriend break up, which females within this age category can relate to.I overall chose to conform to the indie genre as videos within this genre typically include a cheap, naturalistic setting to make the artist the main attraction, therefore allowing the audience to see their idol through out.

I continued to follow indie conventions within my music video, in order to appeal to my more niche audience by changing up the visuals/effects of the music video. I completed this through editing on Final Cut Pro X through applying the filter Aged Film to clips when the artist first meets the main love interest. These filters were layered over flashback shots which provided them with more of a vintage vibe, which is diverse and changes dynamics compared to pop/chart music videos. Changing up dynamics through conventions such as editing are aspects that indie artists enjoy to apply for their niche audience, in order to differentiate their look compared to other genres in order to become more noticeable.

I then made sure to conform and subvert conventions of the indie genre to continue to change dynamics and add new elements to the genre. This was completed through the use of costume, and a long shot to highlight the artist in her vintage clothing and high angles to highlight her casual clothing. Adding a range of costumes and connotations of clothing, creates a more diverse and memorable video for the audience to enjoy and for female members of the audience to aspire to.
The use of ranging costume also conforms to the indie genre, as the artist's look is typically simplistic to become relatable to the audience linking to the idea that the artist wears her boyfriend's checked t shirt which is relatable to the female majority of the audience, as they may have been in this break up situation in their past, therefore they are able to trust and respect the artist. However, I also subvert the indie genre as the artist also wears more expensive clothing, to highlight how she took care of her appearance when with her boyfriend. This overall links to Dyer's Star Theory as in his first paradox he believes that an artist can be ordinary and extraordinary, simultaneously. This is evident within my own music video as her more expensive clothing links to the romantic lyrics, highlighting her extraordinary talent and clothing choice as well as clips of her singing sadly to the audience, in her ex-boyfriend's shirt which is more ordinary and attainable which is conventional to the indie genre and also appeals to the target audience especially females therefore a relationship is created which strengthens the artist's fan base as she is so relatable, causing her products to be continuously bought into.

Next, I decided to conform to the indie genre further by using other conventions such as iconography, specifically drugs and cigarettes, and making them the focal point through extreme close ups at the end of the music video, as the artist drops the alcohol bottle and takes drugs, using the kuleshov effect as a death is inferred. This is relatable to the indie genre as artists within the genre typically highlight elements of their life with their audience in order to create a bond and open up to them. This then appeals to the target audience as they can relate to her habits and even bond with her emotionally as a negative break up has caused to take drugs and drink, including Adorno's theory of a passive audience once again, suggesting that the possess false needs as they believe that they need to be in a happy relationship to be happy and like their idol.

Within my created music video, I have added elements of Goodwin's theory as a way of making my music video conventional to the indie genre, to please my niche audience. This was completed through adding a link between the lyrics and visuals for example the fast lyrics 'I stay up waiting, anticipating and chasing' to different shots of the artist walking around the room and waiting sadly for her boyfriend. By synchronising two elements together, both the song and music video become more memorable to the audience, creating larger promotion for both products as well as creating negative imagery, making the audience feel for the artist and possibly relate to her life.

Lastly, I included cinematography techniques to highlight conventions that conform to the indie genre. I used a panning shot when my artist skate boarded in a park, to highlight the action. Skate boarding are activities conventional to indie artists and are evident within many videos. This shot also develops to the house genre as I used fast editing on Final Cut Pro X through the re time tool by 25%. This shot creates the convergence of two genres, which would appeal to a niche audience as well as becoming conventional enough to appeal to a wider audience, therefore increasing revenue.


Fundamentally, I believe that I have created a successful music video as I gathered a large amount of research into the indie genre pre-production and during, by analysing into my artist's success and life style as well as analysing previously created music videos for codes and conventions in order to discover how to make my products appeal to my niche audience. I overall chose to conform to the indie genre through artist representation by creating my artist 'Autumn Healy' who is conventional to the indie genre as she is relatable to the target audience due to themes associated with her (romance and reckless behavior) as well as conventions such as clothing to create a more realistic artist. Conforming to the indie genre became the best decision as I began to analyse diversity within the music industry and how more creative music videos are appreciated by a niche audience causing products to become more successful and unique compared to pop music.