In what ways does your media product use, develop or challenge forms and conventions of real media products ?
The genre for our video is Indie Rock, a main stream genre which is growing in popularity. Through the use of Web 2.0 sites such as YouTube. Throughout the video will conform and also subvert conventions of this genre creating a unique video. Some conventions of Indie rock are Use: One key convention of the genre is a band performing. We use this convention in our work, the band are denoted throughout the video at numerous points playing instruments and singing. You can denote this through the high angle mid shot on the band. We were inspired by the Arctic monkeys- I Bet you look good on the dance floor an performance based video. http://www.youtube.com/watch?v=pK7egZaT3hs&ob=av2e . While we decided to have a hybrid video of performance and narrative using parrael editing this arctic monkeys music video played a vital role in what we did shoot.
Use: A key convention through Indie Rock and the other sub genres of rock is the limited costume changes during a music video. We used this trait after numerous research into the genre and being inspired by Arctic Monkeys and their videos, a good example is their music video 'Teddy Picker' As the band don't change costume at all during the video. We decicded to also incorporate this into our music video. We also found that another convention was to have plain casual clothing symbolizing that they are down to earth people unlike their pop rivals. This is why we have our whole band wear white T-shirts throughout the music video with plain trousers connoting their like anybody else, this links them to their audience.
Use: Convention of star persona. The lead singer is evident through the composition of the shots being normally kept between the power points (rule of thirds), connoting the importance of the band member. A common trait in the indie rock genre. We was inspired by the Arctic Monkeys video Teddy Picker http://www.youtube.com/watch?v=2A2XBoxtcUA&feature=relmfu
. While the costume blended into the rest of the band connoting the unity between them the lead singer stood out through the use of close ups on his face.
Use:A Convention of all genres we followed was editing our music video to the tempo of the music. This is can be denoted across the whole industry including our work. The reason for choosing this is because it helps the video flow which causes the audience to stay focused on the video.
Use: Convention of having instruments shown throughout the music video, in this case a guitar and drum set. While doing research we was inspired by a number of bands as we saw this convention used across all the bands performing during their video's. One video that caught our attention with this was Bloc party - Banquet http://www.youtube.com/watch?v=vdkmhquF60o . This conforms to the convention of indie rock videos having band members playing their instruments in a performance video. This is because they want to show they have talent and create their own sound unlike their mainstream rival pop artists however over the years Indie Rock has crossed into the mainstream market but this convention remains reinforcing the differences between them.
Use: Another convention we followed was having an all male band.This is a common trait within Indie Rock as we struggled to find a mix gender or full female band during our research phase. However through numerous hours of work we did find some including Blood Red Shoes - Its getting boring by the sea -http://www.youtube.com/watch?v=ap2oXTQBSfk&feature=relmfu. On top of this our track was sang by a male lead singer so we could not replace them with a female and felt the other two roles ( Drummer and guitarist) was not suited to a female because of stereotypes and what we wanted to potray.
Challenged: While their is black band members in Indie Rock it is much more conventional for them to an all caucasian band. We was unable to find an entirely black band where they was not the minority and used this to subvert the convention. We was inspired by the band Noiseaux as they have a black lead singer the only example of this we could find http://www.youtube.com/watch?v=MwpZ9AlSoDM . We chose to subvert this stereotype as we wanted to create a wider audience for the band and felt because they was a urban band, a multicultural band would connect them with their whole audience more.
Challenged: The use of titles used throughout our music video subvert stereotypes of the Indie rock genre and have been linked to Pop. These titles were added to give the video watch-ability and help keep the audiences focus during the video. The chosen typography has been likened to the pop genre which shares similar traits to our track of energy and joy these are the reasons we chose to use a bright and bold font.
Challenged: The use of locations during our music vidoe subvert stereotypes of the Indie rock genre. Common locations include studio's and on stages at concerts with low key lighting, a video which highlights this is Arctic Monkeys - Fake tales of San francisco - http://www.youtube.com/watch?v=6c0LwdCf9X0&feature=relmfu . While these are common locations for a traditional video we went agaisnt this and decided to use a number of outside locations with high key lighting after being inspired by another Arctic Monkeys video Fluorescent adolescent - http://www.youtube.com/watch?v=ma9I9VBKPiw&ob=av2e . The use of lighting and location makes us stand out from other Indie Rock bands and gives our video a unique feel.
Develop: Indie Rock is acknowledged for often having a humerus narrative as the bands are viewed as laid back, friendly individuals. When doing research into indie rock we was inspired by Radio head's track 'Just' http://www.youtube.com/watch?v=-_qMagfZtv8 . We then developed upon this idea by using Plankers in our video a current global trend to help create a humerus narrative with repeatability for the audience. This is also a example of intertexuality within our music video as we create a parady challenging established ideas.
Develop: The use of the guitar during our music video...
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