Researching the chosen music genre

An introduction into my chosen music genre: Indie

Indie is a short-form of "independence" or "independent" and is a genre in the music industry. Indie music originated in the 80's with bands including The Smiths and Joy Division. Indie bands then turned into Indie solo artists which became increasingly popular in more recent years.

Artists classified to produce modern Indie music include:

       The Kooks, Nina Nesbitt, Ed Sheeran, Arctic Monkeys, Passenger, Laura Marling, Alt-J, Bastille, Bombay Bicycle Club, The Lumineers, The Vaccines, The Courtneers, Lana Del Ray, Florence and The Machine, Imagine Dragons, The Killers, Mumford & Sons, Kate Nash, Noah and The Whale, Of Monsters and Men, Just Jack, Jack Pente, Daminen Rice, Two Door Cinema Club and The Wombats.

The general sound is melodic with the use of simple yet textured and effective instruments which traditionally includes acoustic guitar and the artists voice alone. Instruments which have recently been introduced into the Indie genre include a simple drum beat, keyboard, violin, banjo and ukelele. Lyrics which construct Indie songs often develop a strong emotion without sounding mainstream, a play on words and are often very original. Features/components you would never hear listening to an Indie song would include the use of synthesizers or an effect layered onto the artists true voice which is why it appeals to a niche (independent) audience. 

Fans of Indie music are known not to want their favoured artist to become too popular as it essentially ruins their originality, afraid they will lose touch of their Indie roots to become mainstream therefore benefit from fame and fortune more so than being associated and admired by a niche audience, gaining more fans and a mass market appeal. 

    Lego House, Ed Sheeran

Lego House is a song by Ivor Novello award winning singer-songwriter Ed Sheeran who is commonly known as an artist of the Indie music genre. The music video features Harry Potter star Rupert Grint, as a play on their similar appearance.

      This video has universal appeal because of the use of Rupert Grint who is known worldwide after staring in the Harry Potter franchise. This benefits the artist because audiences will be curious to watch Rupert Grint therefore increasing video views. Moreover, the audience will become further engaged within the video due to who appears in it and is more likely to tell others about it, therefore making the Indie artist more successful. This technique is not often assosiated with music videos of the Indie genre because Indie artists do not often collaborate which each other therefore other artists/well known actors are not present in other videos. The fact Lego House is by an Indie artist it would not typically be considered to appeal to mainstream audiences, however, it is very unique thanks to Rupert Grint and the engaging narrative which follows throughout.

Indie music videos conventionally stick to slow-paced editing in aim to harmonise with the song as many songs of the Indie genre are not fast-paced but medolic and meaningful. Audiences may believe that Indie songs are 'boring' but to many they are effective as they do not rely on layers of synthesizers and quick, harsh drum beats. At the beginning of the video, fast-paced editing is employed.


Although fast-paced editing is usually associated with videos of the pop or dance genre it fits in nicely here because it shows a combination of mid and long-shots (around 2 seconds per shot) of the audience cheering for their favourite artist. These shots are effective because it sets the scene for the rest of the video and takes the audience member watching the video on a journey. These shots also present the artists target audience to be a combination of males and females which is rare amongst a male artist who would usually only attract females. The ratio of male and female audience members is almost 50/50 as displayed with screaming girls and a young male jump up to get a closer look, excited for the small and intimate gig at the University of Hertfordshire to start. This tells the audience watching the video that the fan base is varied not just gender wise but age groups vary too. Therefore, the artist becomes more established and a more relatable figure for the audience too as he succeeds in adopting mass market appeal, something which is not generally known in the Indie industry where artists are more difficult to get to know due to them being low-profile (independent) Ed Sheeran arguably breaks the boundaries of what we know and expect of an Indie artist through the many components of Lego House. 

No special effects or fancy transitions are used in the video to Lego House, mainly because that would break genre characteristics of Indie videos but secondly because it is a song with a strong narrative and doesn't focus on the artists image much like videos of other genres. All we as an audience can see is a combination of straight and jump cuts which flow effectively whilst mastering the art of storytelling for the audience. Overall, the editing for Lego House is simplistic and hints an earthy and raw performance by Rupert Grint.  Editing in Lego House is employed to manipulate the audience and their emotions as the song is a song he wrote himself to pick himself up demonstrated in the lyrics: "I'm gonna pick up the pieces and build a Lego House. If things go wrong we can knock it down" The general meaning suggests self-motivation is key and can be enhanced or triggered amongst the artists target audience by just putting in their earphones and listening to it. However, denotations of the lyrics could be perceived as a song about a broken relationship telling the audience to make it work and even when things go wrong you can build the 'house' (the foundations of the relationship) again.

       Personally, I feel the style of Lego House is divided between the 3 main components of performance, narrative and concept. I believe the video is 50% performance focused. This is because Rupert Grint is shown performing to the camera and miming the lyrics throughout. Due to the video being heavily focused upon performance, this may allow audiences to create a connection between themselves and the actor which is fundamental towards the artists success. Furthermore, I believe the narrative consumes a solid 30% of the music video to Lego House. The narrative consists of someone losing sight of who they are due to taking over by an obsession of an artist. We as an audience also witness Rupert Grint attempt to take over the artists show by standing on stage and soon being violently escorted off my security staff.  This presents some fans extremes they will perform to feel like their idol. Due to the actor and artists similarities in their physical exteriors, (mainly their iconic ginger hair) the audience of fans at the show go wild and we are presented with a shot of some audience members recognising the actor. To finish, the video to Lego House consists of 20% concept. This is because it sells the idea of you don't have to reinvent yourself to someone you idolise to the target audience. It hints that you should be inspired but urges fans not to become them. 

 However, the connotations of the lyrics may involve the idea of a broken relationship with Lego being a metaphor for a relationship: being easily broken or being entirely solid. This music video arguably breaks conventions of an Indie genre characteristics often embedded as it doesn't follow expectations of a broken relationship. Instead, it is innovative and allows the audience to accept the morals of losing sight of who you are and think about the video after watching it. The narrative also allows the audience to follow an individuals journey and is able to relate to it 

We first see a glimpse of what we think is the artist in the first few seconds of the video, walking down the corridor to the stage to be greeted with shots of excited fans. In fact, the back of the head shot presents Rupert Grint, a successful actor known best for his role of Ron Weasly in the Harry Potter phenomenon. Rupert is an ideal actor to use as the artists look-a-like. The audience then witnesses another back shot of Rupert panning upwards of him walking along an ordinary street which establishes that he is dreaming of being in the previous location much like his idol: Ed Sheeran. This shot then cuts to a front mid-shot of Rupert walking towards the camera preparing to go on stage

A feature not often used in Indie music videos is the promotion of the artists other songs. Ed Sheeran's song This on the same album as Lego House is promoted. We as an audience hear the artist sing 'This is the start of something beautiful'  after Lego House has stopped playing. This presents the artists sense of humour as it hints the actor wants a relationship with the artist whilst also serving the purpose of engaging the artists fan base as they can comment on another song which may lead on to them listening to and downloading it, benefitting the artist even more so. Therefore, the video follows Goodwin's theoretical point of intertextual references due to the brief promotion of another song on +. 

Iconography also used is the Lego (what the song is based around) which informs the audience and builds a relationship between the lyrics and the visuals therefore adopting Goodwin's theory. The artists mother in fact owns a jewellery business in which she promotes his son. These feature necklaces and bracelets of the artists favourite childhood sweets. One of these bracelets are worn by Rupert therefore an intertexual reference, again using Goodwin's theory.


The video to Lego House employs various conventional Mise en scene elements which are often embedded within typical Indie videos. Throughout the video, we as an audience see many mid-shots of the actor attempting to play guitars. Guitars are commonly used in music videos of the Indie genre as it is a key instrument within and is used vastly by Indie artists. By showing the guitar frequently throughout, it may inspire fans to learn how to play the instrument to be like their favoured artist. Recently, Ed Sheeran has released a brand of guitar with his name on it for fans to purchase, encouraging many to learn too. He claims it is a good quality and well-recognised guitar make and is easy to purchase at an affordable price to benefit his fans wanting to by into his lifestyle. All profits however will go towards a charity organisation which sets this artist differently from others who would not usually donate profits.

Lego

A room full of lamps

Artificial friends could represent how people befriend the artist due to him being extraordinary (Dyers star theory)

Motif of the colour orange intergrated in the actors clothes

Ed Sheeran is an Indie artist with a loyal fanbase since he emerged into the independent industry in 2011 before the release of his debut album named +. He was first seen by niche audiences selling CD's out of his rucksak (as refered to in his song You Need Me Man I Don't Need You) The artists general target audience is males and females aged 15 ranging to around 35. Universal appeal as his lyrics and morals are relatable. In the early days of Sheeran's career, his videos were very low-budget with his first video version of his (now mainstream) hit The A-Team made with just £20! This presents the artist to be a relatable figure and much like an ordinary working class person amongst society. As the artist has developed and blossomed throughout his career in the music industry, his videos have become more established and watched by audiences not only in the UK but in Europe and various other countries, therefore making him more successful and less independent. Nonetheless, Ed Sheeran has stayed true to his Indie roots although his fan base is rapidly increasing (due to touring with pop artist Taylor Swift), something which early fans admire. 

Although the audience only briefly see the artist towards the end of the video after a crazed fan actor he is represented throughout BY the actor. Rupert Grint adopts his mannerisms (the way in which he walks), hobbies (creating Lego models, lyric writing, playing guitar) and his physical exterior (jewellery and clothes)... When the audience sees the artist for the first time it... For an audience member unaware of Ed Sheeran's physical exterior they are soon educated...

 

        There is also an animation version of the video which is played beside the original. The animation consists of Lego characters rather than actual people created by Dylan Woodley. 

      











Ellie Goulding, Your Song 

The music video to Your Song was directed by Ben Couglan and Max Knight and premiered on YouTube in the winter months of 2010.  The song featured in John Lewis Christmas TV Advert which was seen and heard to my millions of viewers across the UK therefore promoting the new and upcoming artist. 

This song is in fact a cover of the well-known hit Your Song originally written and performed by Elton John. This may tell the audience that Goulding was inspired by him and possibly grew up with her parents listening to his music. In addition, this also suggests she wants to become a legend much like Elton John. However, Goulding has cleverly taken the world-renound song and re-created it to be a touching and chilling cover with a unique sound which Indie fans adore. 

Mise en scene in Your Song follows conventions of a typical Indie music video. All natural lighting is used throughout the video which coincides with the natural image the artist portrays and also harmonises with the natural locations the audience see throughout. Due to the video lacking stage or artificial lighting, it emphasises the small-production/home-video feel of the video. This is common within Indie music videos as they tend to be produced on a low-scale with little distribution or budget therefore following what audience members may expect.

Locations used are fundamental to fitting in with the genre characteristics of an Indie video. We as an audience witness the artist and her friends explore various locations in her hometown of Hereford including parks, forests, farms and a waterfall location which emphasises the natural beauty of the world, again harmonising with the lyrics. All locations used can be accessed by the public which puts further emphasis on the natural and realistic outcome of the video. They also allow the audience to relate to the artist whilst learning about her and where she originates from. We are also invited into her house which allows the audience to build a relationship with the artist as they feel they have a more personal insight into her life.

The artist also appears to be wearing clothing considered to be indie in style: beanie hats and coats to achieve a typical winter look whilst appearing as a stylish individual. Because her clothes are affordable and comfortable, it establishes the idea she is a laid back character which is conventional within Indie artists. This also allows the audience to feel like they have a personal connection with her as she is easier to relate to than an artist of the pop genre which are often styled in extravagant, expensive and eye-catching "costumes" rather than clothes, displaying falseness, something not often portrayed in Indie music. Indie music as opposed to pop music is more about communicating with audiences about more personal and realistic issues whereas pop music doesn't always follow morals or social ideals. It is difficult to notice whether the artist is wearing very simplistic and natural make-up or none whatsoever. This highlights the idea the artist would like to achieve a raw and natural out-look and be considered a natural beauty with a natural, beautiful voice. By employing an Indie like image it increases the target audiences interest in the artist and will double her appeal. This may result in her fans wanting to portray themselves similarly, consequently making the artist more iconic and successful. 

We see the artist in the recording studio for just 3 seconds which proves she is still in touch with her personal life and friends although she is percieved to be an extraordinary figure as embedded in Dyers star theory. The video relies on the contrast between the artists ordinary and extraordinary lifestyle with the ordinary element relying upon shots of the artist at home and extraordinary is the artist featured working.

3) Explain what the main camera shots are
The video displays many, many long shots of the locations the artist is visiting with her friends as well as numerous close-up shots of the artist performing

The style of editing throughout Your Song is conventional to typical Indie music videos. Many songs of the Indie genre employ a slow tempo, evident Your Song. Therefore, it makes sense for the editing to be presented simplistically and match the pace of the instrumental and voice: which it is. This video therefore demonstrates parallel editing successfully as it flows and cuts smoothly to each shot.
We first see Goulding perform/mime to the camera until 11 seconds into the song "I'm not one of those who can" where the shot cuts to another shot of the artist laughing with her head out of a train window.We as an audience do not always witness mime the whole of one sentence as it quickly cuts to another shot of her not miming but instead laughing with her friends. Nonetheless, the editing style is subtle yet successful, popular amongst videos for songs of the Indie genre. 

Ellie's style and unique sound has attracted a wide audience of both males and females ranging from 10 to around 25. She has a unique selling point which her target audience appreciate: that she sets herself differently from the crowds of artists in the industry, although she shares the genre with many! Her uniqueness is still able to break mainstream audiences and offer them versatility however, with her recent song Burn succeeding in becoming Number 1 in the Official Charts. It is evident she is unlike any other artist currently in the audience as her voice is highly recognisable. Audiences cannot compare her to anyone else which offers a sense of excitement to fans who may be curious as to what more the artist has to offer, therefore checking her social media sites such as Instagram, Facebook and Twitter for updates/new material, all of which play a fundamental role in gaining a relationship between artists and their fans.

Ellie Goulding is the main focus of the music video with shots of her friends briefly included. The artist tends to be in the centre of most shots, if not, she is still included. She is represented to be a relatable figure to her target audience as she adopts qualities of purity through her clothing and overall presentation including her mannerisms where she is portrayed as sweet and innocent. Through the presentation of interaction between the artist and her friends, the audience gathers that she is fun, loving and caring: much like many girls of her age... ordinary. With the artists big blonde fringe and one side shaven, it is evidence she is brave, bold and enjoys taking a risk not only with her music but with her appearance too as she is representing her target audience. Goulding's hair is a statement and shows she likes to keep up with trends that are current and not out-dated as this style was extremely popular in 2010, the year her cover Your Song was premiered. 

Your Song is undoubtedly 95% performance based. This is because the artist performs to the camera throughout whilst some shots show her unaware she is being filmed. Arguably, this style of shooting the artist unaware illustrates the real her, allowing the audience to view her with no falsities presented which would appeal to many. The remaining 5% is nominated to a narrative aspect. Although a narrative is not clear and no theory is used, it  loosely depicts the artists life on the road with her friends and has a home-video look/final outcome. No concept is presented through the video and doesn't seem necessary as a video of the Indie genre. Many Indie music videos would follow more of a narrative like we aim to in our production as performance is commonly associated with pop videos. However, the artists performance is successful and appealing to her target audience as it allows the audience to receive a sense of who she really is. 

Goodwins theoretical point of the record label needing numerous close-up shots is met throughout the video to Your Song. As the video follows no strong or evident narrative or concept, it relies heavily upon a performance element which is employed with a combination of close-up shots of the artist, therefore meeting the artists record label criteria. Close-up shots of any artist are very popular amongst any fan base as it allows them to view the artist and become inspired by them. 

By watching my chosen videos above I can draw stark similarities and differences between them which helps me identify what I like and what I think doesn't work. I purposely chose one male and one female artist to analyse the contrast between the two compositions, despite the fact they are both music videos of the Indie genre.

Additionally, by researching my chosen music genre it will assist me with future planning for my music video. I am now aware of the characteristics of the Indie genre which will allow myself and my group to explore, break and follow certain conventions in aim to create a piece of Media which would be recognised by audiences as Indie. 

Inspirations 

Ellie Goulding is represented as being an ordinary individual with an extraordinary talent: an image we would like to portray for our artist in our music video. Much like Ellie we will achieve a naturalistic look for the artists image in aim that the audience will not have to break through any barrier of falseness therefore the artist will be more relatable therefore a more likeable and popular figure. I have been inspired by the sepia/vintage filter used in Your Song by Ellie Goulding, purely because it gives it a sense of old-fashioned times when things were good. This  therefore takes the audience back in time which harmonises with our narrative of when the couple were once content. I may suggest we use/ select a sepia esque filter for the couples polaroid photos to again imply happy memories between the couple who are then disturbed by the others addiction.