Genre Research- Indie Rock

Indie Rock

Background to the genre

 

Indie Rock is associated with being less 'mainstream' and many assume that people who wish to portray a different, edgy image may listen to this music. However, this is wrong, because many can enjoy this genre. Indie rock is a vague term used to identify rock artists who are or were unsigned, or have signed to smaller record labels, rather than the main conglomerate record labels. This genre originated in the United States and United Kingdom during the 1980's. A specific sound is associated with this genre, this being less 'harsh' that the usual rock vibe, using more lighter strings and less harsh sounds.

 

Due to changes in the music industry and the growing importance of the internet, a number of indie rock acts began to rise to commercial success. Two examples of such artists are The 1975's and The Arctic Monkeys. As shown below, both this videos share the typical conventions of portraying a narrative, as well as both being in black and white, creating a more authentic and edgy look.

 

 

Conventions of Indie Rock Music and Music Videos

 

The main purposes of most indie rock music videos, are to present the audience with a narrative, and maintain an image. The music is often mush softer than traditional rock bands, with often string instruments such as violins and cellos being added for a more diverse sound. Performance is key, and I think this is very effective and is something I wish to consider in my final product. Mise en Scene allows a certain image to be portrayed, for example the props and makeup help to convey a certain image, while the lighting can enhance the mood of the song. Furthermore, the cinematic effects and filters often used in this genre, enhance the meaning and make the video appear as more of a short film that a music video. Many close up shots are used to show the artist/actors emotion through the use of facial expressions.

The close up shots in the Arctic Monkeys 'R U Mine' video are out of shot,
representing the storyline of being intoxicated and living a 'rock star' lifestyle.

The use of performance and a narrative

 

A key to a successful indie rock music video is for the band to really use the performance element, for example by making their own instrumental in contrast to some pop artists who will not do this. Due the most indie rock videos revolving around a story, the lyrics are often meaningful and also tell a story.

The narrative in The 1975's music video is revolved around 2 masked characters
in a fairground.

As Indie Rock bands are often not signed by multinational conglomerates, they often have much more say over what they produce, and how they produce it, with a say in how they wish their final product to look and what they believe will be most successful amongst their target audience. However, this being said, they often create music with deeper meanings, and not the intention of selling millions of copies or getting millions of views on YouTube. Typically, their music videos include cinematic techniques, in contrast to studio based videos.

A cinematic screen is used in The 1975's 'Change of Heart' video.

 

What I have learnt:

 

By looking further into the indie-rock genre, I have realised that this may be something I would like to consider for my final video. I feel as though I can be much more creative and experiment with different cinematic techniques and other typical conventions, which will in turn be more engaging for my audience.

Genre Research- Pop

Pop

Background to the genre

Pop music is short for 'popular' music, as it is the music that is the most popular and produces the most hits, more often than not reaching the charts. For this to happen,  a song must be released as a single. These songs often share the 'pop music formula' which allows these songs to become successful. This formula consists of a good rhythm, a catchy melody which is easy to remember. They usually have a chorus that is repeated several times and two or more verses. The duration of pop songs are usually between 2-5 minutes long. A current example of a new pop music video is Calvin Harris ft Rihanna 'This Is What You Came For'. This video is fast tempo, with lots of different shots and effects, filmed in a studio environment. It doesn't really contain a narrative.

Conventions of a pop music and pop music videos

 

Many pop music videos are filmed in a studio environment, and so do not contain a clear narrative. However, if the video does contain a narrative, they are usually about relationships, breakups or partying, all of which tend to be a common theme and considering teenagers are the target audience, they production team attempt to relate to these teens on a personal level. Therefore, the artists will usually be the focal character, wearing modern clothing with nothing that is too over the top. There is also often a link between lyrics and video, often the image will portray what the singer is singing about. As well as this, high key lighting is often used, with vibrant colours again to appeal to the target audience. As well as this, the artist will often wear heavier makeup to create a 'flawless' and 'airbrushed' look. The camera shots are often a mix of close up shots and long shots, often with scenes of the artist partying, as shown in this screenshot below.

At the very beginning of the video, bright colours have already been used.



Here, a typical convention of a pop music video, a long shot has been used.

 

Here Rihanna can be seen partying.
The video revolves around her and partying which is a typical convention
of a pop music video.



The use of performance

Pop music videos usually focus on performance from the artist, rather than a meaningful narrative that many indie bands will often portray. However, sometimes a narrative is used, but this will focus on the artist and not usually anyone else. The main focus is the artist in pop music videos. The performance is usually sexual or portraying a image. This controversy allows for many views on YouTube and for the artist to be successful, creating huge fan bases which determine their success. In contrast, Indie- Rock bands will portray a narrative as the lyrics often have more meaning behind them.

The main focus in this video is the singer, Rihanna.

 

What I have learnt:

 

After researching into the pop genre, I don't think that this is a genre I would like my music video to revolve around. This is because it would be studio based, therefore I wouldn't be able to be as creative compared to if I was filming for an indie-rock band. I believe that indie rock bands allow for a deeper meaning to be conveyed, and I will look into that genre further on my next post.



General Genre Research

Music Video Analysis- Adele 'Hello'

Adele 'Hello' Single off '25'

Adele Adkins (Stage name Adele) is an English Singer/Songwriter. Her single 'Hello' is the first track that appears on Adele's third Studio album: '25'. The album was released on 20th November 2015, through XL Recordings. 'Hello' was released on 23rd October 2015, before the album was released. As of the 29th June 2016, this video has had 1,607,871,329 views.

 

I have chosen to analyse 'Hello' because this video follows a narrative. A narrative is something I would like to do for my final music video, so I feel as though this will give me a little bit of inspiration.

Narrative 

 

The video begins with a deep focused establishing shot, to set the scene at an old, deserted country house. Adele begins on the phone, with dialogue before the music kicks in. This is effective because it sets the scene of how she is trying to contact an old lover. She then goes on to remove old curtains and dusty covers on furniture, the music still hasn't kicked in. This is effective because it could represent that she hadn't released any music for a while, and it's a new image she is portraying to the audience. Almost as if she is rekindling something but at the same time, reliving memories from the past that she hasn't moved on from, because they are still a part of her life. The video then progresses to show a journey of her and another male character.

Camera

 

The video begins with an establishing shot, which is initially out of focus. The focus is on the glass window, but then the deep focus allows the audience to see through the window, and down the road. This is effective because the audience can see where the video is set.



This shot is focused on the window pane

The camera then uses deep focus to transform the focus from the window
pane to the road.



Throughout the video, there are many close up shots of Adele, to portray the emotion felt throughout the narrative, of the heartache of trying to contact an old lover, with the house triggering old memories. This is highly effective, especially with other shots such as Extreme Close Ups of other objects, such as water being poured into a cup. This all adds to the ambience of home comforts, as if this house is a bit of a comfort, as well as adding to the realism of the narrative.

Extreme close up of the cup, portraying homely objects.

Close up shot of Adele, the main focus in the narrative.

Something I found to also be effective is the slow tracking shot combined with a long shot of the telephone box, the camera slowly pans in. I think the combination of low angle shots, panning shots, mid shots and the shots mentioned before, really adds to the diversity of the footage and keeps the audience engaged. It isn't anything too fancy, again following the simple style Adele has gone for, from the album to the video. This is something I aspire to when creating my own video.

Long shot of the telephone box

Editing

 

The very first thing I noticed about this music video is that the entire video is in sepia. This gives a vintage effect. Not only this, but this matches the photograph on the front of the album, so there is definitely a lot continuity. I really like this idea, as it feels as though the digipak, magazine advert and now the first video released all link together. This is an excellent example of how to do high standard marketing, and this has really inspired me for my own work, as I think it is very effective. Furthermore, the most common cut in this video are straight cuts. These are simple, yet effective. As well as this, I noticed when Adele sings the lyric 'Hello from the outside', when she sings 'Outside' a straight cut is used to cut to her standing outside. So the lyrics match the camera work, which is very effective.

'Hello from the (cuts to) outside'

I also really like the use of shadows in the video. This creates a darker mood, but I noticed a particularly effective part in the video. Adele's face is half shadowed, half lighter. This could represent how she has created a new image, and come out of her darker times, but they have still shaped who she is today. I really like this, and would like to try and incorporate this within my own video.



Half of Adele's face is visible in this shot, the other half is in darkness.



Mise en Scene

 

The bold eye makeup which has almost become Adele's signature look is worn throughout the video, again continuing from the same look on the front of her album cover.

Adele can be seen here wearing her signature makeup through the use of a close up shot.

Adele and the male actor are wearing modern clothes, but this is contradicted through the use of props, such as an old 'retro' styled telephone and flip mobile phone, as well as a close up shot of an old gas stove. This could represent the old versus the new in Adele's emotion and life.

The retro mobile phone.

As well as this, I really like the use of the rain, as it really sets a darker, mundane mood where the male is almost walking out of her life.

The rain adds a dramatic mood.

What have I learnt?

 

Through the analysis of this music video, I think this has confirmed my idea that I would like my video to be revolved around on main character, following a clear narrative. I think this way, I can be much more creative with the shots I choose to use. I also like the use of the sepia effect, it is unusual and gives off a different feel. I have also learnt that less is more sometimes, and that simple cuts are much more effective but still keep the audience engaged, so long as the storyline and other images are interesting too.

Marketing package- Adele '25'

Magazine and Video advert- Adele 25

Magazine advert

Before the release of Adele's album '25' she used magazine/billboard adverts in order to make her audiences aware that she was bringing out new music.

This advert pictured above was released to almost 'tease' the audience to the fact that new music was coming. The image used on this magazine poster matches the album, it is black and white, which is similar to the images inside the digipak. Her eye makeup pictured above, is black and slick. Recently, this has become Adele's 'signature look' and is the makeup look she wears in her album photos, but also in any photo shoot. So this is something audiences can identify her by. As well as this, the font is a sans-serif font, in capital letters, which matches the font of the text on her album. I think that this magazine advert is a really good representation of what was to come with the release of her 3rd studio album. I really like the simplistic look, again which is followed by the simplistic look of the album itself. Less is more in this case, and I think this is very effective as it doesn't give too much away about the content of the album.

As a follow up from the first magazine ad which states 'coming soon', this was the actual magazine advert used for press release, when Adele released the album. The photo used on this magazine advert is exactly the same as the album cover. This would be an effective way to promote Adele's album, as the audience would associate this image with the front of the album. This magazine advert is aesthetically pleasing, as again I really like the simple design. The front this time for 'Adele 25' is bolder, and in a different font from the rest of the album. This does make it stand out more. The text below reading 'The new album 20.11.15' is in the same font which appears on the album. I personally would like to have the consistency with my digipak and magazine when I create my own, as it gives a very professional, well organised and polished finish.

Video/Television advert

I couldn't find Adele's TV advert on YouTube, but I did find it on the Daily Mail website, linked below.
http://www.dailymail.co.uk/video/news/video-1222290/She-s-Adele-teases-30-seconds-new-song-TV-advert.html
This advert was first shown when Adele made an appearance on the X-Factor during the 2015 live shows. The video, although very short, is very effective. It plays the first verse, which is the first 30 seconds of Adele's single 'Hello' which is the first track off the 25 Album. The lyrics appear in a sans-serif font, on a reverse block background.

The short advert then finished with an ellipsis '...' which suggests that this is something to be continued, in this case, her album followed very shortly.

The text displayed on the 30 second video, matches the font used on the album. The consistency and simplicity is a theme which has been continued throughout the marketing package, and I think this is an accurate reflection of Adele's personality. I therefore think  that this is a very good example of effective marketing.



Digipak analysis- Adele '25'

Digipak analysis- Adele '25'

With Adele being one of the most successful artists of 2015, and recently headlined Glastonbury 2016, I though it would make sense to look at the other aspects, aside from the artist, that made her so incredibly successful.

 

The Cover

 

This digipak cover is very simplistic, with no name of the artist or name of the album. Adele was very successful with her '21' album and is therefore very well known in the music industry. Adele's face is almost her 'brand' as most people will be able to identify her from just her face. As well as this, Adele often stands and sings, using the power of her voice to perform without complicated sets. This is represented through this album cover, it is simplistic. I really like the colours used, as she used a Sepia effect for a more authentic and retro feel to the album.

The Middle Slides

 

Again, like the front cover, the middle slides are very simplistic. Seeing as this album is about Adele's journey as a person up until the age of 25, the photos in the album represent her journey in creating an album. This could be why all the photos are of her; symbolising how the album reflects and is about her. Again, there is no text on these middle slides, but the photos are not consistent. The first image is in the same sepia effect.

To follow this, the photos of Adele singing are collaged in black and white. I think this is very effective and somehow, make the images look almost nostalgic. The next page consists of black and white images again, and then goes back to the sepia effect, but this time 3 photos of Adele are merged, showing the emotion that goes into creating her music.

 

 

The final set of photos are collaged in black and white again, and are of Adele. All of these photos represent her minimalistic, stripped down style and are aesthetically pleasing, in my opinion.

 

The Final Slide and Back Slide

 

After the final image, the credits are presented on a double page spread. This informs the audience of who wrote each song, as well as who published, produced, and recorded it. This is done on a white background using a black sans-serif font, with an orange title for each song.

The final double page is predominantly black, with a message to fans from Adele, written in white sans-serif text. On the other side to the message, is a photo of Adele recording her album.

The very back page, is just plain black. I think this is particularly effective because it is almost a closure of the album, showing a final end.

 

The CD disk

 

 The CD for '25' doesn't initially match the rest of the digipak. However, when I considered this more, I realised that perhaps their is a hiding meaning. The CD, just like the digipak, is very simplistic. The name of the album '25' is written in a coral colour, in a font which looks as though it may have been written on with a lipstick. This gives the album a more personal feel, perhaps that Adele may have written this herself. I personally really like the CD, it is very minimalistic but effective.  

The Back Cover of the CD

 

The back cover if the CD enables the audience to see the names of the tracks 1-11. This is written in a sans-serif white font, in capital letters. This matches the appearance of the rest of the album, again very simple yet effective and looks very classy, representing Adele's on stage persona. There is also an image of Adele's face, different to the front cover. This is again in a sepia effect, which I personally think is very effective.  

What I have learnt

 

I have found that simplicity works nicely, in this case, less is more. The digipak matches Adele's image completely, I think this is because it is a reflection of her life so far. This therefore reflects the attitude of the artist and that her main focus is the music. I really love the idea of including all the photographs, so this is something I would like to include in my own music video, which will allow me to be creative and make the album aesthetically pleasing.

Preliminary Task- My contribution

My contribution to the Preliminary Task

In order to be as efficient as possible, my group and I split the tasks evenly. All in all, we all contributed equal hours, which was 2 hours each. This is because we all had to appear in the video, have a go at filming as well as edit the footage.

 

Parts I filmed:

 

I filmed a number of sections, which were the majority of the shots that I didn't appear in. This is because I felt confident with using the camera; setting the appropriate exposure and focus. I have screenshot some of the shots that I filmed (I filmed the parts where the screenshot is and beyond these too) and inserted them below:

 

 

 

 

 

Parts I lip synched/appeared in:

 

As well as this, I had a go at lip synching. As there were so many characters, I managed to play quite a few. I didn't actually find lip synching too difficult, and these are the parts I lip synched/appeared in:

 

 

 

 

 

 
 
 

 

Parts I edited:

 

I also edited different elements of the music video, depending on what needed to be done or tidied at the time of editing. Some parts, for example the first screenshot were actually quite hard to edit! I have inserted screenshots of the parts I edited below:

 

 

 

 

  

What I learnt from this process:

 

From this process, I learnt the importance of giving the actor/singer time to rehearse and learn their lines so that it matches the lyrics and timing. Some members of my group found this slightly tricky, and so this is something to consider for the final video. I also learnt that editing music to footage is time consuming, so I must leave plenty of time to edit, but also film. I think to conclude, I have learnt that time management and planning is key to a successful piece. 

Preliminary Task- Evaluation

Evaluation of the Preliminary Task

Preliminary Task- Editing

Preliminary Task-Editing

Today, my group and I decided to edit our Preliminary Task. On the day of filming, I had imported the footage onto a shared file on a school computer in our media room, to avoid someone else accidentally deleting the footage off the camera SD card.

Will started by opening Adobe Premier Pro, which is the software we use for editing. He then put the footage into chronological order and added the audio track to enable the matching of the video and song. This was made easier by inserting the actual video in the bottom corner, so that we could match each shot exactly. Then, Amy began to trim the footage using the razor tool to allow each shot to fit with the original music video, as this is what we were aiming to re-create.

Here I am editing the footage.

On editing, my group and I realised that naturally, we had missed out parts of footage when filming as we didn't film in a chronological order. For this reason, I have learnt from this task that for my final project, I should film in chronological order so I don't miss out any footage. Anyway, this was easily resolved as we just had to re-film the parts we had missed. One problem we discovered was that we were all in different outfits to the ones we wore on Thursday. However, as a group we decided this didn't matter too much, because there are so many characters in our extract, that it would just look like we had more characters. But, if this had been a video including a boy band, we wouldn't have gotten away with it.

After filming the shots we originally missed, we were able to add these into our music video. I did this, by trimming the footage, inserting it into the gaps and matching the song to our lip syncing. I then rendered the entire footage, checked that the footage matched and then exported our footage so that it was in a suitable file format for YouTube. We had a very productive day, as our footage has now been uploaded to YouTube.

Final Video for Preliminary Task

Final Video for Prelim Task- High School Musical- What time is it?

This is Will, Amy and I's recreation of 'High School Musical's- What time is it?' music video. 

Analysis of another students work: Chiska Ankers

Analysis of another students work: Jacob Maud

Preliminary task- Filming

Preliminary Task- Filming Day

Today, my group and I decided to film for our preliminary task during our two hour lesson. Our task involves recreating the first 60 seconds of a music video. Prior to filming, we had looked at all the different shots that we would be required to film. When I come to film my final video, I will aim to plan each shot to make the filming process much easier. 

Here is the video we plan to recreate:

When setting up to film, decided to use natural lighting, as non of the studio lights were available. Thankfully, our footage didn't turn out too badly and the lighting wasn't really a problem. As well as this, we also chose to use a tripod to allow for stable shots. I then made the decision to use the Cannon 700D, which is the newest camera our college have. The quality of the footage obtained with this camera is very high and I am familiar with this camera, so it made filming much easier as I could teach my peers how to use the camera too. I plan to use this camera when filming my final project as it should give me the best quality footage. 

During filming, we filmed each fram shot by shot, allowing for time before and after the shot was due to start and end for editing purposes to be made much easier. Amy, Will and I all had a go at filming and lip synching to our chosen piece of music. We originally planned to film in the maths block, but seeing as a classroom was available next door, we decided to film in their instead as it was probably better suited to a classroom setting anyway.

We managed to get most of our shots filmed, but we may need to re-film elements when we come to edit our footage on Thursday.  From this filming task, I have learnt to plan my work thoroughly in order to be able to meet the deadlines. By filming all in one day, we now have the maximum time to edit our footage.