1. RESEARCH
PRESENTATION

2. CONVENTIONS OF GENRE
AND FORM
From my research I have learnt a lot about the conventions of genre and form in relation to Indie music
videos. The conventions for the form of a music video are multiple shots of the artist/band, narratives
relating to the lyrics of the songs and lip syncing. Now I know these conventions I can then use them
when creating my own music video in order to make my video as conventional as possible. Therefore I
will make sure my video has several shots of the artist/band and also a strong/weak narrative depending
on the genre (in my case would be weak due to the Indie genre.) The conventions of the genre however
are in much greater detail and will therefore help me to make the video appeal to the target audience
better via conventions. The conventions I have found are slow paced editing to give a relaxed feel the
music/video, mid-shots of the artists in various locations but in common locations that tend to be
related to nature and purity in order to portray the artist as being the same “class” to the audience and
therefore more relatable to the audience. Also in the video there tends to be little if any non diegetic
music as the only sounds heard are the instruments and vocals of the band.

3. In an Indie video it is conventional to have a vague narrative that relates to the lyrics but
is also very unique and kooky in order to portray he artist in their given style. Also in
relation to gender, female artists tend to be conventionally portrayed as elegant and soft
whereas the male artists tend to be represented as powerful and wise therefore when I
film my music video I will use different technical elements to achieve this representation.
The colours used in Indie music videos are conventionally pastel colours or light colours
that connote nature and again purity as it brings the artist to the level of the audience
rather than forcing themselves onto a higher platform. Indie videos are also
conventionally urban themed therefore my scenery for my videos will be urban but with a
sense of nature due to the specific videos I have already analysed.

4. In terms of mise-en-scene the most conventional costumes are vintage dresses/jumpers
for the females and suits/bow-ties for the men as it then connotes the vintage feel to
Indie music in which so many artists try to achieve in their music videos and therefore
in m music video I will have any male artists in suits and shirts and women in
dresses/skirts etc. in order to give a vintage feel to my music video. The props used are
very minimal and tend to be natural such as food, but can again be vintage props such
as old record players and typical stuff you would find in a charity shop. The lighting
used in Indie videos tends to be low-key in the urban areas and high-key in the natural
areas such as fields.

5. TARGET AUDIENCE
My target audience are working/middle class citizens aged mid-teens
to early 20’s with a 65%female population to 35% male population.
They are currently in educations and their psychographics include
hanging out with friends, partying and listening to music, they also
shop in charity shops and stereotypically enjoy taking photographs.
They are also in education (either college or uni.)

6. HOW WILL I APPEAL TO MY
AUDIENCE?
After collecting my responses from my questionnaire I am now able to appeal to my
target audience via their responses to my questions such as “what do you think is the
most important element in a music video?” Therefore I am going to make sure in my
music video, the artist/band is the main feature, then followed by a narrative, then their
instruments followed by costumes and then locations. This will appeal to the audience as
I can make sure the artist band is the main feature and I don’t waste time editing in
multiple locations which will lose the appeal to them. I am also going to make sure I use
the technical elements mentioned before to make my artist more connectable in order to
allow the audience to watch the video and feel like they are aspiring to be that artist/band.