Pete Frasers Theory

• Lyrics- Establish a general mood, key lines may only play part in the visuals.
• Music- Tempo of the track drives the editing.
• Genre- Reflected through mise-en-scene, themes, performance, cinematography, editing.
• Cinematography- Camera may move to accompany performers, or circle them, to create a drama. Lots of close ups to create viewer intimacy and emphasize voice.
• Editing- generically fast-paced, but slow-paced could be used to establish mood.
• Intertextuality- "Music video as incorporating, raiding and reconstructing" (John Stewart). Music videos often incorporate what a viewer will be familiar with.
• Narrative and performance- suggest storylines, and offer fragmented, non-linear, narrative. These leave an audience with a desire to re-watch.

I will bare this theory in mind when creating my own music video and try to apply some of these elements to my own video.

Goodwins Theory

In 1972 Andrew Goodwin devised a theory which included the 6 main generic conventions of the music video. These were;

• Different sub-genres of music have their own conventions, for example pop videos usually include a dance routine. Beyonce-Love on top is an example of this as Beyonce is a worldwide pop star who is famous for dance routines and this video demonstrates Goodwins first point.

• Relationship between lyrics and visuals. In the Arctic Monkeys-When the sun goes down, the relationship between the lyrics and visuals is very obvious, and it is heavily narrated. So the lyrics tell a story.

• Relationship between music and visuals. Adele-Rolling in the deep is an example of the relationship between music and visuals, as it is edited so that the water drops into the many glasses on the beat of the drum.

• Demands of the record label will include the need for lots of close ups of the artist to emphasise the image of the star. Chris Brown- Run it was Chris Browns first video, so close ups were necessary for him to become an icon and decide on the type of artist he wanted to be.

• There is frequent reference to notion of looking and particularly voyeuristic treatment of the female body. In Christina Aguilera - Dirty, she is presented as very provocative, wearing very little clothing, she is sexualised due to her dancing and costume.

• There is often intertextual reference, either to films, other music videos or culture. In Christina Aguilera- Candyman she makes reference to the 'We can do it' posters seen in the wars, as she dresses up and does a similar pose.

Mood board

How the Indie Genre began

Indie was originally shortened from the word 'independent' genre originated from the United Kingdom and the USA in the 60's. It is extremley diverse containing many different sub genres, for example; indie pop, indie rock, alternative. Key bands included 'R.E.M' and 'The Smiths.'

The Smiths

R.E.M

 The Indie genre is extremly diverse and hard to define as over the years it  has seeped in to nearly every genre avaliable. During the 70's the indie genre became increasingly and developed into a more rebellious genre, with the 'Sex Pistols', 'The Clash', 'The Ramones', bought indie music out of the back streets and the indie genre became more mainstream. 
In 1980 the first UK Indie chart was compiled  and indie bands began to feature of Top of the Pops. From that point on the rise of the genre became seemingly unstoppable, with the Reading festival with a line-up entirely devoted to indie music. Throughout the 1990's and 2000, Indie music became more and more mainstream with 'The Manic Street Preachers' 'Arctic Monkeys' and 'The Strokes' for example beating pop and rock acts to the top of the charts. 

The Arctic Monkeys

The Indie Genre and Audience

The Kooks

Indie, Short for independent rock, in terms of music is independent of major labels and breaks mainstream conventions. The record labels are reasonably low budget and small. Described as a 'do it yourself' genre the artists are free to explore emotions and sounds. Despite it purposely avoiding typical mainstream fashion, the indie genre is at its most popular.

The Arctic Monkeys

Dress Code: Followers of indie music stereo typically dress in a certain way. Such as wearing dark skinny jeans, baggy t shirts, and messy hair. Unlike most artists and genre Indie is not a polished, clean cut image. 

Life style: Indie has now become more than just a genre of music, many people, particularly teenagers aspire to be indie and live the indie lifestyle. Which is seen as a care free attitude, associated with vintage clothes, indie music and smoking and drinking.

Target Audience: The target audience for my music video will be those interested in the indie genre. This is a quite a large, broad genre as the indie genre has continued to expand throughout the past few years. After various research I discovered that the indie genre is usually young adults and teenagers. This is why the indie genre is my chose genre. It is aimed at people around my age group. It focuses on low budget filming, with accessible settings such as; pubs, parks, garages, houses etc, making it easier for me to create a realistic music video to fit in with my genre. Other genres e.g R'n'B genre focus on higher budget videos with exotic settings and expensive costumes.

The Music Industry

Genre comes from the french word for group or type. This can be applied to the music industry, a popular form of entertainment. A certain genre of music can be defined by its conventions and shared traditions, its musical style or form. It has been argued that certain types can not be defined into set categories, however the main ones go as follows;

Pop music genre: Popular music, or more commonly known as pop music is perhaps the most main stream genre of music. It can contains and borrows many styles, however certain core elements can define this genre. Such elements can include; repeated choruses, melodic tunes, catchy hooks and written in basic formats e.g verse, chorus, verse, chorus etc. Rather than having deep, artistic meaningful lyrics, pop music is more for pleasure and appeals to a mass audience.
     Bubblegum pop: is a sub genre of pop music with an upbeat sound, appealing a lot to teenagers and pre-teenagers.The songs usually include sing along choruses with simplistic lyrics based on romantic love or just being happy, loving one another, colours or other childish themes.
   Dance pop: another sub genre of pop music usually intended to be played in clubs but suitable for television and radio stations. It is usually characterised by its unstructed form, catchy tunes, strong beats with emphasis on the melody.
   Teen pop: created purely for teenagers. Usually involves auto tuned vocals, repeated lines, choreographed dancing and focus on teenage issues e.g romance, friendship, fitting in.

Rhythm and blues music genre: Rhythm and blues or more often known as 'R&B' 'RnB' originated from African-American music, from a time when urban, jazz based music containing a somewhat heavy, insistent beat. However today various sub genres make R&B one of the most mainstream and popular genres
  Contempary R&B:  combines elements of soul, hip hop, rhythm and blues and pop. Usually includes polished style, smooth style of vocal arrangements. Modern R&B focuses more on solo singers rather than groups.
  Hip-Hop: consisting of stylized rhythmic music can be accompanied by rapping or speech/chanting. Can include elements such as 'MCing, scratching, breaking, dancing, graffiti writing and beat boxing.

Rock music genre: Rock music originated from 'rock n roll' in 1950's America. Rock music is usually centered around the electric guitar or as part of a rock group with bass guitar and drums. Rock is seen as a more rebellious genre of music and lyrics are usually darkly romantic or address key social themes such as politics. There are various sub genres of rock music:
   Heavy metal: characterised by being very loud, highly amplified, extended guitar solos, and emphatic beats. Nearly always bands mainly male dominated. Typical line up usually includes, a drummer, a bassist, a rhythm guitarist, lead guitarist and a singer.
  Punk rock: type of rock music that creates fast, hard edged music, typically short songs, often anti establishment in a bid to create controversy. Lyrics are often shouted, guitar solos complicated and self indulgent.