Idea 2: Music video
These Streets (2006) - by Paulo Nutini
https://www.youtube.com/watch?v=swIKGLqIitI
Audience profile
- aimed at 16 - 25 year olds, and slightly more towards men as the lead singer is male
- likely enjoyed by people either from Essex or people who are from a small town
- aimed at listeners of Indie/ rock music
Demographic engagement
Since listeners are likely to be fans of indie music, it can be inferred they would enjoy low budget/ independent films such as Whiplash or Juno. This means the music video should reference these films to make the audiences feel smart if they recognise the references, as well as the audience feel they are in a fan community.
Industry context -
History
Indie music, short for “independent music,” began gaining recognition in the late 1970s and early 1980s when artists started releasing music through small record labels rather than major companies. It grew from punk’s DIY attitude, with bands creating their own sound and having more creative freedom. In the 1980s, groups like The Smiths and R.E.M.helped popularise indie music, blending guitar-based sounds with thoughtful lyrics. During the 1990s and 2000s, indie became more mainstream through bands such as Oasis, Arctic Monkeys, and The Strokes. Today, indie music includes many styles, from rock to pop and electronic, but it still represents originality, independence, and alternative culture.
Companies in the indie music industry finance, distribute, and exchange products differently from major labels because they usually work with smaller budgets and focus on independence.
Finance often comes from savings, crowdfunding, merchandise sales, live performances, or small independent record labels that invest in artists. Many indie artists also use streaming income and social media promotion to fund future projects.
Distribution is mainly digital today, using platforms such as Spotify, Apple Music, and Band-camp to release songs worldwide. Physical products like vinyl records, CDs, and merchandise are often sold online or at concerts.
Exchange happens when consumers buy music, stream songs, purchase tickets, or support artists through merchandise and subscriptions. Unlike major labels, indie companies rely more on direct relationships with fans, niche audiences, and creative marketing rather than expensive advertising campaigns.
How do audiences access them?
Most audiences access indie music through digital platforms, especially streaming services such as Spotify, Apple Music, YouTube, and Band-camp. These platforms make it easy for listeners to discover new artists through playlists, recommendations, and shared links on social media. Many fans also find indie music through apps like TikTok and Instagram, where songs can go viral quickly. Some audiences still access indie music through live performances, festivals, vinyl records, CDs, and independent record shops. Overall, streaming and social media are now the main ways most people discover and listen to indie music.
General research...
Brand : Atlantic Records
1) Perfect - Ed Sheeran
https://www.youtube.com/watch?v=2Vv-BfVoq4g
Genre conventions - romantic music video style. It focuses on love, emotion, and relationships, which are common themes in pop ballads.
Intertextuality - The skiing scenes, cabins, snowball fights, and dancing in the snow resemble scenes often found in romance movies.
Media Language - Mise-en-scène includes winter clothing, log cabins, snow, and natural scenery, which all symbolise comfort and purity. Camera shots such as close-ups show affection and emotion between the characters, helping the audience connect with them. Wide shots of the snowy mountains suggest freedom, beauty, and an idealised romance.
2)When I was your man - Bruno Mars
https://www.youtube.com/watch?v=ekzHIouo8Q4
Genre convention - uses many genre conventions of the pop ballad and soul-inspired music video style. The video is simple and performance-based, showing Bruno Mars singing alone at a piano. This creates intimacy and allows the audience to focus on the lyrics and emotion rather than a complex storyline.
Intertextuality - The piano setup, spotlight lighting, and elegant styling resemble older live studio performances by artists such as Stevie Wonder or Elton John.
Media Language - Close-up shots focus on Bruno Mars’s facial expressions, showing sadness and regret. Mid shots of him at the piano highlight his musicianship and vulnerability. The mise-en-scène is minimal, with a piano, microphone, dim lighting, and formal clothing, keeping attention on the performance.
3)Charli XCX - Party 4 U (same age for target audience)
https://www.youtube.com/watch?v=agu22bqGHto
Genre convention - Unlike traditional glamorous party videos, this video presents the aftermath of a party, showing emptiness and sadness instead of celebration. Charli XCX is shown alone and emotional, which challenges typical pop conventions and creates a more personal, relatable image.
Intertextuality - references to teenage party culture and classic house-party scenes often seen in films and music videos. Decorations, balloons, cups, and messy surroundings remind audiences of the excitement of youth parties
Media language - lose-up shots focus on Charli XCX’s facial expressions, showing vulnerability and sadness. Wide shots of empty party spaces emphasise isolation and make her seem alone. Mise-en-scène includes balloons, streamers, confetti, and dim lighting, symbolising a celebration that has ended.
No comments:
Post a Comment