Indie music stands for Independent music, which at first meant the artist didn't have a record label, but it is since changed to become a type of genre with its own recognisable conventions. Indie music is still considered to be a relatively new genre as the first ever UK Indie Chart started only in 1980.
ANALYSIS OF A MUSIC VIDEO
(http://www.youtube.com/watch?v=ma9I9VBKPiw)
The music video we decided to analyse is, 'Arctic Monkeys - Fluorescent Adolescent'. The reason we chose to do this music video was we thought if tied in with the genre, indie. Indie is rapidly becoming the popular choice of music in britain with their debut album Whatever People Say I Am, That's What I'm Not, released in early 2006, became the fastest-selling debut album (http://en.wikipedia.org/wiki/Arctic_Monkeys). And as we are targeting a similar audience, this is the best video to analyse as the conventions used are obviously appealing to the right people.
The video follows a relatively easy story line although it doesn't link to the lyrics in the song. It is a simple video as it doesn't use any particularly difficult techniques, except the fire at the end and the most impressive parts of the video use different camera angles and lighting. The colouring seems to be tinted to give it an old, vintage look which appears authentic. The camera is hand held at the beginning which adds pace the the video and makes the viewer feel involved. There are many different shots of the characters, close up's show the facial expressions which indicate the story line, as well as the flashback and the subtitle which shows what the character is saying, there are also photographs to show the story of the characters before the video. The video is quite fast paced and uses quite a lot of jump shots to move the narrative along.
The clothing is laid-back and indie associated, which is slightly more relaxed than what our actors will wear. The other characters wear clown outfits which is obviously a link to some of the lyrics in the song- "you took a left off last laugh lane", and it also makes it easier to identify the personality of the characters. The video is effective as it keeps the viewer interested, it has a lot of action in it which will amuse the target audience and therefore they will be listening to the song and boosting it's sales.
The clothing is laid-back and indie associated, which is slightly more relaxed than what our actors will wear. The other characters wear clown outfits which is obviously a link to some of the lyrics in the song- "you took a left off last laugh lane", and it also makes it easier to identify the personality of the characters. The video is effective as it keeps the viewer interested, it has a lot of action in it which will amuse the target audience and therefore they will be listening to the song and boosting it's sales.
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