2. Genre
• Genre can be defined as, “A repertoire of elements that an audience expect to
see in a media text of a specific genre.”
• More specifically, indie pop is pop music that blends unusual or contrasting
genres and musical styles together, creating a sound that differs from the
stereotypical pop genre.
3. Indie Pop History
• Indie, short for independent, was formed on the premise that an artist or a band could
independently release their music. This is in addition to having to obtain a record
contract from a major label.
• Indie music was created in the 1950s/60s, however it remained underground. This means
it was played in insignificant venues, or garages. It wasn’t until the 80s that indie music
started to grow in popularity. Indie artists continued to reinforce the idea that they were
to release music they liked, whether that meant they would attract an audience or not.
• Today, the popularity of indie pop music continues to grow as bands like Arctic Monkeys
and The 1975 become increasingly admired. As a result, the genre is becoming more
well-known due to their recreation of the generic indie pop sound.
4. Lyrical Content
• The lyrical content of indie pop music is conventionally powerful, and emotional.
While the lyrics may initially appear meaningless, once they’re delved into, the
deeper meaning becomes clear. This can include themes such as love, or what life
means to the particular artist.
• While music of the rock/alternative genre would include lyrical content about death,
or how unfortunate life is, the lyrics of indie pop music are tasteful, and spark
emotion within the audience. They often appear relatable, creating a connection
with the audience and the artist.
• Indie pop music is also recognised for containing adult themes such as sex and
drugs, particularly because their music is aimed at an older audience. This, again,
may appear relatable to this audience, making them want to continue to listen.
5. Musical Style
• Indie pop was formed, to act as a combination of a contrast to the seriousness of
rock music, and the trendiness of pop music. Indie pop differs from the genre of
indie rock, because it is “more melodic and less abrasive”.
• Indie pop music usually includes a simple guitar riff, with layers of bass and other
guitars over the top to compliment the original riff. These guitar riffs are deemed
recognisable by the audience, separating the song from the rest. This emphasises
the pop aspect of the genre, by appearing catchy and memorable.
• A consistent drumbeat is regularly present throughout, often accompanying sound
from other instruments, e.g. a guitar or a violin. These instruments signify the indie
aspect as they can often hold solemn connotations, corresponding to the recurring
deep meaning within the song lyrics.
6. How is Indie Pop Represented?
• The representation of indie pop artists differs depending on whether the artist is
male or female.
Female Representation
• Female artists, for example, Florence and the Machine and Lana Del Rey, portray
themselves in an eccentric way. By emphasising their individuality, they adhere to
the conventions on the indie pop genre, as standing out from the mainstream
crowd. Unlike female pop artists who often adhere to Laura Mulvey’s theory of
the Male Gaze, female indie pop artists present themselves in a way that
appears powerful, and authoritative.
7. • This image from Florence and the Machine’s video ‘Shake it Out’ creates a sense of female dominance.
This is because a low-angle has been used, signifying Florence, and two males in a mask. The fact that
the male characters are wearing a mask and she isn’t, connotes her significance, and freedom. This is
because she appears to have the ability to express herself, however the male characters don’t.
• The low-angle used creates a sense of power, making the audience feel weak and powerless in
comparison.
8. • This long shot of indie pop artist Lana Del Rey denotes her sat in a throne, with two tigers by the side of her. This
represents her authority as tigers are animals that typically arise fear from individuals, stereotypically women, who are
interpreted as damsel’s in distress in the media. Lana Del Rey subverts this stereotype in the music video for ‘Born to Die’,
as she calmly sits beside them.
• The placement of Lana Del Rey in the central third of the rule of thirds highlights her significance. Her direct address
adheres to Andrew Goodwin’s theory that the audience are able to connect with an artist in this way.
• Both artists are presented in elegant, classy clothing. This makes it clear to the audience that indie pop artists wish to
increase their popularity solely because of their music, not by the way that they look.
9. Male Representation
• Male indie pop artists portray themselves as relaxed and care-free artists. Their care-free outlook on life is
through the way they pick fun at themselves, not taking themselves too seriously. They stereotypically wear
clothing, making it look as if they haven’t made an effort.
• Buckingham’s theory that genre is a “constant process of negotiation and change” is signified through how the
portrayal of male indie pop artists has evolved over time. During the 90s, as the popularity of bands like Oasis
increased, male indie pop artists were represented as rather masculine and unapproachable individuals. However,
male indie pop artists of today are becoming increasingly feminine and open-minded.
10. • In the video for the 1975’s ‘The Sound’, the lead vocalist Matty Healy, is denoted wearing eye make-up, with
painted finger nails. This adheres to the convention that indie pop artists wish to be interpreted by an
audience in a unique way, creating a sense of individuality.
• The sole purpose of this music video is to mimic the way the media portrays them, in a distinctive way. The
band is denoted performing in a glass box with outsiders looking in, scrutinising them. As the video
progresses, a range of different criticisms are presented on the screen. This adheres to the typical indie pop
artist representation that they don’t care what others think of them, as long as they enjoy what they are
producing.
11. Indie Pop Ideology
• Indie pop artists emphasise the ideology that their music genre is different to the
rest, and value their independence. They don’t believe that they have to adhere to
what society expects of them, therefore reinforcing an eccentric image
throughout their career. This is what separates the indie pop genre from other
“mainstream” genres.
• While these genres may release music for the sake of making sales, indie pop
artists highlight the fact that they release music solely based on their preferred
sound, not caring if it becomes popular or not.
12. Audience Profile
• Indie pop musicians aim to appeal to an older audience, ranging from about 18 –
35. This is mostly because they include mature themes in their songs, and include
complex implications in their lyrics that a younger audience may not be able to
comprehend.
• Indie pop music is aimed at both males and females, because there a range of
artists of both sexes, meaning that they have someone to look up to.
• All classes are targeted with the release of indie pop music, however it could be
argued that the working class are targeted more specifically. This is because indie
pop artists place emphasis on their “underground” roots, starting off playing in small
venues, earning little money. This acts as something that the lower classes can relate
to, attracting their attention.
