Andrew Godwin's Theory

1. Andrew Godwin’s
Theory
How we incorporated this into our video.

2. Demonstrating genre
characteristics
In the album pack, we incorporated the genre in our
images because we are showing nature in the location
which is a big part of this genre as it is seen to be in
most videos. We are showing the simplistic ways in
which this genre promote their identity because we use
little colour and not much complex detail within the
design as when doing our research this is what we
found was popular.
In the album cover and the navigation buttons
on our website you can see that we used
cassettes throughout. This is because we felt
that cassettes represent the folk genre as
they’re associated with the old style playing
methods as people then did listen to a lot of
folk. We liked the idea of having a running
theme within our digipak.

3. In our video, the setting of our video shows genre characteristics through the
use of the outdoor setting. The fact we added the hay scenes was because
when people think of folk music they think of farmers and barns so we thought
it would be a good incorporation into our video if we added that effect. The
props the band uses greatly signifies their genre because of the fact they are
the popular instruments found in the genre itself. The shots we used in the
video related to the genre because we made them of a short duration to portray
a happy feel as we made it really upbeat to the pace of the music which is how
folk/indie music attempts to make the audience feel.

4. Music and Visuals relationship
We found that we didn’t use any lyric and visual similarities because of the lyrics
themselves not really giving us an opportunity to use this method. However, in
most of the indie/folk genre music videos they don’t really use these features and
attempt to make videos that are different from what they’re singing so they don’t
make the video to generic. This is different in the pop genre because they sing
mostly about love etc therefore making it easier for themselves to create a lyric
visual relationship as it wouldn’t be too hard to pursue.

5. Tone and atmosphere
appears in the visuals
In our video the tone of the song in different parts is clear because of the duration of
the scenes and speed of the cutting between them. At the beginning when the
characters start singing the duration of the scenes is long because the tone is very
slow within the song and we needed to create the atmosphere to match. Towards the
end of the song the cutting pace speeds up to signify the end of the song but also
because the beat of the music speeds up to so we needed to replicate that. The
atmosphere of the song is very happy and upbeat therefore throughout the song we
made sure that our characters appeared happy and were smiling.

6. Towards the end of the song when the cutting starts being
fast paced to match the tone of the song.

7. Making an identity for the
artist
 Similarly with this was the point I made about using the
cassettes on the website and on the album cover. As
The Cassettes is our band name we decided that it
would be a good opportunity to incorporate the image
of that into our whole package.

8. Voyeuristic imagery
 We decided to go against the voyeuristic imagery of
women within our video because it wasn’t appropriate
for our genre. In the indie/folk genre the songs don’t
seem to represent a sexualised need to represent
women in this way and therefore they are presented s
equals within the songs and music videos which is why
we decided to have both characters playing an
instrument so they appeared to have the same role in
the band.