This document provides an analysis of four alternative/indie music videos according to their codes and conventions: 1. The first video by The Big Moon follows conventions such as brightly colored imagery and long shots of the full band. It appeals to the genre's audience through these recognizable elements. 2. The second video by Blaenavon also features typical settings like cities and performances of the band. It links faster editing to increases in the song's tempo and speed. 3. The third video by Bad Sounds uses surreal montages and bright colors but separates the lead singer, which is untypical for the alternative genre emphasizing unity. 4. The fourth video by The Magic Gang uses

1. Alternative/Indie music
videos analysis:
Jessica Crofts media coursework
First video: The Big Moon - Cupid (2016)
https://youtu.be/l6t3vNfl85E

2. Codes and Conventions of Alternative
music videos:
- montage
- surreal/odd imagery
- long shot of whole band/artist
- bright and colourful clothing/props/background
- usually in… Cities, Towns, Fields, Studios and Unconventional settings
- Typical costume for an alternative - Casual slouchy clothes
- Vintage style
- bright colours/patterns
- Sunglasses/hats

3. 1) This music video does follow typical codes and conventions of an
indie/alternative music video an example of this would be the brightly
coloured aspect of mise en scene in this video via the background. This
represents alternative bands as they tend do have a general remit of
nonchalant and cheery attitude to life.
By following the typical conventions of the
alternative genre this band have appealed to their
niche audience of indie/alterative listeners, this
means that they have a guaranteed audience
(those who like this genre of music) as they will
easily recognise these aspects and relate them
back to the genre.
Another convention of the alternative genre that this music video
features is a long shot of the whole band, this is common in this
genre as most artists are not well known, there for they introduce
themselves to the audience.

4. 2) According to Andrew Goodwin’s theory one of the seven
aspects that a music video may conform to is an illustrative,
amplifying or contradicting set of visuals to combat the audio.
There are example in this video of props used that do illustrate
what's going on in the song at that shot in the video. In the
second chorus the words “pineapple juice, tropical Rubicon”
are sang there is a medium close up of the lead singer having
Rubicon cartons thrown at her…
This is the only example of an aspect of an illustrative music
video as the rest of the video, in my opinion, has no immediate
connection to the lyrics of the song, this is evident as it mostly
consist of the band getting covered in paint and confetti, none
of which are mentioned in lyrics.

5. 3) This video does have some link between music and visuals, this is because, in the middle of the song there is and
increase in tempo and volume, resulting in the onslaught of paint and confetti becoming more frequent and violent. This
may have been used to amplify the listeners experience, as when the music hits its peak so do the visuals.
During the introduction of the song, the
band remain clean and un-covered. This
illustrates the slow start to the song.
Like I previously said, during the middle of the
song when the music picks up speed ad volume
the amount of things being thrown at them
becomes at smaller intervals and gets more hectic.
And at the end of the music/video
there are no more things being
thrown at them.

6. 4) Goodwin states that the demands of the record label
will include the need for lots of close-ups of the artist,
this is shown in this video multiple times, it can also be
argued that because this is a band the long-shot of the
whole band would act in a similar way. This is a motif
throughout all of The Big Moon’s videos. I don’t know
whether this can be used as a motif more of a
convention of this genre.
Example of
Long-shot of the
band.
Here are some examples of the bands motif, a long shot of them together in multiple videos…

7. 5) This video does not have any reference to notion of looking e.g.
screens within screens and I would argue that this video is not
particularly voyeuristic, or that definitely was not the preferred
reading that the artists intended.
Although two of the women have shorts on and one has a low
hanging shirt, these women do not look particularly vulnerable or
overtly sexual in an way. I think this was intended as their music is
not like mainstream music therefor they do not have to conform to
the normal sexualisation of women.
6) I’m also aware that Goodwin states there is
usually intertextual references (references to
other famous media text e.g. films, music videos,
TV programmes) in this particular music video.
There is evidence that would suggest instead of being
sexualised these women are depicted as Propp's
“hero's” for example there are many shots in which
the band members use direct mode of address, which
elicits power.

8. 7) Goodwin talks about three types of music
videos that there are, these three examples are
Performance, Narrative and Concept based. This
video is a performance based music video, this
is because the only pace where the band are is
in a studio and the only thing they are recorded
doing is singing.
It could also be argued that it is concept
based, via the fact that there is paint and
confetti being thrown on the band. They
may have used this to symbolise
something, however I do no know what
that might be.

9. In this video there is also evidence of Todorov's narrative theory, however
not all components of it are clear. The start of the video is clearly
equilibrium, this is because there isn’t much going on in the frame,
compared to later on in the video.
Equilibrium Disruption New equilibrium
These are the only three aspects of
Todorov’s narrative theory that can be
found in this video, as it does not have a
“story” as sorts, however there is a
narrative and it is only these three
aspects.

10. Indie alternative music
videos analysis:
Jessica Crofts media coursework
Second video: Blaenavon - Orthodox Man
https://youtu.be/6VxmbYaNUDY

11. 1) This music video does demonstrate characteristics of its
genre. The two prominent ones that are portrayed in this
video are typical setting, and performance. An example of
the former being used is when there are shots of the band
gallivanting around the city at night for example…
This can be associated of the laid back look on life
most indie alternative bands have, motorbikes are a
strong conative of rebel youth, which stands for a lot
of which alternative bands think.
Most alternative music videos feature
some sort of performance, this is because
alternative bands are known to be in it for
the music and not other things that come
with being an artist e.g. fame… In this shot
there is a low angle shot of the lead singer
performing, showing that they/the music
are importance.

12. Another way in which this music video shows that they are of the Indie Alternative genre is the use of long shots of the
whole band, this gives the audience and idea of their band identity through the clothe that they wear and where they
stand.
Electric guitars are typical iconography used in many
of this genre’s music videos, as the instruments are
important/part of to the band.
The long shaggy hair is also a convention
of the indie/alternative genre, as it
represents they're carefree attitude to
life.
These bands often have unconventional
fashion (that that is not the same as
mainstream fashion) which highlights their
individuality.
Like I previously pointed out,
they are in a city which is a
typical setting for an indie
alternative band.

13. 2) There is no relationship between the lyrics and
the visuals in this video, as it is mostly just
performance based.
3) There is however a link between music and visuals, this, like in
the previous video is as the music increases in speed the editing
becomes much faster. So, when at the start of the song there are 4
shots in ten seconds, there are 9 shots in ten seconds in the middle
towards the end where the song picks up.
4) Goodwin states that the commands of the record label will call for lots of close ups of the band, this is evident in this
music video. Here are some examples…

14. 5) There are often references to notion of looking in many
music videos, including this one, it is not however through the
use of a TV or Telescope within the music video, but through a
point of view shot.
There are lots of handheld camera movements in this
video, this is evident as when the camera is wobbly the
screen turns from full length to a square. This may have
been used to make the audience feel more connected to
the band as they feel like they are getting an insight into
their lives.

15. 6) I do not believe that there are any inter-textual references in this video, through my research on typical conventions
of my genre there is very few indie/alternative videos that do feature an inter-textual reference. This may be because
the alternative genre is different because they do not associate themselves with other artists, and to pull off an inter-
textual reference the reference would have to be to a very famous media text.
7) This video is
predominantly performance
based, like many videos of
this genre are. It can also e
argued that this video has a
narrative, however it is
disjointed as shots of night
and day are muddled up. This
may suggest the alternative
way of life that this band
affiliates themselves to. An
example of performance is
this shot…
Example of performance
This is an example
f the disjointed
narrative as these
shots are next to
each other in this
order.

16. Alternative/Indie music
videos analysis:
Jessica crofts media coursework
Third video: Bad Sounds - Are you high?
https://youtu.be/_k2XaoikM_U

17. 1) The conventions of an indie/alternative music video
that this video follows are the bright colours, long-shot
of the band and odd disjointed images/montages.
This particular shot for the video “Are you high?” is
extremely colourful which, through my research I
have found is a typical convention of an indie
/alternative music video. There are also other ways
in which this video conforms to its genre…. E.g.
There is some use of surrealist montage in this video
that I am looking to recreate in my video. Here is an
example, these three shots are completely unrelated to
each other therefor create a surreal effect.

18. 2) The title of this song is a question “Are you high?” in “Yes”
on whatever beat and there is always a visual to back this up.
This would suggest that there is an illustrative aspect to this
video used to amplify the answer to the question.
3) There is not however a relationship between the
music and the visuals, unlike all other videos this
video remains with a mixture of fast and long editing
throughout the video.

19. 4) There are lots of close-ups of the lead
singer in this video, they are not
conventional however as the angle that they
are in is typical of an old school rap music
video.
The band are smaller in the background
which would suggest that they are not as
important as the lead singer.
It is not typical of an indie/ alternative music video to
separate the lead singer from the other band members
because there is usually a feel of unity about alternative
bands that is not here.
Low angle which is typical
of an old school rap
video, showing that he is
of significant importance.

20. 5) I would not say that this video has followed Goodwin’s key ideas as there is no reference to notion of looking in
this music video, it is solely performance based and in a studio with no real reference to the outside world. There is
also no sexualisation of women, there is one female band member, who has a traditionally small role in this music
video but there is no sign of her being sexualised.
6) I would also like to point out, as I said for my
previous music video, there is not any intertextual
reference as the indie/alternative genre does not
tend to include such a thing. There is however
reference to another culture, that being Chinese,
with the head of a dragon mask in one shot. This
may have been reference to hallucinations people
have when high.

21. 7) I think that this
video is mostly
performance based
this is evident as
there are multiple
shots of the band
performing, and also
lip syncing the lyrics.
For example…
I would argue that there is a binary
opposite created in this video that is
not conventional of the alternative
genre. The lead singer in this video, as
I said before, seems to be
separate/made to look of more
importance than the rest of the band.
Thus creating a binary opposite
(Strauss) between him and the rest of
the band. This will not be something I
replicate in my music video as I want
my bands “remit” to be that they are
connected.
Propp argues that there are a set seven characters in every media text, however I do not think that they are evident in
this music video, this may be because it is of the alternative genre which does not associate with normal conventions
of music videos.

22. Alternative/Indie music
videos analysis:
Jessica crofts media coursework
Fourth video: The magic gang - Getting along
https://youtu.be/zcaEyros2s0

23. 1) This music video does demonstrate characteristics of a
typical indie/alternative video. Some examples of this are,
montage which is used to illustrate the lyrics and a large
portion of this video that is performance based, much like
others of its genre. E.g.
This long-shot of the band performing is typical of
the indie/alternative genre, this is because it helps
the audience establish each band members role
and personality. What isn't typical about this shot
however is the setting, although it would be
normal for an indie/ alternative video to be shot in
a suburban household, the background is
unconventionally dark for this genre.
Most montages in this video are of thing being cu in half or
turned off, I will explain why in the next slide.

24. 2) Like I said in the previous slide, montages are used
in this video to amplify the idea of two people
separating, as the lyrics “getting along without you”
are sung, things can be seen breaking/turning
off/being cut in half. This was used as an aspect
illustrative music video.
Here is and example of montage that has been used to show the breaking up/separation of a couple, The Magic
gang use inanimate objects to represent what's going on in the songs.
3) I do think that there is a relationship between the music and the visuals, again it has to do with the montage that is
used in this song, the montage only appears when the chorus (which is faster than the rest of the song) comes up.
Meaning that as the chorus is playing there for speeding up the song a montage appears which involves fast cut
editing.

25. 4) Demands of the record label will mean that
close-ups of the artist/band are essential in
getting them as artists known to people. There
aren't as many examples of close-ups in this video
as it is not extremely typical of the
indie/alternative genre. There are more likely to
be medium close-ups of the band members or
long shots of the whole group together.
5) There is reference to a notion of looking
in this video