indie alternative music video c&c for coursework

1. Codes and conventions of
'alternative indie' music videos
By Molly McGee 12C

2. Costume, hair and makeup
• The clothing worn is often connected to the narrative, making it easier for the audience to
understand the implications of the song/the plot of the video. This is usually achieved using
fashionable pieces for the era of the video, presenting the artists as aspirational figures.
• The colours worn within this genre vary, as they are chosen respectively to help reinforce the
meaning behind each song and set the mood. However, the ones chosen are usually block colours,
meaning they would be achievable for the audience to recreate.
• Makeup is minimal in order to concentrate attention on narrative, but again enough to be
achievable for the audience
^ As the World Caves In, 2017 –
the protagonists can be seen wearing
black, connoting a sense of loss or
mourning
↓ Sign of The Times, 2017 – Harry
wearing smart clothes connects to the
lyrics 'hope you're wearing your best
clothes' creating a cohesive narrative
^ Love, 2017 – Lana wearing
minamilistic makeup, like a simple
cateye which can be seen here, which
can be easily replicated

3. Use of props
• Props are used to clarify the narrative that the video is aiming to convey to the audience
• Props are also useful to ensure audience engagement, sometimes providing a glimpse into what can
be expected from the artist in their other work
^ As the World Caves In, 2017 – the use of
a microphone as a prop addresses the
viewers personally
^ Everything Has Changed, 2013 –
the boy can be seen reading The
Notebook, which reinforces the
romantic narrative

4. Representation
• In indie-alternative videos, I noticed that the artist of the song always has a cameo, which creates a
strong brand image and an even stronger fan-artist relationship as a result
• There is always representation of different social groups, and ones that I was able to observe were
race, gender and age, showing how a wide audience may be able to relate to these songs
^ Everything Has Changed, 2013 – both
Taylor and Ed, who is featured on the track,
feature as the parents of the protagonists.
^ Cigarette Daydreams, 2014 - the
whole of the band Cage the Elephant
feature in certain clips throughout the
video

5. Shot type and camera movements
• The videos often open with long shots or a horizontal pan to establish the setting for the audience
• Smooth, tracking shots are used to follow the artist and make the narrative feel more coherent and
easier to understand. This also helps with removing the feeling of stagnation, and so maximises
audience engagement
• (Extreme) close ups are used to highlight small details that may have otherwise been missed, to add
depth and interest to the narrative
• Over the shoulder shots are sometimes employed to make the audience feel as though they are part
of the story and keep the narrative visually interesting
• A variety of low angle/eye level/high angle shots were employed subject to the narrative and
whether the person was portraying the protagonist or antagonist
• The use of deep focus allowed the attention to mainly be kept on the main actor to ensure the
narrative flowed and didn't become misdirected

6. Lighting
• Backlighting is used in some videos to add dimension into the video, however it also helps with
guiding the audience's attention to the main subject, as well as removing the status of the actors so
the viewers feel more equal and represented by those they are seeing on screen
• Natural lighting is used atleast once in most of the videos, and it helps to create a more easy and
relaxed watch, making the music video feel less cinematic and intense for the viewers
• A variety of high and low-key lighting is used across the videos within this genre, and the choice is
entirely dependent on the mood that the song or video is trying to convey. For example, in As the
World Caves In, low lighting is used to create a sombre mood, whereas in Sincerity is Scary, high
key lighting is used because the song is more upbeat
^ Everything Has Changed, 2013 -
an example of how backlighting is
used to focus on main characters
^ Sincerity is Scary, 2018 -
combination of natural light and
white room create high-key lighting
effect
^ As the World Caves In, 2017 –
low candlelight creates
melancholia

7. Editing and sound
• Diegetic sound is used to make the narrative feel more realistic to the audience
• Transitions between scenes are sometimes carried out using items that are present in the video
already, to keep the video flowing more naturally and keep the viewers interested
• Mostly the scenes of these music videos match the lyrics of their respective songs, making it easier
for the audience to understand and visualise the meaning
• These videos generally feature either a green screen animated segment, or employ the use of a film
camera to give the video a more vintage feel – here we can see two varying approaches in how the
artists' target demographics are catered for
• The pace of the editing matches the beat of the music, especially when there is a montage of clips
• Most of these videos feature atleast one clip using slow motion

8. Other codes and conventions
• Location – the videos are usually set in a small number of places so as not to lose the storyline, and
these places are often ones that the viewers will somehow be able to resonate with. Small details in
these environments are often focused on, for example yellowing grass in Sign of the Times, to
reinforce the narrative
• Credits – the end of the videos tend to cut or fade to a black screen, which features a copyright
logo and the name of the record label. Some videos feature the name of song and the band at the
beginning, like Cage the Elephant, or some feature it as part of the video, like The 1975
^ Cigarette Daydreams, 2014 - credits are
physically typed to appear onscreen in a
simple font
^ Sincerity is Scary, 2018 - band name is
credited as part of the setting, does not
detract from narrative