The document summarizes the creative process behind a music video created for the song "Late" by the band Jungle Doctors. It discusses researching the conventions of the indie/rock genre to guide design decisions. Shots were inspired by other music videos like The Strypes and Jake Bugg. Close-ups of the band and instruments were included to highlight musical ability as is common in indie-rock. Landmarks were featured to establish setting. The narrative fits the carefree lyrics without using common music video techniques like voyeurism atypical of the genre.

1. Jodie Turini – Evaluation 1

2. OUR MUSIC VIDEO
We created a music video for the song “Late” by Jungle Doctors. The genre of this video
is indie/rock, we needed to ensure we followed the typical conventions to evoke realism
in our video. According to genre theorist Williams: “Genre is the ‘formats and formulas’
used by media producers to construct texts which create meaning for an audience.”
The indie-rock genre is that of generally recent recognition and creation having broken
onto the global music scene in the 1980’s. It depicts a feeling of small, independent
individual bands. Bands such as ‘The White Stripes’ and ‘The Strokes’ are examples of
successful indie-rock bands.

3. WHO ARE THE JUNGLE
DOCTORS?
 Since the release of their ‘Open Up’ EP in 2014, Jungle Doctors have been played on
E4’s ‘Made In Chelsea’, and picked up lots of attention from blogs and radio stations
such as BBC Radio 6, Amazing Radio, BBC Radio London and XFM, and they have
played at shows and festivals all over the country, including Great Escape Festival
and more recently a show at Kingston’s New Slang supporting The Cribs.

4. GENERIC CONVENTIONS
OF MUSIC VIDEOS:The style and layout of a music video depends on the genre and purpose, however Andrew
Goodwin put forward his theory which refers to:
For the most part the video should constantly be references back to the artist, as a form of
self-promotion and to connect with the viewers.
Lighting needs to be considered and may be affected by your budget, e.g natural lighting and
low key lighting is more accessible than spotlights and strobe lighting features
Music videos often have a narrative or performance that links the lyrics to the visuals. Shots
types may vary but close ups are an essential part of a music video.
Editing is always used in music videos, and again can be affected by the budget. Cutting on
the beat in a vital part of editing as it shows the connection with the visuals and the flow of
the song.
During the production process of out video we tried to incorporate the majority of the above
elements to fit our genre of indie-rock.

5. The record label which the
artist is assigned to will have
to have certain demands.
They include the need for
lots of close ups of the artist.
We included a variety of
close ups of the band and
their instruments.
Characteristics of the
genre.
Indie: youths, carefree,
edgy, fast pace, messing
around.
Relationship between lyrics and visuals.
The song refers to being a boy who “never listened
to a word anyone says” – In the video there are a
group of teenage boys messing around and
causing mischief.
Cutting on the beat
Playing to the rhythm of the song

6. INDIE - ROCK

7. London eye in background
House of parliament
London tube Piccadilly circus
Winter Wonderland
Setting = Indie music videos are known to be quite low budget, the main settings
are usual in the studios, parks or the busy city. These setting are easily accessible and can
be authentic.
- Free entry
- Small fee for game
and food, added
more content
- Lively atmosphere
fitted as the song
became more fast
paste.
- Recognisable
- London landmark
- Fitted the low
budget convention
of the indie genre
- Vibrant imagery
- Busy atmosphere.
- Constantly changing of
the backdrop
- Pedestrians traveling
behind
- Creates the perfect
lively mood for the
genre.
- Famous London
landmark
- Establishing shot
- Easily accessible
- Filmed in evening
so it was less busy

8. Dark clothing
Long hair
Instruments
Mise-en-scene= Indie artists have to have a retro look, typically wearing
flannel shirts, rings, dark clothing, black skinny jeans and vans. Costumes give people
different identities making the genre of the music video recognisable. Key props used
are instruments such as bass and drums.
Performance shots = These are usually seen in indie genre videos, it is a chance to
sell the band and showcase their talents. In more recent indie videos the performance
shots have been incorporated in with a narrative.

9. Narrative = The narrative often links with the lyrics while still leaving room
for imagination to hold peoples attention.
Carefree nature, being a ‘boy’ Smoking
Drinking beer
High angle Straight Angle
Low angle
Camera = Indie videos contain various close up shots, focusing on the band. Low
and high angle are also used when shooting performance shots. For the narrative
movement is often a key part.

10. TURROW
Turrow believes formulas are ‘widely recognised principles’ which allow ‘organisational
continuity and consistency while not necessarily stifling the creative dimension of media
works’
The genre Indie Rock has its own conventions. These include:
- Cutting on the beat
- Close-ups of the artist
- Love/ romance themes
Our genre being ‘Indie Rock’ enabled us as a group to get a wide range of influences and
ideas for our music video and allowed us to incorporate a diverse amount of ideas.

11. The Strypes – Hometown Girls
The Strypes music video for ‘Hometown Girl’ inspired us for our opening shot, we admired their
panning movement establishing the scene followed shortly by the name of the band + title of the song.
Instead of panning over a location we used tracking for our opening shot, as the camera tracked the
band and showed their faces the name of the band appeared, followed by the name of the song “Late”,
on the next beat. The opening shot of the band jumping on each other sets the scene on a more
relaxed, edgy video.
Also we used conventions of other music videos in the indie-rock genre, we were again largely
influenced by ‘Hometown girl’ for our band shots,where they had close ups of all the instruments and
the lead singer, they were simple but effective.
The Strypes
Our Video

12. Jake Bugg ‘Two Fingers’
For our music video we didn’t want to solely focus on just band shots, due to our budget and limited
space to film the band shots we felt that it wouldn’t give us enough scope to showcase our filming
abilities. We therefore turned to researching solo artist music videos in the indie-rock genre. One
video we felt we could take inspiration from is Jake Bugg’s ‘Two Fingers’
The relaxed atmosphere of a group of boys chatting, as if the they aren’t
aware of the cameras.
In ‘Two Fingers’ they have shots showing Nottingham landmarks, e.g
the train station and the bus stop. As we shot in London we could
included various famous landmarks. Eg. Hyde Park Corner train
station, the London eye, Big Ben and Piccadilly Circus.
We also took inspiration for shots where some of the boys were
smoking, this gives an edgy feel and is relatable for our target
audience.
The shots capturing natural moment of laughter also
appealed to us as we felt it fitted in with the carefree indie
genre.

13. THE USE OF CLOSE UPS
One noticeably common convention we saw in the indie-rock genre is the use of close up shots of
the lead singer and the instruments. Unlike pop, the indie-rock genre usually focused in on the
artists ability to play instruments, instead of just a big production.
After researching various bands we found that due to our narrative being relaxed and containing a
lot of movement we should keep our band shots more professional, with the use of tripods and
lighting.
The black and white image is a still take from the Oasis video for ‘Whatever.’ the position of the
camera cuts off the artists face, this directs the audiences full attention onto the instrument,
showing off their ability. On the left are stills from our video ‘Late’, we were influenced by Oasis’
use of camera shots, angles and movement and scattered these shots several times throughout our
music video.

14. VOYEURISM?
In Andrew Goodwin’s media theory talks about the use of frequent references to the notion of
looking and the voyeuristic treatment of the female body. Voyeurism is widely used to sell
the artist’s music through sex appeal. However, after research into the indie-rock genre and
through lyric analysis of our song, we knew these feature we be out of place for our video.
Through our lyric analysis we saw the song focused on being a boy, being childish, not
listening to any advice given and letting everything slip anyway. Due to this analysis and our
direction we wanted our video to go in we decided to leave the presence of a female figure.
Furthermore, after looking at other indie-rock genre videos such as the ‘Artic Monkeys’, we
found voyeurism often wasn’t used.

15. INDIE-ROCK GENRE –
DIGIPAKSFrom research into digipaks we noticed that the front cover needed to be simple, it had one job, to sell the band
and contain the basic information needed. All the indie-rock genre digipaks I looked at were uncomplicated but
they were bold and eye catching. A common trend was the main image being a picture of the band members,
usually straight faced, with a bold text on top stating the name of the band and title of the album, often in the same
font.

16. OUR DIGIPAK FRONT COVER
For our digipak front cover, we looked at a variety of stills we took throughout the
filming process and after audience feedback we decided this image would be the
most eye catching. We took various shots in this location and found that this one
was best as it was natural, there is so extreme posing and structure, it is just the
band being themselves, which will be reflected further in their music.
When choosing the text we were influenced by album covers such as
Foster The People’s and The 1975, we found their use of simplistic
texts to be effective and stimulating. The Jungle Doctors already have
a type of font the use and we tried to incorporate this into our front
cover (using degree symbols off the computer for ‘O’ instead of using
the letter) we found this to make the name stand out and look unique.
For our digipak main image we were inspired by albums such as,
Arctic Monkeys, The Royal Concept, The View and The Strokes.
We found this albums cover to have a simple image of the band
but use editing the make it stand out on the shelves. On
Photoshop we editing the image’s appearance using saturation,
contrasting, brightness and temperature, in order to make it look
‘washed out’ and slightly ashy, a feature that made in stand out
amongst other indie-rock genre front covers.

17. DIGIPAK - CD
For our CD we continued to followed a simplistic theme, as we didn't want to over power
the imagine with too much or information as we thought this may ruin the image we were
trying to portray to our audience.
We decided to stay away from yet another picture of the band and after looking at CD’s
such as Arctic Monkeys and The Libertines we found this was a common trend. With our
front cover given a ‘faded’ appearance we wanted to keep it a running theme in our
digipak. We can a number of still frames of nature and areas on London and found with
editing on Photoshop this could fit in with our vision.

18. DIGIPAK – FEATURES
INSIDEFollowing conventions of the indie-rock genre we found a lyric booklet would make the digipak more
inviting. We stuck to our theme of using faded images of nature, as it gave a simplistic feel and allowed
the full attention to be on the lyrics.
I felt that it was important to use a lyric booklet within the digipak as it make it more personal, and also
focuses more on the lyric and music, rather than just the band, this suggests how important music is to
them. Also, they wrote the songs themselves which cannot be side for all artists in genres such as pop.
Furthermore, on the back we looked at two EP’s by the Jungle Doctors and from that we chose 6 songs
to place on the back cover. We decided to use the same font used on the front cover and spine as it
brought the album together.

19. INDIE-ROCK GENRE –
ADVERTSFrom research into magazine adverts in the indie-rock genre we noticed a common reoccurrence of features; bold
writing, minimal colours, a release date, one picture often relating to the digipak and sometimes a review. After
this research we decided it would be beneficial to design the magazine with our digipak at hand to ensure the
connection between the two could be easily made.

20. Websites are a generic feature
on magazine adverts as a from
of promotion.
Social media sites
are often used for
promotion and to
raise awareness.
A bold sign stating the release
date is essential for an advert.
Adding a picture of the digipak
makes it clear what the audience
should be looking out for.
For the font of the
album name we
struggled to find the
right one. Using the
same font as the title
made it harder to
distinguish what was
what. After audience
feedback we found this
font would be the most
fitting.
We continued to use the
same font that we used on
the digipak and it makes
the name recognisable.
For the main images we used
the exact same editing that we
used for the digipak, this
showed the connection. The
picture includes the boys
unaware of the camera giving
off a relaxed, edgy feel.
Positive reviews are often
found on magazine adverts as a
form of positive promotion.
NME are a famous, established
brand, which will have an
impact on how others view the
band.