The document discusses the media student's music video project emulating the style of indie rock bands like Arctic Monkeys. It summarizes the key aspects of the project: The video uses conventions of the genre like emphasizing performance over narrative and casual clothing. Effects were added to look more professional but keep an indie feel. Editing builds intensity through the song by speeding up cuts. There is no strict narrative to allow creative freedom mimicking Arctic Monkeys' style. The target 17-25 male audience associates with how the band is represented as rebel youths. The accompanying digipak and website further develop the project's style.