This document discusses the forms and conventions of indie rock music videos. It provides examples of how the student's media product both conformed to and challenged conventions. It conformed through using close-up shots of the lead singer, fluid editing to match the music, and casual costumes. It challenged conventions through its complex set design and use of props, which typically indie music videos have minimalistic sets. The document analyzes how the student's techniques compare to real indie music videos through screenshots and examples.

1. +
IN WHAT WAYS DOES
YOUR MEDIA PRODUCT
USE, DEVELOP OR
CHALLENGE FORMS
AND CONVENTIONS OF
REAL MEDIA
PRODUCTS?
By Georgia Hehir
EVALUATION TASK 1

2. + What are forms and conventions?
 Conventions are the recognised ways of doing something
which is to do with content, form and style. The two types of
conventions are symbolic and technical –
 Technical – how the meanings are conveyed using technical
equipment, for example the use of camera angles, the range of
different shots, the diegetic/non-diegetic sounds and the pace
and style of editing.
 Symbolic – ways in which the meanings are shown beyond
what you are obviously shown, for example through the actors
gestures, poses and facial expressions as well as what you are
shown through the lighting, props, costume and setting.

3. +
CONVENTIONS OF AN INDIE
ROCK BAND
 The indie rock genre is a genre of alternative rock that originated in
the US and the UK in the 1980’s. The term Indie Rock was
originally used to describe record labels, but soon became
associated with the music that they produced. The term indie rock
became associated with the bands and genres that remained
dedicated to their independent status and in the 2000’s, changes in
the music industry enabled a new wave of indie rock bands to
achieve mainstream success.
 Costume –plain colours, relaxed clothing, scruffy hair
 Position in the camera – lead singer in the centre of the frame,
towards the front, shown closely to promote themselves
 Camera shots – close ups so that we can see their facial
expressions
 Setting – urban rather than rural
 Editing – straight cuts, fast paced cutting, fluid editing

4. +
MUSIC VIDEO

5. +
CAMERA - TOES
 My group used a range of shots to capture as many angles of
our band as possible, one of the conventions of the camera
work that comes with an Indie Rock band are the close ups of
the band, to show their facial expressions and so that we
associate the band with their music video.
 Here is a screenshot of a close up of the lead singer of our
band. The use of direct address ensures that the audience feel
a sense of closeness to the artist, allowing them to be able to
relate.

6. +
CAMERA – MR BRIGHTSIDE
 Similarly The Killers used the same close up on the lead singer
of the band with a direct address, to achieve the same feeling
of connection between the audience and the band. Throughout
it shows the singers facial expressions. Richard Dyers argued
that artists with a ‘star image’ are a construction and not a real
person; however, through the direct address the audience are
enabled to relate and feel equal to this organic band.

7. +
EDITING - TOES
 In our research we found that Indie Rock bands use fluid fast paced
cuts in their music videos. We captured this same effect –
 This screenshot shows a fast cut into a pan with a wide zoom, we
chose to use this editing technique as it goes with the slow pace of the
beat of the music, giving a fluid flow to the video, emphasizing that
Indie Rock band members are seen as relaxed and cool people. In
terms of Richard Dyers stat theory, looking at the indie rock bands
being organic, they are present always and want to show their true
selves through their music, but mainly focus on their music – this slow
pace of editing helps to ensure this as the audience are asked to
concentrate on the music, rather than what’s happening in the video.

8. +
EDITING – USE SOMEBODY
 We decided to match the rhythm
of the music to the narrative to
uphold the authority of what we
were trying to convey in our
video. Similarly in our music
video we used colour grading in
post production to add to the
organic theme through a vintage
feel. We used the technique of
colour grading as we wanted our
audience to get a sense of the
band’s authenticity.

9. +
COSTUME - TOES
 In order to appeal to our target audience of 25-30 year old
males, we wanted to ensure that our band looked every bit
similar to those in an indie rock back of today. Taking a look at
Dyer’s star theory, we wanted to make sure that our band
members looked organic and therefore, in the music video, as
they do in everyday life. Hence why we had them wearing
casual and plain clothing, with little make-up and natural hair.
We wanted them to conform to the conventions of rebellious
teenagers, emphasizing the point that they care more about
their music then their look.

10. +
COSTUME – KAISER CHIEFS
 Our band members had
similar costumes to the Kaiser
Chiefs, for example they wore
unique items of clothing, such
as scruffy jeans and shirts and
the lead singer wore a pair of
black dungarees. All of the
band members had rugged
hair styles with the drummer
wearing a pair of glasses. All
of these costume choices
conformed to the conventions
of the Indie Rock genre.

11. +
PROPS / SET DESIGN - TOES
 Going against the conventions of an indie rock genre, we had a
very complex set design and range of different props. Usually
music videos of Indie Rock music, have a minimalistic set;
however, we wanted to have a longer impact on the minds of
our viewers. We had a similar use of props to those in Imagine
Dragons music video for ‘Radioactive’. We used a cigar to be
smoked by ‘The Fat Cats’ to emphasize the meaning and
symbolism behind the music.

12. +
PROPS / SET DESIGN - CLOCKS
 Although during our narrative, we had a complex set, we used
a fairly plain set for our performance element, similarly to
Coldplay’s music video for ‘Clocks’ we had a simple set,
consisting of a plain black room, involving only the music
instruments. This does conform to the Indie Rock genre as the
video is concentrating solely on the music rather than the band
members.

13. +
LIGHTING - TOES
 We made the colour red a main motif throughout our
music video, as the colour red has sexual
connotations, which would attract our target audience
of young males. In addition red adds a quirky edged
effect to the video, setting it apart from the basic, bland
colours normally used in Indie Rock music videos. We
chose to conform to the general conventions, by using
a shadow effect through the use of blinders at the back
of the set, to add a sense of mystery. The effect that
the blinders had by creating the shadows enforced a
feeling of unity between the band members, allowing
the viewers to feel a mutual connection to the band.

14. +
LIGHTING - RADIOHEAD
 Our use of the blinders to create the shadowing effect, made
our band members all look equal and natural, giving them an
approachable image, following the theory of Richard Dyer,
making the viewers feel comfortable. The band Radiohead in
their music video ‘Creep’ also used the technique of blinders,
promoting, a unified band like ours rather than a synthetic band
based around a star image.