The document discusses why the author chose the indie pop genre and Kate Nash's song "Foundations" for their music video project. They identify with the indie pop genre the most out of other genres like rock or heavy metal. They also really like the lyrics of "Foundations" and feel they can effectively link the lyrics to the visuals since they know the song well. When choosing a song, the author considered several popular indie pop artists like Ellie Goulding, Taylor Swift, and Kate Nash. Culture and social trends have significantly influenced the indie pop genre, shaping the codes and conventions artists use to stay current.

1. INFLUENCES OF MUSIC STYLE
Gemma Lovitt

2. WHY I HAVE CHOSEN THE INDIE POP GENRE:
There are a variety of reasons in which I have decided to use Kate Nash‟s song
“Foundations” due to both the likeability of the song aswell as being able to relate and
identify to the indie pop genre. I decided to base my music video within the indie/pop
genre as I have a tendency to listen to artists within this segment the most in
comparison to genres including Rock, Bollywood, Heavy Metal etc. Therefore this can
relate to the theory of Andrew Goodwin due to being able to personally identify with the
artist as well as the song. Furthermore I have decided to pick the song foundations due
to liking the lyrics sung by the artist as I believe they convey a meaning and emotions
throughout. Similarly due to the likability and understanding of the music genre I believe
I will be able to link the lyrics to the visuals effectively as I know the majority of the lyrics
off the top of my head.

3. DIFFERENT SONG CHOICES:
When planning and constructing possible song choices when
recreating my own music video I found it very hard to pick a suitable
genre/song. This was a time consuming progress as it was the most
importance initial decision in which I had to make. I realised if I had
chosen a song I was likely to become fed up with or didn‟t particularly
like in the first place it would be very hard to continue working with
the song due to the lack of likeability. When thinking about possible
song choices I came up with a few artists in which I frequently listen
to including, Ellie Goulding, Taylor Swift, Passenger and Kate Nash.
All these artists I inspired to as I believe all their music videos have
been successful as they have reached there intended target
audience appropriately.

4. EXAMPLES OF ARTISTS WITHIN THE INDIE /
POP INDUSTRY
Ellie Goulding
 Kate Nash
 Taylor Swift
 Carly Rae Jepson
 The Wanted
 Lana Del Ray
 Miley Cyrus


5. INFLUENCES ON INDIE POP

Many factors have influenced the industry of indie pop all
giving it it‟s own stereotype and expected norms. Culture and
social aspects are a main factor when analysing the
influences within this specific industry. Social norms and
behaviours impact the codes and conventions that indie pop
artists typically convey as they adjust to the surrounding
environment and stay up to date with the frequent trends.
Therefore culture also impacts the attitudes and behaviours of
particular artists as many are turning post modern due to
wanting to stand out of the crowd and be recognised for being
different. A current example within the music industry would
include Miley Cyrus for her „accepted‟ forms of dancing and
facial expressions when performing.