The document provides background on indie music videos and analyzes several examples. It finds that indie music videos typically have low budgets and focus on visuals of the artist rather than expensive concepts. Analyzing videos by Jessie Ware, Florence & the Machine, and The Smiths, it identifies several genre characteristics: an emphasis on the relationship between lyrics and visuals; use of lighting, costumes, and editing to match the music; and a voyeuristic treatment of artists that creates mystery rather than overt sexualization. The analyses provide guidance for creating an original indie music video that incorporates these conventions.

1. Indie Music
Video Analysis

2. Music Videos :
A Brief History
- A music video is a short film or video
which is merged with a song. It is mainly
used as a form of publicity and marketing
device intended to promote the sale of a
single, album and sometimes a film.
- Music videos are almost vital for an
artist/band success. It is used as a
platform to promote and distribute an
artist/bands music, to a mass audience
therefore gaining
recognition, acknowledgement and
publicity.

3. Music Videos
Indie Genre
- Indie/pop is an alternative to indie rock - Jessie Wares 110% reflects this aspect of the
music. It is much more melodic, less abrasive genre as she is under the independent
and angst-free. record label PMR records. The music video is
-Wiki shot in Painshill Park which has a small entry
fee.
- The term “indie” derives from ‘independent’
as originally this style of music was owned by - The simplicity of the location choice leaves a
independent record labels. blank canvas for creativity for gathering
ideas. This draws focus onto the visuals and
- Over time this has developed and now a
concepts.
huge part of indie music is the image and
the concept . - In an indie music video I expect to see many
visuals including short clips of scenery, close
- Indie music represents independence within
ups, obscure angles, experimentation with
an individual, and embracing uniqueness
focus and of the artist dancing, singing and
through the lyrics and visuals.
performing live possibly in slow motion.
- Independent record labels usually produce
low-budget, inexpensive music videos
focusing on visuals of the
artists/bands, dancers and scenery as
opposed to expensive extravagant Hollywood
style music video concepts, such as fast cars
and money.

4. MUSIC VIDEO ANALYSIS
Jessie Ware-110%

5. Artist & Record Label
Background
- NAME: Jessie Ware
- HISTORY/BACKGROUND:
- English Singer/Songwriter
- Signed to PMR Records
- 1985, United Kingdom
- SINGLE RELEASE DATE: April 13th 2012
- PMR HISTORICAL BACKGROUND: London Based
- PMR ARTISTS:
- Jessie Ware
- Two Inch Punch
- L-vis 1990
- Julio Bashmore
- Javeon McCarthy
- Jessie Ware’s music videos are not big extravaganzas,
usually they are shot in inexpensive locations, for
example; Painshill Park

6. Jessie Ware:
Goodwins Theory
Music Video
Demonstrates Genre
Characteristics
-Within the indie music genre there are
characteristics such as focus on the
artist/bands whist in performance. i.e
singing, dancing
- This is demonstrated in Jessie Ware's 110%
through the short clips of her singing and
dancing in slow motion.
- The interesting use of slow motion draws
attention to the artist and the particular
details of the lyrics

7. Jessie Ware:
Goodwins Theory
Relationship Between Lyrics
& Visuals
- There are moments when this is illustrated, for example;
“But I'm still dancing on my own” At this point she is
literally dancing by herself
-However, when the lyrics say “Wont dance, not without you”
She doesn't dance; this is also illustrative
-The relationship is also amplified where she sings “Make me
come to you/Although I'm coming close to you” Jessie
Wares walks closer and closer to the camera; coming
close to the audience. By the end of the song this is
illustrated as she finally gets to the boy she's been
walking towards
-Finally, the artist sings a contradictory line “You keep me
wishing in the dark” this is interesting as the music video
takes place in the park, whilst the sun is out and in the
sunset

8. Jessie Ware:
Goodwins Theory
Relationship Between
Music & Visuals
-The relationship is illustrative as when she begins
singing the camera focuses on the artist to show
she is the solo artist
-The relationship is also amplified by the fast cutting
rhythms, when the music speeds up the cutting
rhythms also does and the same for when it
slows down

9. Jessie Ware:
Goodwins Theory
Demands of The Record
Label
-The demands of the record label are met by
brandishing a certain style throughout the music
video. Jessie's hair, makeup, and outfit are shown
through the use of medium close up shots, close
ups and medium long shots. The shots show the
artist is of the indie music genre
-Also, some obscure angles and interesting shots are
used to create a sense of mystery so that the
audience want to find out more about the artist,
therefore creating a following

10. Jessie Ware:
Goodwins Theory
Voyeuristic Treatment
-There is voyeuristic treatment of the female
artist throughout the music video. There
are close up shots of her body, focusing
on her neck, hair and chest
-There is also a shot filmed from an angle to
see the artists reflection in the water.
This combined with the obscure angles
and use of pull focus creates a sense of
voyeurism, as if the audience are
watching her through the trees and the
grass

11. MUSIC VIDEO ANALYSIS
Florence & The Machines-
Shake it Out

12. Artist & Record Label
Background
ARTIST NAME: Florence Welch
HISTORY/BACKGROUND:
English Singer/Songwriter
Signed to Island Records
Active since 2007, United Kingdom
SINGLE RELEASE DATE: 14th September 2011
RECORD LABELS-ISLAND RECORDS: Founded in
Jamaica, bought by Universal Music Group
MOSHI MOSHI: Small, London Based
ARTISTS:
The Rakes
Bloc Party
Hot Chip
Kate Nash
Florence & The Machines are signed by Moshi Moshi,
IAMSOUND and the most prominent, Island Records.
Island Record s is owned by Universal Music Group
and therefore can afford to make a music video on a
larger and more extravagant scale

13. Florence & The Machines:
Goodwins Theory
Genre Characteristics
- The filming style of the music video includes a
hazy effect and a kind of film grain effect, this
reflects the genre characteristics as it links in
with concept of indie music; indie music is
different and unique and is closely linked with a
vintage image, therefore the effects
demonstrate the music videos relationship with
the genre’s conventional film style.
-Also, the costume and make up also reflect the
genre characteristics as in music videos the
costume, hair and make up are usually dramatic and
differ from pop music videos distinctively. For
example, in this indie music video, the costumes
and make up are quite animalistic with feathers and
masquerade masks, and Florence’s (the main artist)
make up makes her appear ghostly with a very pale
face and bright Ginger hair. This matches the genre
characteristics as Florence is presented as a very
unique individual with an independent style and
that is what the indie genre is all about.

14. Florence & The Machines:
Goodwins Theory
Relationships between lyrics &
visuals
-The lyrics “shake it out” are illustrated in the chorus through
the free and dancing of Florence and the dancers. The lens glare
and bright lighting creates a whimsical atmosphere which
connotes the freeness of the song and lyric.
-When Florence sings “the ghouls come out to play” the men
dressed in black tuxedos and with fancy masks come out. The
masks and black costumes signify a darkness therefore
amplifying the meaning of “ghouls”
-The line “I can see no way” is contradicting as when she sings
this, a bright hazy light is shone onto her face. However, the line
is reinforced by the following lyrics “Ive been a fool & I’ve been
blind” which also shows an amplified meaning as the light is so
bright it could symbolise her being blinded by the light and a
symbolic false optimism.

15. Florence & The Machines:
Goodwins Theory
Relationship between music &
visuals
-The relationship between the music and visuals is illustrative at
some points, for example, as more instruments are added into the
song, more dancers and people appear, therefore illustrating the
music through visual effects.
-At the bridge, Florence sings harmonious notes which is amplified
by the visuals, she is dressed in white clothes and the
bright, white, hazy light shrouds over her, these signifiers create the
effect of her being presented as angelic. Also as she sings the
chorus louder the video becomes a lot brighter and the lens glare
becomes more prominent.
-There is a reoccurring drone which is low pitched and creates a
tone and mood of darkness and sadness, the drone is still apparent
however, when she is dancing and partying where she is shown to
be having a good time, this effect is contradictory.

16. Florence & The Machines:
Goodwins Theory
Demands of the Record Label
The indie music genre requires a unique and stylistic individual who usually
represent a minority. Therefore, record labels of this genre usually steer away from
generic, ‘pretty’ popstar looking artists and opt for an artist who looks very different
with a strong independent style.
Florence embodies this requirement and the record label emphasise her special
look with the use of :
-MAKE-UP: Her hair is bright ginger and in some videos bright red, she has unusual
make up which makes her face very pale in contrast to her bright hair, making her
appear ghostly
-COSTUME: She had an array of striking costumes of bright red to a serene
sparkly, white dress, this in conjunction with the upward tilt of the camera evokes
the idea that she is an angelic entity who is almost untouchable to the viewers
-LIGHTING: The lighting throughout most of the video is very bright and hazy, this
emphasises the sense of mystery and makes the audience want to see more of
her, it also adds to the whimsical mood which she evokes throughout the video.

17. Florence & The Machines:
Goodwins Theory
Voyeuristic Treatment
-The obscure angles of the camera, such as the close
up shots from a low angle create the effect of the
viewers looking up to her.
-The camera movement of the upward and downward
tilt creates the impression that the viewers are
scanning her body.
-The extreme close up shots and close ups of her face,
focus on her eyes and lips , the constant use of lens
glare and a hazy light also mystifies her and creates an
effect of watching her from a distance.

18. MUSIC VIDEO ANALYSIS
The Smiths-Panic

19. Artist & Record
Label Background
ARTISTS/BANDS NAME: The Smiths
HISTORY BACKGROUND: English indie/alternative
band, Manchester 1982, signed to Warner Music Group, Sire
Records, Rough Trade Records, Warner Bros Records
SINGLE RELEASE DATE: 21st July 1986
RECORD LABEL BACKGROUND (ROUGH TRADE): Based in
London formed in 1978
ARTISTS:
Buzzcocks
Desperate Bicycles
The Libertines
The Strokes

20. The Smiths:
Goodwins Theory
Genre Characteristics
-The video is shot almost entirely in black & white and this highlights the
idea of it being a low budget, home-made music video. This is a
characteristic of the indie genre as bands under independent record
labels usually create inexpensive music videos to focus on the lyrics,
visuals and concept.
-The outfit of the main artist is very plain and has a retro look, this is a
characteristic of the genre as indie bands/artists usually want a look that
defines them or makes them relatable to their young audience; in an
interview with I-D Magazine on clothing and image, Morissey (vocalist)
said- “The don't have the relevance they once had, like in the '60's you
could look at someone and assess their personality. That's not the case
anymore. Clothes are no longer the window of the soul."

21. Relationship Between Lyrics &
Visuals
-The line “panic in the streets” is illustrated by the main artists stood
in the street looking directly into the camera with a look of
anxiousness while the camera shakily pans around him
-Another illustrative line is “burn down the disco” as at this point a
photograph of a building is being burned, this line is also amplified
as the burning image is in colour which stands out against the
contrasting black & white video
-Returning to the line “panic in the streets” the line is amplified
through the use of the immensely shaking camera and increasingly
fast paced editing, the camera and editing technique builds the level
and feel of anxiety and panic in the video
-The line is also contradictory as on the streets there isn’t any real
sense of panic, the actual surge of panic is caused by the editing and
camera techniques

22. Relationship Between Music
& Visuals
-The camera moves rapidly and shakily and matches the
extremely fast paced editing
-There is a repeated motif of music and this is matched
with the repetitive actions of the editing of the main
artists
-Other motifs such as the waves, the flames and the
children dancing, jumping up and down, move in sync
with the rhythm of the melody in the song

23. Demands of the Record Label
-The video being in black & white with the reoccurring motifs begins
to look very conceptual rather than narrative or performance
based, the main vocalist is in the video, but doesn’t do any
singing, this shows how the record label wants the band to be
presented. The label want to emphasise that this band make music to
present a conceptual idea rather than focus on the performance
which is very generic for most bands.
-The shaky camera work and the fast paced editing indeed create a
sense of panic and anxiety in the video, the techniques make the
video seem homemade and this presentation, emphasises the band
are an indie/alternative band who work independently.

24. MUSIC VIDEO ANALYSIS
Summary
Through analysing these three indie/alternative pop/rock bands I have found a sufficient amount of
research in order to create my own indie/alternative music video. Using Goodwins theory to analyse the
music videos I have been able to highlight the generic codes and conventions which I should use such as:
-Creating a relationship with the lyrics and visuals with an amplified meaning using mise-en-scene
particularly lighting and the visuals I select
-Focusing on editing and the pace of it, playing around with cutting rhythms to ensure that there is an
amplified or at times contradicting relationship between the music and the visuals
-I have learnt that in indie music videos, the voyeuristic treatment of the female artist is done in such a
way that it creates a sense of mystery about her instead of sexualising her for the audience which is
more generic in pop music video
-I have also found that there isn’t usually any use of intertextual references in the music videos