Secondary research into the audience

1. SECONDARY RESEARCH

2. MUSIC SCENE/GENRE
The audience are in the between the genre alternative
rock/indie rock. By alternating between these two genres it
allows for a wider audience to look at. Alternative rock is a genre
of rock music that primarily emerged from the independent music
underground in the 1980’s. It was only around the 1990’s that it
got more widely popular. It refers to music that distinguishes itself
from mainstream rock music. This allows their to be a variety of
different styles that fit underneath the rock genre. The audience
for this type of genre are usually seen to not match the typical
stereotypes of rock music. This means that audiences don’t fit into
one category. It is known that people of this genre like to dress
outside the box. However not too much, otherwise they will be
categorised as a ‘Goth’ ‘emo etc. In fact most of alternative rock
audiences are usually seen to be ‘hipsters’. Some say this is a
grungy style that is a little different and has become very popular
over the years. This is also associated with indie rock. This term
originated in the United Kingdom, meaning there is likely to be a
higher amount of indie rock fans in the UK than other countries.
Indie rock is a genre of alternative rock, so they fall under a
similar category. Meaning audiences are likely to be similar. It was
only in the 2000’s that indie rock began to fully emerge and a
number of indie rock acts became very successful in this time –
this shows the audience is likely to be teenagers as they grew up
with this type of music meaning there will be a particular age
range.
“The Killers are seen as one of the biggest
rock bands of the 21st century”
The Killers have a very strong following in the UK, this could be due to
the fact that their genre is more popular in this country. The Killers
were first signed in the UK by Marrakesh Records. Although they’re
an American band they first started off in the UK and slowly expanded
internationally. Although they’re now known throughout the world their
main music labels: Island Records and Vertigo Records are based
in the UK. This shows that a majority of The Killers audience
will be based in the UK as they started here first, and this is their
primary audience. This means any album The Killers release are
likely to be popular in this country than others. This is shown
throughout their different albums for example: Sam’s Town
peaked at number 1 in the UK charts, whereas it was only at
number 2 in the USA. It’s clear they have a strong fan base as
the album was awarded 5x platinum certifications whereas they
only got one in the USA.

3. PERFORMANCE
Bands in this genre typically have music
videos including performance, this
usually contains live performance. This is
as bands in this genre have a low budget
therefore this attracts the audience as
they get to see the bands energy and
passion. As the audiences main focus is
the actual music this allows this element
of entertainment for the audience. It also
references this idea that the audience
can perform well and will further make
the audience want to go see them live.
However, this is only an element in their
music videos and the music videos
usually switch between narrative and
performance to give the audience interest
to watch the videos.
MUSIC VIDEOS
NARRATIVE
The story telling element in this genre
is usually more deep rather than pop
music video as it references to the
audience ‘deep lyrics,’ the narrative
usually has a cinematic feel for the
audience and this allows it to get a
bigger online audience – which
captures the audience as they’re the
ones likely to be online therefore
knowing about new releases. By
using this it captures the audiences
attention for longer and makes them
feel more involved in the music video
they’re watching.
SOUND
The sound is different depending on what music video the
audience want to convey. Sometimes it is just purely the
music which fades out at the end. However sometimes
diegetic sound is used also to give an interesting atmosphere
to the audience. This could include talk which links to the
song or even screaming fans to give the performance illusion.
CAMERA WORK
Various uses of camera focused on the
performer are used in these videos.
These usually include close-ups, POV
shots and long shots of the entire band.
These allow the audience to see clearly
who the band is and the use of various
clips captures their attention. There's also
use of establishing shots in this video to
show location – this is commonly used
near the beginning and in the narrative
aspect of the music video.
CAMERA EDITING
As this music is usually fast paced the
clips cut to the rhythm of the music by
making the clips in time to the music the
audience get a feel of the beat of the
music. Sometimes slow and fast edits are
placed together – this contrast and really
captivates the audience. Sometimes
effects are also used over the video
sometimes to make the video look older
and perhaps more darker than a pop
music video, this makes it feel more raw
to the audience and makes them want to
watch it as this element of being different
appeals to them.
These music videos reference Andrew Goodwin's
ideas, using both narrative and performance to captivate
the viewer. There is also sometimes intertextuality
reference to bands other songs/music videos which fans
of the band appreciate and feel more connected.

4. MISE–EN–SCENE
OF MUSIC GENRE
Lighting is important in this genre. As this is a part of the rock genre they want
to go against the normal stereotypes. It is noted in their music videos they
usually use under lighting. This gives a dark aura to their videos giving that edge
the audience want. Sometimes overdramatic lighting is used also, there is no in-
between this adds the idea that the audience like this element of the band being
dramatic and appeals to them. It’s also interesting to note that they use editing
on their videos like black and white and sepia. This idea of making it older, this
appealing to the audience as it feels more mature and perhaps engaging them
more.
Unlike the pop genre there isn’t many props in this genre.
Usually the props are associated with the music, for example
in most music videos we see the bands instruments of drums,
guitar, bass etc. this appeals to the audience as it perhaps
shows real music to the audience and adds this element of
performance that the audience enjoy. Furthermore, other
props usually allow them to stand out from the crowd for
example some bands use props of cigarettes. This shows an
edge to bands – however it is not very role model like it
appeals to the audience as they want something that would
perhaps shock others making it appeal to them.
Following this grunge element usually the Location/Setting is in a run-down
place or sometimes a city. A city is sometimes where we would expect indie and
alternative rock fans to live as they fit these conventions and wants to look
different in comparison to thousands of other people. However, in most of this
genres music videos we have conceptual ideas rather than one major location.
This consists of small parts of nature like flowers, the sky etc. This is usually as
these music videos are done on a small budget. However, the audience enjoy
this authentic feeling to the videos and makes it feel far more personal to the
audience than major music hits. This is interesting and once bands are more
popular they keep this style to appeal to the audience. Locations of small
concerts are also key in this genre as they see themselves as a small community.
In this music genre usually the bands costume/clothing, fits
a grungy style. Usually the bands and musicians are likely
to wear more rugged clothing like denim and leather jackets,
allowing them to stand out from the crowd. Usually people
in this genre replicate these ideas within their clothing.
Perhaps showing society that they have an edge. It is
however unknown whether the audience do this consciously
and perhaps dress like the band unknowingly. This style is
much more shown in females than males. This could do
with the fact that females want to go against the male gaze
and have an edge whereas men do not have to do this as the genre is already
aimed towards them.

5. ADVERTISEMENTS
Once again the genre follows the same concept for most of
their advertisements. They like to focal the album rather than
themselves, this is as they know the audience are more
engaged to the music than the musicians themselves. Many
use their album artwork to represent their advertisements, this
is interesting and an easy concept as the audience can quite
easily connect with these advertisements. However, some are
slightly different and if the bands has a popular logo known
throughout it’s fans they’re likely to use that as the basis of
their advertisement. Their adverts are usually simple text and
are straight to the point this appeals to the audience as this is
what they’re engaged to. The audience are more likely to see
these advertisements as there are lots of rock magazines out
there which they are likely to buy as it gives them a certain
edge and they want to know about all the latest releases,
songs etc.
ALBUM COVERS
Many bands in this genre have a similar concept
when looking at their album covers. Instead of
using themselves the represent the band they use
cartoons, logo artwork or photography. This is
interesting and it varies depending on which bands.
However, it is interesting and refers to this idea that
they just want the audience to buy the music. As
this is a common convention across this genre the
audience instantly know it is for them. Making the
images sometimes a bit weird and different
appeals to the audience showing they have a
certain edge. What is interesting to note is that they
have the bands name in their logo to reference
who it is by and this helps give the audience some
identity. However, when you look at oasis’ albums
for their singles they use themselves to represent
the single. This is perhaps to show people who are
not popular with the band some identity and
perhaps is to engage them within the genre so they
become a fan.
TYPICAL PACKAGING

6. AUDIENCE
When looking into this genre it is clear that the audience are keen to be different
and individual. In ways they have similar beliefs and ideologies to the punk
genre – although they’re similarly linked they’re not the same thing so it is
interesting that both audience have the same beliefs. There are many different
beliefs they have including equality, freedom and individualism. This is the type
of audience who are likely to be feminists as their genre usually goes against
the male gaze and shows how we’re all equal. Like punks indie and alternative
rock fans have been a part of protests, boycotts and even vandalism. From the
music (where some talk about drugs and alcohol abuse) it is clear they’re
perhaps influenced by this. However the band – The Killers are highly religious
and are said not to live this rock and roll lifestyle, so it is unclear whether they
want their audience to live this violent lifestyle, and instead want to be seen as
role models for the audience. Looking at their clothing the audience are likely to
have tattoos, ripped jeans and second down clothing. It is very much like punk
fashion however not as extreme. The people in this genre are likely to stick to
this music genre and react negatively when musicians ‘sell out’ and become
more pop based. This idea of authentic and being personal is very important to
these fans as they’re there for the connection of music and if a band doesn’t
show this they could be seen to be a sell out. People in this audience
sometimes stop listening or appreciating a band once it has become
‘mainstream’ as they don’t want to be associated with that as they want to be
seen with a certain edge to their personalities. In recent years the fashion style
of grunge has become popular. These audiences will call these people posers
and react negatively to this as they feel only them can have this individual style.
As it is not a fashion but it is their culture
INDIE/ALTERNATIVE ROCK IDEOLOGIES
BANDS
Although the killers are a part of this genre,
they go against the ‘rock n roll lifestyle.’
Typical bands in this genre are associated
with sex and drugs and sometimes substance
abuse. However the Killers go against this
stereotype as they have strong religious
beliefs. Therefore it is said that they believe
the rock and roll lifestyle is about the music
and not the attitudes. This in ways is
respectable as they can be seen as role
models to the audience. Furthermore,
this perhaps adds this idea of maturity to
the audience. This gives the band an
individual view against other bands and
means we’re more likely to engage with
them as they don’t match all the
stereotypes of the bad morals and
attitudes of rock bands.

7. BANDS IN THIS GENRE?
Throughout these two genres there is a mixture of different types of bands. There is a
huge variety and no one band is the same in this genre. This is interesting and
appealing as it means all bands are different and there is something about them that
makes the audience want to watch them.
INDIE ROCK BANDS
What is interesting to note about indie rock bands is that they’re
usually based in the UK or have a high fan base in this country.
Usually these bands give something different to the rock genre and
sometimes are bands people wouldn’t typically listen to. For example:
Blur, this was probably one of the first indie rock bands and gave it a
basis of being different. However, in recent years indie rock has
become more popular for example bands like Coldplay and even
Kings of Leon are well known meaning they’re popular (especially in
the younger generation). An interesting thing to note about bands in
this genre is they focus on lyrics and performance rather than giving
themselves an image. Furthermore, bands like this have become more
popular in recent years indicated there is an audience for these indie
rock bands.
ALTERNATIVE ROCK BANDS
Unlike indie rock, there is much more variety and variation in alternative rock. Each band
has a different sound and atmosphere. This means there is more variety in audiences
however this element of being different is clearly the same. For example some alternative
rock bands like: Green Day and Fall Out Boy. Are completely different however they’re
still popular but they convey different types of songs. It’s suggested that they’re in this
genre as they don’t fit anywhere else. For example: three days grace and foo fighters
are also in this genre this adds an idea that no band is just pure rock music. It gives an
idea that the audience like these bands as they have an edge however within this genre
we have a variety of different type of music therefore indicating that the audience are a
variation of people who like all sorts of different music meaning it will be easier to make a
music video appealing to the audience.

8. MOTIVATIONS OF THE AUDIENCE
Although there is no specification on what the audience
do and why they do it we can see from various
stereotypes that the audience want to be seen as
different. People in this music genre are usually seen to
be individuals. This could be said to be a fan of rock you
have to be something different. For example fans of the
killers don’t want to see a typical music video something
that goes against the stereotypes is likely to appeal to
them as they refer to themselves as individuals.
Furthermore, this audience wants to be seen as different
to others around them this could mean them going to
concerts and music festivals more as they intrigued by
the atmosphere. The audience themselves are seen to
be intrigued by bands that are not too popular and go
against the mainstream this is as they’re rock fans and
they want to feel different. This is why some people say
that the motivation of rock genres audience is to be
unique. Perhaps this is where the stereotype of hipsters
come from. If the band makes something that is perhaps
slightly different (yet still matches the ordinary
conventions in the rock genre) they’re more likely to be
intrigued by it. This is shown throughout rock bands
artwork by being unique it is likely to captivate the
audience making them want to buy and listen to their
music.