Question 1

The task that I have received for my advanced portfolio was to create a music video, which had to fit the duration of three to five minutes. A music video is a video put together with many differing and angles and shots which allows for the artist to showcase their song to their audience and also allows for their artist to portray themselves in the way that they want to be perceived by the audience. A music video allows for an artists life and everyday living to be represented, enhancing the relationships between the consumer and the artist as they are able to connect and relate to the scenes being shown to them.

The chosen artist for my media product was Ellie Goulding, with her song ‘Burn’ which conforms to the indie/dance genre. I decided on the indie genre as I believed that I could represent my artist in a way that the audience could relate to her and create a realistic video that captivates my audience. The codes and conventions within my final media product conform and develop the indie genre. I gathered my inspiration my researching deeply into the indie genre, watching existing successful indie music videos to get a deeper understanding of the codes and conventions used and how artists represented. There are several ways in my production in how I wanted to develop the indie genre. The first noticeable convention that I had used was through the mise-en-scene element of clothing. I believe that clothing is highly important in order to present the artists personality. I dressed my artist in a denim jacket, big boots, jeans and a bandana around her head. The clothing that I used develops and conforms to the indie genre as it presents a relaxed and down-to-earth feel which makes the artist seem relatable which the audience can connect to which creates a more personal feel. The shirt that the artist is wearing is checked which gives the artist more edge and individuality over other indie artists.  I chose to dress my artist in casual clothing as they are stereotypical of the indie genre and it will allow fans of the indie genre to be interested in the video.

The second convention that I used also conforms and enhances the indie genre. I used the micro-element of setting. The setting of a music video is important to consider as it allows for the audience to have more of an understanding of the artists life. Through the setting the audience are able to connect with the artist more as they get an insight of where she spends most of her time and therefore the audience can connect with her more as the setting will reflect her personality traits. For example, within my music video, I use the setting of inside the home. I decided to use this as I believed it would create a relaxed feel, creating the representation that the artist is laid back and down to earth. The setting of in the home is conventional to the indie genre as it allows portrays the idea that the artist is an everyday person just like everyone else, making the audience connect with her more as they believe that she is a normal person. To gain more inspiration on setting, I researched into the indie genre to get an understanding of successful locations that I could include in my production. Through researching, I found that I could use bust market places and secluded places to fully capture the artist’s emotions. I then decided to use Camden Lock as another location in order to present the relationship within the video. By using this location, I was able to represent the relationship as loving and relaxed. The audience are led to believe that their love is natural and innocent as it doesn’t matter where they are as long as they are together which is conventional of the indie genre. Another location that I used was a dark, hidden away alleyway which represents the artists emotions as being sad and unhappy. This makes the audience feel emotion towards the artist as they begin to feel sorry for her and begin to sympathise with her. This is conventional of the indie genre as it leads the audience to feel some kind of emotion.

Iconography is important in a music video as it allows for the artist to be portrayed in a particular way. In order to gain an insight of the iconography used in indie music videos, I analysed Ed Sheeran’s music video ‘Drunk’ and I identified that he was playing a guitar. The iconography of a guitar is highly stereotypical of the indie genre as it portrays the artist as talented and musical. I believed this would be successful in my own production as it would show my artist a multi-talented, which the audience will find interesting and will want to find out more about her.  Another iconography element was the use of alcohol which is seen when she is in the alleyway. By using this, it represents the artists rough patch in her life. This makes the audience feel on edge for her as they are unaware of what may happen to her. This is conventional to the indie genre as it leads for the audience to feel some kind of emotion. It also portrays the artists feelings and emotions clearly.

Another convention I used within my music video is the use of cinematography close ups. I have used these particularly as they are conventional within an indie music video and also relate to Goodwin’s theory as their needs to be a variety of close ups in order to connect the artist with the audience. I have used close ups of the artist particularly when performing, for example when the artist is in the area with a white background and she is playing the guitar and singing to the cameras. This was used as a close up in particular because I wanted the audience to feel a connection with the artist when she performs as the audience will be able to connect with the artist better if they can see how and what she looks like. They may even be able to copy her image and replicate it to feel a more personal connection with her and themselves. These conventions used within my music video are very conventional not only to the indie genre but also the music video industries as the close ups are essential so that the audience are able to connect and feel a more personal connection with the artist that before. The use of the close up allows the audience to see every feature of the artist, and because of the artists eye contact with the camera it makes the audience believe that they are signing the music and the song to the audience (only themselves) and nobody else. This makes it conventional as close ups are needed so the artist can connect with the audience better and see the facial features of the artist, possibly allowing them to copy the artists image and feel a more personal connection with the artist herself.

An element that I decided on subverting was the use of make-up. Whilst analyzing music videos for inspirations for my own production, I noticed that indie artists wear very minimal make-up in order for them to be natural. Although I wanted to make my artist natural and appealing to its audience, I believed it would be a successful element for my artist to wear heavy eye make-up. I did this because it gives the artist more of a grunge look. It also makes the audience be drawn automatically to her eyes. This is successful because whilst she is performing, the audience have immeadiate eye contact with her. This makes the audience more connected to the artist as they receive a more personal feel and feel more connected to her as they believe she is singing directly to her.

Overall, my research into the indie genre helped me to understand more into the codes and conventions used and enabled me to create a succesful music video. It also  uses real life elements in portraying the artist and her relationship. Codes and conventions were thought about excessively during the planning process and as I wanted to make sure that my final product conformed to its genre and appealed to my target audience of people aged 16-25.