Initial Idea Developed

Initial idea:

As a group so far, we have all collated our research into the indie genre and have come up with some initial ideas to help focus our research further.

Genre- After discussing our findings about the genre of music we would prefer we have decided that we want to focus on indie and in particular the sub genres of rock and pop. We feel that after analysing videos, artists and song lyrics from these sub genres that they are the ones in which we feel most comfortable filming in.

The artist: after our research making it clear that stereotypically, indie artists consist of either male bands or female single artists, we have decided that we would prefer to create a brand identity for a female artist. After researching other female indie artists eg. Lorde, Lana Del Ray and Amy Winehouse we will use these as inspiration and a point of reference. Also, the fact my group are all within the target audience for the indie genre and are female ourselves, we believe it will make our decisions easier as we know what we enjoy and relate to.

The song: so far we have researched songs from our favourite indie artists and have analysed the lyrics. This has helped us decide on an initial song: Lorde 'Sober'. We have chosen this song as the lyrics have representation of drugs, alcohol and addiction which are all social/moral issues which conforms to the Deborah Holsteins theory that an artist is always a commentator/mediator.

Narrative: So far as a narrative we haven’t got a solid idea. Instead we have a few ideas of what we want to include and represent but have decided to conduct further research into existing music videos specifically in our sub-genre to give us inspiration.

The ideas we have so far are:
• We want to explore homosexuality and hetro sexuality- we are thinking of having a female actress who is also our artist who is initially in love with a male but ends up in a relationship with a female.

• We want to challenge the stereotypes of women but also explore them- we want to have the artist represented as a victim and as a result conform to the stereotypes but her female lover will challenge the stereotypes.

• Have a motif of freedom throughout- as the song is about drugs and alcohol we want to have a symbol of freedom throughout the video representing the fact that the artist (who is singing about her own experiences) feels consumed by her addiction. This can also link to the fact we want to represent her as the princess in terms of Props character theory.

Moving forwards:
Moving forwards I have decided to analyse further into existing music videos within our chosen genre to get more inspiration. I will also do more research into the branding and brand identity of female indie artists and decide on a unique style for our own artist.

Editing and Prop Practice

To help me improve my skills of which I can apply to my final product, I decided to do some practice filming as this will help me realise what my strengths and weaknesses are and highlight any issues we may have when filming the real thing. This will also give me editing practise.



 The filming:
The camera: When I was filming I decided not to create a narrative. Instead I decided to concentrate on the technical aspects. The camera I used was the IPhone 7 camera which is the same as I used last year in my final product. However, after analysing existing indie videos, I realised that a lot of them use low key lighting which is something we didn’t get chance to try last year. However, I remembered that last year when we tried to film in low key lighting the quality of the image instantly decreased. This meant that I was trying to find a way around this. In the end, I decided to try and play with the brightness and focus lock on the camera. I used high key lighting but locked the focus onto the black backdrop I was using and turned the brightness right down. This meant that there appeared to be no lighting or a spotlight on my actresses face. Also, when I watched the videos back, the quality was better than using low key lighting.

The actress: In terms of the actress I decided to use for this, I asked my friend who is a drama student. She also was the model and actress in some of my practice last year and I know she takes direction well. This time around she was again very good to work with and she followed instructions very well which gave me chance to practise and improve my directing skills. Therefore, she is someone I would consider using in the music video this year.

The equipment: because I knew I wanted to create the effect of low key lighting and conform to the stereotypes of the indie genre, I decided to use a black backdrop. To create this, I used a black-blackout blind and stood the actress in front of it.

One problem I did come across when filming was that I didn’t have access to a tripod. This meant that I had to be very careful to try and be as steady as possible throughout filming so when it came to editing after, the stabilization wouldn’t be too obvious.


The editing:
The cuts: when doing my research, Goodwin’s theory suggested that a code of a music video is that the visuals and sounds create a relationship and are used to emphasise certain aspects. After I analysed this I realised it was something I enjoyed and would like to incorporate into my final product. Therefore, when it came to the editing stage, I found a song that had a specific beat to it.

This meant that throughout the video, I tried to make sure the cuts were on the beat. I did this by, using multiple different clips and cutting them on the beat and using the actress to do certain actions that emphasised the beat. Eg. She goes from looking down to directly at the camera on the beat. This helped to build tension and drama throughout the video even though there is no narrative.

When I was doing this I came across a few issues:
• At times the music was so quick I couldn’t tell exactly where the beat was. To help me with this, I looked at the audio analysis and looked at it so that the beat was the peaks in volume. I therefore cut the clips at this point.
• Because the music and beat was quite fast, there were some clips that were too slow (eg. the stop motion of the rose growing) therefore I had to play around with the speed of the clips quite a lot.
Other than this, this gave me the opportunity to practise some of the editing tools on Final Cut Pro:
• The blade tool- I used this tool a lot last year and again was very useful. It meant that as I was changing the speed of the clips, I could cut the clips at specific times to continue the continuity when I used the same clip later on.
• The transform options- This allowed me to do the zoom effect at the end of the video on the actresses face. I could crop and resize the image.
• The speed option- this allowed me to speed up and slow down the clips if they were too slow to have enough effect in the fast cuts.
• Stabilization- I used this to help me get around the fact I had no tripod when I filmed.
• The reverse tool- I used the reverse tool in certain parts of the video (for example the dove) because I still wanted to emphasise a beat bout the time between the two beats was too short to add a different clip as the audience wouldn’t have enough time to see what it is. Therefore, I used the same clip but reversed it to emphasize the beat with a visual change instead.


The props:
The props I used I chose specifically from some stock footage. This allowed me to concentrate on the symbolism behind the clips to conform to Barthes theory. I tried to create a frustrated and anxious tone in the video. I did this by choosing certain stock clips that could have connotations.

For example:
• The dove: this clip began with the dove in the bottom left corner of the screen as it flies closer to the top right of the screen throughout the video. The dove itself has connotations of freedom and purity and I added the black border which wasn’t around the other clips to make it seem like the dove was encased. This created connotations that the actress was trapped and desired the freedom and purity that the dove represented.
• The rose: I chose this because the red has connotations of danger and love. This can infer to the audience the actress is in a contrasting situation. Also, the fact the rose was growing at the beginning of the video can represent growing as a person and life in general. However, in the end of the video, the clip is reversed so it is seen to be shrinking. This again can suggest how she is in a place of conflict and is regressing as a person.

How has this helped me?
Overall this has helped me because I have had practise putting certain theories into practise. For example, I was forced to think about the symbolism behind the props I used (Barthes' Theory) and I focused on the relationship between the visuals and sound throughout (Goodwin’s Theory). As well as this, it gave me chance to learn new editing skills and practice the ones I had used previously. Also I now know I have an actress that I could use in my video if I decide to include a female in my narrative. Moving forwards, it would be beneficial to create another video as practise to try and generate a narrative so the audience can emphasise more with the actress and song. This would give me opportunity to try and challenge stereotypes of props and their representation whilst allowing me to create a greater meaning behind them.

Camera Movement Analysis

To help me see what camera movements are typically used within the indie genre, I decide to analyse the camera movements in The Lumineers ‘Hey Ho’. This will help me understand what camera movements I can feature in my own music video.

In the establishing shot, the camera is show to track from left to right across a wall showing fairy lights on a wall. When the camera pans to the right at the end or the corridor, it shows a male character in the centre of the frame. The fact the camera tracks from left to right can represent a progression as the camera moves in the right direction. This is confirmed by the lyrics ‘I’ve been trying to do it right’ suggesting that ‘trying’ has been successful. This conforms to Goodwin’s theory that the lyrics have a relationship with the visuals and also foreshadows that the music video will be showing a positive progression, possibly conforming to Todorov’s narrative theory of order disorder, order. The fact the doors shown on either side of the symmetric frame are closed, can represent the beginning of the character’s journey as all doors are closed, having a symbolic meaning of there being no hope or opportunities (disorder).

This however, is juxtaposed as the camera begins to track the character walking away from the ‘dead end’ corridor and it stops as the camera walks past an open door. Within the room the audience can see a window showing high key lighting to represent hope and opportunities. However, the prop of fairy lights are hung across the doorway and there is a prop across the window, creating a physically barrier between the character and the hope/opportunities. This continues to show progression but connotes to the audience that the character is still on a journey to reach his hope/dreams.

As the camera cuts to a low angle hand held shot, the low key lighting is contradicted by bright flashing lights. This can represent the character looking at his goals brightening. The fact the camera has also moved closer to the lights, shows that the character is closer to reaching his goals. When the camera cuts again, two more characters are introduced which can represent the support he has as they are positioned on the right and left of him, showing he is surrounded by support. Also, the characters are walking towards the camera as it tracks backwards, this can show the character is catching up to his destination; what he aims for.

How can this help me?
Overall, the camera movements in this music video are used as symbolic meaning of a progression. This conforms to Goodwin’s theory that the visuals have a relationship with the lyrics and visuals as the lyrics are about two characters coming together. This has helped me as I know that when I plan/storyboard my music video, I will have to ensure the camera movements symbolise what is going on within the narrative/lyrics. I could also challenge the way the movements have been used in this video if the song I chose is about regression by tracking the character moving away from the positive symbolic codes.

Representation Analysis

How will this help me?
After looking at how reoccurring themes throughout the indie genre are represented, it has helped me as I now understand how they are portrayed to the audience. For example, through the more controversial topics like alcohol and drugs, I have learnt that they are typically symbolised through lyrics, visuals and props rather than being shown themselves. Eg. A melting clock is seen in the Arctic Monkeys video which has connotations of the effects of drugs but it never shows any substances. This conforms to  Barthes narrative codes which suggests things the audience see have deeper meaning. Also, I have realised that the gender of the person in the video is represented in according to what the gender  of the artists is. For example if the artist is male then they represent males as strong and dominant (conforming to stereotypes) and females as being sexualised and conforming to the male gaze theory. If the artist is female, typically, both genders are represented as being more feminine and emotional which challenged male stereotypes.

Artist Profile Analysis

To help me see how indie artists are represented, I decided to research Lana Del Reys representation. I did this by looking at her tour posters, albums and covers, styling and branding. This will help me to identify what consistencies there are and how there is synergy created across different platforms. 

How has this helped me?
This has helped me as I now understand how a representation and image of an artist, is kept very consistent throughout their whole image. There is also synergy created throughout all platforms of advertisement and products eg. Album and Tour Poster has a clear link. In addition to this, there is a greater level of synergy. For example, the image as a whole is consistent, however, then through specific times there is a stronger consistency. So the tour poster, album cover and style of the artist will be very similar at the time of their release. This helps to keep the image and branding of the artist relevant and current and allows smaller changes to the image to again, be current.

Casting Decisions

As part of the planning for our group, we had to decide who we were going to cast to be the main characters within the music video. We have three main characters so we needed to make a final decision based on these three characters. However, as the first section of the music video will be establishing the red thread theory, the actors and actresses we will use for this section can be improvised depending on what friends we all have available on the filming days we allocate to the three main characters. This is because we will rarely feature their faces when establishing the red thread theory as we want the audiences focus to be on the thread. Therefore, we ca follow our storyboard for this when it is appropriate to do s rather than casting people for the roles.

The person we have casted to be the singer (Lüna) and the protagonist within the music video will be Lydia Dudley. We chose her as she has featured in my coursework before so we know she is good at taking directions. She is also confident and therefore we feel she can fill the role of Luna well as she is an eccentric singer and therefore her live performance may be demanding to act. She can also sing so when it comes to learning the lyrics for the live performance, she would find it easier and as a result, it would look more accurate and professional.

The bisexual character within our narrative will be played by Ella Ryan (right). We picked Ella as she is a similar age to Lydia and has also featured in my course work before. Also, she is friends with Lydia so there will be no awkwardness if there are 'intimate' scenes within the narrative. She also has brown hair whereas Lydia has blonde which helps to create binary opposition.

The straight character within the narrative will be played by Tom George. This is Ella's boyfriend, so again, it makes it more comfortable for them to film any 'intimate' scenes. He also has brown hair which can be utilised within our colour palette to make Ella and Tom appear to be more 'consistent' together than Ella and Lydia.

Editing Analysis

Themes Analysis: Arctic Monkeys

To help me see if there are any themes throughout the indie genre within the visuals the audience see, I decided to analyse the Arctic Monkeys videos as they are within the indie/rock genre I am interested in.

 Are there any reoccurring themes throughout the indie genres’ visuals within music videos and how does this help appeal to the genres target audience?



In the Arctic Monkeys ‘why do you only call me when you’re high?’ the first thing the audience see on the music video is a parental advisory symbol. This instantly appeals to reformers as they feel like they are being ‘rebels’ by watching the video, engaging in the danger they are being warned of. This makes the video seem more exciting and as if they are joining in with the dangerous lifestyle by rebelling against the warning. It also instantly represents The Arctic Monkeys, as a band, to be exciting and 'cool' whilst creating the representational issue that explicit themes are desirable. This can conform to the hypodermic syringe theory, making illegal situations seem acceptable.

When the camera cuts, the setting of the video instantly becomes apparent. The bar and the props of the beer stickers on the wall suggests they are in a pub. This initial equilibrium, in terms of Todorov's Narrative Theory, can conform to the parental advisory warning as it suggests that this situation is a regular occurrence and normalises the event. Furthermore, the prop of the pool cue and table with the apparent dominance of males within the frame conforms to the stereotype that males enjoy drinking and want to be part of the ‘lad’ culture. The use of all black costumes and leather jackets has connotations of danger again adding to the excitement of the setting and representing the characters as dark and intriguing.

When the camera cuts again to reveal an eye-line match of the clock that the band member (Alex Turner) is looking at, CGI is used to make the clock face distort. This can be linked to the name of the song ‘Why Do You Only Call Me When You’re High’ and can represent him being 'high'. This explores drug culture and as it is being represented in a positive light it can create the representational issue that drug use is an everyday thing that is casual and acceptable. Also the fact that drug use is illegal can again conform to the fact the audience feel like the life the band are living is desirable as it represented as exciting and thrilling.

As Turner moves into the bathroom, there is a clear contrast between high and low key lighting which conforms to Sven E Carlsson's theory that the narrative is being driven by binary opposition and in this case light vs dark. The fact a mirror is used also conforms to Goodwin's theory that the artist and band have the most screen time to create a relationship between the artist and audience. The light and dark can create semiotic meaning of the positives and negatives surrounding the drugs debate. It can connote the people who agree with it and disagree. This again can create a representational issue as the audience that disagree with it are suggested to be the darker side, suggesting they're casting a shadow over Turners fun. This can pressurise the audience that disagree to conform to the bands views.

As a montage of Turner and other characters in the video doing shots plays, again promoting alcoholism, the first female is introduced. In the two shot of her and a male, the female conforms to the male gaze theory as it is an intimate moment between her and the male but she is represented in a sexual way. The fact females are being sexualised in this video is also apparent through the lack of females in an everyday situation and instead only in sexual or intimate moments.

As Turner leaves the pub, he is seen to square up to a male in the street who is clearly a bigger build and structure than him. This again promotes violence that Turner provoked yet makes it seem admirable as the other male is portrayed to be ‘backing down’ again gaining him respect in terms of ’lad culture’. This also appeals to males who have psycho-graphics of enjoying action and violence. Furthermore, this can appeal to the secondary audience of females as he is represented as being dominant through the high angle shot that makes it seem that Turner is looking down on the other character. This can be seen as attractive and can conform to the stereotypes that 'bad boys' are attractive.

Again as Turner walks down the street he begins to hallucinate. In his hallucinations a series of images or shown that continue to sexualise women, which conforms to the male gaze theory. This can create the representational issue that it is okay to view women this way especially as an iconic artist is seen to be doing this.

Overall, this video shows me that The Arctic Monkey's video conforms to the ‘sex drugs and drink’ stereotype there are around indie/rock genres as shown through underlying themes throughout the whole video. It also shows that males are represented as being 'lads'  and tough, conforming to the manly stereotypes. Furthermore, it suggests that males typically show themes of violence, intimacy, drugs and alcohol, if it conforms to their brand identity.


How will this help me?
This video will help me as I understand how different controversial issues are represented and portrayed in this genre of music. I also understand that the indie/rock genre has to be made to seem ‘exciting’ and ‘dangerous’ to appeal to the aspirer and reformer fan base the artists have. However, I also learnt that this comes with responsibilities to the artists as the lifestyle they portray seems casual and common which can conform to the hypodermic syringe theory and mislead young audiences.

Lyrics Analysis: Birdy

The song begins with verse one ‘come on skinny love, just last year’. The phrase ‘skinny love’ can represent a person with an unhealthy love to food or can represent a relationship that lacks in love. She then wants to ‘pour a little salt’ which is used as a healing agent on some wounds. This suggests that the relationship, the wound, can be healed in Birdy’s eyes. However, when she says ‘we were never here’, it is a link to the old saying ‘salting the earth’ which said pouring salt on the ground eradicated cities etc. This could be referring to the fact that if the wound isn’t healed she wants to eradicate everything, life isn’t worth living. As the verse continues, emotive language is used to create a vivid image in the listener’s head. ‘staring at the sing of blood and crushed veneer’ creates an uncomfortable image in the listener’s heads. ‘Veneer’ is used in walls so the fact there is some in the sink accompanied with blood can be associated with someone punching a wall out of frustration or anger; to highlight the frustration she is feeling towards the relationship. She continues to say ‘cut out all the roped and let me fall’ as her way of saying don’t keep me hanging, just do it. The ‘fall’ representing the grief and feeling of being lost she will feel after he does. However, this could also be a form of cowardice, she’s asking to be freed from the pain instead of fighting for it.

As the chorus begins, the lyrics say ‘and I told you to be patient and I told you to be fine’, these lyrics continue through the whole of the chorus beginning each line with ‘and I told you’. The fact there is the use of anaphora emphasises how much she wants this but suggests they weren’t followed through. She is also asking something that is almost impossible, she says 'and I told you to be fine'. The fact she is saying something that can’t be fulfilled with one simple action makes her requests seem like a desperate plea. As the chorus continues, she completes a story that is almost a consequence of these requests not being answered. she says 'and in the morning I’ll be with you, but it will be a different kind'. The fact she says it will be a different kind suggest that the feelings will no longer be the same. Also the fact she uses 'morning' can be a metaphor for a dark period of time. It could also be ambiguous as a listener could interpret that as 'mourning' instead. She has come to the realisation the relationship is unfixable. As she continues she uses 'tickets' and 'fines' as a symbol of her time that he has wasted. However, because a fine has to be repaid, it’s as if she still has a slight ounce of hope that there will still be some sort of connection between them which she is relying on.

In verse two, he asks him 'what happened here?', whilst referring to him as 'skinny love' which is ironic as she has almost answered her own question. She is asking why the relationship is over almost as if she doesn’t want to accept it which is a continuation of what she said previously. She also began the song with 'skinny love' which suggests she has the answers to why the relationship wouldn’t last as soon as it started.

As the chorus starts again, she asks the same questions as previously. However, in this chorus the anaphora continues as she also sings, 'and now your love is wasted, and then who the hell was I? and I’m breaking at the britches, at the end of all your lines.' Here she is beginning to regret her time with her partner.' and now your love is wasted' suggests that she is regretting asking and expecting so much of him as it’s all been for nothing. She finishes the chorus by saying, ' and I’m breaking at the britches and at the end of all your lines'. Here she is creating the imagery of the relationship being held together by 'lines', as if she is saying she is keeping him from falling; if he doesn’t do anything to fix it, hell fall despite her efforts to save him.

Overall this song explores personal experience of an emotional breakup. Although this is what it seems like on the surface, this could also be interpreted as a cry for help for someone suffering from the mental illness anorexia.

how will this help me?
Researching these song lyrics has helped me because it has confirmed, again, my previous findings from other music video lyrics. It also makes it clear to me that when I create my music video I will have to choose a song with a deep meaning and be careful on how I represent the lyrics within the visuals so I don’t make any representational issues.