From looking at our results, we will try to include most of these elements in our own music video as we want to make our music video as conventional as possible.
One of the main differences we noticed was that the audiences prefers a narrative music videos, however we decided to challenge this stereotype so we are now creating a disjuncture music video were we feel we can be more creative and portray out band in a wacky light. Around 33% of the audience who we asked said they like a performance music video which we will also be including in our own music video so the audience can feel a strong connection with the band and their music by singing directly to them.
Our results shown that they prefer to see a colourful, artistic CD cover which we will portray for our own CD cover to signify their personalities are careless and free which also signifies them in a positive light whereas if the CD cover was dark this would portray them in a negative light as dark colours connotes death and violence.
In this genre, the audience expect to see drug related scenes which we will include in our music video to signify they are on a 'trip' and they also expect to see instruments. One of the props which we will include is a guitar to show the audience they care more about their music then what they actually look like.
From analysing the album adverts I have found out that the majority of the adverts link to their digipaks as the theme is consistent throughout both the digipaks and the album adverts.
This music video is sold as a performance video and therefore makes it seem as if the viewers are each getting a private performance by the use of a direct mode of address. Each performer is looking directly into the camera as if they are signing directly to you This helps the audience to connect with the band and makes them feel 'special'. This is a very stereotypical music video of a band as you can see a number of medium shots of them playing their instruments to give the audience a clear idea that they are playing and performing. This fits in well with the genre as there is a fun and upbeat base. The music is very loud as harsh guitar riffs and drum beats are used which links in with the music video as there appears to be a lot going on which connotes chaos. The audiences can signify this by the face pace editing and by the props used such as balloons and smoke machines. This connotes excitement and entertainment which tells us about the artists being fun and amusing. This sells the band as a rock band by the loud music and instruments used,
The editing is quite fast paced by using numerous amounts of straight cuts and when the beat gets faster the editing speeds up as well to match the video, this signifies a clear and smooth transition between cuts.
The overall mood and tone of the performance is quite eerie and mysterious as low key lighting and dark colours have been used which sells the band as very edgy. This also reinforces their clothing as they are wearing odd and unusual clothing which tells the audience they are quirky and they don't care about what anybody thinks. One performer is wearing a leather jacket to connote an edgy vibe and part of a punk aesthetic. They have scruffy and messy hair to reinforce the idea of them being a rock band.
OCEAN ALLEY - TWISTED
This music video is sold as a performance video as they are performing on a stage from one of their concerts letting the audience in on what they can expect to see if they were to go to one. This builds up excitement and a thrill as high angle shots and long shots are used showing the crowd having a fun time. This reflect on the performers as also being fun and amusing. Clear shots of the performers playing instruments are used to signify to the audience that they are playing. A split screen is used at different points in the music video to show different backstage footage to show what goes on behind the performances. This gives the audience an insight into their life and career and lets the audience in. This can imply that the band are very honest and open. A medium close up shot is used of one of the members having a laugh and one of them drawing a funny face, this signifies that they are laid back and have a stereotypical 'chilled' vibe.
At the beginning of the video the editing matches the sound of the music as straight cuts are used when the beat of the drum is heard. This gives the music video a smooth transition between cuts. The music is very soft and gentle which reinforces the stereotypical codes and conventions of a reggae indie rock band. The mood is very relaxed which could reflect their personality.
Sunglasses and hats have been used which is very stereotypical of a reggae indie rock band as it has connotations of them being down to earth which reinforces their 'chilled' personality. They are wearing floral shirts to connote they are laid back and rock t-shirts to connote they are edgy.
MIGHTY OAKS - JUST ONE DAY
Mighty Oaks 'Just one day' music video is a narrative and performance video as there is a clear beginning, middle and end but the audience can also see the band performing outdoors with their instruments. This follows one of the codes and conventions as an outdoor setting is commonly used for this genre. The story we get to see is about the band exploring the world and experiences great things. This links to Todorov's narrative theory as he explains that there is a clear beginning, middle and end. The music is very calm and soft which is reflected in the music as high key lighting is used to connote happiness and a sense of freedom. This could signify that the band are very relaxed and have a 'chilled' vibe about them.
The editing is slow paced and cuts between shots by using straight cuts when the beat changes to give the video a nice flow which creates a sequence. When the performer sings 'take the leap' we can see the band jumping in the music video which links to Andrew Goodwin's theory as he says the visuals of the song can match the lyrics which are sang. This is seen as a disjunctive.
Mighty Oaks are represented in this particular music video as a well-built band who have strong and overpowering relationships with one another as in the video they are portrayed as having fun and doing activities all together. This could relate to the audience and have a wide appeal as friendship and love is important to everybody and is something that everybody shares.
WILD BELLE - GIVING UP ON YOU
This particular music video is a performance video as the band are performing on stage were we can see them singing and playing their different instruments. The music video is in black and white to create an overall edgy mood which could reflect on the bands image. This gives the music video a very retro edge. We can see the crowd in the music video dancing and having fun which is portrayed through medium shots, long shots and many others. This makes the audience feel as if they are there as well as it's like a mini concert. A high angle shot is used when one of the performances jumps on the crowd which signifies the band are energetic, fun and entertaining. The pace and rhythm of this song is upbeat and fast paste which could represent the performers as being quite lively and enthusiastic.
The setting in the music video looks quite low budget which is one of the codes and conventions of a stock setting from the genre as we can see that no technology has been used in this particular video. This signifies simplicity so that the audience are more focused on the performers rather then on what's actually happening in the music video. Another code and convention that is used in the music video is their clothing and hair. Their clothing is very boho and chic and their hair is messy and untidy to signify a chilled and casual look.
'Giving up on you' is repeated throughout the song so it sticks in the audiences mind however the lyrics of the song do not match with the visuals in the music video. We can tell this because of the repetition used and their is no narrative in this video. Therefore, this is seen as a amplification as the visuals do not match the lyrics.
STICKY FINGERS - HAPPY ENDINGS
This music video is a narrative and performance video as one of the band members is seen lip syncing into the camera through the use of camera movements and camera shots. Tracking and a medium close up has been used as well as a direct mode of address to make the viewer think he is directly singing to them. This creates a relationship with the audience as they feel as if they are getting a private performance and it makes them feel 'special'. We can also see a very long shot of a different band member playing the drums to make the audience aware that they are performing. However, this can also be seen as a narrative video as clips are shown of a women and a men falling for each other but her 'boyfriend' catching them two together.
Parts of the music video is in black and white to give it a retro edge which could reflect on their style. The setting is outdoors in the streets, in a park and on top of a hill which is all common codes and conventions of a reggae indie rock genre.
Here are some typical codes and conventions of the Reggae Indie Rock genre. I researched into codes and conventions of music videos, the music and some artists that I had found.
