Assessment of research

Audiences:

We found that our target audience would mainly be from the ages 0f 16-19, both males and females. Even though we are appealing to both genders I feel that females will dominate the audience because of the female empowering nature of the genre however males will also be targeted.

We decided that we should appeal to audiences who are familiar with music channels and music programmes as Indie music is based on instrumental ability rather than vocals like you would find in a Pop song for instance.

Lastly, because of the young target audience, we felt advertisment on the TV and internet would be much more effective as older adolescents are familiar with downloading.

Institutions:

The main institutions Jordan and I felt would suit our artist and genre include...

1. Rough Trade Records
2. MTV 2
   
3. Q Magazine

We found that Rough Trade Records is an independent record label founded in 1978. The idea that it isn't owned buy a multinational corporation such as Universal Records fits in well with the independent music genre. Artists such as The Libertines are signed meaning that Indie music is associated with the company.

MTV 2 is a channel that promotes music in the genres of Indie/Rock/Metal again reinoforcing our music genre.Its a 24 hour music channel indicating its widely avaliable to audiences.

Q magazine is a specific music magazine, often focusing on genres such as Rock/Metal/Punk/Indie and features upcoming gigs which would be sufficent promotion for our artist.

Comparable Texts

Over the past couple of weeks both inside and outside of lessons i have been analyzing my comparable products. I have looked at 6 album covers from Indie bands to help me find any generalizations and codes and conventions of Indie music covers.

I have also looked at 6 Indie music videos in which the artist is walking down the road as Jordan and I had this idea for our music video and felt that it would benefit us to see what conventions there are of this type of video.

Lastly instead of using print adverts we decided to look at Myspace, a music website because we felt it was more relevant and up to date with the genre of music we are looking at

Album Covers...

• Overall the general conventions of the indie genre include that the font is often white (often on Jamie T's Panic Prevention)
• The settings are simplistic and outdoors, such as parks and streets ( The Verve and Ida Maria feature these)
• The image is dominant to the frame and the main focus of the cover, often positioned in the forefront ( The Arctic Monkeys Cover)
• The artists costume is causal, with jeans and pumps and plain tops
• It features iconic images to the genre, for example musical instruments, alcohol and cigarettes (The Cribs album features the artist drinking)
  

Advertisement...

• Myspace is a social networking site where independent artists can upload their music for a wide range of audiences to listen to
• It uses images, blogs, personal videos, 'About me' and allows a selection of friends to add
• It is important as it allows unsigned artists to be found by record companies
• It is popular with many music genres, Indie and Indie pop especially

Music Videos...

• Within Indie music the music video provides anchorage to the lyrics ( VV Brown - Shark in the water)

http://www.youtube.com/watch?v=8X4Zy0IUXLg

• The artist is portrayed as a Proppian hero overcoming a disruption to the narrative
• It features multipleticks and Stones)
• The lighting is very high key, again enforcing realism
• The artist is often tracked throughout the video to establish the artist in the outdoor setting ( Jack panning shots, therefore we need to include these angles in our videoThere is no obvious editing, outlining the videos create realism (Jamie T - S Penate - Second, minute or hour)
• The costumes are modern and iconic to the genre of music, they are casual yet fashionable to portray the artists images

Overall all the elements of the codes and convetions of Indie music genre I feel will help produce a generic music video for our artist as we now know what camera angles, costumes, settings, lighting etc to feature.