Rosie Ram

GENRE RESEARCH & AUDIENCE EXPECTATIONS

Where did the indie-pop genre originate?

Indie pop music is a genre of alternative music that originated in the United Kingdom in the mid 1950-60s, however it was very underground meaning that indie bands played in small garages and venues. Indie music did not grow into popularity till the 1980s. Indie artists were known to be unique as they created music as they liked, therefore this resulted in them usually not to get signed on by big producers and did not make a lot of money.

The genre is inspired by the music of the velvet underground, 1960’s pop music, power pop, post-punk and related ideologies, and the genre began to generate a thriving fan base, label and club and gig circuit. This led to small shop-based record labels such as Glasgow's postcard records and London's rough trade records.

The term “Indie” is an abbreviation for independent, which has been used to describe artists on independent labels , and for freely being themselves. Indie artists quickly became a shorthand for a, genre whose defining conventions were identified as jangling guitars, a love of 60s music, and melodic and power pop song structures.

The genre came into became known, from bands such as Television personalities and The go-betweens. Indie pop continues to have a strong following and inspire musicians, not just in the UK but around the world, with new bands, labels and clubs devoted to the sound.

Around the 1990s, began to gain a following in the united states of America. Key indie bands popped up, including Beat happening, The magnetic fields, and Tiger trap and labels specializing in Indie Pop such as K Records began to appear.

How has indie-pop evolved over time?

Indie pop music is know recognized as a fundamental moment for independent music in the UK. Indie pop has continued to have a strong following and inspiring effect on musicians, not just in the UK but around the world, with new bands, labels, and clubs devoted to sound. When indie pop music first entered the music industry it was not a very popular genre, which was criticized for its associations with "shambling“ and underachievement, this had let to a very few numbers of artists that associated themselves with this genre.

However as years have past, Indie pop music has become more popular over the years, it is now more exposed and there is very successful indie pop artists such as Ellie Goulding, and Lana Del Rey, which has a large influence on other independent artists internationally. A number of indie pop artists have been signed and connected to pop radio Indie pop is know becoming similar to mainstream music as is know classed as the most successful genres of “pop "music. The generic conventions of Indie pop music has not evolved as vastly, as the still remain identified as jangling guitars, a love of 60s music, and melodic and power pop song structures used in indie pop songs.

How are the artists in this genre represented?

Many artists associated with indie pop music usually are defined as being “individual and independent” due to this label given to them, indie pop artists are usually unique compared to other generic artist and other genres of music. Indie pop is a combination of two genres that have be put together. Indie pop artists most often be shown in their music video and are usually one of the main characters whom take the spotlight, and perform confidently which is an element of the pop genre, with this will be a mix of the indie genre which may include a local setting, with a unique song style. In indie pop music the artist use a large amount of lip synching in their videos, and this is normally done when the artist is alone, and playing no instruments so that there is still a performance element to it. Indie pop artists are represented as fun/innocent artists, they are not portrayed as the generic pop artist who are shown as sex symbols. However indie pop artist are more influential and relatable, there are shown as role models in the pop music industry.

What are the main ideologies represented in current music videos of this genre?

In Indie pop music videos the main ideologies represented are the artists being real, individual, independent, trendy and different compared to every other artist this links to the history of the genre as it originated from distinguishing from the crowd and being “individual” which completely contrasts with the representation of pop artists who are depicted as over the top, with outrageous styles. This is represented is in their clothing and appearance as they are depicted in simple/different clothing and makeup, indie pop songs also tend to focus around natures beauty, whilst trying to reinforce diversity and contemporary through their music which enables them to aim at different cultures and lifestyles. Most indie pop videos follow a narrative of the artist or in some cases the main actor tackling life dilemmas such as drug abuse, love affair and running away from their troubles in life which depicts an ideology of everybody facing troubles in life which are acceptable, and the only cure to these problems are “love”. This is what makes indie pop artists transmit an ideology of being real, which makes the more relatable to the audience. However in most recent years the main focus in indie pop music is the main artist, an example of this are artist’s like Ellie Goulding and Taylor swift, who star in all their music videos for there songs, as they are shown as the main focus who are singing and dancing to show how talented and successful they are whilst constructing a simple music video. All actors and artists displayed in indie pop videos are always young and attractive, to appeal to a wider and younger audience.

Examples of contemporary artists that fit conventionally

with the indie-pop genre As indie pop music is becoming very diverse and popular there are many

artists that fit very conventionally with this genre, these artists include; Ellie Goulding, Lana Del Rey, Taylor Swift, Bastille, Mumford and Sons, Marina and the diamonds, Fun, Neon Trees, Sia, Lights, Tegan and Sara and Florence the machine all fit in with the Indie pop genre. Every single one of these artist represent the typical conventions of a indie pop artist through their costumes, personality, their performance and their music. The artists depict a representation of realism, as they portray an image of facing with real life dilemmas which makes the more relatable and likeable by the audience, which also makes the audience’s value the artists music much more as they feel that they have worked hard for their music.

Conventional Indie pop song

I have chosen “Fifteen” by Taylor Swift, to represent the conventional indie pop song. The song provides a simple location of a flashback to a school and her costumes; she is wearing a plain white knee length dress which is very casual and simple which fits in with the generic stereotypes of this genre. Taylor Swift is also shown holding and playing her guitar in some parts of the song while she is singing which portrays her talent. The music video also closely fits in with the narrative of the song, as she sings about her best friend “Abigail” who was naive towards love at the age of 15. Furthermore there is a vast amount of close-up shots, and lip synching whilst incorporating nature in her video which are all key elements in Indie pop songs. Taylor swift is the main protagonist featured in the song, which captures all the focus onto her. There are also many filters used, in this case a soft fantasy filter is used.

Taylor Swift- Fifteen

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What do you need to consider when making your own music video?

When I construct my own music video, I will consider all of the generic conventions of the indie pop genre so that my audience has a clear understanding of what genre my music video will be based around, so that they know what to expect. I have learnt that the conventions in this genre are highly important, one of the main conventions in a indie pop music video is the use of a narrative alongside the performance, normally involving a theme, explaining to the audience the story behind the lyrics of the song, mostly linking it to love and relationships that are based around the artist or characters in the song, a great example of this is the artist Taylor Swift in the song Love Story, she does this by using the famous story of Romeo and Juliet to explain her love story along with the lyrics. I will also contain a vast amount of close up shots, natural settings/costumes, and slight conventions from the punk genre such as flipping hair, this is because indie pop has originated from the punk genre. I will consider that in all indie pop music videos all the artists are represented as talented and successful singers, dancers and musicians, therefore I have to depict this in my own music video, selecting suitable dancing, lip synching and music instruments.

Reflection

I feel that by constructing all this research it has been very useful for me, as I know feel more confident that I can create a more successful music video filled with all the right conventions that relate to the indie pop genre as my knowledge and insight on this genre has widened drastically which will help me in planning my own music video. I am also more aware of what the audience expects from a indie pop music video having learnt how highly important conventions are in the indie pop genre as they help the audience distinguish what the genre is, which is very important.