Conventions of our chosen genre.

Indie-pop

The conventions of Indie music has changed over the years as it once meant independent music that doesn't belong to a major record company but now it is used in mainstream culture and this sub-genre is called indie-pop. Indie-pop is usually described as melodic and different to indie-rock as it is 'relatively angst free'.

The artist of this genre tend to focus more on their image and fashion then they do on their actual music, although they like to seem passionate about what they are performing. Their styles usually represent their independence and gives them a chance to prove that they are unique and not like anyone else.

Eliza Doolittle

The music videos for this genre seem to have a quirky edge to them whilst given of a girly feeling. This is done through a typical use of a range of bright colours like pinks and greens which is amplified by the bright lighting. Typically the lighting is unnatural but sometimes they use the sun to create the brightness which adds to the girly feeling. Although the females artist are shown to be independent and strong most of the time they still are shown to have a phantasmagorical body which is shown for sex appeal or for people to aspire to be like.

The editing of the music videos is often quick to create an excited tone to it and also during post-production effects are added to make is more interesting. The main convention I find in music videos for indie-pop music is that they all try to do something new that hasn't been done before and would be seen as unusual and clever.

Like the music videos the album art is also used to exaggerate the brand image of the artist. Usually the album art links in with the music video of one or more of the tracks that is featured on it. Often the font of the name of the artist has it's own logo which they use for most of their promotional products to link them all together and to make them recognisable. The albums are usually very colourful and eye-catching. There seems to be 2 types of albums, the first one being a shot of the artist face. This is usually their first or second album to help promote their image and style. After they become well known and have a fan base they usually change their album covers to drawings of some sort which are clever and interesting to look at.