Music genres I like the idea of focusing on

• Indie music 
  Conventions of Indie music videos
•  It is common for artists in this genre to use their live performances for their music videos (or use it as one of the narrative strands within the video
• Narrative based music videos are very popular in indie music videos; using a strong story-line throughout the video to reflect the lyrics (normally being written by the artist themselves)  a good example of this is Lana Del Rey-National Anthem
• Props play a large role in a lot of indie music videos; especially-reflecting the artists image (most of the artists being either retro or ‘strange’ in a certain way). 
• Costumes normally give the artists their identity and set them apart from both other artists as well as other people within the video. A good example of this is Lady Gaga whose known for her elaborate choice in clothing in both the social media as well in her videos (becoming somewhat a motif associated with her)
• Make-up also plays a significant part in indie music videos; being used as an indication of both what era (the video is set in or the artists style-e.g. Paloma Faith) or can allow artists to stand out from other artists (enhancing their brand image)
• Indie music videos typically have two narrative strands within the video; one typically being the artist performing and the other of them 'acting out' what the song is about. This allows the artist to both show themselves performing (lip-singing) and performing through acting with either other members of the band or actors. This also allows the music video to stand out, making it more interesting (memorable) as the lyrics link to the videos (music with the visuals); meaning both fans as well as the general public will also find the song itself more memorable and meaningful. 
• Diegetic sound is also used throughout a lot to help 'set the scene' of the video (normally at the beginning and end of the video-as almost a theme of music allowing the narrative to see almost circular). A good example of this is Lana Del Rey-Nation Anthem)

The opening of the video shows Lana Del Rey singing the American National Antem (acting out Marilyn Monroe and President Kennedy). Being in black and white allows an old fashioned (dated) feel to the video (linking back to the time in which the scene she is re-enacting from the past). This both sets the tone as well as the scene of the video; as she re-enacts Marilyn Monroe and president Kennedy's relationship (A$AP Rocky playing/acting as President Kennedy). As the video begins (after this short performance at the beginning) there is a 'theme' style of music of a crowd screaming (which links to the visuals). This links to the end of the video as the beginning scene and ending scene of the video are the same-with the same theme of music (screaming) meaning the narrative becomes in a sense circular with a sense of resolution. The ending of the video has a narration of Lana Del Rey over the visuals (the theme of music) as she almost recollects the narrative (video). This adds another aspect to the video as she narrates her feelings after her lover (President Kennedy) has been shot; making the video a lot more interesting and memorable. Lana Del Rey as an artist does a lot of narration over her videos; for example in Ride and the whole way through her short film- Tropico. 

Why I have chosen to explore (consider) this genre of music

I have chosen to consider the use of the indie genre for my music video (song and music video style/genre) as I believe I could make it very narrative based with performance; meaning the video would become a lot more interesting and could run along a two narrative-strand format. This would allow my video to become more visually interesting with more opportunity to link visuals to the music (the lyrics etc), again adding an extra 'layer' of detail (becoming more interesting/memorable for the viewer). When looking at the conventions of the music video it would mean I would be focusing on how my artist(s) within the video are being represented (as a brand/individual). This would mean I could establish my artist(s) image through the costume/make-up fairly easily (once researching the target audience etc.) meaning that the style of the video would be fairly easy to plan (the two narrative strands in accordance to the lyrics and the mise-en-scene). Many of my personal favourite music videos being of indie artists means that their videos become the most memorable to me, meaning I would be able to apply my existing knowledge/understanding of the genre to my own music video.

Indie Rock music 

Conventions of Indie music videos

·         A typical indie rock music video is about image (of the artist or brand)

·         They usually use a lot of performance in their music videos with less narrative because a lot of the artists within them play instruments (normally creating the music because they like it-not to keep with the music industry trends-this showing through their music videos typically)

·         The use of lighting is used frequently to reflect the lyrics through this genre as well as props (e.g. photos-things linked to memories)

·         Establishing shots and extreme close-ups are common in this genre; showing the artist/actors representing emotions (facially through lip-singing typically)

·         For example; the Foo Fighter’s-All My Life music video is almost completely performance apart from a few establishing shots at the beginning

·         Narrative based Indie Rock videos are usually more ‘deep’ and meaningful than in pop due to the artists song writing (lyrics)

·         Indie Rock videos tend to have a cinematic feel to them, normally being based around the artist (the audience either laugh at them or with them) 

• Indie rock music videos are normally in a fairly low budget, typically being within a school, woodland, city or studio. This both allows the artists brand (image) to stand out through the location (normally being linked to one of these settings) as well as setting the scene (working as the setting) for the video-a lot of indie rock artists using schools within their locations this can be seen below:

Fall Out Boy-Dance Dance shows the band to be within a school dance for most of the video (at homecoming) having a large amount of comical aspects to it. A good example of this is where Pete Wentz (the lead guitarist) attempts to impress the girl he has gone with-the viewer laughing at him (the character he is playing within the narrative). The lead singer is also laughed at by the viewer where he tries to ask a group of girls to dance with him-the use of mise-en-scene (being presented as a nerd) within the 'typical american high-school'. 

Wheatus-Teenage Dirtbag uses the same school setting (location/mise-en-scene) for a large amount of the video; having two narrative strands of Wheatus acting out the narrative and performing (lip-singing) in different locations within the school and an actor acting out the main narrative of the story as the actor attempts to 'win over' a girl he likes. This video also uses a lot of comedy through both the lyrics as well as the narrative performance of the male actor (e.g.  throughout the prom/dance scene towards the end of the video). Having a very similar story-line to Fall Out Boy-Dance Dance 

Why I have chosen to consider the Indie Rock genre

I have chosen to consider this genre of music when exploring the conventions as I believe I would be able to apply my knowledge (skills) to fit the genre (what is typically within the videos when considering location, the style of camera work etc.) I believe that the comical features of the videos would however be quite hard to make my own; comedy sometimes being hard to portray (actually make funny to different viewers). This in mind, I believe that the strong narrative sense to the videos with performance (normally forming into two different narrative strands) would mean hitting the typical conventions of music videos effectively and in a very interesting way; allowing me to be creative and explorative in making the lyrics of the song 'come to life' while still making sure the typical conventions of the genre are being covered but through my own personal way. 

Dance music 

Conventions of (Electric and) Dance music videos

• These music videos tend to be set in a club environment with dancing crowds (due to the style of music)
• The videos nearly always features the DJ of the song with their music equipment (showing their musical abilities)
• The videos are prominently performance based, rarely follows a narrative (being mostly based around the artists performance within clubs-where they can be typically found/produce their music for)
• Special effects and fast paced editing is very common within these videos; the music being very upbeat and fast paced being reflected through the camera work. Furthermore when being set within a club (the video) the camera work is what you would commonly expected within the environment
• The mise-en-scene of dance music videos are very dance based with a lot of strobe/flashing lights of bright colours in the spectrum of the video. There is typically a lot of people dancing (supporting the DJ normally performing within the video/setting) having a very good time, sometimes playing on the modern stereotype of modern-day teenagers (the main target audience) normally including a lot of alcohol, drugs, and revealing clothing (especially for the female actresses/artists within the videos). 
• There is typically a lot of high-key lighting being set either in a club or in a tropical location at a pool party (typically); with an up-beat feel to the video as the people within it dance and enjoy the music with a lot of fast paced editing (to the beat of the music) normally with a slight narrative to the video but mostly focusing on the music (artist performing) 

Why I have chosen to consider this genre of music 

I have chosen to explore (consider) this genre of music partly because of the conventions but also because I would like to create a stylistic; concept-based music video. Slightly 'breaking away' from some of the typical conventions, wanting to have a fairly simplistic narrative with performance through lip-singing and through dancing (expression). I have chosen to explore dance music when creating a video like this (as my main idea) as I believe it would be a good style of music to do fast past editing to; fitting with my overall beginning idea very well; starting to explore different artists such as Calvin Harris and Foxes to find an appropriate short list of songs I would like to explore (consider). 

A good example of a dance genre music video 'breaking away' from all the typical conventions is Wilkinson-Afterglow

This video slightly breaks free from the typical conventions as there is very little dancing without the stereotypical locations (mise-en-scene) instead having a strong narrative to the video that allows the music to be brought to life a lot more becoming a lot more interesting than it would have been if just being played in a club (if following the typical conventions of the dance music genre of music video).

NOTE: This is one of the songs I am particularly interested in using for my final video (being put into consideration on my short list that I will publish later on in my research when I have the final short list of songs to pick from).