Research into chosen music genre

Research into chosen music genre

The artist we have chosen for our music video is Florence + The Machine, the genre of the music they make is indie-rock. Usually I listen to hip hop, r&b and pop music, however I enjoy listening to indie-rock from time to time especially as they have artists which are unique and different from other artist. Although Indie-rock is not my favourite music genre to listen to I enjoy some artists within this genre for example; Kate Nash, Ellie Goulding, Arctic Monkeys, The Black Keys and La Roux. As Florence + The Machines are such a unique artist they inspired me to do this music genre as they encourage their target audience and other people within the public to be different and to stand out of a crowd. 

Another music artist within the indie-rock genre who is similiar to Florence + The Machines is La Roux. One of La Roux's more popular songs she released was - In For The Kill. The mise-en-scene throughout this music video makes the artist even more unique as the mise-en-scene are simply but yet its captivating as it stands out and shows that the artist is unique and different. The setting of this music video throughout is in a car, La Roux is driving throughout the whole music video, although at one point La Roux is in the car and standing outside of the car. This setting makes audience feel that the artist is on an adrenaline rush as she is driving fast in the car, the setting can also connote that the artist is having fun and is living life fast. The clothes the artist wears is a leather jacket, this shows the audience what type of artist La Roux is and how different she is as she is wearing a leather jacket compared to other artists who wear provocative clothes. The lighting within this music is dark and the colours of the lighting are red and blue, this connotes that the artist represents danger, as she likes to have fun, therefore people should beware of her.

One of the main camera shots through the music video used are close up's of the artist while she is driving. The close up's show that the artist is building a relationship with her target audience, the close up's also help show the audience that this song is personal and meaningful for the artist. There are also mid shots of the artist while she is driving her car, this can help set the atmosphere and scene of where the artist is as we can tell that the artist is driving in a car.

The target audience for this song are from the ages of teenagers to young adults, the target audience also enjoy unique and different artists who are within the genre of electro-pop and synth-pop. As the genre of the song is Electro-pop and synth-pop these genres cater for La Roux's target audience. In this music video the artist is represented as a fun, carefree artist who is also a rebel. This representation helps the audience build a relationship with the artist as they feel they can relate to the artist. The style of the music video is concept based as the video is idea based and the lyrics are not in a relationship with the music video. Goodwins theory is used during this music video as there is an inter textual reference as the brand of the car LA Roux is driving is Toyota, this connotes that the artist can relate to their target audience as they have a similiar car that their audience has, compared to an expensive car which their target audience may not be able to afford.

Another artist within a similiar music genre to Florence + The Machines is Ellie Goulding. One of Ellie Gouldings songs - Starry Eyed - is the same as Florence + The Machines songs as the genre of the song is; Indiepop and Electro-pop. The setting during this music video is; Finsbury Town Hall, this mise-en-scene used shows the audience that the artist is trying to put her point across as at a town hall, people try to put their point across. The clothes within this music video; are a white dress, a white shirt and black leggings, a gold dress with white leggins, and a blue playsuit, all the people within the video are wearing black shoes or black boots. This mise-en-scene shows that the artist likes different types of clothes compared to high street fashion, but these costumes as represent how the artist feels comfortable wearing unique clothes. The genre of the song helps the audience feel relaxed and the idea of the music video is to make the audience dance, therefore this music video and song helps the audience build a relationship as the audience feel they can relate with the artist. The lighting of the music video is bright, white and blue. This mise-en-scene can connote that the artist is relaxed and calm, the lighting can also reflect that the artist is pure and innocent - therefore Ellie Goulding can be a good role model.

One of the main camera shots during this music video is the extreme close of the artist, this shows the audience that the artist is trying to build a relationship with the audience, as the artist - Ellie Goulding - is directly talking to the audience. There is also a mid shot of the artist and her two dancers, this shot shows that the artist is having fun as the artist and the two dancers are having fun. One of the editing techniques used within the music video is the shot being blurry while the artist is dancing. The target audience for this song are teenagers to young adults as the genres of the song cater the age of the target audience. The target audience also enjoy listening to indie-pop music and electro-pop music. The artist is represented as a fun artist who is carefree and enjoys letting herself go, for example at a concert or a festival. The style of this music video is performanced based, as the artist and dancers are dancing and having fun.

I will use this research to help me with the planning of our music video as we know what iconography and costumes the characters within our music video will use and wear in order to cater to our target audience who enjoy this type of genre. This research has also been useful as my group now know how to represent our artist in order to cater to the genre of our song. Finally this research has also been helpful as my group know that there is no a specific style of music video which our music video has to be, therefore we can have any style of music video and it will still cater to our audience, as La Roux has a concept based video and Ellie Goulding has a perfomanced based video an both videos still cater to their audience. Iconography I should consider what I can include in my music video is a rose - as a rose is a symbol of love and the concept behind out music video may be love therefore this could be iconic and represent the artist or the love our artist will have.