The clothing fits in with this genre but also of the indie genre through the colourful modern clothing and the vintage elements of the old style bags. The lyrics and storyline convey the genre through the friendships and love they have. This challenges new conventions of some genres- hip-hop, r’n’b and indie pop, in which the lyrics and video convey a superficial lifestyle that aspires the audience in perhaps a negative way of living their “utopia”. The digipak conveys the acoustic folk genre through the unique drawings which show the artistic element to the genre, which in turn connotes the themes of peace and an organic lifestyle. On the back cover there is a picture of a chicken which represents the countryside which shows the conventions of the folk genre. I decided to use the “acoustic” genre because I could link other genres in to it, thus making it become a sub-genre.
The other genres I like are “folk”, “indie” and “soft rock” which have elements that interlink them; such as the “country” locations and themes of nature. Making the concept sheet I found music artists which fit the genre like Laura Marling. Marling was interesting to me because she was initially an acoustic guitar but her genre changed between two of her albums, form “folk” to more popular “indie”. From this I chose the time reference for the production of the music video- as summer/ autumn, and made up the clothing and style the video would have. I wanted the clothing to portray the organic theme in the “folk” genre. As I was setting the video in summer/ autumn the clothing would have elements of the “hippy” culture. Looking into the genre I found a massive theme of “nostalgia” of reference to looking into the past with either happiness or regret (Damian Rice- “The Blower’s daughter”) and through wanting to make a “summer tune” I chose to make the narrative a mixture of performance and back story.
This would mean a performance which engages the audience and portrays the back story to be relevant. As the artist is unsigned I went onto websites such as, “totallyunsigned.co.uk” and on this website I found Tom Sutcliffe, and could picture the music video for the song. To capture the ideology behind the video I made a shooting schedule aiming to finish the shooting before November and if any footage needed to be re-done it would only be the inside shots as I would have focus the earlier months as I would have focus the earlier months on the outside footage. Because the people involved in the music video (i.e. the cast) had busy schedules made it possible to have structure and finish filming in time before the season and whether changed for winter.
This was very important to finish before as on the storyboard there was shots of the main characters at the beach and at a garden party; however in the shooting of the music video I decided against the shots and wanted to capture more shots of “The Playhouse” as this would make the location significant to the main characters as it would show routine in their day-to-day lives and create a sense of familiarity to the audience as they would become almost an intimate person in the characters lives. Because the video is only three and abit minutes the repetition it to be over a long period of time. To break up the emotional friendship and attachment I captured sequences of the main character Craig biking down old country lanes in Postwick to represent change in the narrative and focus the attention to him. To make the sequences more authentic I rode on a bike behind the main character and filmed.
This engages the audience to make them feel part of the film and also shows the themes of “vintage” and “homemade” in the genre. To represent the genre of the video more precisely the costume worn by characters were more alternative to the mainstream fashion. I looked into the costume of more indie music videos and to fit the genre Craig wore a simple scarf, t-shirt, a blue shirt with jeans and to convey the “past” memories Craig wore a deep blue knitted jumper. Even though I want d the clothing to be a precise mirror of the jumper I didn’t want to stereotype and wanted to make the video ideology appealing to all audiences. I used a range of ethnicity to widen the audience, such as the main character Craig whom is mixed race, Scottish and Pilipino. The props however had to be generic to promote the genre values of the guitar, drinking tea, smoking cigarettes and riding a bicycle. The storyline in its basic form could portray students leaving home and moving to university and the new relationships and possible end to others they may make.
However I wanted to make the storyline applicable to older generation who may have been through similar situations. Therefore predomately my target audience was older teenagers. This narrative is appealing to this audience who can identify with characters is conventional to the genre. There is definite representation of youth in the music video which stems from the theme of isolation of the main character from his friends.
The digipak on Prezi
http://prezi.com/srl-9goo7enb/the-digipak/
You have considered genre and the aesthetics of your own product and the texts used for research. You could have considered the conventions of music videos in general and how you have considered these in order to arrive at the decisions you made in your own production.
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