In out music video we have used a wide range of different codes and conventions that are commonly used in the Indie Pop genre.

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The first Convention that I used from the Indie Pop genre is their usage of mise-en-scene, which is  a key component in the Indie Pop genre as is constantly adapted between bands and artists the help better suit their branding. Mise-en-scene in Indie Pop music videos is used to help create a narrative and to emphasis the bands image and branding. They usually achieve this by choosing locations and specific clothing to help create different atmospheres are images. This is also helps the band create a stronger relationship with the genre and its fan base as they will be following the traditional technicals that are commonly used in other music videos. While production my music video, our group decided to focus on the mise-en-scene to help create a clear narrative with mood and atmosphere. We achieved this by making use of the lighting options available. This allowed us to have a set where only a spotlight lights the actor yet is still enclosed by darkness.

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For props and fashion indie pop music videos usually have their artists wear bold dull colours, which can be a representative on the genre. We decided to stick with this in our music video and had our actors wear dull coloured clothing. The connotations that came with our choice of clothing is a melancholy mood and atmosphere and that the artists creates quite a natural reaction to his situation. It also helps create and present the artists personality to the audience.

However, personality is more clear through the body language and facial expressions. We wanted our actor to show a clear slit personality of happiness and anger, to help our narrative make more sense. We did this my having him use fast aggressive body language like smashing a chair and walking around in a distressing manor. The way body language and facial expressions are usually used in Indie Pop music videos is to emphasis the lyrics and/or for the artist to perform some lip-syncing. A lot of Indie Pop music video used singing to engage the views int he narrative. It also helps the artist standout and leave a significant appearance. Like said in Andrew Goodwin's theory, The lead singer needs the most screen time in order to successfully sell the band as a brand or product. 

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In addition, we decided to follow this theory and try give our artist the most screen time and use a wide range of different angles to show them in. This included close ups, medium shots, pans, tilts, zooms, extreme close ups, longs shots and tracing shots. By doing this it meant that we needed to combine narrative and performance shots in order to include a good range of artist screen time and still have a clear narrative that can easily be understood. This is commonly done in lots of other Indie Pop music videos, and is usually done very well. 

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Furthermore, editing conventions used in Indie Pop music videos usually adhere to the beat of the song, therefore, fast slows usually have editing that is constantly cutting between shots so it produces a fast pace affect. We were able to follow this convention as our song has quite a fast beat so we decided to edit most of our footage to the beat of it. This allowed us to have a lot more shots used and have a large amount of narrative and performance shots all together by constantly switching between them.

 

We decided to follow most conventions of the Indie Pop genre as it allowed us to produce the best results for our music video and still have a strong connection with the genre itself and the its fan base, which is one of the key aspects that we wanted to achieve.

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