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Amber Hemming

The document discusses how a music video for an indie/folk band incorporated characteristics of the genre. It describes using natural outdoor settings and props like guitars and banjos popular in folk music. Shots were kept short to portray an upbeat, happy feel typical of the genre. In contrast to pop music videos, it did not focus on visual representations of the song lyrics. The tone and atmosphere of the video matched the happy, upbeat tone of the music. It also created an identity for the band through the use of cassettes in the design and opted not to include typical voyeuristic imagery of women found in other genres.

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Andrew Godwins Theory How we incorporated this into our video.
Demonstrating genre characteristics In the album pack, we incorporated the genre in our images because we are showing nature in the location which is a big part of this genre as it is seen to be in most videos. We are showing the simplistic ways in which this genre promote their identity because we use little colour and not much complex detail within the design as when doing our research this is what we found was popular. In the album cover and the navigation buttons on our website you can see that we used cassettes throughout. This is because we felt that cassettes represent the folk genre as theyre associated with the old style playing methods as people then did listen to a lot of folk. We liked the idea of having a running theme within our digipak.
In our video, the setting of our video shows genre characteristics through the use of the outdoor setting. The fact we added the hay scenes was because when people think of folk music they think of farmers and barns so we thought it would be a good incorporation into our video if we added that effect. The props the band uses greatly signifies their genre because of the fact they are the popular instruments found in the genre itself. The shots we used in the video related to the genre because we made them of a short duration to portray a happy feel as we made it really upbeat to the pace of the music which is how folk/indie music attempts to make the audience feel.
Music and Visuals relationship We found that we didnt use any lyric and visual similarities because of the lyrics themselves not really giving us an opportunity to use this method. However, in most of the indie/folk genre music videos they dont really use these features and attempt to make videos that are different from what theyre singing so they dont make the video to generic. This is different in the pop genre because they sing mostly about love etc therefore making it easier for themselves to create a lyric visual relationship as it wouldnt be too hard to pursue.
Tone and atmosphere appears in the visuals In our video the tone of the song in different parts is clear because of the duration of the scenes and speed of the cutting between them. At the beginning when the characters start singing the duration of the scenes is long because the tone is very slow within the song and we needed to create the atmosphere to match. Towards the end of the song the cutting pace speeds up to signify the end of the song but also because the beat of the music speeds up to so we needed to replicate that. The atmosphere of the song is very happy and upbeat therefore throughout the song we made sure that our characters appeared happy and were smiling.
Towards the end of the song when the cutting starts being fast paced to match the tone of the song.
Making an identity for the artist Similarly with this was the point I made about using the cassettes on the website and on the album cover. As The Cassettes is our band name we decided that it would be a good opportunity to incorporate the image of that into our whole package.
Voyeuristic imagery We decided to go against the voyeuristic imagery of women within our video because it wasnt appropriate for our genre. In the indie/folk genre the songs dont seem to represent a sexualised need to represent women in this way and therefore they are presented s equals within the songs and music videos which is why we decided to have both characters playing an instrument so they appeared to have the same role in the band.

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  • 1. Andrew Godwins Theory How we incorporated this into our video.
  • 2. Demonstrating genre characteristics In the album pack, we incorporated the genre in our images because we are showing nature in the location which is a big part of this genre as it is seen to be in most videos. We are showing the simplistic ways in which this genre promote their identity because we use little colour and not much complex detail within the design as when doing our research this is what we found was popular. In the album cover and the navigation buttons on our website you can see that we used cassettes throughout. This is because we felt that cassettes represent the folk genre as theyre associated with the old style playing methods as people then did listen to a lot of folk. We liked the idea of having a running theme within our digipak.
  • 3. In our video, the setting of our video shows genre characteristics through the use of the outdoor setting. The fact we added the hay scenes was because when people think of folk music they think of farmers and barns so we thought it would be a good incorporation into our video if we added that effect. The props the band uses greatly signifies their genre because of the fact they are the popular instruments found in the genre itself. The shots we used in the video related to the genre because we made them of a short duration to portray a happy feel as we made it really upbeat to the pace of the music which is how folk/indie music attempts to make the audience feel.
  • 4. Music and Visuals relationship We found that we didnt use any lyric and visual similarities because of the lyrics themselves not really giving us an opportunity to use this method. However, in most of the indie/folk genre music videos they dont really use these features and attempt to make videos that are different from what theyre singing so they dont make the video to generic. This is different in the pop genre because they sing mostly about love etc therefore making it easier for themselves to create a lyric visual relationship as it wouldnt be too hard to pursue.
  • 5. Tone and atmosphere appears in the visuals In our video the tone of the song in different parts is clear because of the duration of the scenes and speed of the cutting between them. At the beginning when the characters start singing the duration of the scenes is long because the tone is very slow within the song and we needed to create the atmosphere to match. Towards the end of the song the cutting pace speeds up to signify the end of the song but also because the beat of the music speeds up to so we needed to replicate that. The atmosphere of the song is very happy and upbeat therefore throughout the song we made sure that our characters appeared happy and were smiling.
  • 6. Towards the end of the song when the cutting starts being fast paced to match the tone of the song.
  • 7. Making an identity for the artist Similarly with this was the point I made about using the cassettes on the website and on the album cover. As The Cassettes is our band name we decided that it would be a good opportunity to incorporate the image of that into our whole package.
  • 8. Voyeuristic imagery We decided to go against the voyeuristic imagery of women within our video because it wasnt appropriate for our genre. In the indie/folk genre the songs dont seem to represent a sexualised need to represent women in this way and therefore they are presented s equals within the songs and music videos which is why we decided to have both characters playing an instrument so they appeared to have the same role in the band.