Audience 2

What would a big fan of music videos from this genre expect to find in your video?

What is expected?

• Canopy Climbers are an independent and unsigned band which means they lack the financial backing of a record label. 
• Their self-promotion and advertising is mainly based through the internet and social media. 
• The lack of heavy promotion means they have no hardcore fans who are committed enough to create a fan website.
• This made it difficult to reach out to their fans and ask what they would expect to see in a music video for their single 'Stuck'.

Alternative?

As an alternative, I did some research on what is expected in an Indie music video. And I evaluated whether our artist will conform, develop or challenge these expectations.

Setting Expectations

In terms of setting, we will conform to the Indie genre expectations as through research, I found that the locations for music videos tend to be low budget. This is why we chose to film in areas which are easily accessed: a park (Primrose Hill), a street in Islington and an alley way in Highbury.

Mise-en-scene Expectations

With regards to mise-en-scene, we will follow the expectations as research revealed that it is conventional within the Indie genre for the artist to be dressed in a retro style which is why we will have Durim dressed in a white t-shirt, checkered shirt and denim jeans so that he appears to be an accessible, retro, Indie artist. 

It also revealed that it is common to have another character or two within the music video as part of the narrative. We are developing this Indie genre convention as we will have 3 other characters included in the video.

Performance Expectations

Through research, I found that recently it has become very common among the Indie music videos, for there to be a narrative included to give the lyrics to the song more meaning. We will conform to this convention as we believe this will attract our target audience more as they can relate to the lyrics. 

It is also typical for the music video to be mainly focused on the artists actual talents, like playing an instrument, or a live performance. However, we chose to challenge this convention as we thought including a narrative is more likely to gain the artist more publicity as it is made more interesting through the use of different shots.