Planning Editing Styles

Planning editing styles for our video is essential for a number of reasons. It is used to add emphasis on certain shots and it's purposes can be to set an emotional tone, relate to conventions or add cool effects that the audience may find interesting. A variety of styles are used to keep the video interesting, as the viewer will be bored if they keep on seeing the same thing over and over, and if only one editing technique is used then our video will appear bland and also get boring to watch.

One example of an editing technique we have used is a time lapse. This will be used during the first chorus to show that the artist has been trying to make it in the industry for some time and also show that something is "changing" which links with our lyrics, as the song lyrics say "Somethings changing changing changing" right before each chorus. A time lapse was selected because it shows the artist as a hard working individual and that he never gives up trying to chase his dreams as we show previous examples of him trying before, This is conventional to the indie genre as indie videos are known for usually always having a narrative and this editing technique is used to support and further develop our own narrative. A time lapse shows that time is moving on and vastly, but it shows the change around him in that period of time, that although a lot of time has gone by, the artist keeps trying and trying time after time to never give up on his dreams.

A second example of an editing technique we have used is jump cuts, which appear many times throughout the video to help the transition of shots, one example being near the beginning of the song, a jump cut is used to switch from the urban environment to the artist in the city, which is used to show a contrast and will also show a sudden change in the artists lifestyle, which again links in with the lyrics as the word "changing" is repeated throughout the song. We used this editing technique to show a contrast and have it link in with our lyrics, as well as smoothly transition shots later on in the video, which is conventional to the indie genre as usually a story is being told, and a lot needs to be covered over the duration of the song, hence jump cutting to different events. This is conventional to the indie genre as it's videos are known for containing lots of different events as it tells a story, which is what will be present in our music video.

Another example of editing that we have used is saturation. We will use a decrease in saturation as well as an increase, mainly a decrease to show the emotion of our artist and set the tone for sad scenes of him struggling and the general tone of the video when this is happening, and high saturation will be used when showing the successful artist, to show his overall emotion of being happy as he has no worries and is living his dreams. The saturation is another example of how we have used editing to contrast events. It also supports our narrative, which makes it conventional to the indie genre as the music videos within the genre are usually always narrative based. An example of where we could incorporate this with the lyrics of our chosen song is when the lyrics "So I hold two fingers up to yesterday" play, as the dark colour could be used to show a past event, like the song mentions (yesterday) and he is reflecting on it.

One more example of editing that we have
used is a montage. During the first chorus, we used a montage to show continuous shots of the artist trying to make money performing around the Liverpool street area. It shows how hard he is actually trying to find success and fame and to get recognized, which shows our artist as a hard working person, but as he is not getting anywhere, it allows our audience to sympathise with him, which therefore creates a relationship between the artist and the audience. This is conventional to the indie genre, as due to the audience being able to sympathise with the artist, they can also relate to him as they may have suffered the same sadness or sadness in general, which shows our artist as being a relatable character and indie artists are well known for coming across as down to earth and relatable characters in their songs and more particularly their music videos. The lyrics "I'm an old dog but I learnt some new tricks" can link with our visuals, as the artist is doing something old that he always has, street busking, but the "I learnt some new tricks" part can refer to some new songs that he has learnt to play on his guitar in order to try and attract people to listen to him.

Overall, our chosen target audience can build a relationship with our artist through the editing techniques we have deployed in a number of ways. Our editing techniques are used to portray the artist and to also develop the narrative. Our target audience can develop a relationship with our artist as the editing techniques we have deployed have allowed him to be a character that the audience can not only relate to, but sympathise with, as the editing emphasises the artists mood and feelings and as it comes across to the audience, they may connect with him as they feel sympathy, thus creating a relationship. This is done by using a dark saturation to connote the artist is in dark times, it is not only used to convey his emotions, but also set the tone for the scene, and the audience will feel sorry for the artist if they see he is in misery, which builds a bond as they feel emotions towards him. time lapse saturation jump cut montage.

Planning Lighting and Colours

In music videos, lighting and colours are usually heavily present and are deployed for a number of reasons. Cool and unusual graphic effect can be used to either stand out to the audience and make it something they remember, one example being Rihanna ft Kanye West- All of the lights. It is effective and can also set the emotional tone for a frame, being a happy feeling with bright colours or dark and sad with low lighting and colour.

Our first instances of lighting and colour are shown at buckhurst hill station. This will be very early on in the video and is the artists hometown, where the video and the story begins and also where it ends. The shots of the station are at the very beginning, which shows the artist walking into the station to begin his long and eventful journey. Natural lighting is used here from the day to show it being just another day of the artist on the hustle of busking and that this is ordinary for him. Other colours present will be the artists costume, which is all black, black jeans, black shoes and a black jumper, to convey to the audience that he is emotionally down and troubled and the colour black signifies his current life position, which is shown throughout as the artist does not change from this costume. This is conventional to the indie genre as we see the artist not only in non expensive clothing, but also making an ordinary train journey, just like so many others, meaning many can relate to him and artists of the indie genre are widely known to be relatable characters.

The next example of lighting will be shown on the platform while the artist is waiting for a train, it will be backlighting via the sun which will be used. The sun rising shows the start of something and the beginning of a journey and this is the start of his eventful day. It could also connote that due to the sun shining on him, there could be some hope and it may just be his day, however there then follows a plot twist later on that it all goes wrong for him. The all black costume here is foreshadowing how his day will pan out, full of gloom and misery. A relationship with the audience is built here as the artist is the protagonist, and they want him to do well and see the sun shining on him which makes them believe it could be his day and he has hope. This is conventional to the indie genre as our narrative is beginning to develop here and nearly all indie music videos feature a narrative and a story for the audience.

On the train we will show the artist travelling and his face expressions. The saturation will begin to go darker as well as the colours, to show that a bad experience is about to commence and that there is no way back for him. The bright colours previously used are beginning to disappear as the harsh reality for the artist is hitting him about making it in the big city and being successful. This lighting technique plays a role in building a relationship between the artist and audience, as when the audience see the lighting get darker and things beginning to change, they may begin to feel scared for him and that he is in a bad situation. This lighting effect links with the lyrics of "somethings changing changing changing" which can be heard around this point, which connote that things are indeed changing and are taking a bad turn and that this day can only get worse for him as it goes on. This is conventional as lighting is very commonly used to set the emotional tone in an indie music video, most commonly black and white in this genre and although we have opted for different colours in ours, it still links in with the conventions of the genre as we are using it support our narrative and tell a story, something every indie music video has.

The next example is when the artist gets to liverpool street and finally begins to start performing, what the artist set out to do. There are many instances of lighting and colour change and also contrast throughout in this location. The lighting at the beginning of the artist playing compared to the end is lighter, as the lighting will get dimmer and dimmer to show his hopes dimming and fading and that this isn't working out well for him. He is still in his all black costume, to show his emotions towards failing and his overall emotion in life. A new character enters in this location, a very successful artist who is on the street passing by and getting attention from fans. The lighting changes when filming him and it turns very bright, to show his emotions that he is very happy with his life and has no worries. He is wearing a bright suit, which contrasts to our artist who is in dark clothing which reflects his mood. This is conventional to the indie genre as there is usually a hard hitting message within the narrative, ours here is contrasting the high life to the struggles and how big the difference really is and just how harsh it can be.

The next example of lighting and colour is when the artist is back in buckhurst hill after finishing his awful day and getting his money stolen. Natural lighting is used here as it will already be dark by this time and it shows the end of the day for him and the end of his music journey. This is a replay of the first shot of our video, which then follows on to him travelling in the taxi, and eventually running away, simply because he cannot afford the fare since his money was stolen, truly emphasizing the artists struggles. This is conventional as some narratives in the indie genre are known to be quite shocking and upsetting, hence our one here which shows how poor the artist actually is.







The final examples of lighting and colour used in our video is when the artist escapes from the taxi driver and goes back to his house to use the key to enter, only to find the locks have changed. A two shot will be used here to show the simultaneous events of the artist in despair trying to get in his own house again and the other artist (which the whole songs lyrics are about) having a good time and drinking and celebrating with his manager, both in colourful suits. The natural lighting of darkness on or artist shows his despair and that his life is in doom and gloom and all hope is gone for him, whilst on the other hand, the other artist and his manager are in a shot with high key lighting and they are in a well lit, cosy room and celebrating, to show that they are secure and happy in themselves and have no worries, their suits are bright and colourful to show their emotions that they are happy and cheerful, as they are living the good life, which massively contrasts our artists life. The lighting here links with the lyrics "Hey, hey, it's fine" as they are about Tyler's life, that everything is fine and he has no worries and can have the laid back lifestyle and through using lighting it shows he is feeling bright and happy about this. This is conventional to the indie genre as again a harsh reality is shown and some viewers may have been in a struggle like our artist, therefore making him relatable and indie artists are often seen as people you can relate to that are down to earth and have gone through the same struggles you may have.

Overall, our audience can build a relationship with our artist through our lighting and colour by seeing his life and the colours and lighting conveying his emotions, which allows them to symphasize with the artist and therefore then connect with him, which gives are video a personal feel and can make it effective through emotions and a harsh narrative that possibly some of our audience can relate to. Overall, our lighting and colour is intended to get our narrative across and emotions across to the audience and is also used to portray our artist.

Lyric analysis

The purpose of anlysing the lyrics of our chosen song was to find the blatant but also deeper meaning behind it and the messages that it promotes or tries to get across. Analysing the lyrics also help us think about what visuals we can apply towards them in our production, possibly to make them stand out further.

The way we have modelled our music video around the song is by creating a narrative of our own. being that the artist is a hard working street busker just looking to make it by and has dreams of being a successful artist, however throughout the videos we see the harsh reality that it is harder than it seems. The song is called "two fingers" and we incorporated this into our song by implying that our artist is sticking "two fingers" up to his past and trying to run away from it all or forget it about it. To develop our ideas in the video, we printed a lyric sheet of the song and annotated each verse and also the chorus, to find out where our production ideas would fit in best and how we could make it as conventional as possible and also successful, whilst at the same time appealing to our target audience. 

To implement some codes and conventions, we have included aspects such as black clothing which is used throughout as well as
a relatable character and relatable urban settings. These are common visuals and associations with the indie genre that a fan of this music would have these elements spring to mind when talking about indie music videos. Urban settings are used to show that the artist is relatable in some way, he goes to the same places as you and not extravagant locations, compared to a genre such as hip-hop, indie artists don't want you to feel like you wish you were them, they want to feel like they are one of you and can connect with you through relatable settings and lyrics. A relatable character in the indie genre is usually an artist wearing casual clothing, frequently showing a direct mode of address to reach out to the audience and also having relatable lyrics that many feel they have experienced before. The elements above will definitely be included in our video, as the Indie genre strives on being successful in these conventions.

To show further conventions, above is Ed Sheeran, the best selling indie artist, who clearly fits the criteria, wearing black clothing with a direct mode of address and also holding his guitar, something my artist will be doing and usually indie artists are always seen playing in their video. This could link with the lyrics "I'm an old dog but I learned some new tricks yeah", "old dog" could show that he has been playing for a very long time, which shows his love for that type of music and "learned some new tricks yeah" could show he has learnt to play some new songs on his instrument.

Our group annotations of the lyrics have helped us in planning how to link them with genre codes and conventions in a number of ways. One example of how conventions link in with the lyrics is when the word "changing" is repeated, which shows shots of an urban background compared to the city. This is conventional as these locations are commonly seen in indie music videos.

An example of how annotating lyrics helped us find where to link them with cinematography, is how we used cinematography to link with the lyrics when the song first begins. The use of cinematography in this instance will be an establishing shot, as it makes it clear to the viewer the location present, and an establishing shot sets the tone for the whole song and as it's shown as the song starts, it gives them an insight into what they can expect to see in the music video.

Another example of cinematography is the use of a close-up shot, specifically in the fourth stanza, which is when the artist will be busking in London in our music video, and the close-up will show the artists money bucket with barely anything in it, which shows he is struggling and having a hard time. Using this shot also helps develop our concept and narrative and sets the tone for the video at that point, creating a relationship between the artist and the audience as the audience can feel sympathy for him that he has made no money.

One example of editing is a transition shot that will show it flashing back to the past and him entering the station, it is used to set the tone and develop our narrative. Jump cuts are also used throughout and especially with one example being where this links in with the lyrics is "Somethings changing changing changing", as in the video the visuals rapidly change to show him going on a journey and his surroundings changing and later on in the video, his life. This will be further used later in the song to show his playing location changing across liverpool street. The lyric of "changing" being repeating is meant to not only emphasise the changes in the artists life but also the change in background from rural to urban and hitting the harsh reality when entering the big city trying to make it big there.

Another example of editing linking with the lyrics is the second change of the chorus. The editing example here is a time lapse that will emphasise the location change of liverpool street to central london. This editing technique is used to further show how the artist is receiving no money at all from busking no matter where he goes and how hard he tries and it is only getting worse for him. This editing technique is used to assist in portraying our concept and showing the meaning behind the lyrics that we have linked this specific example of editing with and help show the representation of our artist further and the current troubles he is facing.

One element of mise-en-scene shown in our video is a key which is used to try and get back into the house but the artist fails, It is mis-en-scene in the form of iconography used to develop our narrative and although the key itself isn't conventional to the genre it's a part of a relatable hard hitting and gripping storyline that in itself is conventional to the indie genre. 

Another example of mis-en-scene in our production is of the artists facial expression and body language throghout the music video. In the second stanza of the song, the artist will be shown travelling on the train to get into london so he can perform. He will look tense and nervous, he doesn't know what is ahead and what he is about to face. The lyrics "changing" repeated could show he is nervous about the sudden change in scenery and also his life.

Another example of mis-en-scene is costume, hair and make up. When annotating our lyrics, our group had to consider which costume style on our artist would be best to suit the tone of our song and the narrative we are trying to get across. One example of costume portrayal is of the successful artist who the lyrics are really about, our groups hidden connotation, and he is wearing a bright coloured suit, which is seen when the second to last stanza starts, and also at the very end of the song where we feature simultaneous shots. This is used to show not only his general bright and happy emotions since he is successful and is living his dream with little worries, mis-en-scene here is also used to emphasise the contrast between the successful artist and the street busker.

Also, positioning of objects is another example of mis en scene in our production. This will be present at the ending of our lyrics. The positioning in particular is of the artist standing away from the cab driver when asking for a ride, showing he is nervous and a distant person. The lyrics "hey, hey it's fine" will then play to connote that the character wants to "leave it all behind" which also links in with the lyrics, using the taxi to get away and put the miserable days bad events behind him so that he can move on. Again, this example of mis-en-scene is used to help develop our narrative and connect with the audience by showing the emotions of the artist.


Analysing our lyrics helped us realise that it's best to make our video a narrative based production, as the real song and video itself is this and we have developed our own narrative behind the song and in our production that we believe is effective and relates to our target audience and is something they can connect with and relate to. Annotations also helped us realise what style of video best suits our chosen song. Looking at the song, we can analyse that the artist has a lot of personal problems and its a story about himself, this is why we decided as a group to make our production mainly narrative/concept based and attract an audience by using hard hitting messages and a good story. Indie genre conventions are usually seeing the artist themselves and also portraying them as a relatable character that the audience can connect with through the lyrics of their song, which is exactly what will be present thoughout our production.

Our target audience will be male or female, aged 15 or above. There is no offensive language that can harm anyone, however there is a disturbing theme and the music video is emotionally testing, something a younger viewer may not handle well. Although all actors in our music video are male, this does not me our video is tailored specifically for men, as it is a narrative that both males and females can relate to. Many conventions are shown and relate to our target audience and fans of the indie genre, as many indie fans look for hard hitting messages and a gripping narrative in an indie music video, ours will contain both.

Overall, I will use the planning I have made from lyric annotations to assist me in creating my music video storyboards with my group to help give better ideas about our production and to truly begin film planning, since storyboards indicate which shots appear with what filters and characters for example and also what order they are all in. By annotating lyrics, we can plan what will appear visually when they are heard in our song, which allows us to add to the storyboard vital information such as what micro-elements will be used and how we will show conventions of the genre.

Planning artist image

The artists image in a music video is crucial as different audiences are able to relate to how the artist looks and what he is wearing, therefore we need to make our artist relatable towards our intended target audience so they will like him and buy his songs, for instance. The artists image is important also because what he wears will show the genre of music he is performing. Furthermore, the artist image is also very important to plan as it could get across a hidden meaning inside the actual video itself, for instance, if someone was wearing bright colours in a music video, you would then assume that it could be during the summer time or maybe that the artist comes across as a colourful and cheerful person, spreading good vibes towards the audience.

The first element of our artists image is the costume of the artist and what we agreed on what he was going to wear in our music video. The artist in our music video will always be wearing dark clothes either black or dark grey dull colour throughout our entire video. This costume is also conventional to the indie genre, as the audience will then be able to relate to him more and other indie artists are commonly seen wearing black clothing, and are also known to be relatable characters. The representation of our artist is that he is dark and serious in our video which mainly indie audiences do find interesting and usually watch the video for the dark subject matters addressed by the artist himself in the music video. The costume portrays our style of video as the concept of our video will be to show that it is very hard to get into the music industry just on your own and that getting away from your house and life could have a bad impact, these are sensitive and depressing subject matters, which allows the audience to relat
e as not only will they maybe feel sympathy towards the artist, but they may also understand because they could have been in that situation before and know what it is like, e.g homelessness. The lyrics in the song also connote depression and that the artist is trying to get away from something, for example, "Light a cigarette and wish the world away" and "Run down some dark alleys in my own head" which could show the artist is going through mental depression.
The artist will be wearing dark clothing to further support the overall dark theme of the video.

The next element of our artists image is his hair that he will have and how his hair will benefit when making our video. First of all we wanted our artist to have clean and washed style hair, but as the video goes on it ends up becoming less clean and scruffier and also dirty to then show that he does not really have a house nor a shower or anything to help better his own image. Therefore the hair that we have decided to choose for our artist in our music video will be conventional to the indie genre because most indie artists will tend to have more scruffy hair, this could maybe be because they don't see it as an important element of being a successful artist but more so their music, however as we are using a narrative in ours, it is necessary that the artists hair then slowly becomes more scruffier as it follows the narrative of our music video. This will also then represent our artist in a bad way as the video shows he does not have a home nor a job in the city he is in but is instead trying to get fame around there, so he seems unsuccessful at this point of our music video. The hair choice also links with the lyrics of our song, with the words "You got out but your knees got grazed" which shows he has been through it all and not come out in one piece and the messy hair shows he has been through a rough time. The hair will then also help with the style of our video because the narrative and concept will go with our artists hair style, the scruffy hair he has at the end proves that he was unsuccessful at getting into the industry and that even though he was so urged to try he couldn't do it showing how hard it is to become successful.

Finally, I will address the make up that artist will wear. We feel it's not really necessary to have the artist covered in make up, as this does not suit our narrative nor is it popular in the indie genre, but if we did need to use any at all, we could use some make up that would make the artist look even more dirtier than he was before at the beginning of our video. I would not say that this in particular is conventional to the indie genre because artists do not normally wear any in their music videos for indie songs but it does show the audience that the artist is trying hard to become a famous musician by travelling on performing to then maybe get a job or something that will help him, maybe the money to buy a better instrument. This will make the artist seem dedicated to his day job and hobby as he is trying hard to get famous that he is theorectically living on the streets playing his guitar hoping that he can just maybe get noticed by people, which then may make him across a desperate aswell. This representation supports the style of our music video, because we are trying to get across how hard it really is to get into the industry by yourself. One way we could incorporate make-up to link with our lyrics is by linking it with the lyrics of "I drink to remember, I smoke to forget" which shows the artist is troubled and may be quite grubby.

Overall, our intended target audience can build a relationship with the artist himself as he is doing what any member of the audience may do in that given situation, which is fight for their dreams and goals and what they believe in. The viewers will also create a relationship with our artist because he appeals to them, the hair and the costume are both key elements when the artist is trying to be relatable towards the audience.

Planning setting and iconography

Settings and iconography are both vital when it comes to the producing a music video. This is because both have a huge impact towards the viewing experience for a viewer and also what they would expect to see throughout a music video of a certain genre, with our video being indie. The location where a specific part of a music video is shot creates the scene and sets the tone for that segment in particular, which then allows to get across feelings towards the audience, also the location may be conventional to the genre itself. When it comes toiconography, its role relates back to the audience and genre again, as items are included in the frame which the viewers would associate with a particular genre of music. It gives a more realistic viewing experience for the audience as it shows that the music video belongs to a certain genre and will contain aspects that appeal towards the chosen target audience. 

There are a wide variety of settings that me and my group have discussed, gathering ideas on what locations in particular are accessible enough to us and what would suit certain parts of our music video. The first location we came to a conclusion to include was to use Buckhurst Hill station for the use of our narrative, more specifically showing a few shots filmed on the streets before the artist enters the train station. We have chose this location in particular as it will assist the portrayal of the artist from the offset, also providing a point towards our narrative. Because the locations throughout our video will change from rural to urban at given points, the choice of using this location will be more for the purpose of the artist as showing himself as a down to earth every day person, due to the urban setting, which then will help towards creating a relationship between the viewer and artist himself through portraying him as a relatbale character, as the viewer may be able to relate to the current position the artist themself is in. Furthermore the artist will also be shown entering the train station carrying his instrument to play, shortly after leaving his hometown, which is buckhurst hill. The location itself does not limit the possibilities for filming as its purpose is used specfically for the opening of our music video, as it will be used to show an everyday setting so extravagant shots wont be needed. and are unessasary here. When it comes to the crew, the location will in fact be beneficial as me and the other group members either live in buckhusrt hill or next to it, as well as other potential people such as our friends which may be used for filming, which should make the shots pretty easy for ourselves to film and re-access them if they need to be repeated or changed. One health and safety risk for example which may be an issue during this segment in particular could be posed when entering the station to film the shot/shots, because if we choose to film during midday or rush hour evening time, there will be a large number of commuter's coming back from work  or going to work which will pack the station where we want to film, making it a little bit risky for us as the equipment we carrry or one of our group members could possibly collide a member of the public. To overcome this hazard, myself and my group may need to film this scene in particular during an off-peak time, to avoid the rush of the station and it being overcrowded and any other potential risks which could come from travelling peope and the location. The weather should not be too much of an issue when filming this scene as it mainly takes place inside the station, although for the part before the artist himself goes into the station, the visibility must be good enough to provide clear visuals. As long as filming this won't take place at night and the visuals are unclear to see and too vague, it should not be much of an issue if the weather isn't really too sunny or dull as when the editing stage comes up, the saturation levels will be altered to be lowered in order to provide with a somehwat grainy effect.

The next location my group and I discussed and brought up also relates to the narrative, the location for the next scene is Liverpool street station in London. One scene where this location is used is when the artist will be shown busking at the train station and around it. We chose this location as it is conventional to our indie genre, as it's a busy urban place in the city of London, the capital of the country where many videos are filmed. Because of that, using this shot will allow for portray the concept, as there is a contrast in the visuals that is seen between the urban and suburban locations. This will put an emphasis on the artist struggles as this scene will show how despite there being such a huge number of people there in passing to see him, he will receive pretty much no money from anyone passing him. This then allows for the audience to feel sympathetic for the artist, which may then create a relationship between the viewer and the artist through the down to earth portrayals. The location will however limit what my group and what I will be able to do in regards to our film crew and our content. This is because in order to get to this location we want, it should take around 25-40 minutes on the central line service, coming from where we will travel in at Buckhurst Hill, which will likely not be a location which we will be able to get additional cast members to help us due to time commitments, also the fact of the matter it maybe being difficult to re-film certain scenes, however it shouldn't be too much trouble for me and my group as we can access the central line easily any time of the day due to lighting and other aspects we may be restricted for  our filming time. In terms of the Buckhurst hill station scene, a health and safety hazard we may encounter is filming in the station during peak times, where it will be overcrowded, as time goes by, which will increase the chances of something dangerous happening. The weather will not really be too much of an issue with this chosen location as the majority of the lighting we use which will be present in the visuals will all be artificial and edited. Also with the first location stated, another scene will take place using the exact same location of our Buckhurst Hill, although this time it will focus upon the very beginning of our narrative, as the artist will now be seen leaving his home, which will take place before the scene that follows at Buckhurst Hill train station.

Another location which will be used during this music video will be actually on the train itself, as the artist himself will be seen travelling towards central London from buckhusrt hill in the attempt to make money busking on the streets around liverpool street. There will also be another scene which will include being in a moving vehicle, this scene in particular however may be potentially difficult to film as it will take place and be shot inside of the taxi, which the artist is taking on the way to the station. We have chose to use this for its relative value towards the narrative of our music video, as the scene is important towards portraying feelings and getting them accross towards the viewer, as well as the artists representation and the way he also comes across to the audience. It shows the artist as hitting rock bottom, of his career and as well as his life as a whole, as he is shown running away from the taxi because he can't even afford the fare. This shows the struggle which the artist is shown is going through, which emphasises this towards our audience. The shot is not specifically conventional to the genre however as it is not a commonly used form of iconography, although the way which it is used allows for the artist to come across in a particular way. This does not link with the lyrics in our chosen song.

Throughout our music video, there will be various forms of iconography present from start to finish. The first example of iconography that will present and would also be commonly expected to be present in an indie genre music video a guitar. We have chose to use this for various reasons. First of all, it is very important to feature the artists performance throughout our video and videos in general, which  is shown in our production has a large relevance during the busking scenes which contributes towards portraying our artist. As well as this, it is also vital as it is acommonly used piece of iconography throughout the indie music genre, so including a form of a musical instrument is needed to ensure that the music video itself follows the codes and conventions of the actual genre, as well as the use of the iconography. Furthermore, the scenes where the artist can is seen playing his guitar is mainly during the parts where he is busking, which shows the struggle in which the artist goes through in his life to get the life that he wants, and shows him as being a down to earth character who just wants to get by in life doing his own thing, which may appeal to the target audience due to this down to earth portrayal, as it is relatable. It also does link with the lyrics of the song as during the song it mentions the struggle that the artist himself is facing, alongside how he also wishes to change the way he is living, which is evident through his own street busking. This therefore will create a relationship between with the music video, alongside the additional presence of  having the narrative and also the implied narrative. It will also help towards the portraying of our concept as it will put an emphasis on the struggle which the artist goes through himself, showing the harsh reality of the real life struggle of making it big in the music industry, a dream of many and espeicllay our artists.  The next form of iconography shown will be of a money bucket, which is going to be used by the artist during filming our scenes where he can be seen busking in the public places we chose. We have chose to use this  particular form of iconography as it carries importance, one being to show the viewers how the artist receives no money whilst busking as the money bucket will be evidently empty, alongside its relevance during the point in the narrative where it ends up getting stolen. In these two scenes which it's present in, it will also then show the audience how the artists personal position is failing to get better and how the fact that also no one is giving him money as he is playing, which further emphasises the struggles of the artist and shows him then as being just irrelevant to the majority of people. The audience then can create a relationship with him as they sympathise with the artist himself and the position that he is in and trouble he faces. Another example of iconography will be a notepad used, which will be used during the part of our narrative where the successful and superior artist is present and in the frame, and a fan approaches him requesting an autograph. We have chose this use of iconography as it will show the successful artist as being just that, as it then shows the audience how this character is important and also very successful, which will allow for a contrast to be present between the portrayal of the artist throughout the video and show that the two are indeed opposites.

Throughout our video, the artist will be seen wearing mainly black clothing or dull lifeless colours on him, which will stay consistent through the whole video. This is conventional to the indie genre itself as it will show off the artist in a number of different ways which may be taken differently. It will also then show how he has no hope at all with the current position he is in and facing, and we will emphasise this feeling of hopelessness and depression reflecting through the visuals of the video too. This chosen form of iconography links in with the nature of the songs lyrics, as they are dark and miserable during some points, as it tells a story of the artists own bad personal life and struggles. This then creates a relationship with the audience as it helps them relate to the artist.

The artists hair in the video will be messy and also natural looking, which will not change throughout our music video. This therefore shows how the artist doesn't have himself straight and maybe cannot even afford to look good and that music is his only care, also the fact that his life is unorganized just like he is. His financial struggles link towards the lyrics of our video as it could relate towards alchohol abuse, which may be a problem for him, shown through the lyrics. "I drink to remember, I smoke to forget", which couldbe the reason behind all his poor lifestyle. This therefore then creates a relationship between the style of music video as it is important towards the artists portrayal, which is shown throughout the narrative as the artist himself being in a poor position. As well as this, through showing the artist in this certain way it then allows for the concept to be more clear to the viewers, as it will also then show the contrast between the successful artist as coming accross more apparent and relevant. 

Planning Cinematography

Cinematography will play a vital role in our production. It will be used throughout and there will be various different instances of it. As you can see, in our production, the overall cinematography we plan to include is a two shot, P.O.V, shadow focus, over the shoulder and a long shot. We have chose to use a two shot for filming certain segments throughout our music video production. This is because during our music video there will be two people in the frame of the shot on a good few occasions, therefore the use of this shot is preferable and it is also used to support our narrative. Two examples where we are using this, is the scene where the artists asks the cab driver for a lift, which is played twice, at the start and towards the end of our music video. The second example of a two shot being used is when the artist is shown in the frame at the same time as the succesful famous musician. It is used here to show the contrast between the two and the differences of the high life and street busking. This shot is conventional to the indie music genre, as this is seen throughout indie music videos and is often used to portray the narrative which usually contains multiple different individuals, that are all eventually seen throughout the music video, meaning that there are a number of instances where more than one person can be seen, making the use of this shot frequent throughout indie music videos due to the constant presence of characters. The use of a two shot represents the style of the music video also, in this instance ours is indie. Our video will intend to be heavily narrative based, also including a hidden concept throughout, therefore the shot allows to feature more than one character in the shot at a time, as not only is there more than one character in our production,  this is expected for a narrative video as it assists with the portrayal and image of the artist which links towards the concept of the video, ours being the harsh reality of trying to make it in the music video and the struggles of trying to make yourself well known and succesful, with our video comparing the good life and the hard times, which our two shots demonstrate when used.

Another example of a camera shot which we intend to use is an over the shoulder shot. Unlike a two shot, the use of an over the shoulder shot may be used as more of a filler shot, to add variety to the visuals which will be seen in the video. This shot was selected for a number of reasons, one reason being the shot itself shows the perspective of an individual featured in the video, it also creates an emotional feel as the audience see what the character sees and what is in their close proximity, therefore creating a relationship between the artist and audience as well as adding some diversity to the music video at the same time. One example where this will be present is when the artist comes back home to get into his house only to find the key doesn't work and he is locked out of his own house, the climax of his struggles and also the video. The use of an over the shoulder shot will represent the style of the video as it will portray the artists perspective from a distant perspective, which links towards the narrative of him being alone and distant. The use of the camera shot doesn't match with the lyrics of the during the segment when he returns home to find the keys been changed, as during this point the lyrics begin to end and the visuals on screen will put an end to the narrative which was portryaed throughout the video.

Another camera shot which we will use in our music video will be a point of view shot (P.O.V). We have chosen this shot as it will be used on a number of occasions throughout the video, two examples being when our artist (me) sees the other successful artist for the first time, and also on another occasion where the artist swipes his travel card before getting on the train to start his journey. Using a point of view shot shows the perspective of the artist on a number of different occasions throughout, which gives a personal feel for the viewer as they see the artists actions through the artists eyes, which therefore then creates a relationship to be built between the viewer and the artist. This shot will be crucial towards creating feelings and the overall emotion in the video, and also relates to the narrative and concept of our video through its use in particular scenes. This shot is conventional to the indie genre, because it shows the perspective of another character, which creates emotions and sends feelings towards the audience, which the audience would expect to find when watching an indie music video. The use P.O.V and showing the artists point of view will help in our music video as it gives a more personal feel towards the video and that many viewers can relate too, which is conventional in the indie genre, which will then also help us towards appeal to our target audience as well as showing the narrative. The use of this camera shot also matches the lyrics of the song as "I got out, I got out" is heard and we see the artist getting away.

During our production we plan on including the use of shallow focus in certain frames. Shallow focus puts a focus one specific element in a frame, making it stand out amongst what's in the background, which is helpful for us our filming locations will be filled with lots of background e.g people and we want the main focus on our artist. We will use this shot during the scene where the artist is escaping his troubles and starting his long journey and another example is showing the artist through the use of shallow focus while he is street busking in liverpool street. This is covnetional to the genre itself as indie music videos often have signifficant visuals in them, used usually to show the narrative or concept and what the "important" thing is, or used for having the artist as the main focus, allowing the viewer to connect with them. This will help make our artist stand out amongst all of the scenery and background when filming in the urban London locations, which shows that he is alone and that it is just the artist there standing out from the rest and trying to fight through the struggle whilst those around him continue with their lives.  using this technique will show him as being a loner going through a hard time trying to make money, which the viewer may feel some sympathy for and due to this representation of the artist achieved through using shallow focus, they may be able to form a relationship with him as they may have experienced some personal troubles at a point in their life, or that they may also aspire to be in the music industry just like our artist. A shallow focus shows the style of the music video itself as it helps towards telling the narrative, as key shots involving the artist are easier to identify besides the other images. The camera shot also links towards the lyrics of the song, as it will be made clear in the video that the artist is trying to put his old life behind him in the past and move on from it as he is trying to become a successful musician, which is shown in the lyrics of "so I put two fingers up to yesterday".

Probably the most common and frequently seen example of cinematography which we plan on using on a number of  instances is a long shot. This shot will be used in our production on a various number of occasions throughout, used often as a filler shot to add diversity towards the visuals on screen and in the frame. A few examples in particular where we intend to use a long shot will be during the taxi scene with the artist, where in one long shot the artist will be shown getting into the taxi, and other example is where he is running away from it. We have selected to use a long shot as it will allow the viewer themself to see all of the characters within the specific frame, alongside the background involved too, which then can allow for a wider range of visuals to be seen by the viewer. This shot is convetional as it allows for the scenery to be viewn alongside the characters in the frame, which in many indie music videos they have a recognizable background which is a convention of the genre itself. In our music video the locations vary from being urban to suburban throughout the video, one example in particular being  showing the city of london which is conventional to the indie genre as it is an every day setting and has a "down to earth" feel. This camera shot will assist with the representation of our artist when used. The use of our long shots will convey the style of video, as it helps towards developing the narrative as the scene which I have mentioned has some important relevance to it, as well as having some importance towards portraying the concept. It does not match the lyrics of the song itself, however this scene takes place before the lyrics of the song itself are heard.

Digipak Analysis

A digipak is content from an artist that has 6 sides and usually contains 2 CD's, an album or single the artist made and a bonus track, whilst the other sides will usually feature the track list, lyrics, artwork, promotions and occasionally even a personal message from the artist themselves. Digipaks are mainly created by artists to attract more fans to their work, as they will see the digipak as more than just music, there is far more content, and they may appreciate pretty and attractive artwork, as well as the artist going out of their way to address their fans with a message.  It also usually contains a bonus disc, content that buyers of a jewel case CD will not receive, meaning buyers of the digipak will get further value for money. A jewel case CD does not have much content, it is a CD case usually only having four aspects, which are the front cover, back cover, inside cover and disc case. Many may see this as basic and not much appealing about it, and the images don't tend to be as high quality as a digipaks images are and less effort is spent creating a jewel case CD. A digipak is longer lasting not only due to it having more content, but also the fact that jewel cases are easily ripped when removed or put back into the black grips, making it flimsy and also unappealing to remove. 

The digipak that I have decided to analyse is from Indie artist Gabrielle Aplin. The digipak shown is from her debut album "English rain",  which peaked at number 2 in the UK albums chart, showing that this was a success. Here we can clearly see the contents in the photo meet the requirements of a "digipak". It contains the CD, which is obviously essential and must be included and is the real content that the buyer is mainly after. It is not known how many songs the disc contains in this certain digipak, however we can see it is very colourful and brightly designed, standing out to the viewer and making it look very presentable. This will attract an audience as the colours used are bright and enticing and it looks appealing and viewers may believe that if the artwork is cool and interesting, then the music will be of that caliber too. On the CD the image is a picture of an umbrella but it is multicoloured, something usually not seen. The constant array of colours shows the artist an outgoing person and could also have a meaning that although it may be a "rainy day", hence the use of the umbrella and rainy days are associated with misery, she is able to look past her troubles with a positive attitude and that she will come out better on the other side.

The key element which shows this is a digipak is the bonus disc shown. Jewel cases do not contain these so it is clear and evident that the artist has created a digipak. Bonus discs are considered extra content and something added on that a buyer will not receive when purchasing a standard jewel case, it allows the buyer to hear songs that didn't quite make the album but are a small collection from the artist themselves. Bonus disc CD's will usually feature hearings of live performances or studio freestyles. This is appealing as it means the buyer gets more value for money and there is even more content available to appeal to a buyer, meaning more for them to look forward to and also enjoy. The artist may gain widespread respect by doing this, as it shows they want to give more to their fans and will put more effort in to do so, in the process showing that they are hardworking and care about their supporters. The artwork of the bonus CD is of colourful balloons on a white background. This could show the artist as being a person with a colourful, outgoing personality and that she likes to explore, as balloons do when they are let go, which could connnote she explores with her lyrical content. Balloons are also associated with celebrations, which could show she is celebrating the landmark release of this album, as it is her debut one. The white background could connote her innocence, as the colour white is associated with this theme and can also show that due to the theme of innocence being present, the album is not likely to contain any strong or offensive language. The overall bright colours and happy themes suggest to the buyer that this album is in general going to have good and positive vibes and not be dark themed.

Another element of this digipak featured is a lyric book. Unlike a bonus disc, a lyric book is usually included in a jewel case, however here the lyric book in this digipak stands out from a jewel case, as we see it has been signed by the artist herself, which is common amongst digipaks as they are known to contain a personal message or note from the artist themselves. This gives a more personal feel and allows the owner of the content to connect with the artist, as she is trying to connect with them by not only providing them content, but also something from herself which is personal and shows the artist is making an extra effort to give more to their fans, which may gain them a lot of respect and better their overall image, which could lead to potentially more fans if more people hear that the artist is a hard working person who gives back to their fans. Overall, the lyric book is helpful for the fans to learn the songs in the album and to maybe sing along themselves.

From looking at the image we can see that the digipak opens out like a book, to reveal artwork inside. Again, images of colourful balloons are present upon a dark background in order to make them stand out, which could connote moving through bad times with literal "flying" colours and to have a positive attitude in troubles that you face. The artwork stands out to the viewer by being of high quality and being colourful, which attracts them into the piece and can attract more viewers with it's good visuals meaning more digipak sales and therefore more success for the artist. The artwork is used to show the buyer that they are not just purchasing a piece of music, but a piece of art and the fact that the CD, the main thing which they are after isn't the only aspect that they can appreciate. The artist by creating a digipak also wants to show that there is more to them than just their music, which is why they introduce artworks, such as the example shown, which also may say something about the artist themselves and paint a picture of them.This further shows the artist wanting to bring more content to their audience and the buyer getting more for their money.

Also shown in this digipak is the front cover, what albums contain whether they are jewel case or digipak. Here we can see it shows the artist name, album cover and the artist herself. Not many album covers tend to show the artist themselves, but instead usually just artwork or a design. Here we see Gabrielle Aplin has implemented both, as the colourfully edited umbrella is present again, with her holding it. Gabrielle Aplin may have wanted to show herself on the cover due to the fact that it is her debut album and she wants to introduce and advertise herself in order to make a mark. It also gives a personal feel and makes the viewer feel like they can connect with the artist as they are seeing them right infront of them, up close and personal. The front cover is what mainly sells the album, as it's what potential buyers first see when they look at the album. Bright colours or attractive artwork may better attract a potential customer into buying the album, which is what Gabrielle Aplin has done here by introducing many colours on the umbrella. The artists name is in solid block font, which makes it stand out to a viewer and also makes it easy to navigate.

In conclusion, digipaks are an interesting creative element mainly used as a marketing tool by an artist. Many people nowadays who buy albums prefer them to Jewel cases, as there is more on offer and it has a more personal feel from the artist and allows their fans to better connect with them. Gabrielle Aplin's digipak links in with the indie genre as the genre is all about artists being themselves, which is shown with the artist showing off the type of person she is with the use of bright colours and edits. The hidden meaning behind the images of having a bright and positive attitude through personal troubles is easy to relate to as many may have had problems that the artist has faced before, which allows the audience to relate with the artist, a convention of the indie genre itself as it's artists are considered relatable and down to earth characters, Due to digipaks rising popularity and interesting nature, I have decided to create one for our groups chosen artist, "John Spencer". Conducting this research has taught me that my digipak will likely need bright and appealing colours in order to stand out and feature artwork that has good quality images. There will be a photo of our artist (me) on the cover as this is my supposed debut album and it is vital that I advertise myself and show my image to introduce myself into the indie genre and introduce myself to new potential fans. My digipak will definitely contain a bonus track as this is what many digipaks tend to contain and it means that my fans get more for their money and that my artist is going the extra length to give more to his fans.

Planning Cinematography

Record Labels

Record Labels are important and especially important to an artist for a number of reasons. They publish music from their signed artists usually through media and help promote the artists songs and their upcoming tours or albums. Signing to a good label can help an artist increase their popularity, as the record label wants the artist to make them money, so they will further push and market the artist in order to do so, which gets the artist more exposure to the public and more potential listeners.

The three current major record labels in the UK are Sony Music UK, Universal and EMI. Sony Music UK are responsible for managing artists such as Ke$ha, The Ting Tings, MGMT and The Clash, whilst Universal manage acts such as whilst arguably the most well known UK label, EMI are responsible for distributing music from artists such as the Spice Girls, Kate Bush and The Beatles. Sony Music UK own many subsidary record labels, their most known being Columbia records, which manages 50 Cent, Shakira and Pharrell Williams, whilst their other main subsidary label, Epic Records manages some highly popular UK artists such as Olly Murs, Ozzy Osbourne and Example. Universal's two main subsidary companies are Parlophone, who are responsible for UK artists such as Tinie Tempah, Coldplay and Radiohead, whilst one of their other subsidaries, Mercury manage some UK artists, examples being Pixie Lott, Chase and Status and also Jake Bugg, who's song "Two fingers" is what our music video is based upon.

Universal are a multinational record company and a subsidary of the Universal studios. Around the time of it's creation, the record label was seen as an unimportant extension of the universal pictures group, who were the most successful movies studio in hollywood, the label used to be what the film company used to release their soundtracks from, however the label evolved, and has kept doing so to this very date, as it has over 7000 employees and is broken up into many different music subsidaries and divisons. Although however Sony BMG is the biggest label in the world, universal is the top selling label, as not only do they have other branches, they also own or partly own well over 100 other music labels, some of which are the best-selling and most well known names in the music industry, which feature Def Jam, Motown and Island.

EMI was founded in 1931, who firstly manufactured grammaphones. They were very succesful in the record player market, but they didn't truly rise to fame until they went into the record label market. EMI own the Abbey Road music studios in london, which was hugely influential and made famous by the worldwide popular band The Beatles, who are seen by many as being responsible for putting EMI on the map. It's success further sky rocketted through it's own subsidary brands, with them owning HMV and Parlophone. This lead to EMI signing other massively successful artists over the years, such as Elvis Pressley and Coldplay.

Independent

Independent labels are sole company, usually lesser known labels that differ from the majors. They are known to produce more original music true to a genre and typically don't sell to a mass audience, meaning their can be more freedom in their music. There are typically not many artists on an independent labels roster. Independent labels tend to be far more popular amongst a niche audience.

An example of UK independant music labels are Cooking Vinyl, who manage well known acts such as Marilyn Manson, The Cranberries and Madness, and also the independant grime label Boy Better Know (BBK) who were founded by Skepta and JME and also manage well known UK artist Wiley. BBK founded 2005 and are seen by many as the pioneers of the Grime genre and it's artists are those who brought such attention to grime on the UK scene and were the most successful. Most of BBK's songs are regularly played on music channels such as Channel AKA. Cooking Vinyl was founded in the UK in 1986 by Pete Lawrence and Martin Goldschmidt. They have been very successful and made a lot of money with the artists on their roster, for example, the prodigy who cooking vinyl manage had the biggest selling independant album of the year "Invaders must die" in 2009, which sold 1.2 million units worldwide. An example of Cooking  Vinyl's independent benefits is that the label offers innovation services-only deals which means they claim no stake in an artists copyrights, therefore the artist themselves has full control over what happens to their music once it has been produced. Cooking Vinyl was the first independent label based in the UK to strike a deal with the MP3 download site eMusic, which helped them develop the ways in which the audience of their artists could listen to their music.

Independent labels offer some support that major labels cannot. Major labels will only really take care into and spend time on it's best selling artists, as they make they make the label the most money, however independent labels are far more supportive of their artists and have it as more of a "family" approach, giving less popular artists on their label a promotional push and also advice and spending time on them, where as a major record label would just drop the artist and not waste time.

Conclusion

Overall, the large majority of music artists aim to be signed by a major record label, because there are many pros to working with them and a lot of money can be made, usually considerably more than independent. Major labels have more money to spend on advertising an artist and marketting them to an audience, either with their music and videos or the artist themselves through magazines and interviews. Furthermore, major labels tend to have more connections within the entertainment industry that can be very beneficial to an artist and can lead to wider more exciting opportunities for them. However, the independent record labels may find that the music industry being dominated by four companies unfair because it means that artists may not take another look at the independent ones because they are not as known and are controlled by the majors and their own decisions are limited. An artist signing up to an independent label also has it's pros. Artists signed to a major label will have to fight for the attention of the label, as they usually have a lot more artists signed to them, meaning more competition for the artist themselves, and more successful artists will likely be prioritised over new ones, meaning they may not get enough of a push or attention and may be neglected. Another con are artists deals they may sign with the label, some of which can usually lead to an artist having little flexibility within the industry and a loss of creative control and their label forcing them to go in directions they may not want. Although it may be more of a struggle, Independent labels can be as successful as major, mainly because of the fact that typically less artists are signed to them, therefore more attention can be given to selling an artist and their music. Success is mostly judged by the majority and fans based on how well known an artist is, because an artist with more fans is more likely to sell a high amount of albums and songs compared to an artist with a smaller following and they will therefore in turn make a larger overall profit. The music industry is very money orientated and the major labels are seen as being more successful than independent labels because they make more money than them.  Independent labels will offer artists a more down to earth and friendly service, compared to the major record labels who don't offer this and will have more artists signed to them, therefore they will only have a limited amount of time to spend with each artist. Independent artists do not have to worry about fitting in or breaking through and have more freedom in their decision making and can usually release content of their choice. 

In my opinion, I believe it is wrong that 4 major labels dominate and technically "own" the music industry, as real uncovered talent may not be found, and also once signed to the labels, they may be ignored, as major labels only really care about their best artists. A major label has limitless funds to promote and sell an artist as much as they want to make money, and the artist they are promoting may be getting a bigger push than some other artist on an independent label who is better than them, and I believe this is unfair as the more talented artist would deserve the push more, but they aren't supported by mass funds, so it's hard for them. The artists you will see on TV shows and in films are getting mass exposure due to a large record label promoting them and signing big deals to get them on screen, you wouldn't see someone like Jake Bugg in a hollywood movie, instead to use an actual example, you'd see Justin Timberlake in films.

Music Video Inspiration

When producing a music video, it is essential to have some sort of inspiration to help produce your video or base it around. Many directors may be inspired by certain aspects in music videos, such as concepts or visuals or even locations and mis en scene. 3 music videos have given me inspiration for my own project that I intend to implement some ideas from into my own work.

My first inspiration is The Streets "Dry your eyes"

It follows a man with a sad story and is mainly performance based but comes with a narrative, which are all elements that are very likely to be included in my video. Although this is not the indie genre, it features a sole man telling a sad/relatable story to his audience in a way to connect with them and therefore further attract viewers as the artist is selling himself to them and to make my production successful, I need to find ways to attract my viewers and in this instance Mike Skinner from the streets does this well, by making himself a relatable character that many can connect with and relate to, which may lead to many buying his songs if they feel the same way. A relatable character is a main convention of the indie genre, someone who a fan can feel they can be just like, this will be present and a main attraction in my music video

My second inspiration is The White stripes- Hardest button to button

This video inspired me in a number of ways. I noticed the use of iconography with instrument present through the whole video, commonly seen in an indie video as the artist is usually always either carrying or playing it. This video is also very interesting and abstract, which makes the video stick in the viewers mind and is something they're going to remember, which means the video is effective. It may not be extreme, but using something unordinary but necessary in my video may attract more viewers and get them talking about my video and create buzz around it, meaning that it was a success. It has been seen in the past that videos like this have encountered success, so there is no reason why mine cannot. Conventions in my video that will be shown due to inspirations from this example are the artists instrument always being present and on him, as this is an indie genre and a guitar is the main instrument of the indie genre, which is something fans expect to see and something they heavily associate with the genre.

My third inspiration is Madness - One step beyond

This video features an average non-exclusive location, in an urban ordinary street whilst the artists wear orindary average clothes. This links in not only with the intended theme of our music video being relatable, hence the affordable clothes and location, but this also links in with iconography as this comes under costumes. A costume is something that will be present in the entire video and is always on the artist, and is also key as it shows a representation of them, the person they are and also their current emotions. It links with artist portrayal and overall how they come across to the audience, in particular, we can see that the man in the thumbnail is in an all black costume, something which will be present throughout my whole music video, as the artist wears an all black costume, black jumper, black jeans and black shoes, and does not change from it. We use this to show the characters emotion, that he is in troubled times and he is feeling down and his visual image reflects this. This is conventional to the indie genre as not only do artists appear as relatable characters, but wear dark outfits to connote they are going bad times. This has inspired me as I have incorporated this into my own video, as I am the artist I have gone with an all black costume of black jeans, black shoes a black jumper.

My fourth inspiration is Lorde - Tennis court

As we can see for the whole duration of the video, the artists face is seen. We can see Lorde's facial expression the entire time, which is a vital part of iconography. It is used to portray the artist to the audience, and we can see it is a direct mode of address, which makes the audience feel like the artist is right in front of them, therefore establishing a connection. It can also show the artists emotions and the artist having a direct mode of address towards their audience shows they are reaching out to them and it also makes them relatable, as the audience may then feel sympathy for them and also may be going through trouble themselves. Lorde shows a curious look and also asks questions in her lyrics, such as "Don't you think that it's boring how people talk?" and people who are curious about the world or themselves in general can relate. This has inspired me as facial expressions will definitely be used in my production, as i want to convey to my audience that I am a sad and broken person, which may help establish a connection with them and make it relatable, which is a convention of the indie genre.

My final music video inspiration is Kanye West ft Syleena Johnson- All falls down

This video shows the entire video shot in P.O.V (point of view) which is an effective use of cinematography in a number of ways. It allows you to see through the artists eyes, which makes the viewer feel like they are part of the story and living the artists life, which provides a connection between the artist and the audience. Involving the viewer in the story and making them feel like they are living the experience in the video can make it more exciting for them, which can attract more viewers to the video if it is deemed unique and exciting, which will increase the songs' popularity. This will be used in my own production, as P.o.v will be used on various occassions to show life through our artists eyes and give his fans an insight into what he goes through and to also help make our video as relatable as possible by establishing a connection between the audience and artist, as Indie music videos are highly known for having a relatable artist or relatable storylines and also many people can relate personal situations with indie songs.