{{Music GenreMusic Genre

Pop/IndiePop/Indie

“Indie pop is a genre of alternative rock music that originated in the United Kingdom in the mid-1980s, with its roots in Scottish post-punk bands on the Postcard Records label in the early 1980s (Josef K and Orange Juice) and the dominant UK independent band of the mid-1980s, the Smiths. Indie pop was inspired by punk's DIY ethic and related ideologies, and it generated a thriving fanzine, label, and club and gig circuit. Indie pop differs from indie rock to the extent that it is more melodic, less abrasive, and relatively angst-free.”

Conventions of Indie Pop Music Videos & Genre:

•Using narrative within the video before and/or after- use of extra characters is also included.•Low budget at times- The genre isn’t mainstream nor does it want to be.•Live performance from artist as well as a story- Live performances help establish the artist and the storyline makes the video more attractive and interesting. •Live performances help promote the artist to other audiences.•Simple, own clothing, everyday look (casual)- They were certain costumes to portray them personally and not give off a false persona.•Settings are low-key (studio, streets, park etc)- These places are easily accessible, but also mysterious; key to the indie pop genre.• Narrative- over time it has become increasingly popular to include a narrative within the music video, as it holds audiences attention and breaks up the video more. •Sound- as well as the soundtrack, the use of other diegetic sound could also be included to keep audiences’ attention and make the video seem more interesting.•Camera shots- the most typical shots to use are close up shots to introduce the artist and help advertise them to make them more recognisable. Crane shots are also popular, especially during the live performance parts of the video as it offers different angels to establish everyone in the band.

The thing that has attracted me most to this genre, is the idea that it is pop based, however it does not conform to every aspect of the pop genre, therefore creating its own alternative. For example, indie pop is not as bright/happy/colourful as most common pop music videos. The music videos of common indie pop bands, such as Fun, demonstrate this in their music video 'Some Nights' in which a narrative story about war and battle is depicted:

www.youtube.com/watch?v=qQkBeOisNM0