Conventions of a genre:-typical instruments used-typical sound/tempo/volume/style of singing-context/themes of songs-appearance of the band

The genre for my music video is indie/soul. Indie music relatively comes from an independent scale in comparison to mainstream artists which are signed to major record labels such as universal records.

The term “indie” is often used to mean a sound that relates to an individual interpretation, or the way that a sound is presented or made to fit in with those conventions. The term indie often relates to a band or artist that is not sign with any mainstream culture.

Soul music has been around for a long time now and is a popular music genre. Artists such as Joss Stone and Adele have huge powerful voices but they also have soul. I like this genre along with the genre indie.

I will be following the genre conventions of my genre. For example, I am going to have an original video which is natural and colourful along with unique costumes and unique shots and camera angles. Being “indie” is usually seen as being original and different. Therefore I am sticking to this convention with my artist and song choice.

Laura Mulvey’s male gaze is not relevant to my genre or music video idea or concept as I am not going to be subjecting the woman. I want women to look up to the artist and my main audience range is 16-24 females.

Andrew Goodwin has 5 main aspects to a music video:. Thought beats. Narrative performance. Star image. Relation to visuals to lyrics. Technical aspects

I like his theory that the artist should be unique and have a star power. He sees the voice as an expressive instrument. He also states that songs can be stories and the artist the story teller.

I will be following Andrew Goodwin’s theory.