Research into Record Companies: The Indie Genre

Dirty Hit Records are an indie/alternative record label that have signed artists such as 'The 1975' and 'Wolf Alice', as well as 'The Japanese House' and 'Pale Waves'.

It is a company that allows for indie artists to make a name for themselves. Dirty Hit Records had their first act on the label to achieve mainstream success, achieving number 1 on the UK Albums Chart in September of 2013 with their debut album.

It gives strength to upcoming bands, which could be perfect for our local band 'Your Illuminations'.

Ancillary Task: Digi Pak Draft II

Draft I: 

From analysing my first draft of the digipak, I referred back to my research and realised that it wasn't fitting with the aesthetic of the indie genre, as the colours were too bright and there were too many pictures of the artist which isn't common in artists such as 'The 1975' and 'Arctic Monkeys'. This therefore led me to divert my ideas towards that of minimalistic colours, particularly utilising grey, black and white, with a simplistic front cover and running theme of lights amongst dark backgrounds. 

I also asked a collection of peers to give feedback on my first draft which therefore initiated my further understanding of what I could change. 

"I like the images of the band, however I'm not sure if it is fitting with your chosen genre"

- Charlotte Berry (Year 13)

"I think it is possible to make it more reflective of the indie genre through the use of colour, from existing products it is clear that the use of dark colour helps to initiate an understanding of the desired aesthetic" 

- Holly Rundle (Year 13)

"I like the fairy lights, I think this would be perfect against a dark and simple background. I think this would be a simple yet effective theme to run throughout the digipak."

- Olivia Smith (Year 13)

Draft II: After Personal and Peer Feedback:

New Filming Day 25/1/17: Planning for Filming

Due to complications with clashing of schedules, we were unable to film on the 18/1/17, therefore, our new filming day will be the 25/1/17.

The shots we aim to complete on this day are as follows, alongside when we film, what props we will use and our method of communication with the 'actors'.

Shot list

Cigarette

Smashing phone

Fire – pictures

Her happy with her friends

Him crying

Him and her walking down the street

Balloon floating away

Call list

Facebook group chat

Location

House

Street outside house

Time

Start filming – 1.30

Make up – 1.10

Arrive in wardrobe desired

Props

Balloon

Cigarette

Fire


Symbolism plays a large role in the telling of the narrative within our music video. The use of shot types and props enables for the narrative behind the lyrics to be told through symbolic images. This is common within the indie genre as it allows for subtle hints to the audience as to what the intended dominant reading is. This enables them to decode the narrative through the understanding of symbols. This is coherent to Barthes' codes as it also plays on cultural codes to an extent as the video utilises domestic settings which creates opportunity for audience members to relate to characters.

Ancillary Task: Initial Ideas for Magazine Advert

My initial ideas are surrounding the artist themselves, alongside the crowd. This is a common element within the indie genre. I have also stuck to the theme of lights which is incorporated throughout the image of 'Your Illuminations'. I therefore wanted to experiment with this and in turn it will enable to artist to fulfill their desired branding. 

"I like the focus on the crowd and the use of the images with the lights is really capturing and fitting to the aesthetic of the artist" - Milly Rigden, Year 13

"I like the idea of the focus on the artist, however I think the focus on lighting should be more apparent and therefore darker. I think this would look good if you focused more on bringing out the importance of the lights through editing" -Louise Scotson, Year 13

"I think this is really effective but I think it should be more focused on the lights in order to create a distinct brand identity." -Kyle Crawshaw, Year 12

Updated Production Schedule: Narrative Filming

Issues with filming

We planned to meet up with the 'actors' on the afternoon of the 18th January; however, due to a clash in schedules we were unable to do this. Therefore we have rescheduled to film the narration on the 25th January from around 1:30pm. Despite complications, we are willing to work through this in order to get the required clips for our narrative.

Planning for Filming: 18/1/17

Shot list

Cigarette

Smashing phone

Fire – pictures

Her happy with her friends

Him crying

Him and her walking down the street

Balloon floating away

Call list

Facebook group chat

Location

House

Street outside house

Time

Start filming – 1.30

Make up – 1.10

Arrive in wardrobe desired

Props

Balloon

Cigarette

Fire

Initial Ideas: Digi Pak

Target Audience

    Age and Gender

      Once we had analysed our survey and done further research regarding our chosen genre, we had an established target audience. From looking at popular indie bands such as ‘Catfish and the Bottlemen’ and ‘The 1975’ and their fan base, we had a clearer understanding.It is evident that the target audience is around 16-25 with an integration of both male and female members. However, it is also clear that some are more female orientated such as The 1975, or at least this is evident on social media as well as at shows I have attended myself. It is seeming to be female orientated due to the vocalised expression of adoration rather than a quieter appreciation from male audience members.

  Audience Psychographics:

·        Enjoys spending time with friends and attending gigs
·        Likes to play instruments such as guitars, drums etc.
·        Has a strong appreciation for music, especially indie rock and alternative genres. Enjoys purchasing vinyl’s, CD’s and merchandise
·        Shop at vintage stores such as COW, charity shops and Urban Outfitters

Props

Through our use of symbolism throughout our chosen music video, we have analysed what props will be utilised and also linked this to the conventions of the indie genre. The props chosen are fitting to the narrative as somewhat symbolise the breakup and the images throughout depicted by the lyrics. The indie genre is one of visual thought and therefore our use of props is fitting to the ideal understanding of not only the genre itself, but also adheres to what we aim to achieve within it. 

How will the props be used within the music video? What is their significance? 

Ancillary Task: Magazine Advert Initial Research

Ancillary Task: Magazine Advert

The second ancillary task is one that focuses upon a magazine advert. I have looked at a range of examples that adhere to the aesthetic of the task in relation to indie bands. It is clear that the advertisements have the focal point of the artist or something that links to the brand of that artist. Colours are somewhat minimalistic and therefore coherent to the common aesthetic of our chosen genre. 

Focus Group: Preparation and Filming

Group Planning for Narrative Filming

As a group we decided to discuss when would be the best possible time for us to get together and begin to film the narrative. Complications regarding schedule clashes have come about therefore we may have to postpone the filming with the male character. However, we will still attempt to go ahead with Wednesday 18th filming and get out of it what we can.