It’s a fact that music video has endless forms and conventions and it has to be taken very loosely as not one specific genre of music necessarily has to coincide with a certain style or type of video. However, constant evolution of music video and technologies has seen a wave of videos that have become common to certain genres of music. For example, a lot of modern popular music (Rihanna, Katy Perry e.t.c.) typically have fairly high budget productions that have a pristine glossy finish. Furthermore, after the birth of MTV in 1981, oodles of other channels have spawned fronted with exactly the same cause as MTV. Not only is music video seen on television, with the rise of “The Digital Age” endless amounts of music videos can be viewed online on sites like YouTube.
So with a concept that is so vastly accessible and also so broad in terms of audience and who views it, it leads me to believe that the importance of music video in the 21st Century is considerably great, especially with the problems with illegal music downloading, music video has huge importance.
Conventionally speaking, the NME music channel would be the obvious choice to show our music video. Not only does the genre of music featured in our video fit the NME’s genre range but they are renown for showing the quirkier music videos, which ours is. I suppose in industry conventions it is a fairly “out there video for a first single. But we think it’s important that it’s different because of what the band stands for- it’s about being fun and the video sells the band as people having fun, just as much as it sells the song. If this video was to have been a conventional, “here’s the band” performance video then that immediately takes away all the excitement and fun from the advertising and branding that we have done in succession to product. In terms of it being a marketing device, I feel it works well as it doesn’t only advertise the song but the band members, which related to the indie genre of music that is highly fuelled by festivals and live gigs. The reason why we have produced a video that establishes a connection with the members is because of the interaction between audience and band that you get at festivals and live gigs.
Picking up on the fact that the entirety of our product is based around mini pastiches, echoes the fact that it is a product of post modernism. We are relying on the fact that our audience knows what each scene is but they are viewing our version of it and they are taking in what they already know about the scene whilst watching ours. And that’s where a lot of the entertainment comes from the appreciation of the certain film or programme that our interpretation comes from.
It’s difficult to give music videos a certain genre in general. But it is specifically difficult for our video as it a compilation of vast amounts of genres. However, what we have done is marketed it towards our target audience. We noticed from the start that our target audience wasn’t an audience who was going to sit there and critique a certain camera angle or comment how progression is made in the video. From our research into the audience and looking at similar bands to Good Shoes we found that it was all about fun - simple fun. And that is what our music video is. So if it was given a genre, that genre would be fun.
No comments:
Post a Comment