With modern technology such as YouTube and Facebook, music videos have become a much more important part of the music industry, allowing bands and artists to give a visual expression to their music. It also acts as a strong and interesting promotional tool for new and old bands. And with websites such as Facebook and Youtube artists big and small are able to reach equal audiences globally, however not everyone viewing them maybe the right target audience the artist is trying to reach. While digi pak’s and magazine articles tend to target smaller markets the audiences viewing them tend to be more niche and suited to who the artist is aiming to reach. This is a more conventional method of promotion and is a lot cheaper then creating a music video, however some may say that a music video is key to the success of a music promo while not having a magazine article isn't too much of a big deal. By creating an interesting digipak customers feel as though they are getting something special and unique opposed to just the standard album, also creating a feel of ‘luxury’ to the product which often leads to people collecting them, adding value to the product. Digipak’s tend to feature the ‘6-panel’ template opposed to the ‘4-panel’ template seen with most album’s that are released.
From the research we conducted our group gained inspiration from ‘The Family Rain’ music video ‘Trust Me…(I’m A Genius)’ from this music promo we liked the idea of using a bike, we thought this gave connotations of freedom which is important to the indie genre. Also from this video the use of flare smoke inspired us, we used this inspiration and developed it by using powder paint as we felt it was a unique concept that hadn't been done before yet still fitted the conventions of our genre.
As well as this, by looking at ‘Example’s’ music video ‘Kickstarts’ we got the idea to use split screens, however we again developed this further by splitting the screen 4-ways instead of just two as featured in Example’s music video. We chose to do this because after experimenting with the split screens we felt that using 4 screens instead of 2 looked more effective and neater. It also allowed for more editing opportunities such as having each quarter flash in to the beat of the song.
For the props, we mainly used the instruments and the bike, I feel that by using the instruments we are following all basic conventions of any music video as performance is a key part to many, if not all, music genre promos. Therefore must be included in out video to make it as authentic and conventional as possible. While the bike was more specific to our music video as it was needed for our main concept of the bike riding scenes. The style of the bike however was influenced by our genre as we chose a slightly older fashioned design which looked more classical opposed to todays modern looking BMX bike which might be more suited to a Rap music video. The pale blue of the bike made it seem more relaxed and had an ‘indie’ vibe to it opposed to something like a bright green or yellow bike which might have seemed bit out of place in our music video due to the pale pastel-y colours used during the power paint scenes.
For the locations we again took inspiration from ‘Trust Me…’ by using an outside setting that was very quite. Not only did we think this setting was suitable for our video it was also practical because the road was very quite which meant that we could film the bike scenes without being interrupted by cars and predestines, making it a safe place to film.
For the instrumental performance setting we chose to use the schools music studio. This is because we felt it offered a DIY feel to the music video, which through researching the band we learnt is the kind of thing they aim to do. We felt keeping this feel of a ‘DIY band’ was important because it was their identity and as they felt it was appropriate for the band we felt it needed to be portrayed in our video. So by having shots of the recording studio in the background we felt it gave it a more home-made feel which is what the band often tries to represent.
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