Conventions

1. Conventions Of My Music
Video

2. Overview
I decided to look at conventions of music videos within
the indie folk genre, specifically relating and linking
it back to my own music video. I will look at three of
the four micro elements, mise-en-scene,
cinematography, editing and also reference
conventions of the genre and talk about the links of
themes within my narrative.

3. Mise-en-scene
The conventions of an indie folk music video, in
reference to mise-en-scene vary to quite a large
extent. I feel I succeeded in following the
conventions of mise-en-scene, including props,
lighting, costume and location. I created a unique
music video to L.I.F.E.G.O.E.S.O.N by Noah and the
Whale, which is visually entertaining and links to the
genre.

4. Mise-en-scene- Costume – Music Video
My artist had three different costumes, two for the music video and one
for the ancillary texts. All three outfits were very similar, as to stick to
conventions and not making him look too different to the chosen genre.
In the music video he wore black jeans, a stripy shirt, a bow tie, a jacket
dark jacket and red doc martens. I felt this linked to the indie folk genre
and followed the typical conventions of costumes used within this
genre, as it’s quite an alternative choice of outfit. I think the bow tie
really brought the outfit together and added to the quirkiness and
uniqueness of the music video, which is often intended within indie folk
music videos.
His outfit changed slightly for the
performance aspect at the end of the
music video. Here he wore very similar
clothes, but he wore blue jeans, a
different shirt and a blazer instead. The
removal of the bow tie represented how
he had grown as a person.

5. Mise-en-scene- Costume – Ancillary Texts
The outfit used in the ancillary texts was very similar to the music video
outfits, because I wanted to stick to conventions and make sure my
products all linked and looked like they belonged together.
I used the same image for the front cover of my digipak and the magazine
advert, because that’s a typical convention and makes sure an audience
knows the products are combined. The costume used for the ancillary
texts was a patterned shirt and a grey blazer, similar to what was worn
for the performance aspect of my music video. I made these links so
that conventions of the genre were followed, therefore resulting in an
effective product.

6. Links To Original Music Video
I didn’t make any intentional links to the original music video, in
reference to costume, but I just followed the typical conventions of the
genre and that resulted in similar costumes. Smart clothing, such as
blazers and ties/bow ties, are often worn by males within the indie folk
genre, so going on my research and by watching other music videos
within this genre, I decided to create the costumes I did.

7. Mise-en-scene- Props
Props weren’t majorly used within my music video and I don’t
think they’re necessarily a huge convention within indie
folk. One aspect I wish I could have interpreted into my
own music video would be a guitar, as I feel they’re a big
convention in indie folk. I felt adding a guitar would have a
negative input on my narrative, as the puppet was the main
prop and I wanted the focus to be on him. Adding a guitar
to the narrative would have effected the narrative and
would have changed it completely, as the performance
aspect was the puppet show.

8. Mise-en-scene - Location
Location is a main element within my music video and I feel
is very conventional towards indie folk. I used a variety of
location because I wanted it to be a reflection of the journey
that the artist was on to become fulfilled and feel
happiness. The main locations used were Queen’s Gardens,
outside the Maritime Museum, and Hull Marina. These
locations are well-known in Hull and therefore the
puppeteer went there to find an audience. There aren’t
really conventional locations used within indie folk and so
it was completely open to interpretation, but an earthy
theme is often used, as well as dark rooms for
performances.

9. Mise-en-scene – Location –Existing Music Video
Little Lion Man by Mumford and
Sons also shows the conventional
use of a dark room and the
performance aspect with various
instrumental props. My personal
interpretation of this was done at
the end of my music video with
the puppet, in the dimly lit room.
Youth by Daughter shows a
performance in a dark room,
which is conventional and
effective. It also shows the
conventional use of the guitar

10. Mise-en-scene - Lighting
The lighting varies throughout my music video. The majority of it is
natural lighting, as a large amount is filmed outside. From research, the
most conventional sequence in my music video would be the
performance aspect at the end. Lights were put into the theatre, to
create quite an intimate feeling for the audience. This is really
conventional and unconventional, as in a typical indie folk music video
the artist would be performing with a guitar, but to make it unique, I
turned the performance into a puppet show. I felt this both followed
and broke conventions and created quite an exciting concept to the
music video.
The Lumineers: Ho
Hey (right)

11. Cinematography
Long shots, medium close-ups and close-ups are really typical and
conventional of the indie folk genre. Close-ups of props (like guitars)
are often used to show what the artist is doing and to give a clear view
of how the audience is expected to react to the performance. This also
relates to close-ups of the artist’s face, as an audience is intended to see
the emotion.
I used a variety of shots in my music video, varying from long shots, to
close ups. I felt these kind of shots were really effective and relatable to
the genre, as I was able to show the audience what I wanted them to see
and therefore evoke specific emotion.
Making an audience feel involved in something helps when making them
want to consume it and so using close-up shots helps do this.

12. Editing
Editing within all music videos is typically done to the beat
and usually has cuts on the beat. As this is the main
convention, I did it throughout my whole music video. One
aspect of my video where editing is done to the beat is
where I took various shots of the puppet on stairs and
moved him up and down in time to the beat, via the use of
Final Cut Pro. I felt this was very conventional towards
editing and created quite an exciting/playful aspect to my
music video.

13. Indie Folk Genre
I feel I have been both conventional and unconventional in
creative ways when linking back to the indie folk genre. Using
a unique narrative, that reflects the genre and emotional
themes, as well as the lyrics has been done in my music video
and I think it links back to the genre. The most
unconventional thing done was change the use of a guitar to a
puppet and create an ironic sense, by still have a performance
aspect, but putting it within the narrative, to create
something deeper and more emotional. From feedback I
found that audiences really liked the use of the puppet and it
was the most popular aspect of my music video.

14. Indie Folk Genre – Cont.
Conventional costumes used within the indie folk genre are
often very natural and earthy, as it’s a reflection of the music,
that it often played by acoustic guitars, and various other
instruments. Formal clothing is often used within indie folk
music videos, and is a main convention. I feel I followed this
convention, with the outfits I used, such as smart shirts and
blazers.
I feel I was successful in creating an indie folk music video,
that matched up to the chosen song and both followed and
broke conventions, to a certain extent.