Summary of Research

Questionnaire

 

1. How old are you? (Please circle)

10-12                     13-15                     16-18                     18+

2. What is your sex? (Please circle)

Male                                                      Female

3.   What words/phrases do you associate with the “indie” genre? (pick 3)

Original

Independent

Youth

Male dominated

Recycled 80s

New style

4. Why do you listen to indie music?

        Because it’s cool              That’s what everyone my age listens to               

        It’s the type of music that appeals to me                  Other___________________________

5. How often do watch indie music videos? (pick 1)

Once a day

Once a week

Monthly

Hardly ever

6. How did you get introduced to the indie genre? (pick 1)

Word of mouth

Internet

New artist

Television

Radio

Magazine

7.  How often do you listen to/watch music videos?

Everyday                   Often                    Sometimes                  Rarely                     Never

8.  How do you access music videos?

Youtube                 TV Channels                Itunes              Other

9. How often do you listen to indie rock?

Everyday                   Often                    Sometimes                  Rarely                     Never

10. Do you prefer bands or artists?

Bands                      Solo Artists                    Both 

11.  Do you like to see the band and be able to recognise who they are in the music video?

Yes                      No­­­­­

12.  What attributes of indie rock most draws you to the genre?

The music                the artists/band               the association that comes with indie          

The sense of freedom                 that it’s something different and outside the charts                 

Other ___________________________________

13. What colours do you associate with indie rock?

Dark (reds/blacks/browns)                Pastel (pale greens/yellows)                 Bright colours

Natural colours                      Fluorescent colours

14) What type of clothing do you associate with indie rock?

Casual/everyday                  Latest fashion trends                  Quirky outfits                   Other

15.  In indie rock music videos what do you prefer?

A storyline                    To follow a journey                   To see only the band                    

To not see the band at all                   Other­­­­­­­­­­­­­­_______________________________

16.  How do you view indie rock?

Something broadly popular                Something specific to individuals                      Easy listening

Boring                         Other ­­­­­__________________________________

17. What do you like to feature on an indie rock CD cover?

The band/ artist                        A montage of images (collage)                  

Something which doesn’t relate to the music or band             Models

Unusual props(musical instruments, flowers, photographs, televisions etc)                

Other ________________________________________

18. What would you like to feature on an indie rock music poster?

The band/ artist                        The CD cover                     A montage of images (collage)                  

Something which doesn’t relate to the music or band             Models                

Unusual props (musical instruments, flowers, photographs, televisions etc)

Other _________________________________________

Questionnaire Analysis

Question 1

The majority of the people who we answered the questionnaire were aged 16-18. This could suggest that the indie genre may be classed as a young genre because it appeals to a younger demographic.

Question 2

Out of the 18 people that we asked, about ¾ of them were female. This asks as almost a countertype for the indie rock genre. For many years, the indie genre has been very male dominated in regards to the artists/bands and the audience. But nowadays, it seems that the genre is now appealing to females as well as males.

Question 3

The three most popular answers were: original, independent and youth. The fact that these three were the most popular shows that as a genre, these are aspects of it that helps it to appeal to the audience. For example: the fact that some people see the genre as being original, may act as a persuasive device for people who enjoy experiencing new things.

Question 4

The fact the least popular answer was “that’s what everyone my age listens to” is interesting. In reference to the age question, the fact that there were such a large number of people aged 16-18 suggests that that is a popular music genre within this age bracket.

Question 5

The most popular answer was once a week. This shows us that maybe, in order to appeal to the audience; we may have to do something different and unique, so that the audience are almost persuaded to watch the video.

Question 6

The most common way audiences have been introduced to the indie genre is via the internet this shows that the popularity of indie is fairly new as it’s main promotion is through the internet – a ‘new’ invention it also shows that the genre is ever changing as it keeps up with the current media advances. With it’s main features on the internet it is accesible by all and therefore targets a niche audience on a mass scale giving the genre a higher success rate in gaining ‘fans’. The second most popular way of being introduced to indie is through a new artist this implies that the modernity of indie music appeals to a target audience of youth as it relies on new artists becoming more popular.

Question 7

The majority of people either watch music videos every day to often this shows that in today’s youth there is a tendency to watch many music videos and therefore being such a regularity, certain messages and representations will be taken on board and careful considerations have to be taken by producers to what is meant behind videos etc.. This also shows that our music video will have to be instantly recognizable so it stands out form the many that out target audience consume.

Question 8

Most people access music videos via YouTube this shows the audience to be more active in their selection of musical genre as it is not the case that the majority sit in front of a TV and wait for a video to come on the actively seek out indie music videos online. This shows that our audiences are not just mainstream music lovers but search to find something different and may prefer a more interactive style of music. 

Question 9

Most people listen to indie rock between sometimes and often. Considering indie rock is a sub-genre of alternative music it is evident that it does have a wide appeal and is consumed frequently this means that more pressure is added to the genre to stay afloat with the times and deliver and therefore it has to have evolved with different generations however still appeal to those who listened to it in their youth this will evoke reminisces of ‘younger’ years and help gain revenue and popularity.

Question 10

Most people prefer a combination of both band as artists meaning we have an open choice as in which route to go down however second best is having a band as this would allow the audience more than one chance to relate to a character if they didn’t necessarily ‘gel’ with the lead they could look towards other band members for a common thread. Having more than one person in the video also allows for more diversity and gives more opportunities in being creative so this is the route we as a group are likely to make.

Question 11

The answer to this question is quite obvious, that the audience from our audience questionnaire do like to see the band and be able to recognise them in the music video, this could suggest that for our music video we should feature the band because this is what the audience like to see, despite the fact that a few individuals prefer not to see the band, we think it is important for them to see the band members because then they have immediate recognition of the artist.

Question 12

The most popular answer was that attribute of indie rock which tends to draw the audience to the genre is that it is something different and outside of the charts, this means for our music video we shall have to think of an artist which provides something quite original but still maintain the indie genre label. The second most popular answer was the music, this tells us that indie rock music tends to speak for itself and that the music is obviously seen as the most important element.

Question 13

Bright colours appear to associate the most when it comes to indie rock music, meaning that an idea for our coursework is to use such bright colours on our CD cover and music poster because this is seen as easy recognition for the audience. Second most popular was dark colours which include reds and browns etc, this creates quite a contrast and shows us that there is much contrast in the indie rock genre, however it is still recognised as indie rock throughout.

Question 14

The type of clothing which seems to be easily associated with indie rock is casual everyday clothing, this could tell us that in our music video we should dress our artist/band in casual clothing because this is what the audience relate to indie rock and can easily be recognised and understood. The second most popular was quirky outfits, this may be seen as slightly vague because the definition of quirky may be interpreted in different ways, however we see it to mean something which slightly deviates from the norm and stands out in a positive way making someone original, this may be useful for our video because it may cause it to stand out and appeal to a broader audience.

Question 15

The most popular result appears to be the idea of following a journey. This indicates that the audience like to see something that they can follow and therefore captures their attention throughout the whole video. Furthermore the journey used in the video may be more memorable for an audience and makes them feel more included within the video as they are brought along on the journey with the artist/band. A storyline was also very popular which again suggests the audience prefer to watch something that captures their interest throughout and makes them want to watch the video until the end. Not seeing the band at all was an unpopular choice with shows that audience’s recognition of the band/artist is very important within a music video.

Question 16

The main view of indie rock is that it is something specific to individuals. This suggests that indie rock appeals to a more niche audience and is a more unique and specific genre. The fact that a lot of people said it was boring anchors the idea of it appealing to a more niche audience. However the fact that people said it was boring may also suggest that they don’t really understand what indie rock is as the definition of indie is often unclear to many. They may also not realise that the term indie rock also applies to many successful artists in the charts including The Killers, Mumford and Sons and Noah and the Whale.

Question 17

The most popular choice from this question is the band/artist. This shows that it is particularly important to the audience to be able to see and recognise the band/artist. They like to know who they are listening to and are able to get a sense of who they are – also it is much more personal if an audience can make recognition with the band. A montage of images was also a popular idea which suggests that audiences like to see more than one thing going on in order to make an interesting and eye catching CD cover.

Question 18

Like the CD cover the most popular choices for what the audience like to feature on the music poster includes a montage of images and the band/artist. The poster is particularly important as it had to catch the eye of the audience wherever it is e.g. on billboards, music shops etc… Therefore something interesting like a montage of images would be appealing to an audience as it’s something that can capture people’s attention and interest. Also for the audience to be able to see the band/artist could also capture attention because people will be able to recognise bands/artists that they like. And for people that don’t know the band/artist will be able to know what the band looks like.

Florence and the Machine - Advert

Florence and the Machine – Lungs

Image

Mise en Scene

Props – The main prop are the flowers surrounding the artist. The pink has connotations of love and beauty, which could be how the artist feels towards her music. Furthermore flowers are something of beauty and the quirky way that they grow around her is perhaps significant because she is surrounded by beauty and flourishes like the flowers because of her music and love for the music.

Colour – The majority of the image is surrounded by dark navy blue. This is significant because it creates a mysterious and full feel to the advert. It doesn’t feel empty and lifeless and the flowers flourishing around her anchor this idea. The green from the leaves of the flowers also has connotations of hope, which indicate the way the artist may feel about her album.

Positioning – The artist is central in the screen so that the audience know who she is and recognise her. However she doesn’t dominate the screen in a forceful way as her gesture is very relaxed which means that even though she fills most of the screen she still isn’t in your face. This is significant because the genre of indie music is very fulfilling but it is a genre that is not in your face.

Copy

Font – The font used in the advert is very curly and looped. This gives it a feminine feel and reflects the beauty within the advert. This is significant because the beauty of the advert perhaps reflects that the artist sees beauty within the music and she wants the audience to recognise that and see it for themselves.

Colour – All of the text in the advert is white. The meaning of this is that it stands out pure against the dark background. It suggests that the artist and the album is something clean and fresh in the music industry. And that perhaps the music is pure in the sense that its pure talent.

Genre

The elements communicate the genre indie mainly through the artist herself. This is because her attitude is laid back and very relaxed like the genre and it is not too in your face yet at the same time when you pay it attention it captivates your interest. Also the floaty outfit that the artist is wearing suggests that the music is free and flows beautifully.

Target Audience

The target audience does not seem specific; the advert is left very open to people of any age. It’s more focused upon whether people appreciate the music and the artist. The fact that it doesn’t aim for a specific age group suggests that the artist welcomes and appreciates people of all ages supporting her. Also indie music is very wide and can appeal and be aimed at anyone or everyone.

Mode of Address

The way that the advert captures the audience’s attention is by using some quirky elements that are eye catching within the image, for example the flowers growing around her. The mood/tone of the advert seems to be that its very relaxed and laid back which is shown by the artist’s gesture and body language in the image. She even has her eyes closed and looks peaceful.

Tagline/Title

The title of the album is “Lungs”. Lungs are straight away associated with breathing. This is something crucial to us and is naturally part of us, which may represent how the artist approaches music. It comes from within her and she needs it in her life, the lungs idea could represent the extent of her passion for music. This is anchored by the fact that the woman’s lungs are on show in the image. This links in well with the genre of indie because a lot of the emphasis is upon the passion that people have for music.

Representation

Gender – The woman is shown as a countertype of the usual image of women. Perhaps this is because she is the sole artist and she has the dominance. For example she is not shown as sexy but more shown as beautiful in a quirky way – she does not fit the general stereotype of a beautiful woman e.g. blonde, good cleavage, blue eyes. This suggests that the artists attitude towards women is to not promote this sexualised image of women and that she has some self respect.

Enigma

An enigma is created by the fact that we do not fully see the woman’s face and her eyes being closed cuts off this personal way of getting to know a person. Therefore people are going to be much more curious as to finding out more about the artist and getting to know her more. Also the date of the release makes people think about when that will be and brings buying it to the forefront of their mind. 

Ellie Goulding - Advert

Ellie Goulding – Lights

Image

Mise en Scene

Colour – The main colours used in the advert are black and gold. Black is again significant as it fills the advert and gives it fullness that white for example would not give it. In this sense the dark feels warm and comforting, like the music is supposed to be. The gold is a luxurious colour but in this sense the sparkle and dusty appearance of it adds an air of magic and possibility to the advert - this links in well with the genre.

Positioning – The artist is centre of the image and takes up most of the advert. However her whole body is not in the image just a section of her. This is significant because it shows her and lets the audience familiarise themselves yet at the same time it seems more subtle and toned down. In the adverts it seems much more important to emphasise the artist as people need to recognise them.

Copy

Font – The font is curly and rounded. This adds a level of softness to it making the text look gentler which is good because it makes the whole advert have a level of sophistication whilst still maintaining the simplicity, which is key within the indie genre.

Colour – The main colour is gold for the album and the artist’s name, which signifies their importance over the other parts of the advert. However white is also used and white has connotations of purity and freshness, which again may indicate that she is something different and new.

Genre

The elements mainly the font and the use of colour communicate the genre of indie. The simplicity and effect of the advert shows a laid back but sophisticated advert. This represents the genre well because indie music is often very laid back in its approach but people have a great respect and appreciation for the music.

Target Audience

The target audience for this artist may be younger people. This is perhaps because the artist herself is young and can therefore be looked up to as a role model. Also the sparkle and hints of gold show a level of femininity and girly styles in the advert that may appeal to younger teenage girls rather than males or older people.

Mode of Address

The way that the audience has been involved with this poster is by capturing their attention. The main way that they have done this is with the incorporation of the simple detail like the specks effect with the gold is very eye catching yet not overdone so it still suits the genre very well. The mood and tone of the advert seems very relaxed as the artist looks relaxed, the floating things around her give a sense of lightness whilst the dark provides comfort.

Tagline/Title

The little comments below with the ratings are important to the advert as it is much more convincing when people have reviewed back positively. It makes people think that it sounds very good and then they want to be in on this and not miss out on this 5/4 star album because it sounds so amazing. The title “Lights” works well because it links directly with the gold and the lightness of indie music is significant to the genre and the target audience.

Representation

Youth – The artist is obviously a young adult and she has been shown in a way that is a countertype to the usual portrayals of youth. For example she has hardly any make up on, her hair is not overdone and her clothing is not revealing. She is laid back and comfortable and doesn’t seem like the average chaotic, confused teen that rebels against authority.

Enigma

The enigma comes from the ratings because we get little snippets describing the album but this makes us want to find out for ourselves and come to our own conclusions and judgements. 

Marina and the Diamonds - Advert

Marina and the Diamonds - The Family Jewels

Image

Mise en Scene

Colour – The colours used in the advert are fairly dark. This may be because the artist does not want to be seen as a loud and out there type of person. Instead her music is much more understated and something to be appreciated simply because of the music not because of the veneer of colour and lights and flashing covering for the fact that really the music isn’t that good. The brown/green colour is warm and positive and gives a sense of optimism to the image.

Positioning – The artist is lying in the frame. She is not central which suggests that she does not want to be centre of attention and does not crave the fortune and fame. Nor the glamour as shown by the use of colour. Furthermore her relaxed way of lying down on screen with her hair flowing behind her suggests that like the artist her music is relaxed and laid back, like the genre of indie.

Copy

Font – The font is scrawled across the advert like somebody handwrote it himself or herself. This is significant because it gives the advert a simplistic, homemade feel, which reflects the genre well. Also the font is carefree and laid back perhaps indicating that this is the attitude of the artist as well.

Colour – the entire font is in white. This could link in with the artist’s relaxed position because white has connotations of peace. This idea of peaceful and relaxing images links in well with the artist’s attitude towards music.

Genre

The elements communicate the genre well because they give the sense of a relaxed and simple attitude, which is common within the indie genre. Also the rustic homemade feel to the font anchors the simplicity and moves away from this glamorous side of music and stays with the comforting image that the indie genre provides.

Target Audience

The target audience for this advert would probably be younger people because of the carefree nature of the advert. The way she is lying down just relaxing, plus the carefree attitude is more appropriate to younger people unlike adults who have many responsibilities. Plus the maturity of the advert feels more immature therefore it seems like its aimed at a younger audience.

Mode of Address

The artist is looking directly at the audience. This pulls us into the image and makes us feel part of it. Also it suggests that she is confident within herself and the image that she has got for herself to be able to look the audience in the eye. This makes this much more persuasive. The mood and tone of the advert is that it’s light and carefree with a hint of fun.

Tagline/Title

Her emphasis on jewels and diamonds does appear to be materialistic and luxurious which moves away from the indie genre. However the significance of these words could actually be that there’s richness in her music like that of the richness of diamonds. It may also represent her as something special – if she is a jewel and precious one as well this indicates that her music is something you cannot miss out on and very valuable.

Representation

Gender – The woman is represented in a stereotypical way because the image of her is actually quite sexualised. The way she is arching her neck from the floor whilst looking at the camera from the side of her eyes reinforces the idea that women are something sexual for men to look at.

Enigma

An enigma is created by the fact that there is little in the advert that indicates much about the artist. We only see part of her, the background is neutral therefore creating questions and interest in the artist so that people will seek to find out more about her.

Kings of Leon - Advert

Kings of Leon – Only By the Night

Image

Mise en Scene

Colour – The main colour is like a dull greenish colour. This gives the impression of them being observed through a camera. The significance of this is that the green may show some optimism that the band has. Its also important in regards to the release of the bands album that they are hopeful and positive.

Position –The positioning of the people is significant. The screen is split into four quarters and there are four members in the band, however each quarter is fitted together unevenly with different parts of faces. The significance of this could be that the band are one but still maintain their individual selves. But brought together this is how they represent themselves together yet still individual. Individuality seems important to bands, as the members don’t want to lose their identity solely to the band and just become, ‘the drummer’ for example.

Costume – Their hairstyles are not necessarily what is in fashion or considered fashionable. They are more rugged and unpolished like the genre of indie; it hasn’t been meddled with by the glamour and coated in sparkles and glitter.

Copy

Font – The font is square shaped and very simple. The band haven’t made text their priority and kept the advert more image orientated. This adds simplicity to the advert and makes it more nonchalant in its approach, which is something associated with the indie genre.

Colour – The colours of font used are white, which anchors the simplicity and stands out against the dark background. The white includes important things like the release date that are essential eye catchers to bring the release date into their minds. Also yellow which could represent the bands optimism in regards to their album, yet the yellow information is less important therefore the yellow dulls it.

Genre

The genre is clearly communicated by the elements. It is mainly done by the emphasis on individuality and being different like the genre of indie music. The music/band makes a statement by its central and only image within the advert being quirky and different which again is a common aspect of the indie genre.

Target Audience

The target audience isn’t clear, as it’s a very open advert. The lack of props etc… mean that you cannot make a accurate idea of who the target audience is as there isn’t really anything you can associate with a particular group. This works well for the indie genre because it’s supposed to be a widely accessible genre to anyone.

Mode of Address

The eyes in the image are looking directly at the audience and speak to them directly. The effect of this means that the audience are much more included within the advert and the unusual eyes mean that the attention is drawn to the eyes. The mood/tone of the advert is very serious which may suggest that the band are much more serious in their approach to their music. It may also be an indication of their subgenre because Kings of Leon are much more indie/rock than some of the other artists.

Tagline/Title

The use of Kings suggests an air of importance and superiority to the band. They are artists that we can look up to and suggest that their music has a lot of influence, meaning and power behind it.  “Only by the Night” suggests a darker side to the indie genre, which this band seems to be exploring more fully.

Representation

Gender – The band members are all male and by there serious expressions they seem much more rational and domineering. This reinforces one of the stereotypical views of men and the fact that they are called “Kings” of Leon anchors this idea because it simply adds to their air of superiority.

Enigma

The central image creates an enigma because people will wonder what they all look like individually and will seek to see the band as normal people. The quirky style of it works well within the indie genre and is very typical but the quirky style also creates a lot of questions in regards to the band and their music.

Noah and the Whale - Advert

Noah and the Whale – The First Days of Spring

Image

Mise en Scene

Setting – The grass indicates that the band is outdoors perhaps in a countryside setting. This gives the sense that the band is free and has a wide range of opportunities. This is significant because they feel free to do something different with their music.

Position – The one band member is closer to us and is holding a camera. This essentially places him in control, which indicates that he is the lead in the band. The others are all positioned behind him and are looking up to the sky, which is a peaceful and hopeful image. The optimism is something that seems to often be promoted in the advertisements of indie artists.

Colour – The majority of the colour is pale blue. Blue has connotations of being relaxing and calm. This is significant because it links with the serene image of the band members all relaxed and also could give an indication into their style of music.

Copy

Font – The font differs because there is quite a bit of copy on the advert. The albums name is in a curly softer font, which seems more carefree and laid back indicating that the music is serene and relaxing. Whereas the bands name is block capitals which gives the idea that the band want to show that that they are serious in their music and that for them its their personal efforts that’s gone into this, its not just a chance to play around in a recording studio.

Colour – All of the text in the image is black. Black is a bold colour that clearly stands out from the background, which could suggest that the band is trying to make a statement and be bold. It also is a confident and assured colour suggesting that the band is confident and comfortable in who they are and the music that they produce.

Genre

The elements communicate the genre mainly through the use of colour. The light and serene colours create the sense of freedom and opportunity that is offered by the Indie genre. The Indie genre is also shown through the band members having quirky hair cuts showing they don’t conform to fashions or what’s in and dare to be different which is a common idea within the Indie genre.

Target Audience

The target audience for this band seems to be younger people. This is shown through the use of fresh and light colouring in the advert. Also the sense of adventure provided by the use of grass and the natural setting along with the camera suggests a journey of exploration. This is significant because it indicates that the band are aiming at a generation that haven’t developed a life long musical taste in a particular genre therefore they are more open to new kinds of music/musicians.

Mode of Address

Only one of the band members looks straight towards the audience and this is mainly through the camera lens as if he is photographing the audience. This suggests that the band value the audience and mark them as something special and their audience is a big aspect for them. Also it draws the audience in as it’s a quirky mode of address and the quirky style is a common feature within the Indie genre. The mood of the advert is a serene and relaxed atmosphere mainly brought about by the light natural colours.

Tagline/Title

The title of the advert is “first days of spring” which anchors this natural feel. Also springtime is a fresh season and a new beginning. This is significant because it may indicate that the band themselves have big aspirations for the future and that this is only a beginning point, they still have so much more to offer. Also the ratings and reviews on the front say use words like ‘beautiful’ which serves to anchor the whole tone and mood of the advert. The natural beauty is significant to the band because it suggest that they won’t hide behind technology and glamour but instead be themselves in their approach to music.

Representation

Gender – The representation of males in the advert shows a countertype of the usual view of males. For example the fact that they are interested in photography, beauty and nature go against stereotypes like men love football. This significant as it suggests that the band don’t want to conform and follow the crowd and they are not afraid to fully embrace their passions.

Enigma

The enigma is created by the fact that we don’t know why the camera is being aimed at the audience – what is the point of the photography… Will there be more photography in the CD when is released. Also the fact that the air of mystery and magic about the piece as its slightly blurred and unfocused adding a hazy misty atmosphere to the advert.

Scouting for Girls - CD Cover

 

 

Scouting for Girls – Everybody wants to be on TV

Image

Mise en scene

Props – The main prop that is used on the cover is an old fashioned television. This has connotations of fame. However the television may be significant because it is very old which may suggest that the band don’t necessarily have a care for being the most ‘current’ band around. Furthermore it could indicate that they prefer to break away from the norm and produce a different type of music.

Colour – Red is the main colour used on throughout the CD. Red has many connotations but in regards to the band perhaps the connotation of red is the passion and love for music. Another colour that is significant is blue, which is the colour used on the actual CD. The connotations here may be masculinity because the band is made up of boys and they may be putting across their lad’s attitude to life. It may also connote calm, which may be significant as the band want people to relax and enjoy their music.

Positioning - The woman on the front cover is on top of the television. This is significant because it may suggest that the band have a respect for women. However the bands name is positioned above her showing that they are still the most important and significant. The fact that the bands name is at the top of the cover shows that the band are supposed to headline it and be the focal point of the front cover.

Camera Shot

The image is a long shot because we can fully see the woman’s body on the front cover. The effect of a long shot allows the audience a clear image of each of the separate things within the frame. The front cover is simple which could suggest that the shot as a whole is laid back. This therefore may be a reflection on the band themselves who want to be seen as laid back without having an overcomplicated front cover.

Copy

Font – The font used on the back cover, front cover and the CD cover is the same. This anchors the idea that the band wants to be simplistic and not too showy in their approach to music. The font is also neat and elongated which may suggest that the band want to stretch beyond the boundaries of the norm and go with their own style of music. The neatness suggests a confidence in themselves and self-assurance.

Colour – Most of the font is in white, this maybe because the band do not want to commit to one colour or just one style. But instead they want to be broad and open in their approach to music and the colour white reflects this. The other colour used is red, which is for the title of the CD cover. This is perhaps used because this needs to stand out and represent the love and passion that the band have for the CD and their music.

Genre

The elements communicate the genre of indie successfully. The use of colour is important as we see colours like white, which gives a sense of freedom and the band not committing to one style. Also the use of red is significant to represent this passion for music which is common with indie artists – the focus tends to be on the music and not the fame or fortune. The genre is anchored by the elements, in particular colour and font in this case.

Target Audience

The band seems to be trying to appeal to both males and females. For example the fact that the band reinforces their masculinity by having the disc itself as blue. Also the sexy woman on the front cover would appeal to males. Then for the girls they would be interested in male bands, and the vintage TV appeals to this vintage fashion where vintage things are ‘in’ at the moment.

Mode of Address

The girl on the front is the only person on it, however because she looks directly at the audience then its addresses them directly. She is smiling which makes her welcoming and friendly. The tone seems to be most obvious on the front cover as this is what will be drawing people in. The sense of tone we get from the front cover is this simple and basic cover with quirky images – this also relate well to the genre of indie.

Tagline/Title/Name

The name of the band “Scouting for Girls” is significant because the band based the name on a scout’s handbook. This is significant because it shows that the band want to get away from the typical adult lives that the have and get lost in their music and just relax and enjoy it. The covers therefore try to put this across.

The name of the CD is “Everybody wants to be on TV”. This suggests that their attitude towards fame is that its perhaps overrated in the sense that people only strive for the fame and ignore the important part, the music or talent. Which is true because in reality we see many massive artists out there in the charts who in fact are awful/average singers.

Blurb/Inlay

The band has no text or blurbs where there are people giving there opinions or lots of little badges with album of the year or anything. Instead this suggests that the band is something different and perhaps understated and away from the limelight. Therefore the people that will be interested in this music would seek it out or be going for something a bit different. It also suggests that the bands attitude is along the lines of accepting them as they are like them or hate them. They don’t hide behind ratings and reviews they just put themselves and their music out there.

Representation

Gender – The woman on the front cover is definitely represented in a stereotypical way. The red dress connotes lust and seduction and this is simply anchored by the fact that it is short and low cut revealing cleavage. She is in an alluring pose and inviting attention to be on her as something to be looked at. This idea of women being something pretty and sexual to be looked at is a dominant ideology about women and the front cover of the CD anchors this idea.

Enigma

The enigma is created by the colour white because it’s a non-committal colour and leaves us thinking so what is this band about? Therefore the audience are more likely to take interest and buy into the band. Also the woman and TV. These quirky images will leave the audience questioning the significance of them to the band and they will therefore be more likely to take more interest in the CD. The quirky images also make it eye catching on the shelf when amongst other CD’s. It also stands out from the crowd – like the genre of indie.

How are these ingredients common within the specific genre/subgenre?

The quirky nature to the CD is something that is very common within the indie genre. Its all about making a statement and not conforming to chart music and what everyone else is listening to.

Ivy - CD Cover

Ivy – Apartment Life

Image

Mise En Scene

Colour – The dominant colour is white which may suggest that life is still a blank page at this point and that the artist herself doesn’t want to make a specific statement by having a colour dominating the background. The colours of the props used throughout the image on both the inlay, back cover and the front cover are red, blue and yellow. These are primary colours that have connotations of youth. This may be significant to the artist as she may be holding on to her younger years and grasping to the fun and joyous times of youth.

Positioning – As shown by the inlay, the setting stays the same but the person changes and where the person is positioned in the frame changes as well. The fact that the image with the woman is the front cover shows that she is the most significant of the three. However the other two are both male and one is to the far left of the frame, the other to the far right. This may suggest that the artist has men within her life. And may also be representing the idea that women are reliant upon a man in their life, yet it also could be gong against the stereotype as they are less focused on and less important than the woman. However the band is made up of two men and one woman, her being the lead singer and the positioning communicates this.

Copy

Font – The font is consistent and often small and thin. This perhaps indicates that the text is less important to the band on the front cover however the inlay shows that the band make up for the lack of text on the front there. This may be because lots of text puts people off as they won’t stop and read things, you have to grab their attention with one glance.

Colour – The colour reinforces the idea of the less significant text as it is just plain black, traditional but it stands out from the white background so its still reinforcing the idea of standing out which is significant to the genre.

Genre

The elements show the genre well, mainly because they show a chaotic lifestyle in which the band themselves are included, showing them as normal everyday people – which is key in indie music as it’s a less glamorous genre. Furthermore its quirky and stands out from the crowd which again is an essential idea within the indie genre.

Target Audience

The target audience seems to be younger people like students/young adults. This is reinforced by the use of colour throughout the CD. The target audience for this band would have to be open to different music that’s not like everything else out there on the market and have an interest in something outside the routines of normal everyday life.

Mode of Address

The only person that looks directly at the audience is the woman, and the fact that we see all members of the band throughout the CD covers gives the audience a sense of recognition and familiarity towards the band. Its important that the band have used the woman looking directly at the audience as the front cover because they obviously want to draw the audience in through the use of this image. The tone of the piece is that the band members seem bored with everyday life, which suggests their music will break away from this.

Tagline/Title/Name

The bands name is “Ivy”. This could be significant as it is something that flourishes and develops overtime which may suggest that the band have big aspirations and hopes for their music. Also it’s an aspect of nature, which is generally something associated with the indie genre as nature can represent the freedom and natural feel of the artist’s music.

The name of the album is “Apartment Life” which anchors this idea of the band wanting to break away from everyday life. It may also suggest that it is something that the band likes to direct their music towards. Almost like a way to express the routines of everyday life through their music.

Blurb/Inlay

The inlay is the three images each the same setting with the band members in different positions in each one. This gives each band member the limelight in one photo suggesting they see each other as equally important and gives the idea of teamwork. It also emphasises individuality, which is very significant to the indie genre.

The blurb inside just names everybody involved with the band and the making of the CD and gives thanks to the families and friends. This shows that family and friendship is important to the band and makes them seem much more personal and easy to relate to – down to earth.

Representation

Youth - The main types of props that can be identified are things like saucepans, plastic bowls, and a clock. The room looks disordered and this is a dominant stereotype of the younger generation. Young adults/students are stereotyped as messy and still chaotic on the inside as they are trying to find themselves and get themselves an identity and at a place where they are comfortable in their own skin.

Enigma

The enigma is created by the fact that we don’t really know why the band seems to have an issue with everyday life. This will make the audience interested in what the band has to say in their lyrics about “Apartment Life.” Again the colour white creates an enigma as we are left to wonder what the band is about – they leave it to us to interpret them but first we have to buy the CD and listen to them before we will know.

How are the ingredients common within the specific genre/subgenre?

Overall the ingredients are common within the indie genre because they highlight this quirky nature of the band along with the sense of non-conforming and breaking away from the usual expectations within the music industry.