Summary of Music video analysis

After analyzing the 5 indie music videos, i am going to summarize the main points i have found while looking through them.

Music Videos

What elements do the music videos have in common - in terms of genre and form?
The videos all contain a similar use of iconography, many props were similar such as guitars,cigarettes and alcohol. These props mean that the audience can easily identify the attitudes of the people on screen. The male dominance is very common within the indie genre music videos i looked at, most of the people on screen are male. The females are only appearing in the videos as the girlfriends, there are all attractive and well dressed, in the stereotypically indie style clothing. All of the videos contain the band members, or a person we could assume is the band member, this allows the audience to identify with those on screen and this means the fans can relate to the band, increasing the bands popularity. Similar settings such as the city, gigs and parties seemed to appear several times, these places were probably used as they are associated with this type of music, band members and the fans. This again helps the audience to relate as well as enjoy and be entertained.

How is youth/gender/ethnicity represented?
Youth
The youth are represented as rebellious and uncontrollable through most of the music videos. The use of alcohol and cigarettes means that there are presented as anti-Christian etc. These things are often associated with violence, trouble and relationship problems, all these (because of the use of the certain props, micro elements etc.) mean that the negative connotations are anchored to the youth of today. Due to the stereotypes given to people such as hooded teens the society we live in creates their own assumptions as to how social groups and individuals are. This is not in all of the videos I have looked at, as in the ‘Maccabees - Toothpaste Kisses’ video, the youth are in fact hardly represented as negative and are given positive imagery such as the peaceful birds etc, however this video is almost an anomaly in comparison to the conventional attitudes of the other indie videos.
Gender
As I have said earlier, the male dominance within the videos was clear, most of the videos seemed to be shown from the male perspective, reinforcing the idea of a patriarchal society. The women that appeared in the videos seemed to come across as attractive, almost an item for males to look at. This could influence the way in which the female audience are affected by the video, for example the care of appearance that the females seem to show could mean that female fans of the band want to take care of their appearances as well, they are influenced by the clothing style, the attitudes and the relationships portrayed.
Ethnicity
Throughout the videos I looked at there was a particular dominance within the white ethnicity, all of the band members/actors were white males, or white females. This white dominance was particularly notable within ’The Kooks - Naïve’ video, as the male singer walks through the gig he is at, the other party-goers all seem to be white. The dominance suggests a strong preference to the demographic audience for this genre being white. However I did notice one reference to another gender, this was in the ’Maccabees - Toothpaste Kisses’ video, as well as contradicting the youth representation, the video contradicts the white dominance and includes pictures of an asian family.

How is narrative theory used within the videos?

Throughout the videos that I looked at, narrative theory was not always obviously used. For example, ‘The Maccabees – Toothpaste Kisses’ video, the onscreen action did not follow a story at all, the different images (although symbolizing certain things) did not specifically need to be put into a certain chronological order. However when looking at other videos, it was clear there was a following of Todorov’s narrative theory, equilibrium etc. This immediately creates an enigma, as the audience want to see how the narrative turns out. The lack of conventional narrative suggests that the genre is perhaps unconventional and shows a lack of conventional structure within the videos.

How do they appeal to their target audience?

The videos appeal to their target audience through the use of many technical codes but mainly the use of the elements contained in mise en scene. The elements such as costume appeal to the target audience as they are easy to relate to, items such as hi-top trainers, leather jackets and skinny jeans are often associated with the younger generation. So by using these items in the videos the artists are demonstrating the kind of people they want to attract. The settings also appeal to the intended audience as they too are linked with where the audience will go or know of. For example a party in a flat, a garden and train stations are seen in some of the videos within the genre, this attracts the target audience as they can again relate to it. Props are also key for the artist to appeal to the target audience, in many of the videos we see reference to alcohol, drugs and cigarettes, these items are significant as they are things often associated with the younger generation. So by using them in videos the artists are sending across the message that these are the things you need to do to fit into the genre.

How are technical codes used generically?

Technical codes such as camera shots are used throughout the music videos to show key elements to the genre. For example a close up shot of the lead singer is used in most music videos to identify to the audience their importance. Shots of props such as guitars, drums and pints are used in the majority of videos; the shots of the instruments put across to the audience the ingredients to the indie genre. The pints however could be interpreted as appealing to the male gender as many stereotype men with drinking pints many colours are used repeatedly in a range of videos, these colours such as red, blue and yellow stand out and make the video look energetic and appeal to a younger generation.

How might the audiences make use of the video?

The audiences can make use of the video in many ways. Firstly videos allow the audience to interact with the artist. For the audience they get to see what the artist is like, from there gestures, costume and location throughout the video. It allows the audience to feel as though they know the artist. Secondly videos can be used to share, for example someone may like the song, so by embedding it onto a social networking site they can show their friends the music. This in fact benefits the artist as well as their music is shared with a wider audience.

Music video 5. The Rifles - Repeat Offender

Repeat Offender was the third single from The Rifles debt album. It reached a high of 26 in the UK singles chart and number 1 in the Indie chart when it was realesed in 2006.

The video contains the band performing together aswell as indervidual band members on they're own. It also contains footage from a home like enviroment where it looks as though a party is going on. There is no clear narrative structure to the video however through the use of different editing the video fits together nicely, straight cuts are used to go from scene to scene and to enable it to look as though both things are happening after each other. Fast forwarding is used aswell to speed up the action in the video, this creates a upbeat tone to the video.

The mise en scene through the video is interesting and it is the key element to communicating the genre. Firstly the establishing shot is quite ironic as it is a shot of a council estate. Common ideas are that council estates are grotty and full of 'Chavs' however the fact a group of causal/well dressed men are put onto the screen challanges common ideology about council estates. The men reinforce ideas people have of an indie band, firstly this is down to the long hair and secondly because of their clothing. Items such as leather jackets, skinnie jeans and pumps are a key element to the indie scene umongst young bands and their fans alike. The colours of the Bands clothes are dull, however this makes the brighter and more unusual Props in the frame stand out. One of the props that is most significant is the barrel of beer, this stands out because alcohol is often ossociated with the auidience of the bands and the bands in the indie genre. The background colour and the colours of the walls throughout the video is white. This is significant as white is associated with cleanliness and coolness within the media, this links in with the genre as each band is trying to be indervidual and in doing so they will try to be cool.Guitars, drums and other musical instruements as well as a microphone are used in the video to disginguish the genre, as most indie bands are formed with a lead guitarist as well as others supporting.

The target auidience is again the younger generation, much like the other bands in the genre. This is apparent because of the people used in the video during the scene in the flat (below) these people are seen dancing to the music connoting that they enjoy it. It does'nt feel as though the teenage generation are being targetted in this video though, as for one there is no images of the outdoors with rebellious connotations of youth. Instead it looks like a civilised get together. Also the people don't look like teenagers either.

The representation of gender is unapparent towards women as they are just seen in the background, suggesting they have no importance to the band or genre. Men again are presented as talented and sophisticated as for one they are making the music and also they appear to be well dressed and own a nice flat.

Music video 4. The Last Shadow Puppets - Standing next to me

Standing Next to me was the second single released by the Last shadow puppets it reached number 30 in the UK charts in 2008. The video was directed by Richard Ayoade and was shot in London, the video is pretty simple and involves two of the band members performing with a shadowy backdrop along with a troop of dancers.

The image we first see is of Miles Kane playing the guitar, a medium shot is used to establish the scene, the camera zooms out to allow us to see another member of the band, Alex Turner playing the tambourine. Both men are wearing smart clothing, suggesting sophistication and wealth. The colours of black and grey reinforce this, they are also positioned in the center of the frame, highlighting they're importance.Further on in the video we see a troop of female dancers all dressed in black and white but wearing different leggings. The Different leggings connote individuality however the same dress reinforces they're together as a group. We don't see the dance group in any close up, suggesting they're less important then the band members, and also showing that they are all equal with each other.

You can partly apply Todrov's narrative theory to this video. The equilibrium is set when the two band members are stood next to each other shown by use of a medium shot of the two of them. The disruption comes when the dancers come, causing the two males too separate. The equilibrium is attempted to be reset when the two men are seen through a television screen and later standing apart from each other. An equilibrium is set again at the end of the video when we see the two band members with the dancers in front of them.

There is very little editing in the video between shots. When there is, it is a straight cut allowing it to move from scene to scene quickly. The fact there is little editing and instead lots of camera movement allows the video to run constantly and smoothly at the same time. This causes the audience to keep watching it as they're following the camera instead of flicking from scene to scene.

The elements of the genre are communicated in the video through various ways, firstly the hair cut of the two band members is a recognisable image of the indie genre, as it is common for male band members to have longer hair. Secondly we see the guitar, which is a key ingredient to the genre as it is played in all songs in the genre. The dress sense of the female dancers also puts across the genre as they all have individual leggings connoting they're individuality.

The target audience is vast and made open to many. Firstly the song is about love or the loss of love, making it relatable for many people however the music and tone of the song shifts it more towards the teenage audience. This is reinforced by the two band members being at the center of the video for the majority, for teenage boys these are two musicians who inspire many and for teenage girls they may be an image to look for in a boy meaning they're attracted to the music because of the bands appearance.

The tone and mood of the video is put through mainly by the colours as well as the song. the colours around the people are mainly dull and dark making it mysterious and depressive. This is reinforced by the band members clothes which are also dull. However when the Female Dancers appear they seem to brighten up and bring an exciting element to the video, this is because of they're multicoloured leggings, the tone is kept dull by the black on their tops and also the white and black stripes they're dancing on.

The representation of men and woman is clear in this video, The men seem dull as they are just standing around. However dull they seem they are shown to be talented, through the use of props such as the guitar and tambourine. The females in this video are represented as bubbly and energetic, we know this because of they're costume and gestures through dancing. No ethnicity is represented in this extract, reinforcing the idea from the previous video that the genre is not common among people with an ethnic background.

Music video 3. Foals - Balloons

The Foals are a 5 piece band from England. This song comes from their debt album and peaked at 39 in the UK charts.

The location for the video looks like a room within a house, for the most the band are performing in front of a flower coated wall which makes them look slightly feminine and has connotations of happiness and peace. The rule of thirds is used to enable the audience to focus on band members it also means that a single band member is not more important then the other. The costume of the band members is typical for what we expect in the indie genre. Shirts, polo tops and skinny jeans are all seen throughout the video this portrays a casual look. The woman in the video however are simply wearing black dresses connoting sexuality and mystery, both things will have engaged with the male target audience. Some of the props in this video are also very significant, for example the shots we see of the lead singer holding a black bird creates an enigma it also could be portraying the idea of evil as black seems to anchor this emotion.

The editing in this video is face paced this is done through the use of straight cuts, this creates an upbeat tempo and allows the video to match the music. A variety of camera shots are used, but mainly the long and medium shots. The medium shots in the video allow items to be highlighted and seen in more detail, whereas the long shots are used to show everything going on, it allows the audience to see the band and the surroundings.

The elements of the genre are communicated through the use of props and costume. Close ups and medium shots are used to show certain instruments which highlights there importance. The costumes are again stereotypical of what we expect from an indie band. The target audience for this video is again the younger generation however more at the male gender. We know this because they're are more women in the video which attracts males it also allows the female audience to relate to someone on screen. The representation of women however may be seen s portraying them as objects, as the band do not communicate with them, its as though they are just there to make the video look attractive. There is again no representation of any ethnic groups which reinforces the idea that the indie genre is predominantly for the white ethnicity.

The mood and tone is created by the upbeat music. However elements such as editing and the setting reinforce the upbeat and energetic tone.

Music video 2. Jamie T - Sticks 'N' stones

This is the music video for Jamie T's song 'Sticks 'N' Stones' the song was released in 2009 under virgin records, it managed to reach number 15 in the U.K Charts and was the first song he had released since 2007.

The narrative is a typical teenage situation of running away from trouble. This idea is also backed up through his lyrics ' i take a train again away from shame'. This narrative structure allows the target audience to be identified as the younger generation, this is similar to many of the other acts within the indie genre. The idea that his music is aimed at the younger audience is reinforced throughout the video, The props and costumes being the main contributions. The props included are pints or cans of beer which can be associated with underage drinking. Also cigarettes and joints are used in the video and mentioned in the lyrics. There is common ideology that links the young generation with these two items, therefor by making reference in his song and video Jamie T is targeting the youth. By doing this in the video It is clearly stereotyping youths as rebellious which reinforces ideology officiated with the youth.

The use of having a clown next to him for the majority of the video is very significant. Clowns are known to be funny yet a lot of people find them scary. In this video however the clown is ironic as they're usually associated with children's party's but in this video he is seen to be a rebellious character by drinking beer. The clown also creates an enigma as we don't know why he is there. The clown is similar to the man following Jamie T in the allies as he to is being rebellious by smoking a spliff. The video communicates with the viewers through the use of the clown and man as they represent the bad influences to many people tempted by drink and soft drugs. The clown creates a fun mood and adds an upbeat tone to the video.

The male gender is represented throughout the video and there is no reference to women this suggest a lads night out, it also suggested males are more likely to be out drinking and causing trouble. For the artist it suggests he has a strong social life and a big group of friends, and he likes to keep his love life separate. The class represented is again the middle class, suggesting the genre is open for anyone to access and listen too. However the fact there is no reference to any ethnic group suggests that the genre is white persons music.

The editing in this video makes it fast paced and exiting to watch. The straight cuts allow each scene to follow another and link the different ones together. This creates a clear and smooth flowing video making it easy to follow for the audience. The camera shots also enable the video to look clear, run smoothly and be understandable. Medium close ups are used throughout the video, to allow the audience to have a clearer image of the characters and what they are doing.

Close ups are also used in this video to enable key elements to be seen. For example the screen shot above shows Jamie T singing and pointing his finger towards the camera, this gives an affect that he's trying to send a message to the audience. This close up below is also significant as it portrays his character and the teenage generation as rebellious by using this hand gesture. It puts across a thug like image and also an image of someone who is care free and just lives for today. It is in an image much associated with anti government and establishments.

Music video 1. The stone roses - Fools gold

This is the music video for one of the most well known Stone Roses song 'Fools gold'. Released in 1989 it entered the U.K charts in the top ten. The video shows the band walking across the volcanic lands of Lanzarote as well as performing outdoors.

The video has no apparent narrative structure, however its not just video clips put together to make a longer video. Each piece of editing has been done to perfection to create a smooth and continuing effect. Different types of edits are used, however the most recognisable one is the fade which is used constantly throughout, to fade in and out of a scene. It's used throughout as for most of the video we see one image underneath the faded image of another so the fade out is used to concentrate on one image. This causes us to realise the importance of what comes after the edit.

The images we see on our screen are either the band walking across the tropical landscape or performing with the backdrop of the landscape. This connotes realism as it shows they're in the natural world and its nothing out of the ordinary. The clothes the band members are wearing also represent realism as they are casual items of clothing, e.g. t-shirts, jeans and hats. This creates a calm and causal mood which co insides with the music being played. When the individual members are shown doing there own different things, we see the different ingredients to the genre. The band members are placed towards the center of the screen, this connotes their importance at the time.

For example the print screen above shows the front man Ian Brown. He is in the center of the screen and the shot used is a medium close up, this allows the audience to see exactly what he's doing, which is holding a microphone and singing, this is key to the genre as they would not fit in without the singing. Also his t-shirt is significant as its unique, it has images of money around the collar, suggesting moneys importance in his life.

Another shot used to show important aspects to the genre is the close up of the guitar. This is important as the audience can see for themselves how its played and its significance is reinforced by it being the only prop in the frame.

The representation of gender is biast as the band is a male band. This suggests no female importance to the genre or the band itself. The middle class is represented in the video, this idea comes from the costumes the band members are wearing, this suggests that the band is an ordinary group of men, who haven't been gifted with money but nor do they struggle. The representation of a white male is predominantly suggesting that the genre is not open to people with an ethnic background.

A mood of mystery is created through the tints of different colour used throughout the video. These colour's portray the different feelings and emotions that the band are trying to put across through there song. For example the colour red is used to connote feelings of love which is what the song is about.

Summary of CD cover analysis

How do the CD covers make good use of the enigma code of narrative?

How is the font/colour etc used generically?

When analyzing the CD covers we found the font and colour used were very genetic, the vast majority of the bands/artists used the colours black or white. Both colours are ones which stand out and make a statement, white which connotes something new and original and as Indie bands are known for their original material it could be referring to that and black connoting mystery, this creates an enigma for the audience therefore enticing them to purchase the album. The font which Indie bands use is often unique to each band but most of their fonts are in bold and in capital letter, again this makes them stand out from other artists of this genre.

How is youth/gender/ethnicity represented on the CD covers?

Youth

On a lot of the Covers we looked at youth is being represented very stereotypically through alcohol, cigarettes, partying, causing a bit of trouble, partying etc. By representing youth this way on their covers it reinforces the stereotype of all negative connotations of youth. But by representing youth this way it appeals to their target audience. By representing youth this way on their cover the audience can instantly relate to the band and it gives them an idea what their music will be like. Although it’s like this in many cases, the Jack Penate and The Cribs CD covers don’t represent youth in this way. The Cribs represent woman and men as equal, as they're both have a similar stance etc. And on the Jack Penate it’s just him and a guitar which represents him as an individual and anchoring that his music is the most important factor.

Gender

All the covers we analyzed represented gender very stereotypical again with the men being dominate as the vast majority of the covers just had males on it. The reason for this could be the target audience for Indie is manly men therefore they will appeal and relate to them more. All the men on the covers had all the typical connotations of an Indie band; good looking front man, fashionable and the un-maintained look.

Ethnicity

The dominate ethnicity we found when analysing the CD covers was white, all the band members where white males. Because of this it could suggests that the large majority of the audience for this genre are white.

How do they appeal to the target audience?

The use of colour within the CD is an important tool for appealing to the target audience as it attracts the eye and makes the audience more likely to pick up and therefore buy the album. Furthermore, the use of costume and colour also allows the bands to look iconic and become easily recognised by their target audiences. Most of the CD covers with the band-members on connect to a more youthful target demographic as they themselves are youthful and become 'role-models' for the audience. Their costume may also influence the target audience who aspire to be like the band-members themselves. The fact that most of the band members are young also would have an affect on the target demographic of the band, therefore targeting a younger audience of teenagers and young adults. This is true of most of the CD covers as their target audience is likely to be around the ages of 16-26. However, in one of the CD covers, Jamie T's Panic Prevention, there is iconography of vinyl records. This could expand his target audience as it is associated with an older generation so could widen his demographic to an older generation also. Alot of the band members are also male which could connote that the indie genre is more targeted at a male audience. Many of the CD covers also make use of the enigma code which further pulls in the audience making them want to find out what the band and music on the album is about.

Album cover 5. The Libertines - 'The Libertines'

This was the cover for the Libertines second and final album. It was released in 2007 and topped the U.K album charts not to mention various other recognitions around the world.

The first thing to notice about this cover is the title in the center. This is unusual compared to other album covers in the genre as most have the title on the top. The fact its in the center connotes it's importance it also reinforces the bands name. The colours used are a contrast to each other, The black on white effect enables the title to stand out further, It also creates an enigma surrounded by mystery.

The characters on the cover tell us alot about the album and the genre. Firstly they are the two front men and founders of the band 'Carl Borat' and 'Pete Doherty' each of them are two strong characters who have had well known feuds, so the fact they're together signifies the strength that music has to bring people together.

The importance of the band is reinforced through the fact both Pete and Carl have 'Libertine' tattooed on their arms. The tattoo reinforces the key ingredient to the genre of individuality.

The clothes worn by the two band members are typical to the genre, one being the unmistakable two stripe of a Fred Perry polo top and one being a white vest. The polo top is typical of the genre as its well known for an indie band to be wearing branded clothing, usually polo tops. The vest however shows simplicity and openness. This is the desired affect and is reinforced through the fact that Carl is looking out to the audience, this creates an enigma and draws the consumer in to the album.

The target audience of this album is both male and female and aims for the younger generation, however not necessarily teenagers. We know this because of the two band members on the cover, the effect this has is that it draws different sets of people in. For example the two members are icons for many young boys, they have a strong and well known reputation for causing trouble and having problems with drugs. This rock and roll lifestyle that they portray draws younger males in as it looks like the perfect life for many. Woman can also be drawn in by this cover as for a female there is always the attraction to a sweaty male.

Album cover 4. The Wombats - a guide to love, loss and despiration

A guide to love, loss and desperation is the first album released by British Indie band 'The wombats' in 2007.

The image on the cover is of a set of shelves taken from what looks like someones bedroom. The mise en scene of the image creates a livened mood. The props used such as a glass, a fake mouth give the affect of a teenagers bedroom as there pointless things that can usually be found round a teenagers bedroom. The colours used are bright and stand out which creates a happy and relaxed mood. It can be seen as giving a hint to what the album contains within it.

The type of the title and band name is presented well through the use of different colours and fonts. The band name stands out because of the background colour of pink which is bound to catch the audiences eye, the use of capitals for 'WOMBATS' reinforces the importance of the band. This technique is used again for the title of the album, making it stand out. The effect this causes is that it reinforces the idea that the title is more important then the image, as the title of an album usually describes what the album contains.

This is used to good effect as we can highlight the target audience from this. Love Loss and desperation are some of the most dominant feelings and are usually linked to teenage years. Therefor connoting that the album is aimed at the younger generations. This idea is reinforced through the props and colours also used in the image that connotes a lively atmosphere. It could be said the intended target audience are teenage girls, this comes from the use of the colour pink which is associated with girls and is also reinforced by the word 'love' as there is common ideology that girls prefer to listen to songs of love.

Neither gender is represented on the cover, connoting that the album is open for both to listen too . This is a key ingredient to the genre as the genre is open up to both genders. The genre is put across to the audience through the use of props, as the props we can see in the image seem pretty unique and individual. Which is also the aim of alot of bands in the genre to be unique and different from the other bands or artists.

Album cover 3. Gossip - Movement

This is the second album released by American Indie band Gossip (The gossip) it was released in early 2003 and was like a changing point for the band who had previously been associated with Garage rock scene.

We can see the change in genres clearly from the two covers. Firstly the colours used are a complete contrast. The red and black on the first album cover connotes a dark and mysterious mood. Where as the blue and white colours of the second album connote a much more relaxed approach.

The album cover creates a relaxed mood. This is due to a number of elements, Firstly the images of the band members look like they are cut out and stuck on, creating a simplistic effect. The position of the band members is also important. The lead singer Beth Ditto is in the center connoting her importance. This also goes against common ideology that bands are lead by a male. The attire of the band members are mainly dark colours again connoting mystery much like their first albums colours. It also connotes professionalism and power, it makes them come across to the audience as confident.

The Font of the album name and band name is unique, its scruffy which is one of the ingredients to an indie band. The scruffiness stands out to the audience as it creates an enigma, because they are not really given any clue about the music. The title also stands out because its colour is black, connoting importance, the effect is aided by the background colour.

The target audience is not clear but we can gain some sense of who the album is aimed at. Firstly the scruffy font style can be associated with teenagers because of the common ideology that they are scruffy and disorganised. The album is not aimed at a specific gender, this idea is formed because of the use of all band members on the cover, both male and female.

Album cover 2 . The Maccabees - Colour it in

This is the cover of well known indie band, The Maccabees first album. Released in early 2007, the cover looks pretty simple at first glance.

The mise en scene of the image represents realism although the art work is in cartoon form. The realism comes across through the use of the glasses and different hairstyles the figures are dressed in. The Background colour is dull connoting an aire of mystery, the colours of the figures tie in with the background as they too are pretty dull. This creates a strange enigma for the audience.

Similar to Jamie T's album cover the bands name is in white font, making it stand out against the background colour. The font size is double the size of that used for the name of the album, connoting that the band is more important and that they are trying to get themselves noticed rather then the album. The Font for the name of the album clear compared to the font used for the bands name. This makes the message clear that they want you to remember the name.

The elements of the genre are put across to the audience quite simply by just how simple the cover is. The art work is unusual and rare for an album cover, this however makes it fit in to the indie genre as its individual. The connotations for the different colours used represents ethnicity and is reinforced by the facial hair, as we associate different styles of facial hair with different races/nationality's.

The gender represented is predominantly male, making it more likely that the target audience is the male gender. However because of the enigma created by the image and colours, we don't know much about the band which can cause either male and female to be drawn in. Finally because of the simplicity and unique style of the artwork it would be hard to see why the album would attract an older audience.

Album cover 1. Jamie t - Panic prevention

This is the cover that appears on the front of Jamie T's album Panic prevention. This was his first studio album released on virgin records.

As you can see from the image on the left, there is a lot going on in this image along with each individual item comes a different connotation. Over all most of the items represent or are something to do with music, this reinforces the importance of music to not only the artist but also the consumers. As for example with other solo artists in other genre's, they're album covers usually have an image of themselves as the central figure. E.g Usher's first album self titled 'usher'.

The difference between the two connotes the importance of various instruments to the indie genre whereas the r'n'b genre is more about the artist. The Props in the album cover include guitars, drums, a keyboard and vinyl records, All of which are important to the genre and the music contained in the album. The use of vinyl records shows the link between the music of today and the music of the past. The drum being piled under other objects reinforces its importance to the genre as it almost plays a backbone role to the music.

The title of the album is placed at the top of the cover showing its importance, this is reinforced by the use of capital letters, showing its dominance. The font colour is white which makes a contrast to the background, aiding it to stand out to the consumer. The title also stands out through the repetition used. This has the effect for the name to stick in the audiences head.

The intended target audience is made clear through a variety of elements on the cover. To begin with, the character on the cover is a male. The fact he's sitting on the floor with a guitar creates an enigma around his character and therefor draws both male and female to it. We get an idea that the cover is aimed at the teenage generation because of the image portrayed on the front. The room is extremely messy and covered with posters, this portrays the idea alot of people have about a teenagers bedroom. We also learn about the artist, the audience can form an opinion about him, and we see that he's a laid back person who is influenced alot through other musical artist.

First lesson

Today we where given our A2 coursework, which is to produce a promotional package for the release of an album. The task will include a music video as well as a cover for its release on CD and a magazine advertisement for the CD. My group for this coursework consists of Sophie Dockerty, Laura Devine and Georgina Collyer. We discussed as a group which genre we felt most confident with, this resulted in us choosing the 'indie' genre. There are many examples of 'indie' bands and artists in today's charts such as: The kooks, Jamie T, The Courteeners and The Arctic Monkeys. We put together some of our ideas in a mind map to gain a better idea of what we need to make a successful promotional pack for an indie band.