SECONDARY RESEARCH

MUSIC SCENE/GENREThe audience are in the between the genre alternative rock/indie rock. By alternating between these two genres it allows for a wider audience to look at. Alternative rock is a genre of rock music that primarily emerged from the independent music underground in the 1980’s. It was only around the 1990’s that it got more widely popular. It refers to music that distinguishes itself from mainstream rock music. This allows their to be a variety of different styles that fit underneath the rock genre. The audience for this type of genre are usually seen to not match the typical stereotypes of rock music. This means that audiences don’t fit into one category. It is known that people of this genre like to dress outside the box. However not too much, otherwise they will be categorised as a ‘Goth’ ‘emo etc. In fact most of alternative rock audiences are usually seen to be ‘hipsters’. Some say this is a grungy style that is a little different and has become very popular over the years. This is also associated with indie rock. This term originated in the United Kingdom, meaning there is likely to be a higher amount of indie rock fans in the UK than other countries. Indie rock is a genre of alternative rock, so they fall under a similar category. Meaning audiences are likely to be similar. It was only in the 2000’s that indie rock began to fully emerge and a number of indie rock acts became very successful in this time – this shows the audience is likely to be teenagers as they grew up with this type of music meaning there will be a particular age range.

“The Killers are seen as one of the biggest rock bands of the 21st century”

The Killers have a very strong following in the UK, this could be due to the fact that their genre is more popular in this country. The Killers were first signed in the UK by Marrakesh Records. Although they’re

an American band they first started off in the UK and slowly expanded internationally. Although they’re now known throughout the world their

main music labels: Island Records and Vertigo Records are based in the UK. This shows that a majority of The Killers audience

will be based in the UK as they started here first, and this is their primary audience. This means any album The Killers release are

likely to be popular in this country than others. This is shown throughout their different albums for example: Sam’s Town

peaked at number 1 in the UK charts, whereas it was only at number 2 in the USA. It’s clear they have a strong fan base as

the album was awarded 5x platinum certifications whereas they only got one in the USA.

PERFORMANCEBands in this genre typically have music videos including performance, this usually contains live performance. This is as bands in this genre have a low budget therefore this attracts the audience as they get to see the bands energy and passion. As the audiences main focus is the actual music this allows this element of entertainment for the audience. It also references this idea that the audience can perform well and will further make the audience want to go see them live. However, this is only an element in their music videos and the music videos usually switch between narrative and performance to give the audience interest to watch the videos.

MUSIC VIDEOS NARRATIVEThe story telling element in this genre is usually more deep rather than pop music video as it references to the audience ‘deep lyrics,’ the narrative usually has a cinematic feel for the audience and this allows it to get a bigger online audience – which captures the audience as they’re the ones likely to be online therefore knowing about new releases. By using this it captures the audiences attention for longer and makes them feel more involved in the music video they’re watching.

SOUNDThe sound is different depending on what music video the audience want to convey. Sometimes it is just purely the music which fades out at the end. However sometimes diegetic sound is used also to give an interesting atmosphere to the audience. This could include talk which links to the song or even screaming fans to give the performance illusion.

CAMERA WORKVarious uses of camera focused on the performer are used in these videos. These usually include close-ups, POV shots and long shots of the entire band. These allow the audience to see clearly who the band is and the use of various clips captures their attention. There's also use of establishing shots in this video to show location – this is commonly used near the beginning and in the narrative aspect of the music video.

CAMERA EDITINGAs this music is usually fast paced the clips cut to the rhythm of the music by making the clips in time to the music the audience get a feel of the beat of the music. Sometimes slow and fast edits are placed together – this contrast and really captivates the audience. Sometimes effects are also used over the video sometimes to make the video look older and perhaps more darker than a pop music video, this makes it feel more raw to the audience and makes them want to watch it as this element of being different appeals to them.

These music videos reference Andrew Goodwin's ideas, using both narrative and performance to captivate the viewer. There is also sometimes intertextuality reference to bands other songs/music videos which fans of the band appreciate and feel more connected.

MISE –EN–SCENEOF MUSIC GENRE

Lighting is important in this genre. As this is a part of the rock genre they want to go against the normal stereotypes. It is noted in their music videos they usually use under lighting. This gives a dark aura to their videos giving that edge the audience want. Sometimes overdramatic lighting is used also, there is no in-between this adds the idea that the audience like this element of the band being dramatic and appeals to them. It’s also interesting to note that they use editing on their videos like black and white and sepia. This idea of making it older, this appealing to the audience as it feels more mature and perhaps engaging them more.

Unlike the pop genre there isn’t many props in this genre. Usually the props are associated with the music, for example in most music videos we see the bands instruments of drums, guitar, bass etc. this appeals to the audience as it perhaps shows real music to the audience and adds this element of performance that the audience enjoy. Furthermore, other props usually allow them to stand out from the crowd for example some bands use props of cigarettes. This shows an edge to bands – however it is not very role model like it appeals to the audience as they want something that would perhaps shock others making it appeal to them.

Following this grunge element usually the Location/Setting is in a run-down place or sometimes a city. A city is sometimes where we would expect indie and alternative rock fans to live as they fit these conventions and wants to look different in comparison to thousands of other people. However, in most of this genres music videos we have conceptual ideas rather than one major location. This consists of small parts of nature like flowers, the sky etc. This is usually as these music videos are done on a small budget. However, the audience enjoy this authentic feeling to the videos and makes it feel far more personal to the audience than major music hits. This is interesting and once bands are more popular they keep this style to appeal to the audience. Locations of small concerts are also key in this genre as they see themselves as a small community.

In this music genre usually the bands costume/clothing, fits a grungy style. Usually the bands and musicians are likely to wear more rugged clothing like denim and leather jackets, allowing them to stand out from the crowd. Usually people in this genre replicate these ideas within their clothing. Perhaps showing society that they have an edge. It is however unknown whether the audience do this consciously and perhaps dress like the band unknowingly. This style is much more shown in females than males. This could do with the fact that females want to go against the male gaze and have an edge whereas men do not have to do this as the genre is already aimed towards them.

ADVERTISEMENTSOnce again the genre follows the same concept for most of their advertisements. They like to focal the album rather than themselves, this is as they know the audience are more engaged to the music than the musicians themselves. Many use their album artwork to represent their advertisements, this is interesting and an easy concept as the audience can quite easily connect with these advertisements. However, some are slightly different and if the bands has a popular logo known throughout it’s fans they’re likely to use that as the basis of their advertisement. Their adverts are usually simple text and are straight to the point this appeals to the audience as this is what they’re engaged to. The audience are more likely to see these advertisements as there are lots of rock magazines out there which they are likely to buy as it gives them a certain edge and they want to know about all the latest releases, songs etc.

ALBUM COVERSMany bands in this genre have a similar concept when looking at their album covers. Instead of using themselves the represent the band they use cartoons, logo artwork or photography. This is interesting and it varies depending on which bands. However, it is interesting and refers to this idea that they just want the audience to buy the music. As this is a common convention across this genre the audience instantly know it is for them. Making the images sometimes a bit weird and different appeals to the audience showing they have a certain edge. What is interesting to note is that they have the bands name in their logo to reference who it is by and this helps give the audience some identity. However, when you look at oasis’ albums for their singles they use themselves to represent the single. This is perhaps to show people who are not popular with the band some identity and perhaps is to engage them within the genre so they become a fan.

TYPICAL PACKAGING

AUDIENCEWhen looking into this genre it is clear that the audience are keen to be different and individual. In ways they have similar beliefs and ideologies to the punk genre – although they’re similarly linked they’re not the same thing so it is interesting that both audience have the same beliefs. There are many different beliefs they have including equality, freedom and individualism. This is the type of audience who are likely to be feminists as their genre usually goes against the male gaze and shows how we’re all equal. Like punks indie and alternative rock fans have been a part of protests, boycotts and even vandalism. From the music (where some talk about drugs and alcohol abuse) it is clear they’re perhaps influenced by this. However the band – The Killers are highly religious and are said not to live this rock and roll lifestyle, so it is unclear whether they want their audience to live this violent lifestyle, and instead want to be seen as role models for the audience. Looking at their clothing the audience are likely to have tattoos, ripped jeans and second down clothing. It is very much like punk fashion however not as extreme. The people in this genre are likely to stick to this music genre and react negatively when musicians ‘sell out’ and become more pop based. This idea of authentic and being personal is very important to these fans as they’re there for the connection of music and if a band doesn’t show this they could be seen to be a sell out. People in this audience sometimes stop listening or appreciating a band once it has become ‘mainstream’ as they don’t want to be associated with that as they want to be seen with a certain edge to their personalities. In recent years the fashion style of grunge has become popular. These audiences will call these people posers and react negatively to this as they feel only them can have this individual style. As it is not a fashion but it is their culture

INDIE/ALTERNATIVE ROCK IDEOLOGIES BANDSAlthough the killers are a part of this genre,

they go against the ‘rock n roll lifestyle.’ Typical bands in this genre are associated

with sex and drugs and sometimes substance abuse. However the Killers go against this

stereotype as they have strong religious beliefs. Therefore it is said that they believe the rock and roll lifestyle is about the music

and not the attitudes. This in ways is respectable as they can be seen as role

models to the audience. Furthermore, this perhaps adds this idea of maturity to

the audience. This gives the band an individual view against other bands and

means we’re more likely to engage with them as they don’t match all the

stereotypes of the bad morals and attitudes of rock bands.

BANDS IN THIS GENRE? Throughout these two genres there is a mixture of different types of bands. There is a huge variety and no one band is the same in this genre. This is interesting and

appealing as it means all bands are different and there is something about them that makes the audience want to watch them.

INDIE ROCK BANDSWhat is interesting to note about indie rock bands is that they’re usually based in the UK or have a high fan base in this country. Usually these bands give something different to the rock genre and sometimes are bands people wouldn’t typically listen to. For example: Blur, this was probably one of the first indie rock bands and gave it a basis of being different. However, in recent years indie rock has become more popular for example bands like Coldplay and even Kings of Leon are well known meaning they’re popular (especially in the younger generation). An interesting thing to note about bands in this genre is they focus on lyrics and performance rather than giving themselves an image. Furthermore, bands like this have become more popular in recent years indicated there is an audience for these indie rock bands.

ALTERNATIVE ROCK BANDSUnlike indie rock, there is much more variety and variation in alternative rock. Each band has a different sound and atmosphere. This means there is more variety in audiences however this element of being different is clearly the same. For example some alternative rock bands like: Green Day and Fall Out Boy. Are completely different however they’re still popular but they convey different types of songs. It’s suggested that they’re in this genre as they don’t fit anywhere else. For example: three days grace and foo fighters are also in this genre this adds an idea that no band is just pure rock music. It gives an idea that the audience like these bands as they have an edge however within this genre we have a variety of different type of music therefore indicating that the audience are a variation of people who like all sorts of different music meaning it will be easier to make a music video appealing to the audience.

MOTIVATIONS OF THE AUDIENCEAlthough there is no specification on what the audience do and why they do it we can see from various stereotypes that the audience want to be seen as different. People in this music genre are usually seen to be individuals. This could be said to be a fan of rock you have to be something different. For example fans of the killers don’t want to see a typical music video something that goes against the stereotypes is likely to appeal to them as they refer to themselves as individuals. Furthermore, this audience wants to be seen as different to others around them this could mean them going to concerts and music festivals more as they intrigued by the atmosphere. The audience themselves are seen to be intrigued by bands that are not too popular and go against the mainstream this is as they’re rock fans and they want to feel different. This is why some people say that the motivation of rock genres audience is to be unique. Perhaps this is where the stereotype of hipsters come from. If the band makes something that is perhaps slightly different (yet still matches the ordinary conventions in the rock genre) they’re more likely to be intrigued by it. This is shown throughout rock bands artwork by being unique it is likely to captivate the audience making them want to buy and listen to their music.