The first step of making a music video was to decide on what kind of genre of video we wanted to make based on our song choice. Me and my group partner both agreed on a music genre based on 'indie' music, whether this be more upbeat or solemn. To get a greater idea of what we were after I looked at how different videos were formed in that genre.
Mumford and Sons are a heartfelt band who use a range of tempo's to create soulful music. To match their image, the video uses a very 'rustic' feel which I feel works well. However, instead of just having shots of beautiful scenery, the video is concocted by using the chorus as a place to add excitement by adding the leaves being blown onto the band members. This creates a dynamic and shows the band as youthful and energising whilst still remaining soulful and as respected musicians.
The Pigeon Detectives are an upbeat band who attract a lot of attention from teens and young people. I feel that this is reflected in this video by using 'free-running' as the main article. The video is also abstract with the use of the costumes and bright colours and the setting takes the characters past graffiti and into an abandoned warehouse. It's a simple but effective idea and in someways uses comedy features. It has also shown me how linking the video to your target audience is equally important with music videos as it with film-making.
Lostprophets are an alternative rock band who like to have fun on stage and create a brighter vibe opposed to a dark one. This creates a chance to make music videos 'gimmicky' as seen in 'A Town Called Hypocracy'. I think the younger audience would connect with the humour of the video but also relate to the old school television format that they use. This involves using lots of codes and conventions of classic children's shows including the background music, the tone of voice used, the coloured text and the costumes, make up and hair.
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