Codes and Conventions

However, as the range of music videos is so broad, it was difficult to summarise the codes and conventions as a whole. Therefore, I decided to first analyse three videos, of which each belonged to one of the types of music video (narrative-based, performance based and conceptual based). Having gained a clear understanding of the codes and conventions for the three types of video (post 'Types of Music Video), I felt that my understanding of music videos was too basic, and when choosing a specific genre my knowledge was fairly limited. Therefore, by analysing music videos within the specific genre I was able to gain an understanding of the codes and conventions that create the indie-folk genre.

To develop my knowledge further I decided to analyse videos which belong to the genre of the artist I have chosen:

Mumford and Sons - Little Lion Man
Bon Iver - Calgary
Fleet Foxes - White Winter Hymnal
Great Lake Swimmers - Pulling On A Line
Ellie Goulding - Your Song
Birdy - Shelter
Ben Howard - Old Pine
Gabrielle Aplin - Never Fade


Summary of Codes and Conventions for Indie/Folk Genre
Camera

• Close ups of artist
• Close ups of body parts e.g. hands - importance of senses e.g. touch
• Long shots of characters when in movement
• Extreme long shots of setting - nature 
• Tilts
• Variation of angles

Editing

• Generally slow paced editing throughout
• Pace of editing increases with the pace of the song
• Transitions of fades/dims
• Soft focus 

Mise-en-scene

• Setting is often outside - fields, sea, clouds
• Seasons connoted through clothing e.g. coats/hats
• Lighting is extremely important - use of natural lighting (e.g. sunlight) 
• Artificial lighting - lanterns, fairy lights

The type of music video for the indie-folk genre varies, as some are narrative whilst others are conceptual-based, however they usually contain aspects of performance as well. Personally, I think I'd prefer to create a conceptual-based video, as many music videos of all genres are narrative based, thus I think that it would be more interesting for the audience if I created a conceptual-based music video. However, to determine this decision I will carry out target audience research as to what they'd prefer.