The contextual aspects of the indie-folk genre is defined by the clothing, style and themes in the videos. The audiences are often attracted to the genre as a result of having a similar style as the band/artist.
This Mumford & Sons video is more likely to attract the male gender, due to the style of the band members; as the indie genre is becoming much more popular in this day and age, many young adults/teenagers dress in a similar way to those bands which are in the media.
Similarly, Ellie Goulding is also an upcoming artist and a vast amount of her audience chooses to listen/watch her as a result of her style and popular sound. With this is mind, it suggests that audiences are just as attracted to the image of the artist as well as the music itself, implying that to produce a successful music video, clothing and style is an important aspect to consider.
Heather... you could also consider the musical tradition from which the artists are influenced. Mumford's instruments for example are iconic of the folk genre. Musically, they offer an updated version but their instruments in the video are an acknowledgement of their influences.
ReplyDeleteIndie rock music was largely influenced by folk music in the 1990s, allowing the sub genre 'indie folk' to emerge. I feel that as folk music is quite outdated, the indie side of the genre allows the music to grow in popularity, as it's a more modern take on the original genre. The artists belonging to the genre like you said use lots of traditional folk instruments, such as banjos, guitars, pianos and violins, thus keeping the 'folk' side of the genre intact, whilst the video presents a much more indie style.
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