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'The same text can belong to different genres in different countries or times.' This is relevant to our video as we not only conformed to Indie genre conventions but also many associated with the pop genre. This comes as a result of the song itself being part of the Indie- pop subculture. Some of these conventions include that of the love narrative, the bright colours and the fast speed of the editing.

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We both conformed to and challenged the male gaze theory. WE conformed to the theory through the costumes and body language of Mia's character (tight fitting outfits and trying to lose weight). However, we also challenged the theory through Claudia's character through her lack of care over what she wears and looks like. The fact that she doesn't try to change herself for male attention challenged the strong stereotype of woman which resulted in the male gaze theory.

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Existing Media - Jordan's costume inspiration

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Existing Media - Jordan's costume inspiration

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The costume Jordan wore was based around what the original artists for our song wore as it ensured we got the style right. We then used this to inspire similar costume plans for both 'indie' characters.

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We got the inspiration for the use of green screen when Jordan is shown performing on a youtube video from Nothing But Thieves video If I Get High, where the artist is seen performing on a TV screen. This adds a sense of realism into the video. I believe this was successful in our video and helped to portray our artist as a more 'down to earth' individual.

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Nothing But Thieves - If I Get High (Official Video)

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Our debut album 'Nothing But Thieves' is available now: Apple Music :: http://smarturl.it/NothingButThievesDLX?iqid=yt Spotify:: http://smarturl.it/nbtplaylist?iqid=iqid=yt Our online store:: http://smarturl.it/NBTAlbumD2C?iqid=iqid=yt Google Play :: smarturl.it/NothingButThievesGP?iqid=yt Amazon :: smarturl.it/NothingButThievesAmz?iqid=yt Get tickets to the Under My Skin 2016 UK Tour - smarturl.it/NBT2016UKTiqid=yt :: Connect with Nothing But Thieves :: Get your #NBTiD now :: http://smarturl.it/NBTid?iqid=itchvid Click here to subscribe :: http://smarturl.it/NBT_YT?IQid=youtube Facebook :: http://smarturl.it/NBTFacebook Twitter :: http://smarturl.it/NBTTwitter Spotify :: http://smarturl.it/NBT_Spotify Instagram :: https://instagram.com/nothingbutthieves Website :: http://www.nbthieves.com

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Many indie videos have diegetic sound to help guide the videos narrative. However, we did not use this as we did not deem is necessary for our narrative as much of it consists of flashbacks. We also found that the indie audience often are more interested in the music itself rather than the narrative and for this reason we did not want to layer effects over the music already produced.

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Although we did use wide shots, we did not use them to show performance. Instead we used them for setting the scene in which they meet on a dog walk. This enabled the audience to see who Jordan was being pulled towards and creates a lot of anticipation for their meet as the video prior to this conveyed Claudia as the better partner for him rather than his ex, Mia.

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Close up shots are used throughout our video. They are a way of emphasising a stars profile and making their face more recognisable. This shows how he is trying to gain popularity and wants to get his profile more visable. In addition, close ups also enable the audience to be able to see the artists emotions a lot more clearly which makes them easier to be able to relate to.

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Indie videos usually focus more on personal improvement and music ability than the narrative. However, we challenged this as our narrative is exclusively based on a romance narrative about the artist getting over his ex and moving on to 'better things'. This storyline challenges even the stereotypical romance narrative as it focuses more on his ex and moving on.

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Indie videos also link directly to the lyrics being sung. We conformed to this at many points. The most obvious of which was when Mia is make up shopping on “make up” and is eating sushi on “shape up”. Sushi is well known for increasing metabolism and improving skin. The fact that she's eating this therefore shows how she is trying to improve herself constantly.

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Mise-en-scene - Mia - clothes, repeated use of phone

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Mise-en-scene - Mia - clothes, repeated use of phone

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Mia’s character contrasted to the others in style of costumes and was used to emphasis the alternative nature of their style. She wore tight fitting dresses and smart trousers. Her character also often used a mobile phone as a prop which emphasises how she was obsessed with living up to other people's standards.

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Claudia’s character wore quite neutral clothes. I believe that this in itself resembles the indie style as she wears what she likes rather than trying to fit into stereotypes of a certain type of person. Her appearance is conveyed as ‘minimal effort’ thus emphasising how she is happy with her appearance as it is.

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Mise-en-scene -  Jordan - guitar (realism), clothes

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Mise-en-scene -  Jordan - guitar (realism), clothes

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Jordan wears a variety of clothes that we deemed relatively “indie”. This included items such as black skinny jeans, baseball caps and simple shirts. We originally had him wearing smarter clothes such as shirts when he was with Mia’s character but ended up cutting many of her scenes. His most common prop is his guitar which adds a sense of realism into the video as it shows him playing his own music rather than someone else or a backing track.

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Many indie music videos feature some essence of live stage performance where the band or artist is seen performing in front of a crowd. We challenged this convention as we wanted our artist to look more like he had just started out and not as if he had an established fanbase already. However, the use of youtube performance replaces this and emphasises our characters personality and status better than a live performance on stage would.

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We emphasised the indie conventions further through the performance shots of him walking. This shots were eye level to portray him as an equal to his audience which conforms to Indie conventions as the artist  is often not overly famous or known in the music industry. The use of walking also emphasises the continuous metaphor of journeys; representing his journey away from his ex and moving onto 'better things'.

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We portrayed our artist as if he was filming some performance aspects himself. Our intention was to create a sense of realism through him recording for youtube himself. This conforms to the Indie genre conventions as many Indie artists established themselves on platforms such as youtube. It helps remind the audience that he is a growing artist rather than an established ‘famous’ artist.

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Performance is extremely common in Indie videos and usually shows the artist playing the instruments themselves. We conformed to this throughout our video and it was the basis for our narrative to be built on.

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On the other hand, we used locations such as shopping malls which, although still low budget, have connotations of wealthier people. The reoccurring colours of these scenes were lighter (often whites and light pinks) which although challenging are colour scheme, allowed for an emphasised contrast between the two female characters.

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One of the locations we chose to use was Camden in London. Camden is known as being relatively popular amongst Indie and Alternative groups. It has a lot of graffiti which creates a colourful environment. This benefited us as our products were not planned to have a particular colour scheme but just to have a very bright and vivid colour palette. This challenges the Indie convention of having a very strict colour scheme that is stuck to rigidly.

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The locations expected to be seen in an Indie music video are usually simplistic and easy to get to. This is due to the low budget of indie films. This was an advantage for us as students as we are unable to rent out expensive and iconic venues for filming, therefore we were able to confirm this conventions much easier than we would have if we’d chosen a different genre such as grime, for example, which requires more iconic settings and much more expensive props.