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+ our album cover also has every member of the band, with their faces clearly visible. It is also clear who is the main face of the band as Casey Tyler is front, which helps towards the marketing of this album to our target audience of female indie pop fans.

- the name of our band (The Acrylics) is our album's name, which was a choice consciously against the indie pop convention to aid this album cover's ability to promote the band.

+ we chose to use bright pastel colours and interesting designs (e.g. the ripped paper effect) to support the indie pop aesthetic and make it more appealing to fans of that genre.

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+ all members of the band are shown on the album cover. This helps when the audience are deciding whether to buy the album; if they see it on a store shelf, and recognise their faces from a Spotify playlist or a tour poster, they can recognise their music and better make their decision.

+ The name of the artist is also stated for similar reasons of supporting brand recognition.

+ the album has an inventive and intriguing title that alludes to the type of music they make.

+ the album cover supports the indie pop aesthetic; from the band's quirky stances, the use of live instruments as mies-en-scene and the bright colours, it is distinguishably an indie pop album, making it easier to attract indie pop fans if they are, for example, searching a store for music of this genre.

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+ we included repeated links to buy our album throughout the website. As well as being the first item on the homepage, promotion for the debut album also appears on a welcoming 'lightbox' which appears before you can enter the site.

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+ we too included an 'about' section, which included information about each band member, and news about what the band are associated with, giving a more detailed indication as to the values and lifestyles this band has/their target audience will sympathise with.

+ we included links to their social media to sustain interaction between band and audience. We also created a competition for the audience to participate in.

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+ there is an 'about' and 'news' section for the audience to find out more about the band and what they're up to.

+ there are social media icons which can take the user to their various accounts. Indie pop artists generally communicate with their audience the most on social media, so this allows more opportunities for the audience to interact with the band.

+ promotion for their album is the first item on the website, and is repeated throughout. This is a convention amongst indie pop artists because they generally have a smaller reach, and so need to make sure all visitors to the site know about the album and can easily purchase it, so as to turn a maximum profit.

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Examples of this include New Young Pony Club's album 'Fantastic Playroom'

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Examples of this include New Young Pony Club's album 'Fantastic Playroom'

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Examples of this include Best Coast's website

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Examples of this include Best Coast's website

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Much like their websites, the album covers of indie pop artists are conventionally very inventive in their design. Indie pop artists are less of a household name than pop artists, so most album covers (at least for the debut) display a photo of the artist(s) as well as their name, so that the audience can link their faces to the kind of music they make.

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A lot of indie pop websites tend to be very inventive in their form and design. Indie pop bands are unknown to mainstream audiences, so any new audience member could come to the website - the 'hub' - to discover new information about the independent artist(s).

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+ Our music video also has an narrative which is amplified from the lyrics. The lyrics 'do you remember' and 'sweet dream' were the main inspiration for a plot revolving around nostalgic characters and dreams.

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+ the video amplifies Lucy's lyrics, a song about embarrasing memories from the night before where she got drunk.

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Examples of this include Lucy Spraggan's 'Last Night (Beer Fear)'

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Examples of this include Lucy Spraggan's 'Last Night (Beer Fear)'

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Many indie pop music videos have a narrative. This relates to Goodwin's theory of illustration and amplification, where the lyrics and music of an indie pop song are made literal/alluded to through a storyline.

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We challenged the sexualisation of woman with our lead singer, Casey Tyler.

- As seen in our promo shots, Casey's fashion was not sexual, and conveyed a message of 'wearing what makes you comfy', and contradictory to the standards of beauty supported by some music videos, Casey is not skinny, has short hair and does not 'act pretty'; values fun over appearance.

- In our music video, the camera did not support the 'male gaze' by lingering on her body.

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+ often performs dressed in revealing outfits
+ sexually motivated dances
+ supports dominant ideas on what a 'beautiful' woman should look like

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According to Goodwin, a lot of music videos sexualise women, and this convention can be seen in the indie pop genre. This can be because portraying a sexually liberated woman is a sign of female empowerment, or it could be to do with what Goodwin called the notion of looking, where emphasis is put on what we're looking at in a music video and who is doing the looking. This has led to the idea of a 'male gaze', where changes are made to how a music artist is portrayed to suit what a majority male audience would like to see.

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- we didn't wear expensive clothing, and instead opted for wearing smart casual clothes that weren't quite so different from the kind of clothes many people wear. This did not create so large a voyeurism, but allowed us to appear more relatable to our target audience skewed to teens and young adults.

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+ on our website, we applied makeup to Casey and the other band members to cover blemishes for our promo shots, and additional blemishes were removed in post production.

+ we also used colour saturation; we hightened the colours to make the location promo shots more intense.

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+ promo shots on Echosmith's website are geared to make the members appear as beautiful and perfect as possible. In promo shots, makeup is worn to make their skin and faces look perfect.

+ this is also achieved through post production; for example, taking out skin blemishes and saturating colours to make them pop.

+ the members also wear expensive, smart clothing, thus creating a voyeurism between what they wear and what normal people wear, thus portraying the band as having more 'star quality'.

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Examples of this include the indie pop band Echosmith

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Examples of this include the indie pop band Echosmith

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The goal for many indie pop artists is to break out of the independent genre and one day become a more widely known pop star. For audience members to begin accepting indie artists as celebrities, record labels often push a celebrity status for indie pop artists through promotional images which make them look more like pop stars.

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+ we too put heavy emphasis on live performance to create a conventional indie pop music video to show our band's enthusiasm for working together.

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+ the performance based international music video shows Sheppard's cohesion as a band and their high energy shows their enthusiasm for making music.

+ this is also seen in other promotional material, such as their 2014 tour poster.

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Examples of this include the indie pop band Sheppard

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Examples of this include the indie pop band Sheppard

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Live performance is a signature feature of the indie pop genre, in both the music video and in promotional images. This is usually due to record labels publicizing a more authentic 'love of the music' that is often expected of indie artists with less of a financial backing.

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+ our mise-en-scene kept with the indie genre by being visibly low-fi; e.g. we made our own set/props out of cardboard, and kept the seams of our studio set visible in a similar way to 'A-Punk'.

+ we also used concept to distract from our low-fi aesthetic; our video's concept was the intertextuality of various iconic characters (below you can see a member of the Beatles dressed as part of Sergeant Pepper's Lonely Hearts Band).

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+ for the most part, mise-en-scene is limited to the band's instruments, colourful jumpers and the seam's of the studio set are made obvious by the visible colour difference between floor and wall.

+ the video compensates for the low budget through the visually interesting concept of performing the song slow and then speeding it up in editing so they could achieve some very interesting effects.

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Examples of this include the music video for indie pop band  Vampire Weekend's 'A-Punk'.

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Examples of this include the music video for indie pop band  Vampire Weekend's 'A-Punk'.

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Indie pop artists, particularly in their first stages of promotion, generally receive low budgets to produce their promotional material, which affects the aesthetic for their products. For the most part, indie pop music videos tend to embrace their low budget aesthetic.