1. The song is called ‘Mardy Bum’ by the Arctic Monkeys and is 3 minutes exactly in length. It fits into the ‘indie’ genre and is mainly about relationship problems and how a partner is constantly ‘Mardy’ and argumentative. We chose it because it’s upbeat, catchy and has good lyrical content to produce a narrative/story so therefore we aim to make a narrative video for the song with some performance features also included!
2. The age range associated with our genre is around 16-25 years, and is not gender specific. Topics such as love, relationships, breakups and other topics are demonstrated to appeal to the specific audience. The Arctic Monkeys’ music is targeted at more of a niche audience because their music isn’t always in charts or their videos on television. Aimed at working class people and no real ‘subculture’ as you will find a lot of people like the music as it is quite versatile. They became popular via the internet (MySpace) so the bulk of their advertising is largely on the World Wide Web.
3. In the indie genre you usually expect to find a meaningful narrative which matches the lyrical content as well as a performance of some sort from the featured band or artist .The inclusion of instruments such as guitars, drums and microphones are also conventional along with close ups of members when performing /lip synching. Straight cuts and a variety of shots are used, lasting around 2-4 seconds on average. There is often a sense of ‘realism’ in indie videos in which the audience can relate to. The lighting is also quite conventional with black and white/dark lighting being used for effect and urban locations also used to reflect a working class backgrounds.
4. The bands image is quite patriotic as they are seen with an England flag in some images and they include their Yorkshire dialect in their songs such as “rate.” Most of their press involvement is positive and on YouTube some of their songs have over ten million hits. Their dress code is casual with shirts, jeans and plimsolls worn- a style we intend to inherit in our production. You could relate their image to other bands in the indie genre such as the ‘Kaiser Chiefs.’
5. The theme of the song is relationship problems and instead of playing on the normal boring ‘boy and girl’ problems we aim to be original and instead go with boy and teddy bear problems. The idea of the narrative is to follow the boy and teddy bear around and show the contrasting sides of their relationship- which is what the song is about!
For example for the lyric “cuddles in the kitchen” we will make the sound parallel to what is shown on screen which will reflect the good side of their relationship! We are going to cut from narrative to performance throughout the video at relevant points to mix things up and make sure the content is not repetitive and boring. We aim to use variation of effects, camerawork and good editing to make the production as good as possible.
This is an activity we completed for the preperation of our pitch. It includes 5 sections and was a good research exercise!
Jordan Rowson
Jordon Waring
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