Market Research

Existing videos of this genre tend to base themselves around an urban lifestyle for example:
Arctic Monkeys-When The Sun Goes Down
The Enemy- Had Enough, Its not ok
The Fratellis- Henrietta
Yet this is only from the British Indie scene. Another common feature in Brit-Indie is the use of live performances, in such productions as The Libertines - Can’t stand me now. This is generally used as one of the first music videos a band produces, due to lack of funds, being signed to a small record deal or emphasising their live performances, therefore commonly used before a band is set to go on tour. American indie bands such as the Raconteurs tend to use stop-motion in their videos and solely emphasise on the band or the narrative and rarely combining the two.
Record labels associated with the indie scene are Sony Music Entertainment and Warner Music, followed by EMI and Universal and Island recordings. EMI is not used as much compared to the 80’s due to strong publicity including bands such as the Sex Pistols, who recorded EMI on their hit album ‘Never Mind The Bollocks’, who represented EMI as not allowing the band to do what they wanted, due to the controversial song God Save the Queen with the lyrics “God save the Queen, She ain’t no human being”. This controversy has not been forgotten and for many indie bands which aim to go against the generic road of music, this is seen as a bad move. Many bands use independent record labels
Music Videos are published through different forms of media. Television, such as purpose built tv channels such as NME tv and MTV. These areas have grown drastically due to the greater accessibility of sky TV. In previous years terrestrial tv channels e.g BBC used programs such as Top Of The Pops to show videos and saturday morning tv such as T4 on channel 4. Since 2005 Youtube has been the main passageway for record companies to promote their music videos, in recent years music tuesdays on Youtube highlights certain artists videos and places them on the Youtube homepage creating worldwide publicity. Social Networking such as Facebook and Twitter has let artists contact their audience without any costs (especially twitter) this has led to many independent companies and unsigned artists have much wider appeal than in previous generations. In the 90’s and early 00’s the lack of internet access but widespread use of computers led to music videos being included on cd singles and extra content on albums but it wasn’t until 2001 that iTunes was introduced and consumers added music to their computers. Before this CD players were mainly used which meant the extra video content was not easily accessed. Recent methods of showing music videos are through iTunes, they offer music videos individually at £1.29 as of October 12th 2005. This let consumers place music videos onto their mp4 players and ipods. The introduction of tablet computers and the iPad has led to interactive newspapers such as the Guardian to feature music videos in their music section therefore consumers can experience the reviewed music instantaneously.