Because the artists often write their own songs, the lyrics tend to revolve around personal thoughts and experiences inhabited by the artist. Therefore artists of this genre often appear relatable to their audience as the audience will feel that they are similar to the artist if they can identify with the lyrics. This allows a relationship to form between the artist and target audience which is why indie artists often have niche but loyal fanbases. To show this, a music video may show the artist as down to earth an ordinary by living there day to day life that is not much difference from the audiences. This would prove that the artist is not widely famous an therefore has a niche audience. However, stage performance scenes are often present in indie music videos which highlight how the artist still has a supportive fanbase that have invested in the artist by buying tickets to watch them live.
You may see that an artist has written her own songs in a music video with use of narrative. If an artist is acting in the narrative in a way that fits the narrative and tells a story that suits the meaning of the song then it is made clear that the artist has written the lyrics about their own personal experiences. I showed the artist in my music video as talented and an artist who writes her own songs using this technique. When the lyrics say "You're just a box of souvenirs", a point of view camera shots establishes the artist opening up her own box of souvenirs and pulling out one of the items. The item then directly links to a memory with the use of a jump cut. The following shot is of the memory and so the audience understands that the song is written about the artists own personal memories and how she feels reminiscing them.
Another convention of the indie genre is that artists often possess a natural style. They are seen in often casual clothing with natural hair and makeup. This portrays them as laidback and ordinary which supports Richard Dyers theory of a star because he suggested that a star must be both ordinary and extraordinary. Indie artists are ordinary through their appearance and relatable song lyrics yet extraordinary due to their talent and fame. As a result the audience can simultaneously relate to and be inspired by the artist which makes them an ideal role model. For example, in Nina Nesbitt's 'Apple Tree', she is seen in minimal makeup with relatively casual clothing and natural hair. This emphasises on her down to earth and laidback nature due to being ordinary and similar to the audience. However, hand held camera shots shows the artists journey for her career in music. The audience is shown the artist travelling and conversing with other famous artists etc. This adds an element of adventure and fame that the audience would not be familiar with and therefore portrays her as extraordinary. You may see that an artist has written her own songs in a music video with use of narrative. If an artist is acting in the narrative in a way that fits the narrative and tells a story that suits the meaning of the song then it is made clear that the artist has written the lyrics about their own personal experiences. I showed the artist in my music video as talented and an artist who writes her own songs using this technique. When the lyrics say "You're just a box of souvenirs", a point of view camera shots establishes the artist opening up her own box of souvenirs and pulling out one of the items. The item then directly links to a memory with the use of a jump cut. The following shot is of the memory and so the audience understands that the song is written about the artists own personal memories and how she feels reminiscing them.
In my own production, my artist is represented as ordinary in similar ways. She was minimal if any makeup and her hair and clothing is always kept casual and simple. Through he memory scenes, the artist is also shown doing regular activities with the male character. She goes for a picnic, watches films and bakes cakes. This shows that she is down to earth and can relate to the audience as she is doing what most of them will have done and can therefore identify with.
My music video followed these conventions because the lyrics were about the breakdown of a relationship which you could tell was personal to the artist as a breakup was shown through he narrative with the artist portraying one of the characters. Therefore, if released into the music industry, the audience would feel closer to the artist by comparing her lyrics to a breakup they have personally experienced. Furthermore, the artist wore stereotypically indie clothes in that despite being quirky (eg a denim dress), they were also very casual such as jeans and jumpers. Her hair and makeup also remained relatively natural throughout. This means the artist appeared both ordinary and extraordinary so as well as applying to Dyers theory it develops indie conventions.
