Pop indie artists

Below is a list of some of the indie bands/artists we looked into. When researching these indie artists, we looked at many of their youtube videos, websites, facebook pages and listeners on last.fm and by doing so we were able to look at the codes and conventions throughout their music videos, what recurring techniques were used in the video, the bands' website and the layout, and also the target audience in which we wanted our music video to appeal to:



Ed sheeran
Lana Del Rey
Imagine dragons
Rhye
The Smiths
The temper Trap
the xx
artic monkeys
the vaccines
vampire weekend
Kodaline

Target Audience

Indie bands can attract large crowds at concerts. These crowds are usually made out of young adults who are familiar with the online environment and like to impulse buy things like ticket concerts and different online products. They are the perfect audience for many online businesses which are very interested in creating ads in order to attract these crowds.



Fans of the indie genre are typically introverted, intellectual and creative. According to researchers, they also tend to be more laid back and less gentle. Passivity, anxiousness are other common personality characteristics.

Generally male audiences aged between 15-24 years old are the target audiences for indie. This may be because they have similarities in the clothes they wear and the indie culture and lifestyle may relate to the male audiences.

We found that fans of the indie genre generally all listen to the same artists and would hang around with the same people and in the same environment. They tend to be of a younger generation and up to date with all new music, it's product and the way of consuming it. Indie music has a very big fan base, however, this could make it harder to appeal to the target audience. We believe the best way to appeal to the target audience is to try and follow the normal codes and conventions of the indie genre as closely as possible, which would hopefully result in our video and band appealing to the majority of indie lovers.

Indie genre- what is indie music?

The term "indie" traditionally refers to independent art -- music, film, literature or anything that fits under the broad banner of culture -- created outside of the mainstream and without corporate financing. In music, for example, the term refers to music produced and funded by any band or label not affiliated with the four or five major corporate labels like Sony or Epic. The same holds true generally for the music and film industry.

Ryan Schreiber, the editor and founder of Pitchfork Media, a popular online magazine that chronicles the indie music scene, said the definition also embodies a sense of idealism and an anti-corporate attitude.

Eugene Hernandez, editor-in-chief of indieWIRE, a site dedicated to independent movies, said the definition of indie was founded on the virtues of self-publishing and self-releasing books, magazines, tapes, records, and just about everything else from buttons to clothing to posters. "If you're going to be as strict as possible, the only definition was DIY -- do it yourself," he said, referring to the ethos of the punk bands and labels that flourished in the late 1970s and 1980s.

Since the scene's inception in the late 1970s with the advent of punk, some say that the term indie has evolved into something that has far less meaning than the original rebellious, creative, do-it-yourself aesthetic. "For me indie is convenient to use as a term, but it's hard to actually accept that it actually exists on any meaningful level now," said McCabe, who is best known for his work with Interpol -- a popular band from New York City who, coincidentally, just left their indie label to sign with Capitol, one of the largest major labels around. According to critics, indie is now nothing more than a branding tool: a highly commercial and money-driven movement, more concerned with marketing a particular image instead of culture with a truly independent nature and passion for its art.

Another factor that has erased the line between what it means to be indie and what it means to be corporate is emerging technology like the Internet and file-sharing systems that have allowed for more accessibility and better distribution for smaller labels and imprints. "The Internet is definitely the most significant influence on indie culture at the moment," Schreiber said. Online outlets such as iTunes and MySpace have made it easier for fans to find original music, or for bands to set up their own sites and distribute their own music. And video uploading sites like YouTube allow aspiring filmmakers to showcase their work to potentially millions of people, without viewers ever having to step inside a movie theater.

The term "indie" is used to describe any music produced by artists working within the network of independent record labels.