Evaluation

It is very typical for bands to try and stick out of the social norm and stand out with a different music video. By using the close-ups of the audience in the jazz club to show that they were not enjoying this genre of music shows that this music genre is not for an upper/middle class audience and for more of a working-class audience. Which is portrayed in the transition to the garage scene when the whole set changes from romantic mood lighting to a more playful vibrant lighting to help show that these guys in the band represent the youth in society and it also helps to show the rebellious nature of the band that is so easy for the audience to connect with them. This is because we wanted to create a star persona of the band to look like they were a close group of friends that are aspiring to be successful. They are inspired by other bands like them that came before and who want to be unconventional but when we did our research, we found that it is becoming conventional to be unconventional. Although this is confusing it is becoming increasingly conventional for indie bands to be unconventional. 

For our band we created a brand that showed off their playful and juvenile personalities by having Joel (who was the lead singer) drinking beer halfway through through the music video and especially in our social media to try and get them to connect more to our audience. When in our music video they appear to be more focused on the job and want it to be done to a professional standard because our music genre of alternative/indie rock generally being a group of relaxed people able to create music to a professional standard with some seamless ease throughout the whole process whilst making it all look easy. Because in our social media we made it look like the band was always either having fun/relaxing or acting professional to get the job done like the social media where we have pictures of the band in a recording studio to show their technical skills but, in every picture, we always tried to show Joel as the face of the band so that he could be the main selling point of the brand. Part of the brand is the fact that all they do is mess around, while they are also being technical and professional. With one of the main selling points of the brand being their cheeky and mischievous yet calm mannerisms that all the band members seem to have throughout all the media and performances that they have produced like in the social media you can see the band messing around with each other and having a good time. While also rebelling against the genres of music that seem to dominate the upper class's preference, like jazz and swing music and in the music video when they are in the jazz club this shows that they don't care what people think of their music and just want to get their music out to an audience. 

The fact that we shot in the jazz club should engage the audience by showing that the band was in an alternative/indie niche which was an area that was outside of the normal which would appeal to a younger audience that don't exactly want to fit in with everyone else and be a sheep. Because the jazz club was an out of the box idea for the genre of music that our band plays it would draw attention of a younger audience around 12 - 25 years old that have come from a working-class background and don't exactly fit in with everyone else. So, our band creates a way for people to be able to connect and relate to the band on a more personal level. One way that we were able to engage the audience was because we set the second half of the song in a garage which had been converted into the bands practice room which helps audience members connect and relate to the band by realising that they are just ordinary people not these big important stars who are nothing like the public. Another way that we are able to engage the audience was the use of interacting with the audience directly on social media because audiences are constantly changing, and a theorist called Clay Shirky believes that the introduction of social media has changed how audiences interact and behave towards certain online personalities, for example music artists. Because of this it makes the band more likeable for an audience if they can think that they are just like those people in our band. Also, because the digipak uses vibrant blue colours, because of the contrast it makes the band seem more mischievous and cheekier but with the picture of them just leaning on the fence on the inside of the digipak makes them seem more rebellious as they are just loitering in an unknown place for no apparent reason gives them an edgy persona as well as the cheeky, calm and mischievous persona that the audience already know the band has. 

For our music video our genre was alternative rock which has the conventions of having a large performance value which we created in our video. The use of the blue light in the garage scene when they break away from the old original style of music in the jazz club emphasises the contrast between the two different styles of music with the jazz club being a romantic red and the garage scene being a vibrant blue. We also showed people in the jazz club as older and upper-class people to show that our band was for a younger demographic. Because our band would be more relatable t younger/working class people, especially if they are starting a band of their own as it is easier for them to relate to the band if they are able to connect with each other. Another way for the audience to connect to the band is their rebellious nature which audiences like to see as it is always interesting for people to watch how the band develops and it creates greater and greater anticipation for the audience on trying to think what the bands next rebellious move would be. The use of the jazz club scene was an unconventional idea for the alternative reck genre that our band is in and because of this it would gain the attention of a wide range of audiences as it is an interesting concept that we have used in our music video for our genre.