Genre.

For our chosen artist, we chose Natalie Lungley, her music is of the Indie/Alternative genre. This genre has a broad range of artists, artists within this genre tend to be solo artists who write their music. But there are many genres for music videos, such as Rock, Pop, RnB, Punk Rock and Indie/Alternative.

The genre of Indie music videos today tend to have been inspired by successful artists and band such as The Beatles and Nirvana and Elvis Presley, legendary musicians like these inspire Indie artists today. Indie artists are short for independent artists. Many Indie artists have an independent style to other genres, some indie artists will go with an older style in terms of the way they dress, or their music. For example Lana Del Rey is an alternative artist who has a very 50's/60's style, she goes with the classic bold colours and bold done up look, you can tell she has inspired her look like pops stars from around that time, such as Marilyn Munroe and Audrey Hepburn. She's taken iconic aspects from that time and made her own look. Her music videos are always very popular due to her vintage unique style and heartfelt songs. Here shows a picture of Lana Del Rey in her music video 'Young and Beautiful.'

Individuality in music videos is what makes an Indie artist most successful, if their music is catchy to the audience it ends up more successful. Indie music has changed massively in recent years, their music is more personal to them individually which is very popular to the public because people are able to relate to their personal experiences. Their lyrics contain strong meanings and metaphors which people distinctively remember and broadens that artists audience dramatically because people enjoy listening to music they can relate to. Below this shows Florence And The Machine who is a very successful Indie/Alternative band. There are similarities to her and Lana Del Rey in terms of their style, they both have a very unique style and have had inspiration from famous Pop stars back in the 60's.

The majority of the target audience for this genre is people from mid teens onwards, people are able to relate to their music and use the lyrics and style as something for their own opinion on things in today's society. A lot of the female Indie artists are more popular with women in particular because of their fashion sense and hair styles etc. The artists become a fashion icon as well. For example Lorde, she has a distinctive style and style in music that she only gives her first name, this demonstrates her independent individuality. Here shows Lorde's album for or cover Pure Heroine.

Alternative genre didn't rank very highly in the mainstream category of music, this is because it is in a completely different category to the music in that category, the music genres in the charts are often in the Pop, RnB or sometimes Rock genre. Also that music is very catchy and easy to remember. However when Nirvana released their hit album Nevermind, it was a real sensation for the Alternative genre of music and boosted up the whole genres reputation. It was released in the 90's and released hit singles that went straight to the top of the chats, such as 'come as you are.' Here to the left shows the album cover for Nirvana's 'Nevermind' album.
Another example of the Indie/Alternative genre is Coldplay, they've released singles that have shot to the top of the charts singles such as 'clocks' and 'scientist' we can see how this genre has evolved over time, their music has become more personal form personal experiences which has help to evolve this genre to becoming very popular with people. This music will influence future artists due to these artists success.

A example of a more recent Indie/Alternative and is Imagine Dragons, they released their hit single ''Radioactive'' which they released December 2012, we know Indie/Alternative songs to have acoustic instruments throughout their songs, Alternative artists contrast slightly with the other solo female artists in terms of their music, Lana Del Rey has more heartfelt styled music whereas Imagine Dragons has a more rock vie to it with their music, this appeals to people because it's theme is upbeat. Often the narrative of Imagine Dragons music video follows a narrative storyline whilst still showing performance, they do this by including snippets of the band members  playing their instruments or it will display the band performing. In the music video is set with the band members locked up underground whilst the gamblers above them are betting with money whilst puppets were fighting, and there is a mysterious girl outside whilst all this is happening. The lighting throughout the video is dark and gloomy throughout, this implies they are in a rough area. The band members are locked underground, in addition to this one of them is playing the drums as though he's trying to get help. The narrative of the storyline explains how they mysterious girl helps the band escape the cells whilst there is kayos going on above them.