Indie folk as a genre

Indie folk is a music genre that arose in the 1990s from musicians in the indie (independent) rock community influenced by folk and classic country music. The genre became popular in late 1990s United States and in the United Kingdom in the early 2000s, with local scenes including Omaha, Nebraska, London and Melbourne. Indie folk combines the catchy melodies of indie rock with the acoustical sounds of contemporary folk music. The genre is also related to indie rock, folk rock, lo-fi and folk punk.

Typical instruments include acoustic guitar, double bass, piano, harmonium, mandolin, drums, banjo, violin, accordion, brass instruments and electric guitar.

Early artists include Ani DiFrance and Dan Bern. Other modern indie folk artists feature Ben Howard, Bombay Bicycle Club, Edward Sharpe & The Magnetic Zeros, Fleet Foxes, Jake Bugg and Kate Nash.

Typical codes and conventions in indie folk music videos feature:

- The fashion is very casual and natural. The artists often dress to match their setting. Some formal attire is also common, like shirts buttoned to the top and waist coats.

- Ambient lighting is often used in videos and photo-shoots to give the calm and relaxed atmosphere that the genre is associated with.

- Photo-shoots are often shot outside, using a vintage filter and soft lighting. If the band has a few members then the whole band will be in the promotional shot, and not often in strict hierarchal order to show the laid back fell of the music.

- There is a general lack of manufactured imagery to avoid constructing with the themes, everything is usually natural with a focus on the environment.

- Many videos related to the genre generally have a laid back playful theme, and show candid shots.

I will use these codes and conventions in my own music video production to exaggerate the indie folk genre. Researching the genre has given me a much better understanding of techniques to use and how effective they can me in music videos.

Below are 2 examples of primary research in the form of pre-existing indie folk music videos, the codes and conventions are apparent throughout:

Edward Sharpe & The Magnetic Zeros - Home (2012)
https://www.youtube.com/watch?v=_3hWYXOg1Cg

Lana Del Ray - Video Games (2011)

https://www.youtube.com/watch?v=cE6wxDqdOV0

Despite not classed as the indie folk genre, this music video features many codes and conventions of the indie folk genre.