Conventions of the indie pop genre

My group and I researched conventions of the indie pop genre in order to see whether our idea conformed to stereotypical portrayals of the genre. To do this, we selected three similar artists to what we want our artist to be like: MØ, Grimes and Lorde - and there divided up homepages, digipaks, websites and target audience amongst ourselves, presenting our research on a co-edited Prezi.

Hannah analysed conventions of videos, Fran analysed conventions of digipaks and homepages, and I researched target audiences. Stereotypically, female artists of this genre have a young-adult target audience (between the ages of 18 and 25) of both genders. They like artists who have an intriguing, unique look and fashionable wardrobe. With music videos, they like shots which show the female artist as empowered, with an air of surreality to the music video. A less complex and more accessible approach is preferred.