Conventions of 'Indie Pop' genre

I understand it is crucial and of huge importance to be knowledgeably aware of the conventions of the genre indie pop. Indie pop is of relevance in my preparation and pre-production for my music video, as my song, ‘Pray – Empty Gun’ falls in the genre of indie pop. Therefore, my group and I researched into generic conventions and potential target audiences for this genre and collectively and efficiently presented our individual research on a co-edited Prezi.

We completed this task by carefully analysing three similar artists to our intended music video. For instance, we chose to compare Lorde, MØ and Grimes. We felt it was necessary to structurally divide the work amongst my group. For example, Fran dealt with conventions of digipaks and homepages, Harvey researched target audiences and I handled the analysation of music videos. It was interesting to explore the conventions of the genre indie pop as it broadens my mind to consider elements for our music video. Overall, I understand this genre stereotypically believes simple is most effective and mostly includes urban, large and empty locations. For instance, several of the shots shown were achieved in one location. Also, this genre generically consists of a main female dominating artist.