Typical conventions of the alternative music video and album

covers

By Thomas Hall

Costumes

• The costumes for alternative music videos is often (obviously) not in the mainstream for how musicians usually dress. Unlike in mainstream music videos where the people involved wear things that are considered “sexy "or trendy in the current time, music videos for alternative music is often more symbolic of feelings expressed in the music also. Rarely “trendy clothing” is used on the clothes/ make-up, it isn’t unattractive either and is simply different than is often seen (linking again to “different” style of alternative music.) This idea of alternative music video costumes being much more symbolic will have to be included and incorporated into my own music video production as it seem to be one of the more crucial aspects/ conventions of this music genre.

Album covers/ Digipaks

• The differences between alternative (right) and mainstream (left) album covers is quite substantial. As previously stated in the costumes slide the alternative often relies on symbolic/ indirect/sometimes seen as random images in comparison to mainstream which is often direct, contains little symbolism and glorifies the “high-life” and in some cases objectifying women, which rarely happens in alternative album covers. For my album cover/ Digipak I will be using a more alternate style, however it will still be linking to the feelings of the songs and the genre of the band (Alternative rock) so there will be some conventions I will follow and use on my own product.

Music video settings/ locations

• The locations for shooting music videos is often vastly different too, alternative (top) and mainstream (bottom). A recurring theme throughout the mainstream is an optimistic “happy life” sequence and alternative is a much more “down to Earth” setting. From a candy Land to inside a padded room. These can also been seen in the alternative music video “Locking up the sun” (Poets of the fall) and in the mainstream music video for “starships” (Nicki Minaj) .A huge void between the two settings and another connotation of the alternative music video, all of these I will have to consider and think about during my own alternative music video production. My settings will mostly be in an urban setting or inside darker characters.

Storyline to the music video