2. What have I learned about my
genre?
0 There are two ways that my research has helped me to learn things about my
chosen genre, which is indie:
1) The first and most obvious is my genre research. This helped me to learn
what indie music actually is and to look at the history of it. It has also
shown me the generic features of indie music. This ranges from the
sound, which is raw and emotional, to the instruments used in indie
music.
2) Another way I have learned about the genre indie, is collectively from
looking at a lot of indie products.
You can see above that the colour scheme used by indie products is very
similar. The bleak canvas, often using shades of grey, I think tries to promote
the ‘do-it-yourself’ attitude that indie takes.

3. What have I learned
about my target audience?
0 Who they are – During researching my genre I found out who my
target audience were that I needed to conduct my target
audience research on. The results were that indie fans are people
of all ages, but mainly from 16-27, and the gender is pretty even
having slight tendency towards man. Therefore for the indie
product I create my target audience will be the same.
0 Buying patterns – Most fans tend to purchase via the internet in
some form or another, and a lot like to attend gigs.
0 Expenditure – The amount spent by my target audience seems to
be quite low due to their low average age. Most money in the
indie music industry is coming from the older fans.
0 Exposure – Recommendation is the most popular way that
exposes music to people, but we have to look at where the people
that recommend find their indie music. The most popular
method beside recommendation was via he radio/TV.

4. What have I learned about my
product?
0 The overall goal is to create a promotional package for the release of a music product. This
package will consist of:
0 A music video
0 A 4 panel digipack
0 Magazine advertisement
These products shall be based on Air Traffic’s album named ‘Fractured life’. The featured song in
the music video shall be ‘Shooting Star’.
With my product I need to give the band my own name and brand. I now understand the
meaning of the song after studying the music video and lyrics and this will help me with my own
interpretation of the song.

5. What have I learned about
music videos?
0 I learnt about how to categorise a music video, which
will help decipher which kind of music video I try to
create. I also saw many interesting techniques and
shot types, which I am likely to go forward with in my
music video. As well as this, I saw that I need to
control what is in my music video to make sure it
obliges to a bleak colour scheme

6. What have I learned about
digipacks?
0 While researching digipacks I discovered there are a
few factors that you need to consider when
constructing a digipack. One of these is
consistency, you must make each panel of the digipack
of the same design and colour scheme, or it would
look a bit odd. Another thing I have learnt is that if the
album is from a band that isn’t very well known their
branding has to be the title. As the images of the band
members is not enough to stamp down a brand image.

7. What have I learned about
adverts?
0 The main thing I have learned while deconstructing
magazine advertisements is the information that
needs to be contained in an advertisement. The
information contained should be only crucial
information in clear font so the reader can not
misinterpret it. The brand and genre of the band also
need to be implied through the colour scheme and
titles used.

8. Summary
0 To summarize, the research phase in building my product has
been extremely helpful. With all three parts of my product I am
now going to have a much better idea of how to construct them. I
now know the techniques to provide evidence the products are
indie genres. Researching the genre of indie has really given me a
feel for what it is all about and will change my approach to
making my music video. As well as this I now know the relevant
information to be contained on each part. My target audience
was particularly useful in helping me to know how to approach
my final product. Learning trends about my audience will help
me with what to put in my music video to interest them. Also, it
will allow me to know how to catch the eye of my audience in my
print media advertisements. Finally, research has taught me the
importance of branding, and where branding is most relevant in
a release of an album.