Analysis of Genre
There are many different genres that are incorporated into
modern musical culture and these can be mixed and combined together to create
newer, not so typical genres. Examples of these could be Indie and Alternative
musical genres that are relatively new to the industry and culture compared to
other more refined genres such as Rock and Classical music.
Genres also have certain target audiences, such as punk rock
is aimed at young adolescents and classical music is typically aimed at older
people. However, as with every form of media these stereotypes can be subverted
and basically everybody from all walks of life can watch and music video
relating to practically all genres available.
For the Alternative musical genre that we chose with our
song “Windows” by Joint Honours, the genre did not really take off until the
later 1980’s/ early 1990’s when new bands like Nirvana stared to come out and
experiment with typical genre conventions and turn it into something new and
unique. The typical lyrical content usually always refers to either war or pop
culture and that these bands convey a message that they don’t agree with it,
i.e Green Days “American Idiot”. In addition, this doesn’t happen as often but
the song’s lyrics can also refer to forbidden love and things you aren’t
supposed to do with relationships like in Three Days Grace’s “I Hate Everything
About You”.
The overall sound is basically rock or punk with either an
electronic or rap undertone. For our chosen band Joint Honours they often use
rap in-between the chorus of the song “Windows”. Examples for other bands that
use electronical undertones are, Drowning Pool and Seether. This is possibly to
emphasize the surrealness and the unrealistic nature of their music videos like
Seethers “Remedy”.

In terms of visuals, this example from Seether makes the
main singer look almost demonic and has evil undertones. This is most probably
to reflect the lyrics that relate to drug use and its chaotic side effects. This
is one aspect of life that alternative represents people as not every
drug-taker is a scumbag but have reasons behind doing it, i.e the loss of a
loved one. The mise-en-scene of the
music video also shows urban decay, which is typically found in most
alternative music videos. Also, for Ash’s
“Orpheus” this goes with the idea of urban decay once again and shows typical
alternative conventions, I,.e new trend clothes and long, shaggy hair. However
this video does subvet the stereotype a little bit due to fast car racing scenes
that art usually incorporated into alternative music videos.


The overall ideology behind alternative music is to convey
to the majority of its audience that you are capable of anything if you put
your mind to it and the fact that everything can be experimented with in order
to create something truly amazing. The genres primary target audience is
adolescents aged 12-30 but as with all genres it can appeal to anybody if they
like it. It is aimed equally at males and females of all backgrounds. It
doesn’t matter what class you are to listen to alternative music but usually it
is middle-class people who listen to it due to their usual insecurity about
life and the willingness to listen to music for inspiration.


The conventions of this genre are shown heavily in a promo
for Skillets “Monster” Music video. This is due to the fact that it has typical
conventions of a rock video but has alternative elements incorporated into it.
Examples of this are the creepy surgery room as well as horror like characters.
The narrative in this video shows amplification by the lyrics saying “I feel
like a monster” and he man who is wrapped in cloth clutching his head in
dismay. The promo uses a variety of camera shots but mainly uses basic ones
like high-angle and close-up shots to build upon the horror of the scene. There
is a typical rock performance throughout the video but it is challenged by the
more exotic dance moves pulled off by the lead singer.
In conclusion, my two theories that go with this promo is
that it relates to bad social events like war and poverty due to the lyrics
frequently emphasizing upon feeling like a monster. Also, it could relate to
how families get torn apart by illnesses like cancer etc and how they feel like
a monster for causing distraught within the family.