Genre

As we are doing a music video based on Alternative music, we want break people's stereotypical ideas about the alternative musical genre. we want to show that not all alternative/punk rock music is sad and depressing. We aim to show people that most alternative music is happy and is about people enjoying life and having fun despite the fact that the may unintentionally hurt themselves in the process, they would still have fun. This links to the Cognitive Dissonance theory because our video would be the evidence needed to persuade people to change their views about this genre of music.
Anti-flag/rage against the machine/Simple Plan/ Sum 41/Blink 182 ... these are just a few of the bands that have previously made music within the genre, 'Punk Rock'. The reasons why we are using these bands as inspiration is because of the speed of which they're music video's are. They have shots that move at a very fast pace and make the video seem more exciting.
The conventions for the 'Punk Rock' genre vary as it is open to different interpretation. The music can vary too, going from bands like rage against the machine to bands such as Betty curse.
However the video itself fits into the action genre. simply because of the action, tricks and stunts that will be involved. One convention of an action genre film is that it would be fast pace. Our music video will be of a fast pace and it will flick from different shots pretty quickly.
A director that has directed several video's that work within the rock genre, is Frank Borin who directed music video's such as 'The Anthem' by 'Good Charlotte'. http://frankborin.com/main.html On this website they is several videos that he has directed that fit to the thing we want to achieve. one of those videos is the anthem.
The generic conventions for a 'punk rock' Video/Music are; Short songs (usually less that two minutes), Fast - edged music, the video's usually express 'youthful rebellion' and usually emphasise the different and distinct clothing styles, the style itself usually emphasises the whole 'do it yourself' idea where as if you want something to happen then you'd do it yourself instead of wanting someone else to do it for you. It also encourages individuality.
Theory
The theory that fits this genre of video is by Leon Festinger, it is the 'cognitive dissonance' theory. The meaning behind the words 'Cognitive Dissonance' is to have an bad/uncomfortable or inconsistent feelings between two things or ideas that contradict each other at the same time (simultaneously). Leon Festinger claimed that people rarely change theory attitudes about something unless they are faced with overwhelming evidence against their view point. This theory suggests that people seek out confirmation of their view points.
The reason that i have highlighted this theory is because most people stereotype alternative music such as 'punk/rock' to be depressing and miserably, however this is not the case, and most of the time people need the proof to help them to adjust their attitudes towards the genre. We want our video to be the proof to change at least one persons perception of the genre.
Another theory that might be relevant to my video and the style that it will be is, the 'pluralism audience theory'. which states that different audiences' have different views about the same thing.
Audience
The main target audience for my music video is people who stereotype 'out of the ordinary' people, people that believe that all groups of people such as 'emo's', 'goths' and 'punks' are all sad people and don't know how to have fun. The purpose of this music video is to show them that they are wrong to judge people like that, and that the video would be sufficient evidence to prove their beliefs wrong. The video isn't going to be aimed at a certain age range however, it may not be suitable for people under the age of 14 as they may think about copying some of the stunts within the video and may end up hurting themselves. i think the video would appeal more to people around the age of 17 to 19 as the people in the video will be roughly that age. They might be able to relate to the video.