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Conventions of the Alternative Genre
These are just some of the conventions I have found when researching the alternative genre:
1) Settings that may confuse or disorient the viewer which allows them to focus on the artist and performance. For example, the flashback location in LP's 'Lost on You' uses colour to disorient the audience from reality.
2) Visual effects are often used to create a 'dreamy' or 'trippy' effect in music videos. One way of doing this can be achieved by altering the colour balance or adding filters over the top of raw footage.
3) Dark themes, such as depression and alcohol abuse are prominent in the alternative genre and are often portrayed by the characters or artist in the music video overcoming these illnesses.
5) Overcoming problems or 'demons' laid out in the lyrics. This metaphorical statement is often emphasised with exaggerated and powerful visuals.
4) Bright, relaxing locations that contradict the dark lyrics of the song.
Lana Del Rey often uses this technique with her music videos.
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