Genre

Our group have a strong idea of the type of genre we want to base our music video on. The most distinct aspect of our genre is the dance theme however we are focusing on the dance genre that is less commercial and more urban/indie dance.

Dance/Alternative-

Dance/Alternative is commonly known as a mix between electronic and indie/rock music. Its also referred to in amercia as Underground Dance.

As our genre is more of an up and coming genre there aren't many bands that fit in to it entirely as its often made up of artist from other genres. Our genre mainly began in the 1980s with the creation of the bands Prodigy and New Order which later developed in to what is now seen as Dance/Alternative.

The genre is also highly attached to the night club culture is therfore often attached to the audience of youth. With the development of computers and technology around the 21rst century the way music was produced and developed changed dramatically. The popular culture become more digital and as did the trend in music. Elements of the genre were pushed along by the sense of more online opinions and vocal preferences on sites such as myspace were music could become so criticised that music catered for smaller audiences became more accessable and creative.

Chase and status




Chase and status are an alternative electric duo from London. Recently breaking in to the dance scene in urban london their modern sound includes a variety of urban artists such as tinie tempa and katy b. Also playing a major part in the recent success of dubstep. This is the music video for a popular chase and status song 'End credits'. It has everything typical of our genre being a focus on the youth and an urban setting as well as being part of film advertising and so therefore made current.



Chase and status are a perfect example of a duo that has pushed the dance/alternative genre a long in terms of pushing it in to popular culture.



Sub focus



Another example of a of an artist that is successful in the generation of the dance/alternative genre is Sub Focus. He is a dj that has worked with artists such as chase&status, Dizee rascal, Empire of the sun and actually produced the number hit 'Kickstarts' by Example. His sound is again very electronic and aimed at a younger audience.



This is a popular music video by Sub Focus which uses footage from festivals which are a big part of the dance/indie/alternative culture. It is also very personal showing footage from his own view point as the artist which draws the veiwer in as well as having lot of performance.