GENRE 1: INDIE http://www.youtube.com/watch?v=qJ_PMvjmC6M The video I have chosen to evaluate for indie rock is foals single inhaler.

Foals are an English indie rock band from Oxford, England. They are currently signed to Warner Bros. Records. They released their debut album, Antidotes, on 24 March 2008 in the United Kingdom and on 8 April 2008 in the United States. The band's second album, Total Life Forever, was released on 10 May 2010. The band's first mixtape, Tapes, was released on 3 July 2012 as part of the !K7 series. The band's third album, Holy Fire, was released on 11 February 2013. "Inhaler" is a song by British band Foals. It is the lead single from their third album, Holy Fire. The track and music video were released on 5 November 2012 in the United Kingdom. The official video was directed by Foals' frequent collaborator Dave Ma and features artwork from Tinhead.

Inhaler won the award for best track of 2012 at the NME awards held in February 2013. The single was also the group's first chart appearance on any American singles chart, peaking at number 20 on the Billboard Alternative Songs chart in early 2013. Shortly after its peak on that chart, the song crossed over to hard rock radio and ultimately peaked at number 29 on the Billboard Hot Mainstream Rock Tracks chart. The video for inhaler features short, interchanged clips of the band performing and various clips of various other things such as extreme sport, tattooing, drag racing, fireworks and light displays. It also features various people in different locations influenced by light performing alternative dance routines and movements. Due to the song title inhaler, all throughout the video there are various people wearin g items of clothing with the word exhale this obviously knits closely to the title of the song as an inhaler is an instrument made to aid breathing prescribed to asthmatics or those with breathing difficulties. Throughout the video there are clips of people creating movement or performing activities which require respiration or some sort of gaseous exchange, generally all subjects in the video are moving constantly or being active. The lyrics in the song show absolutely no relevance what so ever to the goings on in the video or infact the title of the song, however the video in itself is an effective way to broadcasts Foals image and vibe. The video focuses in on the band and all the band members individually, giving the audience a true perspective of what the band is like and who is designated to what role. Some may even say that without music videos/modern advances you wouldnt know what your favourite band/artist looks like. The video captures the essence of foals. But with a new album from foals comes a new essence. On their debut album Antidotes .The band were completely in their comfort zone. Their style was transgressive and the album has often been described as a 40 minute drone. The album title promises solutions that never come and Balloons and Olympic Airways
deal in escapism. However, theres something sinister in the way the latter suggests you can solve all your problems by insulating yourself against the world in an aviary for today. Antidotes ends with

Yannis warning, Something wont heal, comforts cant help you out before hes engulfed by those atonal trumpets. Its not just because they come from Oxford that Foals have been called the new Radiohead.How To Deal With Hype, lesson #3. By abandoning popular 2007 singles Hummer and Mathletics Foals are aligning themselves with the likes of New Order (Blue Monday was controversially left off Power, Corruption & Lies) a band whose obstinacy and capriciousness was almost as much a part of their legend as their music. Cassius and Balloons are sturdy replacements, their slight, insidious choruses embedded in concrete structures that owe more to dance than rock. Foals stated aim was to recreate the feel of techno tracks repetitive basslines, layering of sounds, build-ups and breakdowns with live instruments. There are no lazy chords; instruments slither purposefully over and around each other

GENRE 2: 80S SOUL/DISCO

http://www.youtube.com/watch?v=pNj9bXKGOiI

Luther Ronzoni Vandross (April 20, 1951 July 1, 2005) was an American singer-songwriter and record producer. Throughout his career, Vandross was an in demand background vocalist for several different artists including Chaka Khan, Bette Midler, Diana Ross, Barbra Streisand, and Donna Summer. He later became the lead singer of the group Change which released its certified gold debut album, The Glow of Love, in 1980 on Warner Bros. Records. After Vandross left the group, he was signed to Epic Records as a solo artist and released his debut solo album, Never Too Much in 1981. Luther Vandross video Never Too Much features clips of the artist in the studio and various people walking around to the beat of the backing track, images of people with headphones on, radios on their shoulders, tapping feet etc etc. Vandross concocts a bouncy, vibrant flow on his up-tempo numbers and an intimate, emotional connection on his moderate grooves and his lone ballad. Vandross video was relatively ancient meaning it was fairly new to the production and music video process. This could perhaps mean that the series of clips and images strung together by professionals could mean absolutely nothing at all, and show no subliminal meaning whatsoever. Obviously the clips show general happiness, good vibes, projects Vandross mood perhaps when he wrote the song, but the video shows no underlying suggestion of political messaging, subliminal messaging or otherwise. The clips show Luther Vandross in the studio, recording the song, in front of a studio mic etc etc. This gives the audience a general overview on the appearance of Luther Vandross and almost a live show feeling. Research shows that the less of the artist shown/revealed in a music video, the more tickets to live shows sell.

GENRE 3: METALCORE
http://www.youtube.com/watch?v=FHHJF2cUwyY

Architects are a British metalcore band from Brighton, England, formed in 2004. The band currently consists of lead vocalist Sam Carter, drummer Dan Searle and his twin brother, guitarist and keyboardist Tom Searle and Alex Dean on bass guitar. The band went through several name changes before they decided upon Architects. Their first name was Inharmonic, which was swiftly changed to Counting the Days. After a couple of years this was in turn changed to Architects. They have released five studio albums and one split ep with Dead Swans. The video consists of various clips strung together to create almost a presentation like format. The lyrics of the song are over laid on the top of the images. This automatically tells the audience that the lyrics to the song are fitting to the images chosen to convey the songs message. All the images contain heavy and dark political messages, images from wall street, from the apartheid, from the war and from other such things. Sam Carter (lead singer) sings these colours dont run meaning the society were currently balanced in wont change, that the current populace are comfortable in the way we live and the culture that we maintain and up keep. The video is almost flashback like, flashing images of chaos and significant events which creates a manic sort of atmosphere and viewing vibe.