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Daughter are a London based indie-folk band who formed in 2010 by Elena Tonra and Igor Haefeli. In April 2011 the band self released their debut EP ‘His Young Heart’. In October 2011, the band released another EP with record label Communion which was set up by a member of Mumford and Sons for small artists to be able to develop within the music industry. Around this time Remi Aguilella joined the group. Daughter are now signed to 4AD; an independent British record label and Glassnote records; an American independent record label who’s music is distributed by Sony’s RED Distribution.
Daughter’s target audience is likely to be indie or alternative music fans rather than people who are into mainstream pop or who enjoy heavy metal, which is shown by them being signed to an independent record label specialising in the particular style of music Daughter produce. The band can market their sound to their specific audience by creating an alternative or indie ‘look’ and to conform to the stereotypes and conventions of their genre. The band has a website which benefits them strongly by being able to showcase their genre easily and freely to potential fans.
Music videos for songs of the indie and alternative genre often conform to common conventions of being anti-establishment which appeals to those who also consider themselves anti-establishment and alternative. A main convention most artists and bands use in their videos is a performance aspect of them doing a live performance, the main focus of this being to show the audience their motives for working in music are that they are passionate about it, as the genre itself was about and not specifically focused on success. Narrative is also popular within the indie genre as quite often the song lyrics are abstract and don’t usually portray a meaning so a story line helps fans draw conclusions to what the song could be about. Mise-en-scene is often very important for videos of this genre as it provides a more individual and alternative look.
