Throughout the years the rock genre has remained as a medium for
controversial statements that either shape society or reflect the new social
groups; therefore, the single “Memoria” by Flapper reflects this generation’s
rock audience that does not take itself seriously.
When deciding on what to base my music marketing project, I even
decided to go further by even starting a band to base the project upon. Consequently,
on September of 2020 two friends of mine and I decided to form the feminist
rock band named Flapper in order to pursue the Alternative rock genre of Grunge
rock and Indie rock. The inclination to these genres was specially due to bands
and artists like Nirvana, Hole, Mac Demarco, Foo Fighters and more; because they
possessed the common theme of “unprofessionalism” meaning these artists created
amazing music but they do not hold value in their career as musicians due to
proficiency with their instruments but rather the soul they bring to it. When
watching videos like “Ode to Viceroy” by Mac Demarco, “I’ll stick around” by
the Foo Fighters or any performance by Nirvana, the theme of unprofessionalism
stands for a “slacker” aesthetic or a “punk” attitude towards the craft of making
music which commonly could be perceived as a method for appealing the audiences
as seeming cool and rebellious. However, even though these artists are cool and
rebellious, their aesthetic and methods are actually not to appeal the mainstream
on such manner but rather to break the egocentric convention that usually rock
stars possess, specially how it used to be like in the “Hair-metal” or “Glam Rock”
scene of the 70’s and 80’s.
Consequently, Nirvana, Mac Demarco, Hole, Foo Fighters, and more
artists set the foundation of what Flapper intends to be, which is a creative
band of people who just want to joke around while doing great content. These
objectives are essential for the band Flapper since this is what appeals the current
target audience of rock listeners since the Generation Z, has been the only
generation that does not have the rock genre at their top 5 genres of music
most enjoyed, according to Webflow. Consequently, the approach of a rock band
in this era is done in a different manner, and it is rather done in a more
underground or independent culture, making the genre not expected of high finished
productions and it is rather celebrated when the band represents a self-made
aesthetic, such as the band “The Garden” represents it best.
In addition, since part of the demographic of Indie/Alternative
rock listeners, the ratio of female listeners is of 34% of women, men being the
66%; leads our band to have a more specific target audience being women since the
band Flapper is composed only by young women. Therefore, by men both dominating
the ratio of artists and listeners of the rock genre, the band Flapper stands
in a different side of the spectrum, primarily offering female representation
in the rock genre, but also inviting male listeners by following the
conventions of all male rock groups. As a result, the aspect of not taking the
rock genre seriously with self-made productions, is essential to the band of Flapper
due to our purpose of representing women in an unconventional representation of
femininity or the overall fact of being in the light of the rock genre; for the
effect of what the punk and grunge bands have taught which is that anyone could
approach the artistry of making music; it does not even requires a message to be
transmitted but rather it needs to be done for music’s sake.
On the other hand, when starting to create the
single of “Memoria”, we decided to create lyrics based on sentimentalism such
as a Goth would; primarily basing it on past relationship experiences. This
aspect of honesty and vulnerability through the lyric is pivotal to the value
of the song of “Memoria” since grunge bands like Hole did with their album: “Live
Through This”. Where the lyricist, Courtney Love, exposed her open wounds of
being a woman in the rock scene, specially in songs like “Asking for it” or “Doll
Parts”. Consequently, by Flapper being a feminist band, we decided to approach the
production of the song to reflect strength of honesty and vulnerability within
the lyrics, giving room for attachment or understanding form the target
audience since the song Memoria is based on the band members experiences of
incompatible relationships; “Memoria” being the Spanish word of memory, referring
to the fact of just remembering such experienced. Therefore, the band it is
meant to create this aura of honesty being reflected since that is the
identifiable aspect of underground rock music leading to being considered as “outsiders”
or “counterculture”. Therefore, our social media in Instagram was designed to
give the followers an opportunity of an insight on the band through posting small
bios of each of the band members as well as posting the dynamics of the band, including
actual videos of band practice; all with the constant theme of dark, gothic
look for which we represent in the music video as in the Digipak.
As we have
established as a band, we want to create content that gives both the band members
and the audience and authentic experience to watch, being playful and creative.
Therefore, on this opportunity of creating Memoria’s music video, we decided to
go all the way of playing around with the band’s identity since we dressed up
in both of the aesthetics for which we identify or are interested in, choosing
Indie and Punk/Goth rock because we thought of the production of the single as
a great opportunity to play dress up with contrasting looks of the lighthearted
Indie look to the dark and aggressive style of Punk/Goth to make references on
each genre’s aspect from which rock lovers of our target audience would definitely
appreciate when watching the music video. Likewise, taking in consideration the
rock lovers of our target audience, we decided that for our Digipak by offering
a Vinyl version of the single, it would offer a more exclusive and remarkable
experience for the consumers since it goes with the tradition of classical rock
albums.
From the
point of representing different rock genres, we decided to play with all the aspects
on clothing of both genres to each of us playing each other’s instruments in
order to again create this lack of credibility and amateur look for the overall
purpose to simply entertain with the song’s meaning of “misfit” because the
song’s lyrics is meant to represent how the relationship being talked about is
non compatible, but such is represented in the indirect manner of each of us
not being the best at playing with each other’s instruments, giving the amateur
look. Also, aspects of the song’s production such as the harsh sound and lack
of being soundriven in the music video is to follow the conventions of the quality
involved on Indie music videos and Grunge music, making it sound more “trash”
or as the actual word Grunge means: filth. Likewise, to continue the band’s
purpose of exposing ourselves as we truly are through a self-made production,
which is just high school students trying to start a rock band, reason why we
also went for minimalism in the production when it comes to camera movement,
choosing only one location and most shots being hand held, for the self-made
and even “slacker” look.
Overall, Flapper’s purpose with the single of
Memoria is to represent young women in the indie/alternative rock scene through
the lack of seriousness in the craft to entertain Gen Z rock dilettantes and demonstrate
that anyone can rock ‘n’ roll.
