Sigur Rós are an Icelandic Alternative/post-rock band from Reykjavík, who have been active since 1994. Known for their ethereal sound, frontman Jónsi Birgisson's falsetto vocals, and the use of bowed guitar, the band's music is also noticeable for its incorporation of classical and minimalist aesthetic elements. The vocals are sung in a fictional language known as 'Hopelandic' which is a fictional variation of Icelandic. Sigur Ros claim that they communicate their messages through the medium of this fictitious language in order to allow each individual viewer to interpret the lyrics in their own way. The band is named after Jónsi's sister Sigurrós Elín.
As of 2012 SIGur ros have released six albums, plus one remix album (von brigði - recycle bin). the first album, recently given a worldwide release for the first time, is called von (hope). frequently unrecognisable from the bulk of their subsequent work, von is an experimental and ambient work.
festival is a build-up track that is 9:05 minutes in length, and is 5th on the album "Með suð í eyrum við spilum endalaust". The alternative track is sung in 'Hopelandic', with bowed guitars and ambient sound being prominent for the first 4 minutes 30, when the drums are introduced and instruments build up to create a large sounding post-rock track.
Below is a section taken from the official Sigur Ros website's FAQs. This is evidence that Sigur Ros' tracks are free from copyright, unless used for commercial purposes. Subsequently, I will be able to use the band's tracks in my product, as it will not be created for commercial purposes, meaning it adheres to the guidelines proposed.
Audience
It is generally difficult to quantify a target audience for a music artist. This is particularly true with Sigur Ros's genre as there would not necessarily be a specific demographic that may be associated with Alternative/Post-Rock music, due to it's broad nature. Generally, due to the aspects of complexity and minimalism within many of the band's songs it may be argued that it would take an older audience to appreciate the genre.
In 2007, 'Heima' was released. This was a movie documenting Sigur Ros' summer of 2006, following their journey back to Iceland to play a series of shows on a free tour. The documentary premiered in Iceland at the Reykavik International Film Festival, and since has sold over 5,000 DVD copies, earning it a gold award under the Video Certifications.
One way that we can get a rough idea of the demographic interested in the band is analysing the reviews on The Internet Movie Database for the film. The graph above shows the demographic of the respondents who have submitted reviews of Heima. From looking at this we can see that the ratio of males to females to rated the documentary is highly uneven, with males outnumbering female respondents by around 5 to 1. However, it should be considered that although proportionately females are of the minority, their mean rating is higher at 8.9 in comparison to 8.6 from the male audience. This could suggest that females find more enjoyment in the genre and music.
After this, we can observe the ages of the reviewers/audience. From doing this we can see that the most popular age demographic was between 18 and 29 with 3109 of the 6732 users being within this age range. Following this, users between 30 and 44 were also plentiful with 2526 users being of this age range.
Overall, from analysing this data we can gather an approximate target audience for Sigur Ros fans and therefore for the music video that i am proposing to construct. Generally, the most prolific demographic of viewers are males between the ages of 18 and 44. This is of course a very broad target audience, however, this is typical of the genre, as this type of music can relate to and be enjoyed by such a vast number of people. Although these figures may not be completely representative of the target audience for the band's music, I believe that this data offers a strong portrayal of the most popular viewer demographic.
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