Smalltown America Task

The band that I have chosen to familiarise myself with is More Than Conquerors. The band was formed back in early 2009 and found local fame in Belfast. In 2010 they signed to Smalltown America, an Independent Northern Irish record label. The band have appeared on BBC Radio Ulster's 'Across The Line' radio show leading to a main stage at Glasgowbury in the summer of 2011. The band's name may have originated from the English Standard version of bible (Romans 8:37) which says "No, in all these things we are more than conquerors through him who loved us." However this is unconfirmed.

To understand Smalltown America's brand, philosophy, demographic and audience I am going to analyse More Than Conquerors' music videos, album art and their website.


As evidenced by their music videos the band aren't making loads of money like a internationally famous band. The settings of the local gigs and homes still don't take away from the quality of their music but in fact enhances their image.

In 'A lion, A man' the audience is taken through a dark home and lead on a journey through the song. The music video is entirely shot from a first person point of view which enchants the audience and immerses them in the home creeping after the lyrics of the song. The lyrics displayed in the video aren't just written down on sheets of paper but the filmmaker creatively uses basic images to get the lyrics across to the audience. As the home is dark and intimidating the artificial light of the camera serves as the viewers only comfort, the light also serves the purpose of highlighting the main aspect of the music video being the trail of music lyrics.


The music video for 'Bear Knuckle Fight' is set at a exciting and fun-filled gig. Again the lighting is naturally dark but the bold, primary flashing lights bring vibrance to the nightlife. The canted angles suggest a intoxication in the song. The video consists of close-up shots of the band and their instruments. These shots show us the source of music and can help the audience follow the song but the short takes keep the rhythmic and exciting pace. The band gives the vibe of informal, local music as evidenced by the typical, comfortable clothes of todays young punk-funk culture. This can relate to their fans along with the shots of the band having fun with them at a gig. This suggests a closeness to and appreciation of their fans.



'Go On, Go On, Get Out' is another official music video but this video differs as it depicts a narative along side a performance of More Than Conquerors. The video follows a young man having an argument with his significant other, using parallel editing the band is shown performing the song. One unique camera movement that is used is fast camera panning which keeps up with the rhythm moving the subject from one side of the shot to the other.

The band's website doesn't tell us much about the band but rather surrounds the music video for 'A Lion, A Man' where the mise en scene is dark. The website also depicts the band relaxed and carefree. By studying the bands album art we can see that it is quite creative and fun. Their most recent album art for when the 'When The Well Runs Dry' is similar to a playing card maybe being playful or addressing the British monarchy, the album cover with the cartoon face may reflect the childish nature of the band or may reflect the youth culture that surrounds the band and their fans. The album cover with the man with the bear head suggests a random, spontaneous excitement that comes across in the band's music.