What's in an indie music video?

At a contrast to drum and bass videos, which tend to involve more heavy drug taking dark alley way strobe light action, indie music tends to base it's videos around more happy and care free subjects.
The genre of music usually appeals to listeners who don't want to conform to 'mainstream' music and lifestyles, think outrageous outfits from charity shops, thick rimmed non prescription spectacles and scruffy jeans. For this reason, music videos that accompany such under ground indie and alternative artists have an iconic arty feel, with throwbacks to vintage eras and abstract imagery.
Take for example the music video for 'a thing for me' by Metronomy.

http://www.youtube.com/watch?v=uYB2Mqs24ss&ob=av2e

The video involves old skool 'sing along' subtitles at the bottom of the screen, arty characters holding humorously straight faces whilst acting out the words. The whole video, from retro setting and props to eccentric costume, illustrates the indie lifestyle and imagery such listeners would like to be involved in.