Conventions of a music promo

Camera work

-          Close ups = instruments, performers – privileged access, musicianship   

-          Mid shots = instruments and performers

-          Movement – creates interest

-          Audience reaction

-          1^st person point of view – viewer is audience

-          Crane shots

-          Tilts

-          Performing to the camera

Editing / editing effects (One direction)

-          Cut to the beat

-          Genre of music will dictate editing pace

-          Sfx, visual effects common 

-          Green screen

-          Jump cuts

-          Different transitions

Mise – en – scene (you me at six for example)

-          Instruments = credible performers, realism

-          Location = link to lyrics/ genre – often urban/ derelict

-          Cast – not just band

-          Representation? Stereotypes?

-          Costumes – links to genre

-          High key lighting

Narrative / performance (fall out boy for example) 

-          Links to lyrics

-          Bands

-          ‘Live’

-          Intertextuality

-          Repeatability     

-          Don’t use ‘traditional’ narrative – not necessarily a start, middle and end

 

Concepts of music in promos – similar in adverts?

Illustration - the promo is basically illustrates the ideas/narrative in the song lyrics.

Amplification – the promo uses a key idea/image from the lyrics and develops it.

Disjuncture – the promo bears no resemblance to the lyrics or it meaning; often seen as unconventional/ ‘arty’ videos.