Conventions of a music promo
Technical Convention:
- Band Shots - Shots of the whole band or members of the band. Shots of them performing.
- Shadows, mise-en-scene reflects the atmosphere of the song. Equal division of shots upon each band member or a focus on one key member.
- High, bright and special lighting for pop videos.
- Many high/low angle shots and close-up/extreme close-up shots .
- Occasional animation and video special effects (e.g. CGI and green screen).
- Colour effects are sometimes used, often monochrome/black and white.
Narrative:
- Balanced with performance/cut into performance/ merged with performance.
- Amplifies lyrics.
- Illustrates simple lyrics.
- Disjuncture - unrelated to the lyrics of the song.
Intertextuality:
- Refers to the process where one media text takes idea from another, like a parody.
- Borrowing of images, narratives etc and reconstructing them can be seen as post-modern.
- Draws audience into text, they can recognise elements.
- Not all of the audience will spot or understand the references.
Representation:
- Glamour/pop/rock n roll lifestyle.
- Playing out the popstar lifestyle in the video.
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