Music Video Conventions

What is a music promo video?

• Purpose – for songs? Album/band? Record company?
• How can a promo create a ‘brand image’ for a performer?
• Conventions? Camera work? Editing? Sound?  Mise-en-scene? Narrative? Representation?
• Where can music promos be exhibited?

Mise-en-scene?

• Cigarettes and alcohol can be seen throughout the video – ties in with the song title
• Musical instruments (drum set, guitar, microphone) – possibly the most important props, makes the video seem credible
• Very simple clothing
• The band is elevated above the audience – shows that they are more important the audience
• The set for the music video is meant to look like a real gig (although it is a fake gig)
• Bathroom set features undesirable toilets and such (seems to be the ‘backstage’ area)

Editing/Sound?

• Black and white – adds to song emphasise
• Edited to the beat of the song
• Most transitions are straight-cuts (show that the events of the video all happen within the same ‘time-frame’)
• Warp/distortion – canted angle shots (gives the effect of being drunk)
• The only music heard, is the actual song
• Syncing