Common Generic Conventions of Popular Music Promo Videos
Although pop video is fairly freeform generically and artistically it still employs several common conventions.
These include…
l The explicit and unashamed promotion of the artist’s “image” (aesthetic/generic/ideological) as a specific product with a brand identity, ready for mass consumption
l The featuring of the artist (almost without exception)
l A wide and extensive use of shot types, camera angles and movement
l Repetition of reoccurring thematic elements and generically specific iconography (one key element often being dominant and providing the skeletal structure for the promo)
l A possible narrative structure
l A possible performance element
l The flexibility to disregard Realism!
l Shots cut tightly to the beat of the track
l Use of special effects (lighting, annimation, CGIs, in-camera effects)
l A carefully constructed Mise en Scene appropriate to the content and tone of the track
l High impact instantly! (Don’t forget that competition for airplay on the main music channel outlets is intense)
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