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This research did impact our music video as we found that these are very common conventions which exist within music promos, especially of the Pop genre. The Pop genre tends to adhere the Laura Mulvey theory of the ‘male gaze’. This is referring to that in promo’s males look ‘at’ and the females in music promos become objectified and the males look ‘with’ the males in music promos by placing themselves in the males situations. We had a cross-genre with pop, which was Indie Pop so we wanted to pull ourselves away and subvert this theory and some of the Pop genre. This was because Indie Pop has a more serious take upon situations which they portray through their narrative and as a group we pulled away from the Laura Mulvey theory as we wanted to have a serious narrative with a deeper meaning. This impacted on our music video as we took inspirations from the music promos we researched into. The theories we were taught and looked at were important for the way we constructed our music promo and our choice of shots and narrative. Michael shore was a big impact and for parts of his theory we adhered and others we subverted. An example from Michael shore’s theory was the recycled styles and what he refers to about this is that many promos have similar styles and they are stolen from one another to create a narrative and we adhered to this statement as we recycled Coldplay’s Paradise’s style and created our own twist upon it. The ways we used recycled styles was from the use of the animal costume and similar images to help piece of narrative together. There were many statements from his theory that we subverted such as soft-core pornography and adolescent male fantasies. I feel that Michael shore’s theories are correct in ways but it all depends on the genre of music that is being spoken about. This is proving that we have tried to challenge conventions of Michael shores theory by subverting to some of his
theories but also using and developing his theories by adhering to some of his
theories such as his recycled styles by the use and development of Coldplay’s
paradise.

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The style of a music promo is heavily decided upon the type of genre of music that the band/artist are associated with. An example would be a pop music promo – what do the audience expect to see? The audience would expect to see some extremely cringe-worthy footage, such as dancing that will make the audience laugh or unexpected dance moves or cringe-worthy narratives such as a typical love story of a woman singing about a man and trying to get his attention throughout the promo and ending up getting him by the end. An example would be Taylor Swift ‘Love Story’ which follows this specific narrative. The colours are also important for genres and specific colours have connotations with specific genres – such as vibrant colours will be associated with the pop genre and the colour pink will be associated with pop because it is a female colour which the pop genre is targeted to – young females and stereotypically, a young female’s favourite colour is predominantly pink. Producers have to play on these conventions to ensure they keep a brand image and increase popularity for their band/artist and they have to incorporate what the target audience expects to see, this is why genre is important for bands/artists.

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Mise-en-scene is very important in music promo and for every genre it is just as important, and just like the editing, the camerawork is used to reflect the mood and atmosphere of the song. The mise-en-scene is heavily affected by the genre that the type of music that is chosen and we had to do our research into the mise-en-scene conventions for Indie Pop and adhere these convention in our music promo. In a music promo the job of location scout is very important because we found that a lot of different locations are used throughout music promos and a variation is important to help create interest and this also helps add to mood and atmosphere and helps the audience create links to the certain places used.

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As for any video, editing is extremely important and for music promo’s it is just the same, if not more important. We was set a task to make a professional looking music promo and cutting to the beat is an aspect we had to take into consideration as this is present in every music video we looked at and we produced some good editing skills to ensure our music promo didn’t subvert this convention. The genre of music we used was Indie Pop and the tempo of the song was relatively calm and in our research we found that the editing usually reflects the tempo, so as a group in the editing stage we ensured the editing was out of sync with the song and reflected the mood and atmosphere with calm and relaxed cuts, no sharp and quick shots; although we did this when necessary as the tempo of the song does
change at times.

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Owl City - Fireflies (Official Music Video)

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Kings Of Leon - Use Somebody (Official Video)

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Naughty Boy - La la la ft. Sam Smith (Official Video)

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The camerawork also helps a lot with the narrative and performance, the use of performance in a music promo is useful and with the camerawork being correctly used it can help create an atmosphere of a live gig and gives a sense of realism for audience members and get an understanding of what a certain bands gig looks and sounds like. The narrative that is used is also very important to bands, narrative has a strong bond with the genre of the band/artist which I will touch upon later but the narrative usually reflects the band/artist in some form or another. A key aspect to remember about a narrative in a music promo is they can fall under 3 different types of music promos, one being illustration which is using most of the lyrics behind the idea and the narrative is moulded around the lyrics and a story is told by the lyrics and the narrative. Then there is developing on a key part of the lyrics, it could be a verse or chorus or even just one line and using that as an inspiration to create a solid narrative to work at – this is also known as an amplification music promo. Then the final type of music promo that can be produced is known as disjuncture and this type of music video ignores the lyrics and the narrative has no relation whatsoever to the lyrics, this is usually used to create humour or is used to create a fun music video.

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Question
1

 

In what ways does your media product use, develop or challenge
forms and conventions of real media products?

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Question
1

 

In what ways does your media product use, develop or challenge
forms and conventions of real media products?

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When creating a professional looking music promo we had to adhere to the conventions that almost every producer follows when creating a music promo and for camerawork there are a lotof typical shots seen in most promos. These consist of whole band shots to show
the audience all band members and this helps present the product and sell the
band to the audience, helps boost popularity. Also a use of a lot of close ups
are used during a music promo and they are mainly of the singer who is usually
the main performer, the use of close ups is important in music promos because
they show facial expressions and portray detail of the face, this is again used
for the audience. They are used for the audience because it allows the audience
to feel a sense of closeness to the band member, giving them a false sense of
‘star accesses’. The camera movement is also an important convention in a music
promo as it can create the atmosphere in the music promo but is mainly used to
help create excitement and keep the audience gripped and prevent them from
losing interest which will explain why there is a lot of camera movement.

This is an example of the use of close ups used in music promo’s, this is Coldplay’s Chris Martin who is the main face of Coldplay due to him being the main singer and they’ve used the
most familiar face out of the band in the promo so the audience can recognise the band instantly.