What is a promo video? A promo video is a video that is made specifically to promote a song and a band and in turn to make money for the Record Label. It is a key part in keeping up a public appearance when the band are overseas and helps to create an international identity. Promo videos utilise mise en scene, camera work, editing techniques, sound and visual effects to appeal to the audience the song is aimed at. Also some promo videos include a narrative to help engage a viewer and to tell a small story that is usually linked to the songs theme. Music promos can be seen on music channels on television or on the internet, on sites such as Vimeo and Youtube. Music videos use conventions familiar to the music genre and film which helps to make the video feel familiar and appealling. Promo videos use camera angles, editing, mise en scene, lighting and narrative to either conform to expectations or totally go against them to make a memorable and interesting video.
Typical Conventions of a Music Promo:
Camerawork:
- Establishing long shots of the location.
- Band shots showing them playing instruments.
- Close ups of instruments and lead singer.
- Cutaways if shots relevent to the narrative.
Editing and effects:
-Straight cuts for fast pacing to link with song.
-Fades for a slow song.
-Bright coloured filters for a retro feel.
-Strange rotations and image composition to create a surreal effect.
Lighting:
- The lighting in the promos varies wdely depending on what genre the promo video is subject too. In a metal video for example, there may be grungey lighting obscured by smoke to add a cramped and uncomfortable atmosphere to the video, whereas an indie band may use brighter lighting to help showcase a more lighthearted environment.
Narrative:
- The narrative normally runs parrallel to the performance and helps to engage the viewer.
- Normally quirky or attention grabbing.
- Usually left open ended and overall subjective, to get the listener, viewer thinking.
Themes:
- Genre dependent.
Mise en scene:
- Can either make or break
- Usually compliments the narrative
- Costumes can be eye catching
- Props, realistic performance
In the promo video for Oasis' song "Cigarettes and Alcohol" there are lots of frantic fast paced shots which match the pace of the song which is used to engage the viewer. There are lots of canted and blurred shots which help to simulate the effects of alcohol which is a key theme of the song. There is also a backstage narrative which shows a portrayal of the private lifestyle of artists which helps to make the viewer feel closer to the band.These are a few examples of how a promo video can help to create and reinforce a band's public image. The video will help to make people feel closer to the band and then in turn will help people think of the song being directly linked to the lifestyle.
Promo videos generally are categorised into 3 different types. Promo videos that use illustration, are ones that use the video to link directly to the lyrics. Cigarettes and Alcohol would fall into this category as the video helps to describe most of the song.
The second "definition" would be Amplification. This is when the lyrics are expanded upon and the video explores some of the lyrics' connotations. A good example of this is Coldplay's The Scientist, which takes the lyrics "take it back to the start" and creates a narrative that revolves around the lead singer going back to where the story started, which happens to be at the scene of a car crash.
The third "Definition" is disjuncture which is when what you are seeing in the video is completely unrelated to the lyrics of the song. A good example of this is Radiohead's No Surprises. The song it's self is about dying and going to heaven (I think...) and the video is the lead singer being submerged for half the song, which is very effective in grabbing attention, as it was all done in one take and would require lots of practice and determination to pull off.
