Conventions of the Video Promo

These are the Conventions explained by Negus:

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

·      The featuring of the artist (almost without exception)

·      A wide and extensive use of shot types, camera angles and movement

·      Repetition of reoccuring thematic elements and generically specific iconography (one key element often being dominant and providing the skeletal structure for the promo)

·      A possible narrative structure

·      A possible performance element

·      The flexibility to disregard Realism!

·      Shots cut tightly to the beat of the track

·      Use of special effects (lighting, annimation, CGIs, in-camera effects)

·      A carefully constructed Mise en Scene appropriate to the content and tone of the track

·      High impact instantly!