Conventions of a Pop Promo

• –Conceptual Narrative or Artistic or Performance video

• –All media language support the director’s interpretation of the song (If the song builds the artist up then low angle shots convey power)

• –A range of locations (or just one), it depends on the action

• –The editing is usually cut to the beat to give it a natural flow

• –Unique Misenscene and design style (editing style) to stand out from competitors

Example Text

Use of Media Language – Zion B’s Stepped In

Misenscene – Setting

–They have 6 urban locations, that look like they’re around the same place because of the heavy presence of concrete which helps sell that ‘street dance’ look. – Repetitive, doesn’t overwhelm audience.

Camera

This message is carried through the camera and other micro elements. The director made sure to keep the video interesting even though it’s in the same place.

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Large range of shots: Steadicam shots, tracking, arcs, low angle shots… You have shots with him dancing by himself, and with others, in a group dance circle (mostly low angle arc shots). A handful of people throughout the whole video – representing his inner circle of friends and the power of unity (low angles make him and them look ‘cool’ while they dance).

Shallow depth of field – cinematic look separates subject (Zion) from background

Editing

Different shots were shot in different locations. Each location presents different actions (dance/performance/narrative significance)

Matched cuts, continuity editing in each location scene, but there are jump cuts to different locations/scenes (kind of like different narrative/performance strands). This keeps the video fresh and interesting – keeping attention.

In-between each jump cut near the start, there are colourful vintage light flares (added in-post) which contrast the serious colour grade which add a nice touch (signature feature of director).

Sound

Just the track throughout the whole video. The end, you actually have in camera audio overlaid atop the outro of the track in which the audience can hear Zion and the dancers laughing together whilst maybe re-watching footage. It shows the sweet friendship they all have, and it shows they he’s doing what he loves which conveys the message of the video of being happy.

Zion B - Stepped In : Pineapple Pictures. Directed by Jay Parpworth

How groups, individuals and events are represented to appeal to a target audience

Through the extensive use of dance this video showcases the talent of teens the age of the target audience.

This goes against the stereotype of the youthful generation being lazy. It puts forward a reason for all people to invest in the future.

This comes across as appealing to the youth audience because it gives them a reason to be proud of their generation.

Audience Pleasures

As well as evoking pride within an audience, music and film can make an audience feel emotion.

Sadness, Joy, tears or dancing: There’s usually at least one single mood a text will try to bring to an audience.

This example was filled with dancing on top of a chill afro-beat (currently popular with the teen demographic), which will encourage the audience to dance or ‘vibe’ to the song along with the artist and dancers on screen.