Relationship between what we hear and what we see: To make a good Pop promo, a few things need to be taken into consideration. Firstly the decision has to be made whether the visuals illustrate, amplify or contradict the lyrics - an example of a video were the visuals illustrate the lyrics is Eminem - Stan. The lyrics describe how Stan is an over obsessed fan of Eminem, he wrote him countless letters, has pictures of him on the walls and eventually crashes his car whilst his pregnant girlfriend is in the boot. The lyrics of this song practically narrate the visuals perfectly. http://www.youtube.com/watch?v=aSLZFdqwh7E&ob=av2e.
The lyrics set the tone and feel for the overall song and music video, key lines will usually be evident via the visuals to enhance meaning and importance. Editing must also be used to suit the music, fast tempo songs are more than likely to have quick, short shots whereas more mellow, calm songs - usually from female artists, such as Dido, will have much longer and slower shots to suit the feel of the song. The use of editing may also be used to amplify certain beats or sounds from the foreground (such as drum beat) which makes the visuals really fit in nicely with what we hear, it will also help make the music video look clean cut and professional.
Genre codes and conventions: Music videos seemed to have taken to their own codes and conventions depending of the genre of music they belong to. The codes and conventions apply to many different areas when regarding music videos - these include; variety of camera shots depending on the style, editing techniques (use of jump cuts in fast paced music) and especially Mes-en-scene, which varies obviously between each genre; props, locations and costume could suggest which genre the music video belonged to - even without any sound.
A lot of the music channels you see on TV conform to their own specific style of music - if you were to watch MTV dance for a long period of time you will notice that many of the music videos played will have very similar styles, many are likely to be set inside a club with flashing lights, usually with a mixture of girls and boys dancing and flirting. It is also evident that the camera work will be similar within certain genres, perhaps different genres focusing on different things. For example, Dance videos would focus on clubs, lights and dancing whereas Rock videos would focus on instruments, large crowds and the band
RnB music videos have the most obvious signs of codes and conventions these include:- Cars
- Money
- Girls (usually half dressed)
- Jewellery
- Expensive objects
- Other signs of rebellion etc..
- Close up of expensive objects
- http://www.youtube.com/watch?v=GtUVQei3nX4&ob=av2These
These codes and conventions work to create an image for the artist and music, using RnB as an example again - many rappers sing about how they came from a very poor background in the ghetto and then went on to make something of themselves, which means they like to physically show their wealth using music videos. Music videos can help create star image in many ways as musical artists can choose how they want to be presented to the world, pop artists, such as the former Britney Spears created a star image for herself by being a very pretty, bubbly, innocent and influential singer for young girls - this image may not have been as possible if it wasn't for her music videos which projected her this way. However, other medias can be used to help create and/or emphasise an artists star image - their single or album cover photograph would have been planned out carefully, you can also tell from this how the artist wants to be portrayed - some artists even chose not to have their own photograph on the cover, this could suggest they are more abstract or creative. You can learn what the artist is like in day-to-day life via other media coverage such as interviews or other public displays - whether they keep their star image or if it is some sort of ulta-ego, whether they really do act or dress like they do in their music videos or if they keep their private life separate. Using Britney Spears as an example again, public displays can be dangerous and could break down your star image and even career.
Pop promos are also used to maintain an artists popularity and/or to re-invent their image - the need to 'keep up with the times' is essential for a musical artists career, if you look at Maddonna for example, it would be very hard to expect that her career would still exist if it wasn't for her constant image change. This concept applies to many lengthy careers in the music industry. Pop promos make it possible for a star to show the world how they look, dress, dance and what their attitude is at that moment in time - just a song alone would not have the same effect and would make it harder for a star to maintain their career. However, the need to re-invent does not soley apply to ageing artist - Rhianna is an example of a star who changed her look from 'girl next door' to a more fierce 'bad girl' - this change made her popularity rocket. Music videos are also a good way to create new fashions based on celebrates styles, not only can it influence fans and media consumers, but also other artists - lady gaga for example, although her fashions do not exactly catch on -its the fact she is daring and kooky that has made it more acceptable to be 'different' - most of lady gagas career is based on these styles which is only made possible from her music videos.
Voyeurism: Voyeurism usually refers to the idea of pleasure gained by looking, normally at a sexual object. Laura Mulvey (1975) proposed that because filmmakers are usually male, the voyeurism is predominantly through a male gaze - this means that many music videos, whether it be a male or female artist will have some sort of sexual female on display who is effectively portrayed as an object. The sexual display of the females can be projected via costume, camera work and movement and the significance of using voyeurism is not only to promote the music video, but to create that feeling of power and dominance (as the female on display is usually unaware she is being watched) and also female dancers can enhance the ego of male artists.
Pop promos are also used to maintain an artists popularity and/or to re-invent their image - the need to 'keep up with the times' is essential for a musical artists career, if you look at Maddonna for example, it would be very hard to expect that her career would still exist if it wasn't for her constant image change. This concept applies to many lengthy careers in the music industry. Pop promos make it possible for a star to show the world how they look, dress, dance and what their attitude is at that moment in time - just a song alone would not have the same effect and would make it harder for a star to maintain their career. However, the need to re-invent does not soley apply to ageing artist - Rhianna is an example of a star who changed her look from 'girl next door' to a more fierce 'bad girl' - this change made her popularity rocket. Music videos are also a good way to create new fashions based on celebrates styles, not only can it influence fans and media consumers, but also other artists - lady gaga for example, although her fashions do not exactly catch on -its the fact she is daring and kooky that has made it more acceptable to be 'different' - most of lady gagas career is based on these styles which is only made possible from her music videos. 
Voyeurism: Voyeurism usually refers to the idea of pleasure gained by looking, normally at a sexual object. Laura Mulvey (1975) proposed that because filmmakers are usually male, the voyeurism is predominantly through a male gaze - this means that many music videos, whether it be a male or female artist will have some sort of sexual female on display who is effectively portrayed as an object. The sexual display of the females can be projected via costume, camera work and movement and the significance of using voyeurism is not only to promote the music video, but to create that feeling of power and dominance (as the female on display is usually unaware she is being watched) and also female dancers can enhance the ego of male artists. It is very unusual to see voyeurism through a female gaze - even if the artist is female you will more than likely find she is the one on sexual display.
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