Conventions of my chosen genre with examples

The genre I will use in my music promo video will be heavy metal.

Music video conventions of heavy metal/hard rock:
The conventions are fairly similar to each other and are almost always used together
Cinematography - Shots of the band members playing their respective instruments - these are usually low angle medium shots, close ups or full body shots that are put together simultaneously in a fast pace, reflecting the tempo of the music.

Editing: Match on action of the band playing
Cross cutting between possible narrative of the video (to support the themes/message of the song) and performance

Mise en scene: instruments used by band members (microphone when singer performs on stage, guitars, drums, bass etc.)
Flashing lights, fireworks on stage etc. - reflects the mood and tempo of the song, creates an enthusiastic atmosphere
Conventional heavy metal clothes (leather jackets, denim etc.) a trend which has been characteristic of the genre since the 80s. body language - enthusiastic singer jumping around making dramatized gestures whilst singing

Sound: the studio recording of the song, with the band playing along to it to make it look as though they’re playing it during the events of the video (intended synchronous diagetic)

Form: musicians syncing to studio recording of song to make it seem as though they’re playing it during the music video.

Narrative: assorted clips to fit the lyrical themes/messages.

Heavy Metal:
This genre developed in the late 1960s and early 1970s, largely in the Midlands of the United Kingdom and in the United States. With roots in blues rock and psychedelic rock, the bands that created heavy metal have developed a thick, massive sound, characterized by highly amplified distortion, extended guitar solos, emphatic beats, and overall loudness. Heavy metal lyrics and performance styles are generally associated with masculinity and machismo.

Iron Maiden - The Trooper

Featuring:
Poetry inserted as a title - relevant to the song's lyrics/themes
Low angle medium shots of the band members playing their respective instruments
Flashing lights on the stage.
Occasional close ups, quick zoom shots of band members
Clips of horse riders (from the period the song concerns)


Judas Priest - Breaking The Law

Featuring:
Shots of a store with regular occurences (Equillibrium)
A narrative involving the band members seemingly robbing a store whilst still playing their instruments, this breaks the equillibrium
There is no solution that deals with the band robbing the store. The band is the main focus of the video and therefore the video fits with the message of the song.

Hard Rock:
This genre is a loosely defined subgenre of rock music which has its earliest roots in mid-1960s garage rock, blues rock and psychedelic rock. It is typified by a heavy use of distorted electric guitars, bass guitar, drums, and often accompanied with pianos and keyboards.

Guns N' Roses - Sweet Child O Mine

Featuring:
Black and white through the entire video (a "vintage" feel was intended)
Clips of the individual members interacting with each other, and playing their instruments.
This video is more reflective of the band's lifestyle, and it shows the bond that the members had during the time the video was made, as well as their love for playing music. Sweet Child O Mine is about a band members' girlfriend but could also be referring to putting their musical talent to use to entertain millions of people.


Van Halen - Tattoo

Featuring:
Black and white throughout the entire video, creating a vintage feel that takes the viewer back to the height of the band's popularity in the late 70s-early 80s.
Members playing the song, but also shots of them goofing around and having a good time, to celebrate the group's reunion

The Brief

For my A2 Advanced Portfolio in Media starting in September, I will produce a promotion package for the release of an album, to include a music promo video, together with two of the following three options:

* A website homepage for the band

* A cover for its release as part of a digipak (CD/DVD package) (CHOSEN)

* A magazine advertisement for the digipak (CD/DVD package) (CHOSEN)