Purpose of Music Promo

Promotes new music (albums and singles).

Promotes new artists or maintains an audience focus on an existing artist.
Promotes an image of an artist or band that is exciting and dynamic.
Entertains the audience, encourages re-plays of videos.
Creates visual images that convey the meaning and story of the song.

Exhibition of Music Promos

TV
YouTube

Conventions

Performance Music Video

Footage as the artist performing, singing or playing instruments.
Mode of address could be direct.
Clips from concert footage.
Their songs may be performed in unusual places, such as cliff tops.
Illustrates job, e.g. casually singing on a tour bus or in a rehearsal room.
All vocal performances are lip-synced.

Narrative Music Video

Tell the story of the song lyrics through technical codes and how the video is edited.
Use actors to tell the story of the song.
Sometimes the narrative will cut back and forth between the actors playing roles and
the music artist performing.
A music video can take the form of a short film to communicate the meaning of the
song by using the same narrative techniques as a feature film.