1. Q1 – IN WHAT WAYS DOES
YOUR MUSIC PROMOTIONAL
PACKAGE USE, DEVELOP OR
CHALLENGE THE FORMS AND
CONVENTIONS OF EXISTING
MUSIC VIDEO/ PROMO PACKS

2. • Music videos are a common way nowadays to market vocal artists and their style/genre of music. The
narrative style videos tend to include a story line for the song as well as the music being performed. As
a group we had to consider particular conventions from music videos to include in our own because
they are so varied. Within a group I created a video for the song Bring Me To Life by Evanescence, since
this band have quite a gothic theme I created a gothic video to go with the song which intentionally
would attract a niche audience that are interested in this particular music.
In our video I am miming the lyrics to the song which is a typical convention of a music video and we
had a story line for the audience to follow and were very relating to the lyrics of the song. This was
done to create a connection with the audience and portray the emotion through both the performance
and the story telling. Initially we have used mainly mid shots and close ups of my face whilst miming to
give the effect that we wanted.
• We made our editing in time with the song so that the images flowed smoothly in time with the beat of
the song which is a common effect used in music videos. Our editing is very fast paced, as is the song
and some of the images are supposed to appear to not make sense to the audience to portray the
madness within the mind of the actress. This hopefully creates excitement for the viewers and because
the images were moving quite fast, it may cause them to want to watch it again due to them missing
bits or purely because they enjoyed the effects. Generally fast paced songs have this effect. This will
give the viewers an insight view into how she feels and create emotion again. We included montages in
our piece because we were aiming to juxtapose the video in some aspects to make it more enjoyable
for the audience. This is another way we have conformed to the conventions of this music video.

3. • In terms of the mise en scene used in our piece, we challenged the star
image of the main singer because our story focuses on depression and
addresses issues that come with depression. As the role of the main artist
I was dressed fully in black which reflected the mood of the storyline
because black has connotations of sadness and darkness. I also had very
thick black eye make up which is stereotypical of Goths, and so therefore
creating a desirable image for our target audience as we had created a
star image that they would be typically interested in. Our settings also,
were designed to show the feelings of the actress. We filmed on bridges,
train tracks, hospital rooms and in bedrooms to create the image that she
was really alone. From our research into depression this is a common
side effect of the mental illness.
We again related the scene to the song especially in the setting of the
grave yard (we used mid shots to portray the narrative) “save me from
the nothing I’ve become” implying to the viewer that our character has
sadly died. However, this was only an enigma effect which means not to
give the answer away at the start. We later let the audience know that
she actually does survive.
Promotion using mise en scene – appealing to the target
audience through the locations/costumes

4. • As a promotional technique we have
added the name of the song and the name
of the artist at the start of the song to
ensure that this is the first thing the
audience see. If they like the song they are
more likely to buy it and knowing the
name of it obviously makes it easier to do
so and can help promote more work of the
artist if they are not already well known.
Even if the viewers are not able to watch
the video the whole way through, they still
have some reference to the song for future
reference. This may also help because it
could create ‘word of mouth’ publicity just
from one viewer. This is when a audience
tells people they know or posts online
about something they have seen/liked and
other people become interested too.
As a group we felt this information was best placed at the
front as apposed to the ending because we wanted this to
be one of the first things that gets the attention of the
audience. If we had put it at the end some of the viewers
may not watch all the way to the end to see this
promotional aspect. Commonly, on music channels they
artist is announced at the end of the song and so therefore
we have the advantage of our band and song being
promoted once if not twice.
Promotional techniques included within our video.

5. Digi pak – promotional technique
We created a digi pak for our CD. This is a promotional
technique because it allows the artist to get recognition
as their image is normally shown on the front. It also
promotes to a particular audience because of the style
of the front cover. For example with ours, our setting is
gloomy and I am looking at the ground suggesting that
the song has essence of sadness. The dark clouds could
portray this also.
Since I am also dressed in all black it could also suggest
the rock genre just from the image itself because
stereotypically all rock artists are serious and dress in all
black. The gothic/rock genre is also thought of as ‘dark’
music and this is seen through the costume and font we
have used to introduce the band and the song. We used
the actual bands digi pak for inspiration and replicated
this in a way that fitted with our video. We stuck with
the colour scheme of black blue, and introduced the
lead singer on the front of the pak.
We were also aware of the rules of copy right and
therefore included institutional context to make it our
own even though it was for the same song.

6. • We created a magazine advert advertising our CD and the song.
Traditionally adverts for CD’s contain an image of the actual CD case. We
used this technique which will add publicity for the CD because it will be
in easy view for people reading magazines of the people which we have
chosen for our target audience as it will be placed in a rock music
magazine. For example Kerrang (on the right)
Magazine adverts can also promote not only the song, but also the band
and what they promote such as their clothing range and if they’re touring
the country. This also gets attention as they tend to tour in the major
cities of a country to gain the most publicity possible, promoting
themselves and what they’re about. This again creates publicity both
from the magazine itself and from word of mouth if people choose to
inform their friends/family. Social networking is also a key element for
advertisement. The internet is the largest and fasted way to communicate
with people from all around the world, sparking the interest of others
with just one tweet on Twitter for example. Our magazine advert
conforms to the normal conventions of exiting promo packages as we
have created ours using some of the advertisement techniques
mentioned above but included our own theme which reflects the video
and advertises the song well.
Magazine advert