What makes a good pop promo?

In order for us to make a good pop promo package we had to investigate how others have created a successful one. We discussed this in class and looked at examples which are lecturer had told us were particularly good. I found the following were important factors to making a good pop promo-

• Concept- Literally an idea for a video that maybe related to the song or totally unrelated that does not rely on a narrative. Radiohead's 'Street Spirit (Fade Out)' (1996, Jonathan Glazer) contains no narrative but relies solely upon the concept Glazer created. A scientific ultra high speed camera allowed scenes to be captured in extreme slow motion. Using just concept in this music video was effective because it created a solemn, reflective tone that allows the audience to study the lyrics.
• Performance- A performance sequence in a music video is often very important as it gives opportunity to show the band/artist performing their song as they would if you saw them live. In U2's music video for 'Where the Streets Have No Name' (1987, Meiert Avis) the band are shot performing on a Los Angeles rooftop. This was a live performance performed to a crowd unaware the event was taking place. The video is heavily edited to show the band getting in trouble from the police and then continuing to perform. Although in real life the stopped filming when asked to do so, editing the performance in such away created a popular music video and portrayed the group as 'living on the edge'.
• Narrative- Telling a story in a music video is an easy way to gain the audiences attention and top explain the meaning behind an artists lyrics. The song 'Cool' by Gwen Stefani uses a video that sticks close to the lyrics to tell a story (2005, Sophie Muller). The lyrics explain the narrator's relationship with her ex-boyfriend and how she has happily moved on and please to see her ex happy with a new girlfriend. Graphic match cuts compare and contrast the two relationships.
• Mise en scene- MES is important within any music video but will undoubedly vary depending on the concept, narrative or type of performance.
  
• Ideology, message and values- A music video is a good way for an artist to express there belief and values as well as raise controversial issues to put them into the public eye. For example, the video for 'Rabbit in your headlights' by UNKLE (1998, Jonathan Glazer) has created a lot of discussion over the underlying messages that the video contains. One reading is that the video appears to criticise the lack of care and consideration between human beings in the modern world, whilst another reading sees the video as promoting Christianity and the journey of Christ.
• SFX,CGI and animation- Special effects allows music videos to enter a world beyond reality. The video for 'Handlebars' by the Flobots is entirely animated. This gives the advantage of being able to tell the story more quickly than if it was shot in real life.
• Originality of visual style- For an artist to set themselves apart from other competition and attract a larger audience they must go further than the average artist to produce an original music video. The generic music video format of the artist performing with narrative running throughout is often more than adequate but artist who break this mould often earn more awards and success for their videos. Radiohead, Massive Attack, Weezer and Fatboy Slim are particularly noted for the original style captured in many of their videos.
• Intertextuality- The use of intertextuality in a music video is often inspired by films and helps to make a good pop promo as it engages the audience to spot what film is used and creates a feeling of familiarity. The video for Geri Halliwell's song 'Its raining men' (2001) directly uses scene and/or gains inspiration from the films Flashdance (1983) and Fame (1980)
• Similar linking themes- visual styles between music video, and print adverts/websites. Mika uses the same logo and similar visual style (cartoons and doodles) for his name in both CD cover and advertisement