First Pitch

The explicit and unashamed promotion of the artist’s “image” (aesthetic/generic/ideological) as a specific product with a brand identity, ready for mass consumption

The featuring of the artist (almost without exception)

Repetition of reoccurring thematic elements and generically specific iconography (one key element often being dominant and providing the skeletal structure for the promo)


A wide and extensive use of shot types, camera angles and movement. 

A possible performance element

The flexibility to disregard Realism!

 A possible narrative structure

Use of special effects (lighting, animation, CGIs, in-camera effects)

 A carefully constructed Mise en Scene appropriate to the content and tone of the track
Shots cut tightly to the beat of the track
High impact instantly! (Don’t forget that competition for airplay on the main music channel outlets is intense)

This music video of gwen stifani directed by David Chapelle keeps to all of the 8 conventions. This means that it is really easy to follow and will attract peoples attention. What he has concentrated most on in this video is the miss en scene and the special effects and it comes together to make a flexibility to disregard realism. This made it very popular.

Our group then pitch our ideas to luke who will tell you which ones he think will work and which ones won't so that we can make the right decision with what idea to go for. We had three main ideas. The first of these being a tramp that is on the side of a road who sees the stories of strangers unraveling in front of him. The idea was discussed a little further with luke talking about where we would do it how we would get permission to film on a street and how many extras would we need. There were a lot of problems that would have needed to be sorted out if we were to do this one and Luke didn't think it was a very strong idea so we moved on to the net one.

The next idea was to have a girl and a boy who's relationship falls apart. The two elements would be ,one, of the artist standing on stage, by himself, sining and the second shots of events that have happened in the relationship. This video ended with they guy ripping up pieces of paper in anger that he had made a mistake and the gill left him. The papers would then start to fall on the stage on the guy. Luke immediately said that it was too cliché with the boy and girl with relationship problems because that is what everyone does and it isn't very exciting because its been done so many times before.

Our third idea was my idea. I pitched 'Bird Song' and explained that the song is about guilty conscience and the idea of a visage in a perfect world. I thought that as the