- a lyric poem or verse.
- the words of a popular song.
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Key lines may play a part in the visuals but rarely will a music promo simply illustrate the lyrics wholesale. For example in the Arctic Monkeys song Why'd You Only Call Me When You're High the key word is 'High' and the theme of being high/drunk is played through the video.
The lyrics can be the start of a narrative video, as there may be a stray within the lyrics or a narrative can be adapted from certain lyrics.
Music promos may also contradict what the lyrics are saying, making a narrative which is either opposite or nothing like the story told in a song. They may also be contradicting if the narrative idea is taken from a certain lyric in the track.
Music
Music links to visuals of a music promo in a different way compared to lyrics, for example a storyline can not be made from the music solely, but can add emotion and set the feel of a narrative video. A slower song may influence a sadder music promo.
The tempo of a track can drive the editing, a fast paced song will have more quick cuts compared to a slow track.
Many promos emphasise particular sounds from the track by foregrounding instruments such as a guitar, keyboard or drum solo.
Genre can also influence the type of music promo created, a pop song will be far more up beat with bright colours and dance numbers, compared to a rock video; which may be more performance based than concept.
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