Pop Promo Analysis - (Chemical Brothers-Believe)

Artist and Song : Chemical Brothers – Believe, Director: Dom and Nic.

In this pop promo there are only four locations that the director uses which is: Forest’s, Tube Station, Street and the man’s work. The Director uses these type of locations because they are lonely, dark places. This makes the man more insane because there are not many people around and because he is the only one that can see the robots he becomes more worried. But that is only in the beginning when he just starts noticing the robots but at the end he is in a public place (on the street) with a lot of people around so which proves that he has gone completely insane.

When the man is going more and more insane there are extreme closes of his eyes and him sweating to emphasis his worry and frustration as he is the only one who can see the robots. Also when he is running up the stairs there is a point of view shot this gives the audience how scared the man is because he is running and the camera movement is wobbly.

The use of visual effects I can see is at the end when he is sitting on the street the cones of the building change colour and come down towards, also when the robots are coming closer towards him the traffic cones light up as well. The director uses these effects to try and emphasis that he is completely gone insane.

The only thing I can see is when the word “Believe” comes on he sees the robots. I think the director has done this because he is the only one who believes and sees the robots.

When there is a high pitch sound in the music they use things like the locker when he slams it, it goes “bing.” Also whenever the robots come on the screen it makes a sound but it goes along with it as when the robots move the music changes, this is trying to emphasise that the robots are actually like animals and that they have their own noise, like a cat says “meow.”

There are no genre characteristics this is a genre of electronica and I cannot see anything that makes it an electronic genre.

There is a narrative in this pop promo, and i think it keeps the audience wondering why the man is seeing the robots. Also the narrative keeps the audience wondering if he will ever be caught by the robots and also what do the robots want with them if they actually caught him.

This pop promo does not promote the band performance because you never see the band, but that is because it is electronica music and it would be boring for the audience to see some men tuning some electronic equipment boxes.

For me, I think that the intended audience are teenagers because of the music as well I do not think that older audiences like 25 + would listen to electronica music.