Cinematography
Camera movement may follow the movement of the performance, however it
may be used to create a dynamic feel to stage the performance like circling the
band as they perform. Close-ups predominate and create a sense of
intimacy for the viewer, it also emphasises the commodity on sale.
Editing
The most common form of editing associated with the music promo is the
fast out montage, rendering many of the images making it impossible to grasp on
the first viewing and ensuring multiple viewing. There are also videos which
use slow pace and gentler transitions to establish mood.
Development of technical codes
The key innovation in the development of the modern music videos was the
recording and editing processes along with the development of a number of
related effects such as green/blue screen. The advent of high quality colour
videotape recorders and portable video cameras enabled many pop acts to produce
promotional videos quickly and cheaply in comparison to the relatively high
cost of film.
In the 1990s, a number of new technical codes were established and
became a 'game changer' in the industry.
-The most common form of editing (associated with the music promo)
being fast cut montage.
- Many images shown in quick succession, impossible to grasp on the
first viewing.
- Split screen
- Colourisation
- Non-representation
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