- As with any moving image text, how the camera is used and how images are sequenced will have a significant impact upon meaning.
- Camera movement, angle and shot distance all need to be analysed
- Camera movement may accompany movement of performers [walking, dancing, etc] but it may also be used to create a more dynamic feel to stage performance, by for instance constantly circling the band as they perform on stage.
- The close up does predominate, as in most TV, partly because of the size of the screen and partly because of the desire to create a sense of intimacy for the viewer. It also emphasises half of the commodity on sale [not just the song, but the artist, and particularly the voice]
Technical Codes- Editing
- Though the most common form of editing associated with the music promo is fast cut montage, rendering many of the images impossible to grasp on first viewing thus ensuring multiple viewing, there are videos which use slow pace and gentler transitions to establish mood.
- This is particularly apparent for the work of many female solo artists with a broad audience appeal such as Dido
- Often enhancing the editing are digital effects which play with the original images to offer different kinds of pleasure for the audience. This might take the form of split screens, colourisation and of course blockbuster film style CGI
Development of Technical Codes
- The key innovation in the development of the modern music video was, of course, video recording and editing processes, along with the development of a number of related effects such as chroma-key or 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 costs of using film
In the 1990s, a number of technical codes became common:
- Most common form of editing associated with the music promo is fast cut montage
- Many images impossible to grasp on first viewing thus ensuring multiple viewing
- Split screens, colourisation are also commonly used effects
- Non-representation techniques, in which the musical artist is never shown, become more common
- Lack of edits, Long take/steadicam also a common experimentation
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