Technical codes:
Cinematography:
In music videos, the way cameras are used and how images are sequenced is very important. Other features to look out for is camera movement, angles and shot distance. Cinematography should also take into account the movement of performers (walking, dancing, etc.) There tend to be a lot of close ups that are used of performers as it emphasizes the commodity that is on sale (the artist).
Editing:
Usually editing of music videos consist of fast cut montages. This leaves many images impossible to grasp on the first viewing which encourages multiple viewing. This enhances the success and popularity of the artist on show. However, some videos do use a slower pace and more gentle transitions to establish a certain mood. Editing has been enhanced further by digital effects such as split screens, CGI and transitions.
Development of technical codes:
Video recording and editing processes= Chrome key or green/blue screen.
The advent of high quality color video tape recorders and portable video cameras makes music videos cheaper and quicker to make.
It is also important to state that modern day music videos have been hugely influenced by MTV.
Many of the technical codes we now see in music videos came about in the 1990s. These include:
- Fast cut montages
- Multiple viewing method
- Colorization
- Non representation techniques (musicians not shown in video)
- Lack of edits- more long takes and use of a Steadicam.
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