Technical Codes: Cinematography and Editing

Cinematography

- Camera movement may accompany movement of the performance, walking, dancing etc... But, it may be used to create a more dynamic feel to stage the performance. For example, circling the band as they perform.
- Close-ups predominate, this is mostly because of the size of the screen - but, also the desire to create a sense of intimacy for the viewer. It also emphasises the commodity on sale, not just the song, but the artist themselves.

 Editing

- The most common form of editing associated with the music promo is the fast out montage, rendering many of the images - impossible to grasp on the 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 walk of many female solo artists; as they have a broader audience appeal.

Example: The Verve - Bittersweet Symphony.

Cinematography:

- Tracking backwards/forwards with the performer centred.
- PoV shots of the people he is barging out of the way.
- Handheld close ups, use of a steady cam.
- Over the shoulder.
- Depth of field, allowing the audience to focus on him.
- Low angle mid shot of the group of men, establishes the end of the narrative.

Editing:

- Filter, blue/negative hue and saturation. Links to the title of the music video, adds a cold atmosphere.
- Fast and frequent cuts.
- Continuity editing.

From this music video, a clear narrative is given to the audience. The performer, who is clearly upset/moody, is knocking over anyone in his way.  

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 chroma-keypr 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 technical codes became common:

-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
- Lack of edits

However, as the genre developed, music video directors increasingly turned to 35mm film, as their preferred format. While others opted to mix film and video.