Technical codes - Cinematography
As with any moving image text, how the camera is used and how images are sequenced will have a significant impact upon moving.
Camera movement, angle and shot distance all need to be analysed.
Camera movement accompanies movement of performers but also creates a more dynamic feel to stage performance. They did this by constantly circling the band as they form a song.
Close-up does predominate, as in most TV, partly because of the screen size and partly because of the desire to create a sense of intimacy for the viewer. Also emphasises half of the commodity on sale.
Technical codes - Editing
Most common form of editing is fast cut montage, rendering many of the images impossible to grasp on first viewing, there are videos that 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 is digital effects which play the original images to offer different kinds of pleasure for the audience. E.G. Split screens, colourisation and blockbuster film CGI.
Development of technical codes
They key innovation in the development of the modern music was: video recording and editing processes along with effect - Chroma Key or Green/Blue screen.
The advent of high-quality colour videotape recorders and portable video cameras enabled pop acts to produce videos easier.
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 viewings.
Split screens and other common effects.
Non- representation techniques, in which the musical artists are never shown have become more common.
Lack of edits,long takes/steadicam also common experimentation.
As genre developed music video directors turned into 35mm film.
By mid-1950s releasing a music video to accompany a new single became a new standard.