Codes

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 side effects
• Non-representational techniques, in which the musical artist is never shown,become more common.
• Lack of edits,long take/steady cams also a common experimentation

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-keypr green/blue screen.
• The advert of high -quality colour videotape recorders and portable video cameras enabled many pop acts produce promotional videos quick and cheap in comparison to the relatively high costs of using film.

Technical Codes- Cinematography

• As with any moving image text, how the camera is used and how images are sequenced will have the 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 my also be used to create a more dynamic feel to stage performance, for instance constantly circling the hand as they preform 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 emphasizes half of the commodity on sale (not just the song , but the artist and particularly the voice)