Camera and editing and Music video directorsObjective: Development of technical codes

Daniella Benson

• In the 1990’s, a number of technical codes became very common:

• Most common form of editing associated with the music promo is fast cat montage.

• Many images impossible to grasp on first viewing, thus ensuring multiple viewing

• Split screen, colourisation are also commonly used effects

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

Andrew Goodwin was a director of music for 37 years and wrote the book ‘Dancing in

the distraction factory’ after years of research into music videos. In his book, he came up

with a number of codes and conventions for music videos, such as a range of elements

that many music videos have in common.Andrew Goodwin’s theory:

1) Music videos demonstrates genre characteristics, e.g. stage performance in rock

videos and dance routines.

2) Relationship between lyrics and visuals

3) Relationship between music and visuals

4) Record label demands needs for lots of close ups of the artist and the artist may

develop motifs which may recur across their work (visual style).

5) There is frequently reference for looking (screens within screens within, telescopes) and particularly voyeuristic treatment

of the female body.

6) There are often intertextual references (no films, TV’s programme other music videos)

Directors who started with music videos :

This is David Fincher who created the famous

– Madonna Vogue and express yourself

An obvious forerunner to "Suit & Tie," this black-and-

white, Art Deco video for the dance-pop hit has been

ranked by some critics as one of the best music videos of

all time. Recalling the golden age of Hollywood, Madonna

does her Marilyn Monroe thing to a T and Fincher

explores his love of shadow

Spike JonzeOne of the most iconic music videos of the '90s cost only $800 to produce. The video for “Praise You,” off dance music maker Fatboy Slim’ssophomore album,You’ve Come A Long Way, Baby, was shot guerrilla-style in front of a group of confused onlookers outside a movie

It features Jonze as Richard Koufey, leader of a fictional group dubbed The Torrance Community Dance Group, doing a dance routine to the track while it plays on a boombox.