Development of Technical Codes

The most important innovations in the development of the modern music videos was the video recording and editing processes, with the development of a number of associated effects such as chromo-key of green/blue screen.

The arrival of high quality colour videotape recorders and portable video cameras allowed many pop acts to produce promotional videos quickly and cheaply, compared to the usual high costs of using film. 

• 1990 - Most common form of editing associated with music promo is fast cut montage.
• Split screens, colourisation are also commonly used effects.
• Many images impossible to grasp on first viewing thus ensuring multiple viewings.
• Non-representational techniques, in which the musical artist is never shown, become more common.
• Lack of edits, long take/Steadicam also a common experimentation. 

The rise in popularity of music videos led to huge demands for good quality videos and genre themed channels.

MTV and VH1 were one of the first music channels, however the advance in technology and inventions of Sky, Freeview and other cable networks also led to channels like Channel Aka, Kerrang and 4Music. This rise and impact of musical and video sharing also led to the increased popularity for YouTube, which around the world is known for expressing new talent whilst also finding talent.

Camerawork - The way in which the camera is placed and the way that it is used when sequencing images will have a significant impact upon meaning. This is the same as any movie image text. Close ups dominate most TV and music videos this is to create intimacy which will therefore create a connection with audience emphasising the artist's song and voice.

Camera Movement - Camera movement may join the movement of the artists and performers, this may include walking, dancing, etc. On the other hand it can also be used to create a dynamic feel to the stage performances, for example, the performers being circled in order to make them appear clearer on the stage.

Editing - 'Fast Cut Montage' editing is contemplated to be the most popular form of editing when associated with music promos. Fast cut montage is where many images are rendered, displaying them quickly so that it leads to multiply viewings by the audience. However there are videos that use a slow pace and smooth transition to enable the mood created with the lyrics.
'Digital Editing' helps to enhance the editing, this is where the original images are showed with the created visual pleasures. These effects are such as split screens, colourisation and CG (Computer Graphics).