Second Day

Second Lesson

Development of technical  codes

• A key inovation of the modern music video was mainly the immprovement of the recording and editing processes along with other developments such as chroma key also known as green/blue screen.  e.g Take me on by A ha was well known  for its video in which it combined  real actors with combic book concept.it was the first of its kind a nd lead tto many more similar music videos after.

Take Me On- A Ha

• The advent of high quality color videotape and camcorders enabled many pop acts  to produce promotional videos                                                                                                                                                                 

In the 1990's a number technical codes became very common:  

• Most commonn associated with the music promo is fast cut montages
• Many images thrust at viewer then creating multiple viewing  
• Non representational techniques in which the artist is not seen have become more common
• Lack of edits/long takes 

Example of chroma key

Directors who started by directing music videos include:

David Fincher: Madonna 'Vogue' and 'Express Yourself' 

                      ' Fight Club' and 'Se7en'

Spike Jonze: Fatboy Slim 'Praise You

                   'Being John Malkovich' and 'Adaption'           

Michel Gondry: Bjork, foo fighters

                        Eternal Shine Of The Spotless Mind