Why Music Videos Look Like Food Commercials | The Art Of Music

Why Music Videos Look Like Food Commercials | The Art Of Music

In March 2017, Kendrick Lamar’s “Humble” video exploded on YouTube. But his music wasn’t the only thing fans were talking about — hundreds of film enthusiasts were posting videos giving tips on how to achieve its specific camera-whipping effect on a lower budget. Music studios began hitting up Camera Control, the company that licensed robocams to the “Humble” project, for the real thing. From the end of the 1990s to the early 2000s, the music-video industry was in a slump, and robotic camera rigs, or cinebots, were used in mostly feature films and food commercials. However, when streaming took over a few years later, there was a new thirst for online video. And with this new wave of music technology came a new wave of repurposing camera technology. We talked to Camera Control owners Jason Rau and Simon Wakley to see how the cameras rose to popularity in the music-video scene and director of photography Tyler Weinberger to understand how the robocam is used on set.

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Why Music Videos Look Like Food Commercials | The Art Of Music

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