The Emergence and Formation of the Clip: the Musical Context

Purpose of the study is to analyze the processes of creation and development of the KLIPMEYKERSTVA in Ukraine as an important component in modern art. Methodological bases of research are the methods of gathering information, processing, systematization, content analysis, comparison and forecasting. Scientific novelty. For the first time in the context of «aesthetic» problem the features of the clip maker product which is realized and functioning in modern Ukrainian media space have determined; revealed cultural peculiarities of the asthenosphere of clip maker; the features of postmodern culture as the basis in modern Ukrainian music video are singled out. The role of the clip maker has been refined in modern Ukrainian culture and aesthetic peculiarities of clips of different musical genres. Conclusions. The analysis of the scientific portfolio in the modern chipmaker made it possible to draw conclusions that the modern structure of the screen culture is due not only to the huge number of clips on the screens of the world, AI needs a multimillion audience in this art Format. After reviewing the music videos we can say that there are many criteria and rules of posing a clip, this primarily concerns the balance of light, musical consonance with the vide, the play of actors and choreography. When compared with the production creation of the clip and today’s relation to this, we cannot say that the responsibility to create it may be less. Thus, with the computer technologies development, video editing and sound techniques for the quality of the clip, grows as well as the new techniques development, techniques and inheritance models