How has digital technology opened up the opportunity for more people to make their own promos?

As Digital Technology is advancing rapidly, it opens the door to a new type of media consumer - the prosumer. Average consumers can now be their own producer, being able to easily create their own media productions at home. High quality video cameras are now more compact, more user friendly and cheaper to buy as well as editing softwares such as iMovie and Adobe After Effects provide great editing tools while being very easy to use and considerably cheaper than AVID (used by most production companies).

Youtube is a video sharing platform that allows users to share their own homemade promo's online for free. The videos will be listed in the same format as those made by professional production companies for official artist's videos.

UK grime artist 'Skepta' has recently won the MOBO award for best music video this year, when it only cost him £80 to make. The homemade aesthetic works well as it represents the UK grime scene, you can tell he's been filmed in front of a green screen then been layered over older clips of him and his crew.