 The advent of high-quality color videotape recorders and portable video cameras coincided with the DIY ethos of the new wave era, enabling much pop acts to produce promotional videos quickly and cheaply, in comparison to the relatively high costs of using film.However, as the genre developed, music video directors increasingly turned to 35  mm film as the preferred medium, while others mixed film and video.During the 1980s, music videos had become "de rigueur" for most recording artists.